Conference Agenda

1. The Business of Sports – What is it?  How big?  Where is it growing?  The insights for Turkey. 
   Mini case: English Premier League
   
   
2. Identification of the key drivers of the sports business model
   Mini cases: Rugby Football, Liverpool Football Club
• identifying the key factors that drives success
  
  
3. The Key Driver – securing TV (FTA and subscription), and radio broadcasting rights – why is it critical?
   Mini cases: Olympic Games, AFL, NFL

4. How will new media (mobiles and on-line) affect traditional media rights
   Mini cases: Football, NBL, UEFA Cup
   

5. The sports sponsorship market
   Mini cases: AIG and Manchester United, NASCAR USA, E.ON and the FA Cup
   • size
   • segmentation
   • types of sponsorship (Team, Event, Organisation, Personality)
     
     
6. Building a successful sports business model – the Iceberg Strategy
   • how much to invest
   • levels of direct sponsorship to the sport as indirect sport investment
     
     
7. Measuring the success of sports sponsorship activity (ROI effect)
   • as part of the overall marketing mix
   • quantitative vs qualitative, short term vs long term
   • how a CFO wants to measure sport involvement (ROI)
   • what has worked, what has failed and why?

8. Learnings for the region and Turkey