SBC Sponsorship Forum 2018 Agenda

Page 1


2nd Edition of the European Sports & Betting Sponsorship Event



Betting & Gaming Brand Representatives


Sport Clubs and Organisation Representatives


Expert Speakers

The SBC Sponsorship Forum is an invite-only event for sponsorship professionals from Betting & Gaming Opeators and Sports Clubs & Organisations to network and discuss state-of-the-art of sponsorship opportunities in the betting and gaming category. The Forum is organised by SBC and hosted by former Chief Commercial Officer of AC Milan, Jaap Kalma. As part of the event SBC will facilitate direct introductions between representatives from the two industries to discuss available positions and interests.

Please note that the SBC Sponsorship Forum is part of the wider Betting on Sports Week, taking place 18-21 September at Olympia London. When you attend the Forum you also get access to the Betting on Sports Week conferences and exhibition (Please see page 4 for further details).


MARKET OVERVIEW: SPONSORSHIP OPPORTUNITIES IN 2019 A look at the football community post-World Cup and how it is interacting with the gambling industry in sponsorship and partnerships and an analysis of how the wider sport world is embracing the industry.

13:30 – 14:10

SPEAKER Jaap Kalma, SBC Sponsorship Forum Director

SPEAKERS: John Ali, Head of Sponsorship, Marathonbet Danny Macklin, CEO, Leyton Orient Conleth Byrne, Managing Director, The Football Pools John O’Connor, Business Development, InCrowd Sports

MODERATOR 11:30 – 12:10

SPORTS SPONSORSHIP RIGHTS VALUATION AND ROI IN THE AGE OF AUDIENCE DISRUPTION Technology is disrupting sports engagement, viewership and distribution across all continents. Therefore how should advertisers and sports stakeholders determine the price and value of sponsorship rights amid a changing viewer context? SPEAKER Peter Clare, Consulting Partner, Seven League Matt Charles, VP of Operations, Grabyo MODERATOR 12:10 – 12:50 LUNCH

12:50 – 13:30

MATCH DAY LIVE – MAKING THE MOST OF SPONSORSHIP AT THE STADIUM How can marketing stakeholders make sponsorship count where it matters the most, at the stadium engaging with a live audience? What new technology disciplines are we seeing with regards to activating sports sponsorships, and how can these functions be interconnected with live betting verticals? Furthermore, has in-stadia technology overcome its digital constraints; wifi coverage, effective targeting and data gathering, or is sponsorship still a static marketing vertical for advertisers? SPEAKERS John Lee, Managing Director, BD Stadia Cillian Barry, MD, SportCaller Games Neil Simpson, Brand Director, Mr Green MODERATOR Dr. Tom Markham, Head of Strategic Business Development, Sports Interactive

BEYOND FTD’S - INCREASING CUSTOMER LOYALTY THROUGH SPONSORSHIP Facing numerous growth hurdles, betting leadership has placed a higher emphasis on developing long-term customer retention programs driven by refined margin control, whilst further optimising marketing verticals. How can sports sponsorship be an active and effective influencer on bookmaker’s new operational values and dynamics?

MODERATOR Varun Mathure, Head of Marketing, Catena Media 14:10 – 14:30 NETWORKING BREAK 14:30 – 15:10

OUTLOOK ITALIA – CAN BETTING OVERCOME LEGA-5STARS BLANKET BAN Italy’s new Lega-5Star coalition government has hampered betting stakeholders with months of restructuring, implementing its Dignity Decree’ blanket ban on gambling/betting advertising and sponsorship across all marketing and sports channels. The Decree will not only impact sector incumbents, but negatively affect wider stakeholders (sports clubs, media owners, publishers, affiliates and consumers), so what does Lega-5Star seek to achieve from its anti-gambling mandate? Furthermore, what does a fractious Italian betting summer, outline to leaders about the changing dynamics surrounding betting and an evolving political landscape. Could further European states close themselves from the sector. The legality of Lega-5Star’s blanket ban will be likely contested by betting operators and wider stakeholders. Could a unified legal challenge reshape the European betting sector, developing a stronger and more coherent representation of betting as an industry and enterprise. SPEAKERS Quirino Mancini, Tonucci Partners Niklas Lindahl, Managing Director - Italy, LeoVegas Plc Maarten Haijer, Director General, EGBA MODERATOR


UNDER SIEGE – TAKING BACK CONTROL OF THE PUBLIC DEBATE ON SPORTS BETTING AND SPONSORSHIP In 2018, new industry leadership has emphasised that betting must develop a sustainability agenda in order to repair its social profile. The industry’s new leaders want to reposition and redevelop their betting firms as progressive ‘entertainment-based’ enterprises. Therefore what role can sports sponsorship play for bookmakers, beyond marketing? Can and should sports sponsorship be used a ‘corporate change dynamic’ driving the betting sectors agenda, or are sports stakeholders better off maintaining partnerships solely on commercial terms rather than becoming social/political propositions for the betting sector? SPEAKERS Rory Anderson, Consultant, 12Bet Mikel López de Torre, President, JDigital, Spanish Online Operator Association Simon Taylor, CEO, Professional Players Federation Andy Westlake, Chairman, European Sponsorship Association MODERATOR Maarten Haijer, Director General, EGBA 15:50 – 16:10 NETWORKING BREAK

16:10 – 16:50

CASE STUDIES: HOW OTHER SPORTS WORK WITH GAMBLING BRANDS While football attracts some of the bigger deals, other sports are actually more creative and successful with their sponsorship partners from the betting industry. This session will highlight some of the interesting approaches that have been used and other opportunities on the market. SPEAKERS Jess Harding, Promoter, JBD Sports Agents Simon Schleich, Managing Director, e|motion MODERATOR Russ Yershon, Sportsbook Consultant

16:50 – 17:10

BETCONSTRUCT – FEEDCONSTRUCT: PRESENTING THE FRIENDSHIP PLATFORM What sponsorship opportunities will an open US betting market have for sports stakeholders, and will the US represent a new dawn in betting advertising? Furthermore, what has been learnt with regards to the recent DFS boom, which saw DraftKings and FanDuel compete for mass US sports sponsorships at a huge expense? How could a state-by-state legislative agenda impact sports sponsorships. Furthermore, have original pro-league concerns in –relation to betting been quelled by the repeal of PASPA? SPEAKERS Stuart Baker, Group Director of Products, BetConstruct MODERATOR

17:20 – 17:40

HOME ADVANTAGE: INSIDE UNIBET’S BLOCKBUSTER SPONSORSHIP OF ELITFOTBOLL SWEDEN Unibet SE presents its case study on undertaking its record-breaking sponsorship of Elitfotboll, ahead of Sweden’s re-regulation of its online gambling framework inbound for January 2019. As Sweden’s most recognisable online betting brand, Unibet seeks to create a new sponsorship legacy, raising industry standards and placing responsibility and sustainability at the core of its partnership initiatives and values. Unibet details to SBC’s Sponsorship Forum, its corporate stake in developing Swedish football and working with its wider stakeholders. Furthermore, how will this partnership change the make-up and approach of Kindred’s wider enterprise as its tackles gambling’s current and future complexities. SPEAKERS: Philip Lagström, Kindred Group Corporate Development Manager & Juuso Lehto Sponsorship Lead Unibet

18:30 – 24:00 Networking Drinks @ Hilton Olympia

IF YOU NEED ANY FURTHER DETAILS PLEASE CONTACT: Paul Mills, Chief Operating Officer, SBC Global,, +44 (0) 778 840 5551 Andy McCarron, Managing Director, SBC Global,, +44 (0) 778 231 1768 Rasmus Sojmark, Founder / CEO, SBC Global,, +44 (0) 789 049 5353 Jaap Kalma, SBC Sponsorship Forum Director,, +39 366 487 3733

18-21 SEPTEMBER 2018 Olympia London






TUESDAY 15:00 – 21:00

Pre-registration @ Hilton Olympia

10.00 – 11:00

BC Sponsorship Forum Registration & Welcome Refreshments S @ Hilton Olympia, Westminster Suite

11:00 – 18:00

SBC Sponsorship Forum @ Hilton Olympia, Westminster Suite (Invitation Only Event)

19:00 – 0:00

Networking Drinks @ Hilton Olympia, Bar & Lounge


10:00 – 17:30

Sport in Focus (Conference Room 1)

10:00 – 17:30

Betting on Americas (Conference Room 2)

10:00 – 17:30

Innovation & Technology (Conference Room 3)

10:00 – 17:30

CasinoBeats Summit (Conference Room 4)

10:00 – 17:30

ESI London (Conference Room 5)

09:30 – 17:30

Affiliate FEST @ Hilton Olympia, Westminster Suite (Invitation Only Event)

17:00 – 19:00

Networking Drinks in Exhibition Area

18:30 – 21:30

C-level & Affiliate Dinners @ Altitude 360 (Invitation Only Event)

20:00 – 01:00 SEPTEMBER


Registration & Exhibition Open (Level 2 & Level 3)

Official Party @ Skyloft


Registration & Exhibition Open (Level 2 & Level 3)

10:15 – 16:45

Betting on Racing (Conference Room 1)

10:15 – 17:30

Future of Betting (Conference Room 2)

10:15 – 12:50

Betting on Retail (Conference Room 3)

14:10 – 16:45

Betting on Regulation (Conference Room 3)

10:15 – 17:30 10:15 – 17:30

CasinoBeats Summit (Conference Room 4)

ESI London (Conference Room 5)

18:00 – 20:30 Networking Drinks @ Hand & Flower Pub (Recommended pub after exhibition closes)



18:30 – 21:00

C-level & Affiliate Dinners @ Natural History Museum, Fossil Way (Invitation Only Event)

20:00 – 02:00

Closing Party @ Natural History Museum, Hintze Hall

FRIDAY 10:00 – 13:00

Casual Networking & Business Meetings