SEPTEMBER 9, 2015 MELBOURNE CRICKET GROUND

IN ASSOCIATION WITH

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Wednesday September 9, 2015 | Melbourne Cricket Ground

8.00AM Registration

8.30AM Welcome by host: Jane Flemming

8.45AM

Monique Perry head of media industry group, Nielsen

Panel

Achieving your sponsorship goalsSports sponsorships can deliver a great return on investment – if done properly. This panel will look at best practice, what to avoid, and whether it’s right for you.

The future of sports broadcastingWith fans increasingly looking to get their sporting fix as it happens and where they want, this panel looks at how broadcasters are adapting to meet those needs.

Moderator:Sean Callanan managing director, SportsGeek

Moderator:Tim Burrowes content director, Mumbrella

Martin Medcrafnational sports sales director, Multi Channel Network

Chris Maxwellgeneral manager marketing partnerships, Carlton & United Breweries

Kirsty Muddlechief media &innovation officer,Cummins&Partners

Greg Oakfordmarketing & communications manager, Golf Victoria

Clive Dickenschief digital officer, Seven West Media

Lance Peatey director digital and partnerships, ESPN

Ken Shippdirector of sport, SBS

11.05AM

10.45AM MORNING TEA

Jane Flemmingformer Olympian and Flemming Promotions MD

Ian Patersonmanaging director, GTV9

Shane Mattiskeco-managing director, Australia and New Zealand, Repucom

Fergus WattsCEO, Bastion Group

Moderator: Alex Hayes editor, Mumbrella

10.00AM Sports rights: What’s it really worth?With the AFL and NRL recently renegotiating their broadcast deals, a panel of experts from TV networks and codes talk about the ever increasing value of sports rights. Is it a bubble, can broadcasters afford it, should they be split up, and what does the future hold?

Connecting brands, sports and fansSport is one of the most powerful sources to reach mass audiences for broadcasters, and a strong audience engagement environment for advertisers. But viewing habits are changing with the rise of new technology. In this opening session, audience measurement expert Nielsen looks at how consumption habits of viewers have evolved during the past few years, and give a first look at data from its new mobile audience measurement service for a true picture of how Australians are engaging with sport content. The session will also look at how consumer behaviours have changed in other markets with the explosion in sports content and the proliferation of technology devices.

Panel David Gallopchief executive officer, Football Federation Australia

9.15AM Keynote‘The Whole of Football Plan’ – making football the number one Australian sport

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Sponsor workshop by RadiumOne: Dopamine, the only drug that belongs in sportRadiumOne and a renowned neuroscientist discuss how sports trigger the reward and pleasure centres in fans brains. Find out how marketers can leverage this in combination with data and technology to improve paid media effectiveness, in real time.

Moderator: Camille Aarcon content director - events, Mumbrella

Adam Furness director of strategic accounts, RadiumOne APAC

Dr Peter Steidl neuromarketer, Neurothinking

Sponsored by:

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11:50AM

Panel

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Moderator:Jane Flemming managing director, Flemming Promotions

Luke Bould head of commercial, Football Federation Australia

Kate Palmer CEO, Netball Australia

Carolyn Bendall head of marketing, ANZ Australia

Louise Evans media & communications consultant, Australian Womensport and Recreation Association

Under the bonnet of AFL MediaWith more sports and sponsors looking to speak directly to their fans, brand newsrooms are becoming increasingly popular. This session lifts the lid on how Telstra and the AFL have built one of the biggest in Australia while maintaining an authentic voice.

Peter Campbell general manager, AFL Media

Sponsored by:

Sponsor workshop by Getty Images: The power of visual content in sportHaving access to relevant, timely visual content from your sponsorship or sports activities is essential in maintaining engagement around an event. Hear how major sports leagues worldwide work with Getty Images on creating content, and explore the opportunities that exist for brands, federations, event organisers and rights holders to maximise investment in sport events and activations. See how powerful sports photography and innovative technologies can enhance your involvement in sport and tell your story to the world.

Thomas Reid head of business development, Getty Images

1:10PM LUNCH

12:35PM KEYNOTE The All Blacks – Building an international brand

Todd Barberel head of marketing, brand & commercial development, New Zealand Rugby

Case study presentation:

2:00PM

Panel

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Margie Amarfio general manager, marketing & PR, Collingwood Football Club

The FIFA fallout: Where to now for the sport?The governing body of the world’s biggest sport has been in the headlines amid a massive corruption scandal. This expert panel looks at what has happened, the implications for the game and sponsors, and what the future holds.

Fan engagement: Turning fickle fans into loyal followers Sports fans can be fickle creatures. What can you do to make sure you get enough of their attention through the good times and the bad?

Chris Gross head of marketing, brand and social, Fox Sports

Moderator: Andrew Woodward communications management consultant, Andrew Woodward Consulting

Mike WilsonCEO, Havas Media Group Australia

Les Murrayformer SBS head of sport and former member of the FIFA ethics committee

Jack Lamacraft generalmanager,M&C Saatchi Sports & Entertainment

Zac Zavos managing director,The Roar

Finn Bradshaw head of digital, Cricket Australia

Mike Billingmarketing director, Melbourne Storm

Moderator:Stuart Taggart futurist and founder & CEO, Relevant Innovation

Partnership not sponsorshipThis year Audi made its first foray into sports sponsorship in Australia with the International Champions Cup. Find out how they turned a traditional sponsorship into a partnership and promoted the brand to 99,000 fans at the MCG.

Women’s sports: Participation rates are rising, so where are the sponsors?Women’s sports are increasing in popularity and participation, but media attention and sponsorship dollars are still hard to come across. This panel of experts discuss the issue, and what can be done about it.

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John Du Vernetmanaging partner, Tongue

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Ooyala helps deliver content that connects. A US-based subsidiary of Telstra, Ooyala's comprehensive suite of offerings includes one of the world's largest premium video platforms and a leading ad serving solution. Built with superior analytics capabilities and a strong commitment to customers success, Ooyala's industry-leading end-to-end solutions help large-scale broadcasters, operators, media companies, enterprises and brands build more engaged and more profitable audiences. Some of the most successful and innovative media companies in the world—ESPN, Univision, Sky Sports, Foxtel, NBCUniversal, RTL Germany, and Singapore’s Mediacorp—rely on Ooyala.

Increase sales with video

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Mobile matters

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Battle of the sportsSix of the top sports will battle it out in front of the audience and expert panel of judges to be crowned Mumbrella’s sports code of the year. Executives from the AFL, NRL, FFA, ARU, Cricket Australia and Netball Australia will square up to put their cases forward.

2:45PM

4:00PM

3:30PM AFTERNOON TEA

5:40PM

6:30PM

Chris Maxwell general manager marketing partnerships, Carlton & United Breweries

Sean Callananmanager director, Sports Geek

Andrew Woodward communications management consultant, Andrew Woodward Consulting

Judges

NETWORKING DRINKS

CLOSE

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Crisis management: How to fix a sporting balls up When disaster strikes clubs, codes and sponsors come under the microscope of fans and activists. This session looks at recent case studies and shares tips on issues management.

John Kent general manager communications and community engagement, ICC Cricket World Cup 2015

Case study presentations:

Jonathan Rosehead of communications, Cricket Australia

Nick Johnston general manager PR and communications, V8 Supercars

Going for gold: How brands can make the most out of the Olympics Just 12 months from the biggest sporting event on earth, this panel looks at the opportunities presented by the Olympics, whether it is right for your brand, and how to get involved.

Damien Moston director – sales, Sports Marketing and Management

Panel

Caroline Dempsey head of marketing Australia South Pacific and NZ, Visa

Kurt Burnette chief revenue officer, Seven West Media

Simon Ryanchief executive officer, Carat Australia & New Zealand

Andrew Clarke client services director, Octagon

5:00PM Question TimeA panel of sports marketing luminaries tackle your questions on the topics raised throughout the day and the key issues impacting the industry.

Panel

Stuart Taggart futurist and founder & CEO, Relevant Innovation

Geraldine Davys executive director marketing and customer experience, GM Holden

Todd Barberel head of marketing, brand & commercial development, New Zealand Rugby

Moderator: Alex Hayes editor, Mumbrella

Moderator:Tim Burrowes content director, Mumbrella

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