Sponsorship Forum Agenda

19-22 MAR 2019 STAMFORD BRIDGE LONDON

50

20

SPORTS CLUBS AND ORGANISATIONS

SPEAKERS

50

BETTING OPERATORS

AGENDA OVERVIEW 21 MARCH 2019 | STAMFORD BRIDGE, LONDON More info at sbcevents.com/sponsorship-forum-2019/

10:15 - 11:00

CONFERENCE ROOM 4 MAIN TRACK OPEN SESSION

INVITATION ONLY SPONSORSHIP FORUM (Hollins Suite) 11:00 - 11:20

REFRESHMENT BREAK

11:20 - 11:30

Introduction

11:30 - 12:15

Self-regulation

12:15 - 13:00

Social vs. Business ROI

13:00 - 14:00

LUNCH

14:00 - 14:45

Fans vs. punters

14:45 - 15:30

The value of affection

15:30 - 15:50

NETWORKING BREAK

15:50 - 16:30

The Human Factor

17:00 - 19:00

NETWORKING DRINKS SPONSORSHIP FORUM

FURTHER DETAILS All destinations pertaining to the Sponsorship Forum 2019 can be found on the official website.

IF YOU NEED ANY FURTHER DETAILS PLEASE CONTACT: Paul Mills, Chief Operating Officer, SBC, paul@sbcgaming.com, +44 (0) 778 840 5551 Andy McCarron, Managing Director, SBC, andy@sbcgaming.com, +44 (0) 778 231 1768 Rasmus Sojmark, Founder / CEO, SBC, rs@sbcgaming.com, +44 (0) 789 049 5353 Jaap Kalma, Interim Business Development Director, jaap@sbcgaming.com, +39 (0) 366 487 3733

AGENDA

THURSDAY 21 MARCH 2019 10:15 - 11:00

CONFERENCE ROOM 4 - MAIN TRACK OPEN SESSION Educating the professionals How Sky Bet, the Football League and EPIC Risk Management address the issue of problem gambling and integrity with professional sports people.

SPEAKERS Paul Buck, CEO, EPIC Risk Management Scott Davies, Ex footballer, EPIC Risk Management Ben Wright, Chief Commercial Officer, EFL Adam Brickell, Director of External Affairs, Sky Betting & Gaming

11:00 - 11:20

REFRESHMENT BREAK

11:20 - 11:30

INVITATION ONLY SPONSORSHIP FORUM (Hollins Suite) Introduction – The state of betting sponsorship in football and how to protect its future Betting brands’ presence in football, as a sponsor of team and leagues or as an advertiser around the live game broadcast and other content, has continued to increase. This is resulting in an ever-more pronounced push-back from society, putting at risk the partnership between the two industries. What is the current situation across Europe and in which way can both operators and sports clubs & organisations protect the future of their symbiotic relationship?

SPEAKERS Jaap Kalma

11:30 - 12:15

Self-regulation – What impact will limitations of betting brand presence such as the whistle to whistle ad ban have on sponsorship?

In response to media criticism that the presence of betting companies around football is becoming too dominant, reaching also an under-age audience, the industry has taken action and has started to self-regulate itself. Initiatives such as the whistle-to-whistle ad ban and the limitation to one betting spot per ad break in the UK will inevitably hinder how many operators can reach their audience during sporting events. However, what will these measures mean for sponsors of clubs? Will there be pressure on brands/clubs to adopt other measures to self-regulate sponsor presence as well? Which measures might it make sense to propose?

SPEAKERS Barbara Beltrami, Country Manager Italy, Kindred John Ali, Head of Sponsorships, Marathonbet Bob Madou, Chief Commercial Officer, Club Brugge Lasha Machavariani, CEO/Founder, Setanta Sports Media MODERATOR Steve Donoughue, Gambling Consultant

12:15 - 13:00

Social vs. Business ROI – how to maximise the impact of Clubs and brands working together to promote integrity and responsibility?

Society is asking for responsible betting. When operators and sports teams unite their forces and leverage the communicative power of sport, it would seem to provide an unrivalled opportunity to promote integrity and social responsibility. But which methods and initiatives are truly effective in getting the message across to their audience, how to measure impact, and can they have a positive impact on the business as well?

SPEAKERS Vahe Baloulian, Strategic Advisor, BetConstruct Mark Potter, Safer Gambling Manager, EPIC Risk Management

AGENDA

THURSDAY 21 MARCH 2019 George Harborne, Former Senior Partner Acquisition Manager, AVFC Jon Long, Managing Director, Bayridge Sports MODERATOR Varun Mathure, Head of Content & Marketing, Catena Media 13:00 - 14:00

LUNCH

14:00 - 14:45

Fans vs. punters – promoting your brand in an effective yet safe way through fan engagement Fans want to be engaged as fans, not merely as punters. With marketing methods under significant scrutiny, how can brands balance business effectiveness and fan engagement, whilst ensuring social responsibility at the same time? What types of content and mechanisms are most effective for brands to meet these multiple objectives?

SPEAKERS Dean Akinjobi, CEO, Football Media Emily Rutherford, Director, Mana100 Giorgos Lagaris, Director Sponsoring & TV Rights, PAOK FC Liam McKee, Head of Sponsorship, William Hill MODERATOR Niall Coen, CEO, Snack Media

14:45 - 15:30

The value of affection – Should you choose to become a club’s stalwart or a new signing?

Switching sponsorship to another club allows a brand access to a new group of potential customers. But loyalty is at the base of fandom, and brand preference in an over-crowded marketplace is hard to come by. How to weigh these apparently contradictory marketing objectives? How can partners become embroidered rapidly into the fabric of the clubs they are partnered with and not to be seen as an intruder? And how to manage the partnership to ensure one reaps the benefits of a long-term relationship?

SPEAKERS Alan Alger, Head of PR Betway Rory Anderson, CEO 12Bet Damian Irvine, Commercial Director of Bradford bulls and CEO of Bradford Park Avenue

15:30 - 15:50

NETWORKING BREAK

15:50 - 16:30

The Human Factor – How a club’s players can boost the sponsorship Nothing hits home with a club’s fans more than seeing the players they love, but involving players in the promotion of a betting brand is often sensitive. The panel will share experiences of the effective use of a club’s players by a betting sponsor, with pointers about how to make it work and lessons learned.

SPEAKERS William Woodhams, CEO, Fitzdares Sergey Portnov, CEO, Parimatch Nick Speakman, Founder, Sporf

17:00 - 19:00

NETWORKING DRINKS SPONSORSHIP FORUM

20:00 - 03:00

CLOSING PARTY AT MAHIKI KENSINGTON