28-30 April 2015 | London, UK

Using Sports Analytics toWin Matches,Find Talent,Engage Fans& Grow Business

More sports clubs on the agenda than any other event

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Sports Analytics 2015 is dedicated to all aspects of data analytics in sports performance and business. There are many events in this area, but none focus exclusively on data analytics, collection and management. From player performance data, to forecasting results to analysis of fan engagement strategies and estimation of your club’s brand value, the event will cover all aspects of data analytics in sport to give you the answers you need to bring truly amazing results to your team and club.

Using Sports Analytics to Win Matches, Find Talent, Engage Fans & Grow Business

Conference Streams

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23Hours of

15+

Co

un

trie

s

30+professional leagues

represented

In Performance

Technical Director

Head of Performance Analytics

Head of Sports Science

Chief Scout

Head of Medical, Nutrition & Injury

In Sponsorship

Head of Sponsorship

Head of Business Development

Head of Branding

In Marketing & Fan Engagement

Head of Marketing

Head of Fan Engagement

Head of Ticketing

Head of CRM

WHO WILL

YOU MEET?

53Speakers

talks and

net

work

ing

SPEAKERS

Rob MacKenzie

Head of Technical Scouting Leicester City

Filip Van DoorslaerMarketing & Events Director, Royal Belgian Football Association

Ian Coll

First Team Sport Scientist Celtic

Laura GabbidonHead of Marketing Wolverhampton Wanderers

Chris Carling

Head Sports Scientist Lille OSC

Andrea Rennie

Brand Manager Scottish Football Association

Julian GoodeHead of New Media England and Wales Cricket Board

Alex SaulHead of Commercial & Marketing Connacht Rugby

Bruno Demichelis

Formerly Human Performance Director, Chelsea; Milan Lab co-founder AC Milan

Neil Black

Performance Director British Athletics

Tim Hulbert

Managing Director, Head of Insight & Research, Brand, Reputation, Citizenship, Marketing Barclays

Ben Jones

Founder & Manager The Football History Boys

Luis Vicente

Chief Revenue & Marketing Officer Valencia

Yoann Copreaux

Head of Business Strategy Aston Villa

Paul BarberChief Executive Brighton & Hove Albion

Ignacio M. TrujilloDirector, Strategic Projects Spanish Professional Football League

Michael ColeFormerly London 2012 Marketing & Communications Director BT Global Services

Richard Kenyon

Director of Marketing & Communications Everton

Tom Rowell

Head of Branding & Marketing Birmingham City

Tony StrudwickHead of Athletic Training Manchester United

Michael Reschke

Technical Sport Director Bayern Munich Andrea Berta

Technical Director Atletico Madrid

Steve McLarenDerby County FC Former England Manager

Bill GerrardHead of Analytics Saracens

Rob Horton

Head of Audiences BBC Sport and BBC Radio 5 live

Rob MarrsFounder & Manager Left Back In The Changing Room

Jose Louis Rosa-MedinaDirector, Global Marketing Partnerships Euroleague Basketball

Rebecca Symes

Partner Sporting Success

Mark Gillett

Director of Performance West Brom FC

Mark WottePerformance Director Scottish Football Association

Lee MoulsoRegional Head of Sales The Jockey Club Race Courses

Mathieu Lacome

Sport Scientist French Rugby Federation

Fabio Gallo

Digital Business Development Manager, Barcelona

Tom Bates

Performance Psychology Coach West Brom Tom Allen

First Team Sports Scientist Aston Villa

Jules McGeever Head of Marketing Services Scottish Football Association

Brian PrestidgeHead of Analytical Development (formerly), Bolton Wanderers

Simon Norris

Head of Analytics Exeter Chiefs

Chris EarleDirector of Sport at Aspire Academy, Sporting Excellence, Doha Qatar

Alex MorganFounder Football Everyday

Garry GeladeStatistical Consultant Formerly with Chelsea Football Club

Ian Graham

Director of Research Liverpool

Tim Harkness

Club Psychologist ChelseaGeir Jordet

Head of Psychology Norwegian Professional Football League

Karl CookeHead of Sports Science & Sports Medicine British Swimming

SPEAKERS

Mark Brooks

Head of Marketing Belfast Giants

Zarah Al-Kudcy

Marketing Manager England Rugby 2015 Ltd

Damian Irvine

Commercial Director Notts County

Manuel Portilla WhiteDirector, Commercial Marketing Club Santos Laguna

Christine WilsonHead Coach, Women’s Rowing Team Oxford University

Hugo Sharman

Director DeltaTre

Paul DermodyHead of Commercial & Marketing Leinster Rugby

8:30 Chair’s Opening Address

8:45 Using on the pitch performance data to make decisions in training and in games

Player output, risk of injury and many other factors are important, and are on Tony’s radar every single day. The demand on players’ output is growing; the risk has to be managed and it is not easy balancing all of the factors especially in the busiest weeks and months. Join this guest address to hear the thinking and strategy behind talent management and in game decision making. Learn about:

• Data use strategy – what to measure and why?

• Video analytics – why are they so important?

• Collecting data – are you asking the right questions?

• The role of data in people management

• Growing talent and bringing new talent from outside – how can data help you?

Tony Strudwick, Head of Athletics, Manchester United

9:15 Interview: Using data to make decisions, find talent and manage a team – the role and value of analytics in sport

Finding talent is not just important, it is probably the most critical factor in any club’s success. Michael Reschke spends a great deal of time on the road travelling the world looking for hidden gems as well as grown talent. Join this interview, where we will ask him about his job, his views on data analytics and other factors in scouting. Here are some of the questions we plan to ask him:

• How has you job changed in the last 5 years?

• What has changed in the way you use data to find and manage talent in your team?

• Do you see data as the most important factor in decision-making?

• What about your team – how do they use data? Has that changed?

• How do you see data analytics changing the game in Europe?

Michael Reschke, Technical Sport Director, Bayern Munich

9:45 Achieving peak performance in individual and team races – the challenge and the role of data

One year of training, exhausting regimes, performance data analytics, testing and pushing the boundaries of possible all goes into a 20 minute race. In the Oxford/Cambridge race you have one chance a year to show your strength and having a bad day is not an option. This talk is about using data and performance measurement strategies in a race. Find out what the pressures are, and how the team deals with the challenge on a daily basis.

Christine Wilson, Head Coach, Women’s Rowing Team, Oxford University

10:15 Assessing the role of data in sports business: Brand building, marketing to fans and sponsors

Marketing has always been a data driven sport. In sport, the stakes are huge and the value of fans and brands are still largely unexplored. Most teams have great fan followings and know something about their fans, but there is so much more to learn. Fan data analytics is probably the only strategy that will give you a dramatic return both in terms of fan revenue and sponsorship growth. Join this case study to hear what the Spanish football teams do about using data to keep their fans and grow revenues.

• Collecting and managing fan data – what are you trying to find out and why?

• Measuring the value of your brand and ROI to sponsor through data

• Building sponsor brand models and showing value

• Turning fans into customers – who is actually spending money with you

• Building a strategy to defend your fan and sponsor base – don’t let the competitors get to your network!

Luis Vicente, Chief Revenue & Marketing Officer, Valencia

10:45 Networking & Coffee

28TH APRIL, 2015 - CONFERENCE DAY ONE

11:15 Sponsor’s Perspective: Looking into the future of sports sponsorship – how will value, ROI and brand partnership investments change and why?

The figures tell us that sports sponsorship is growing at breath taking rates. Large firms are spending millions on sponsoring clubs, sports kit, events and players. But most money goes from big brands to big clubs. Why? There are a few key questions to ask: What is the ROI on a good sponsorship deal? How do the sponsoring brands evaluate and measure sponsorship? What are they looking for and why? Are things set to change in the future? And most importantly – can you change things in your sports club to grow sponsorship revenues? Join this guest presentation to find out a sponsor’s perspective from Barclays.

Tim Hulbert, Managing Director, Head of Insight & Research, Brand, Reputation, Citizenship, Marketing, Barclays

11:45 Panel: New ideas for engaging with the Fan and promoting your club: What can data give you and how to use it

Fans make teams, sports, competitions. Fans make everything! Fans are a hugely valuable commodity and all sports organisations know it. Round the clock digital fan engagement is no longer a great option, it is an absolute must. An engaged fan watches more sport and spends more money on products. The question is: How do you engage fans to give them an even better experience and to get them to spend even more money. Data is the key. This panel discussion will debate:

• Collecting and analysing fan data

• Offering a 24/7 digital experience to fans in order to build loyalty

• What do your fans really want from their sports experience

• Do more engaged fans mean better sponsorship revenues?

• Measuring the results of your fan engagement strategy – revenues and otherwise

Richard Kenyon, Director of Marketing & Communications, Everton

Damian Irvine, Commercial Director, Notts County

Filip Van Doorslaer, Marketing & Events Director, Royal Belgian Football Association

Zarah Al-Kudcy, Marketing Manager, Rugby World Cup 2015

12:20 Panel: The role of quality data in finding and developing new talent – making the most of your budget

Some clubs are super rich and can afford to buy any player they like. Some can only afford one or two top price players. Most clubs have to work much harder to make sure they are spending their budgets wisely. This panel is about finding talent that needs development and growth. It is also about predicting and measuring the potential of each player. Learn about:

• Developing your talent management priorities with a mid size budget in mind

• Using data in scouting – strategic vs day-to-day

• Implementing an analytical approach to talent without losing the advantage of your experience and gut feel

• Using competitor data for scouting

• Building a team based on data – are you looking for what you need?

Rob MacKenzie, Head of Technical Scouting, Leicester City

Chris Earle, Director of Sport at Aspire Academy, Sporting Excellence, Doha, Qatar

Brian Prestidge, Head of Analytical Development (formerly), Bolton Wanderers

13:00 Lunch, Networking & One to One Clinics

Book your one to one session with the pioneers from the greatest clubs in the world!

By lunchtime you would have heard plenty of case studies and discussions from our guest speakers. Many questions weren’t answered and some things were not said on stage. The one-to-one expert clinics are designed to give you a chance to personally meet some of our speakers and to have a private discussion with them about a challenge or problem you might be facing in your club. Sign up for one or two of these clinics to meet with the pioneers in performance and get some insight and ideas for you to take home.

Please email us at: info@hansonwade.com to request a specific expert meeting. Each meeting will last 20 minutes and you will need to prepare your questions in advance.

Rob MacKenzie, Head of Technical Scouting, Leicester City Football Club

Bruno Demichelis, Formerly Human Director, Chelsea Football Club; Milan Lab co-founder, AC Milan

Ian Graham, Director of Research, Liverpool

Chris Carling, Head Sports Scientist, Lille OSC

Tony Strudwick, Head of Athletics, Manchester United

Brian Prestidge, Head of Analytical Development (formerly), Bolton Wanderers

AGENDA

Stream A Stream B Stream C

Data In Sports Performance & Quest For Talent

Data Analytics For Building & Growing Your Brand Value

Using Data To Market To Fans & Customers

Designed for head trainers, chief scouts and performance managers this stream will focus on how you can boost the performance of your team through effective data analytics. Learn from the best talent scouts about data analytics strategies they employ to find new talent among thousands of youngsters. Find out how to change the culture in your organisation to put data analytics into the driving seat of every decision and strategy.

This stream will bring together sponsorship executives to share their experiences and ideas on building and growing a brand across all channels. Most sports organisations seek sponsors on the basis of the ROI and brand value. Measuring value is becoming increasingly complex. The sessions will offer views from both sports brands as well as from their sponsors, with specific examples of figures and returns from brand sponsorship.

Growing profits, improving fan engagement and experience on the day, will form the basis of this stream. Heads of marketing, fan engagement and social media as well as CRM directors will be sharing their success stories, strategies and ideas for using data in sports marketing. Data analysis is at the core of any marketing strategy, especially when online engagement and social media marketing are such a big part of the game.

14:00 Coach-led analytics and analytics-led coaching: The Saracens experience

Using hard data to value your brand and fans for maximum sponsorship and ticket sales

Who is your fan and what do they want from their sports experience?

The potential gains from data analytics in elite team sports has encouraged many teams to hire data scientists alongside their existing performance analysts. But too often the experience has not lived up to expectation. In this presentation Bill will show how a leading rugby union team have fully integrated the use of tactical analytics within the coaching function. He will argue that analytics can only operate effectively in teams that embrace an evidence-based approach. And crucially analysts must avoid a “Masters-of-the-Universe” mentality, recognising the limitations of their analysis and respecting the knowledge and experience of coaches.

Most sponsorship deals and values literally get pulled out of a hat. This talk will focus on how you can put money values on your brand, how you can measure the ROI and show your sponsors the exact value they will get. Hear ideas on:

• How much is your team worth?

• How much are your fans worth to you?

• What does fan engagement mean to brand value and how to show it on paper?

• How can you grow revenue with existing sponsors?

Richard Kenyon believes that nothing can be achieved or improved without personally meeting up with the fans. This talk will give you insight into Everton’s success in fan engagement and how they:

• Engaged fans online on different platforms

• Worked with fans offline – the role of personal touch

• Built new products and gave the fan what they wanted

Bill Gerrard, Head of Analytics, Saracens

Alex Saul, Head of Commercial & Marketing, Connacht Rugby

Richard Kenyon, Director of Marketing & Communications, Everton

15:00 Afternoon Break & Networking

15:30 Panel: Holistic approach to performance of your team: How can analytics really change the game?

Panel: Providing substance in the negotiation of sponsorship packages – putting real ROI in every partnership

Panel: Creating content for your customers online: The changing customer needs, behaviour and expectations

Sports people never stop. There are dozens of factors which are critical in the performance of any athlete or team. Finding the way to secure a 0.01% of improvement may not seem like that much, but it sure is difficult. This panel will share case studies on how you can:

• Building a holistic performance strategy based on goals and targets

• Collecting data and measuring performance – what to collect, and why?

• Balancing different factors in your approach – what is more important, and why?

• Measuring results – has your strategy led to a measurable improvement, and how?

The Fédération Internationale de Football made $1.4 billion from sponsorship deals during the World Cup in Brazil. That’s 10% more sponsorship revenue than from the World Cup in South Africa. That’s still far below US spending on sports sponsorships, which grew to $20 billion in 2013.

Most sponsorship has a value and a clear benefit. The challenge is showing it to your clients. Join this debate to find about:

• Cost of reaching one fan

• Importance and cost of activation

• Showing the sponsor sales from sponsorship deals

• Demonstrating long term value of sponsorship

• Negotiation strategies and practical realities

Consumers have shut off the traditional world of marketing. They own a DVR to skip television advertising, often ignore magazine advertising, and now have become so adept at online “surfing” that they can take in online information without a care for banners or buttons. You have to learn to sell without selling or interrupting. Learn about:

• Social media marketing

• SEO: Search engines reward businesses that publish quality, consistent content

• PR: Successful PR strategies address issues readers care about, not their business

• Inbound marketing to fans and sponsors

• Content strategy

Karl Cooke, Head of Sports Science & Sports Medicine, British Swimming

Bruno Demichelis, Formerly Human Performance Director, Chelsea; Milan Lab co-founder, AC Milan

Mark Gillett, Director of Performance, West Brom

Simon Norris, Head of Analytics, Exeter Chiefs

Lee Moulson, Regional Head of Sales, The Jockey Club Race Courses

Yoann Copreaux, Head of Business Strategy, Aston Villa

Ignacio M. Trujillo, Director, Strategic Projects, Spanish Professional Football League

Julian Goode, Head of New Media, England and Wales Cricket Board

Filip Van Doorslaer, Marketing & Events Director, Royal Belgian FA

Fabio Gallo, Digital Business Development Manager, Barcelona

28TH APRIL, 2015 - CONFERENCE DAY ONE

16:40 Panel: The art of performance metrics – are you measuring the right things in the right way?

Panel: Social media & content creation as a fan engagement tool - taking advantage of your online presence

Panel: Gaining customer insight through data to build new products and grow revenues

Most organisations are drowning in data. Images, videos, structured and unstructured data is crushing our systems and heads. And the interesting thing is that most data is never looked at, analysed or used. No, we just spend money collecting and keeping it, because data is supposed to be useful. This panel is about figuring out what you measure, and what questions to ask.

• Setting your goals and questions

• Finding the most effective way to collect data in game and in training

• Building a data bank that is easy to use and that fits your requirements

• Getting the team to use the data – making it simple and friendly

• Measuring results against your goals

Life was simple when we could fully rely on TV viewing figures. Nowadays, you not only have to be present on the right social media sites, you have to engage in a two way conversation with fans, build relationships and measure their responsiveness. Social media, content and interactive fan engagement are the future of your job and your success. This panel will explore:

• Developing a long term content generation strategy

• What content does your fan want to get from you – using data to find out

• Working within different social media environments

• Combining social media fan engagement with personal fan engagement

• How electronic can you relationship with the fan and the sponsor be?

• Measuring results in social media

Product development is very risky. Most stuff fails and by the time it has failed you have spent a good chunk of your product development budget. Most businesses want to de-risk product development early on. Sports is no exception. Finding out what your customer wants, and how to get them to spend as much money with you as possible is what this panel is about. Join the experts to find out how they:

• Surveyed fans and customers

• Built customer databases to use for product development

• Used advanced analytics techniques to de-risk product and fan investment

• Grew existing revenue streams with the help of data analytics

• Plan to go ahead using customer data

Mathieu Lacome, Sport Scientist, French Rugby Federation

Chris Carling, Head Sports Scientist, Lille OSC

Ian Coll, First Team Sport Scientist, Celtic

Mark Gillett, Director of Performance, West Brom

Manuel Portilla White, Director, Commercial Marketing, Club Santos Laguna

Luis Vicente, Chief Revenue & Marketing Officer, Valencia

Zarah Al-Kudcy, Marketing Manager, Rugby World Cup 2015

Mark Brooks, Head of Marketing, Belfast Giants

Jules McGeever , Head of Marketing Services, Scottish Football Association

Laura Gabbidon, Marketing Manager, Wolverhampton Wanderers

Alex Saul, Head of Commercial & Marketing at Connacht Rugby

Paul Dermody, Head of Commercial & Marketing, Leinster Rugby

17:20 Preventing and managing injury to build consistent improvement in sports

performance

“I remember beating Seb Coe in the middle-distance cross-country event at Gateshead way back too. It felt pretty impressive at the time. It was like you were a superstar. But beating Seb Coe in a two-mile cross country wasn’t that big a deal when I analysed it.”

“I wanted to be the most successful athlete I possibly could, and I felt as though injury stopped me from doing that. I transferred my obsession for training into my obsession for working – as a physiotherapist, as part of the medical team, and as head of science and medicine over the last few years. Now, as the performance director, it feels like an obsession to do the absolute best that I can. “

Want to hear the details and more examples from the lives of some of the most impressive athletes in the world? Join this guest presentation by Neil Black and ask him questions in person afterwards.

Neil Black, Performance Director, British Athletics

18:00 Drinks & Networking Evening

Networking is not optional any more. If you go to an event to just learn, then you are probably missing half the value of this conference. Sure, lots of great speakers, excellent case studies, and insightful debates are important and will give you ideas and strategies to take back to your office. But what you also need to get is a network of contacts in the industry to share experiences, find new talent, get a new job and learn about new products. This evening event is an ideal chance for you to meet the speakers, follow up with the questions from their presentations and relax over a drink in the company of like-minded colleagues. You know that the world of sport is all about networking. So bring lots of business cards and enjoy the evening.

AGENDA

Data will improve our knowledge of player’s performance and help us take the game to a next level in the future... and the future is today.

Mathieu Lacome, Sport Scientist, French Rugby Federation

8:30 Chair’s Opening Address

8:45 Address: New approaches, ideas and strategies for quantifying and evaluating sponsorship and brands – what is your brand worth to you, your fans and your sponsors?

Paul Barber created FA Partners: The FA’s sponsorship programme (2002–2006), securing multi-million pound agreements with McDonald’s, Pepsi, Carlsberg, Nationwide Building Society, British Airways, Giorgio Armani, Sainsbury’s, and Umbro, while shielding The FA’s prime assets. Paul was the architect and commercial brains behind the hugely successful and popular ‘England on the Road’ programme. This saw the England’s senior team and Under 21 internationals taken to different English stadiums during the period of the new Wembley Stadium’s construction. Paul also led the development of ‘England Fans’ and ‘One Hotspur’ and was credited by many Tottenham fans for the direct link he provided between supporters and the club’s Board. In March 2013, Paul announced Brighton & Hove Albion’s most valuable ever sponsorship deal when he confirmed that American Express had signed a multi-year agreement to be the Club’s shirt sponsor. This deal is believed to be worth several millions of pounds to the Championship club. Join this guest talk to hear about the strategy behind Paul’s continuous success.

Paul Barber, Chief Executive, Brighton & Hove Albion

9:15 Looking into the future of media partnerships in the online data driven world of sport and fan engagement

Media presence is fragmenting in all walks of life. Instead of just watching sports on TV, the new generation has multiple options from Facebook and YouTube to the BBC and commercial sports channels. This fragmentation is making the market more dynamic, but at the same is making the job of both fan engagement and analytics much harder. This panel aims to discuss and debate the changing role of media in sports. It will cover issues of fan engagement, fan behaviour prediction and audience breakdowns. You will learn how some of the most prominent sports media channels evaluate and analyse their audience, how they grow their audiences and what factors are most important in sports channel evaluation.

Rob Hornton, Head of Audience, BBC Sport and BBC Radio 5 live

Hugo Sharman, Director, DeltaTre

9:45 Using technology to improve your CRM and fan engagement – growing the value of your fan

In October 2014 Birmingham City announced the launch of the brand new Blues Loyalty Portal allowing season ticket holders and True Blue Members to check their points balance and have access to a selection of exclusive discounts, benefits and money-can’t-buy experiences. Alongside the launch of the new portal, fans will also benefit from an increase in the percentage of points they can earn from their purchases at the club.

“We want to reward supporters with genuinely unique and special experiences through the redemption of their loyalty points.”

Want to find out how? Join this case study presentation and take some great ideas back to your club.

Tom Rowell, Head of Branding & Marketing, Birmingham City

10:15 Networking & Coffee

29TH APRIL, 2015 - CONFERENCE DAY TWO

AGENDA10:45 Using data to engage fans as customers – are they really

any different to consumers?

This talk is about a fan in comparison to a regular customer. Why do fans attend events? Do they only want to see their team win? Or do they buy tickets simply to get entertained? Or perhaps their main goal is to relax and chat with friends in a friendly atmosphere? Fans don’t necessarily spend money with you, but they are worth a lot to your club and your sponsors. This talk is about evaluating fans and their value to your organisation and to your sponsors. Join to hear how they do it in Mexico.

Manuel Portilla White, Director, Commercial Marketing, Club Santos Laguna

11:15 Sports Sponsor’s perspective: Why do large brands choose one sports event over the other, and what is the real ROI on their investment?

Michael was responsible for activating BT Global Services’ highly successful London 2012 Olympic and Paralympic Games marketing campaign worldwide, as well as being responsible for BT’s highly acclaimed London 2012 Delivery programme. In 2012, BT was recognised as the company that provided the greatest corporate contribution to the success of London 2012. Since then, Michael led BT to no less than six industry awards for its performance throughout both the London 2012 Olympic and the Paralympic Games, and helped BT’s brand join the Global 100 for the first time in its history. He has created a strong and influential network of key contacts across the global sports industry, as well as legacy engagement on future major sporting events including Rio 2016, Pyeongchang 2018, Tokyo 2020 and Qatar 2022 where he continues to work alongside other major corporates.

Join Michael for his unique perspective on what the sponsors are really looking for and how you can best offer them value from every engagement.

Michael Cole, formerly London 2012 Marketing and Communications Director, BT Global Services

11:45 Using in-depth analytics strategies to improve your game, and to find and grow new talent: The Liverpool FC experience

Ian has developed a set of statistical models for the prediction of football matches and the rating of players. And his models work! Liverpool FC has been in the business of applying “Money Ball” baseball stats and analytics strategies for a few years now. And it is not as easy as in baseball.

“Football’s a collective game so the raw numbers don’t lend themselves easily to meaningful stats. Measuring shot accuracy of strikers gives a sort of efficiency measure but things like pass percentage are not so useful.”

This talk is about the science and thinking behind “Soccerball” strategies. Find out how they use stats in Liverpool FC.

Ian Graham, Director of Research, Liverpool

12:15 Panel: Successful strategies for collecting & using data in sports performance improvement: How do you find the 0.5% improvement to beat your opponents?

Join this panel discussion to ask questions and hear views from some of the most successful data analytics pioneers in European football. They will be sharing insights on how they collect and manage data, what they use to evaluate players and plan match strategies, as well as giving their vision of the future use of data in football.

Ian Graham, Director of Research, Liverpool

Steve McLaren, Derby County, Former England Manager

Andrea Berta, Technical Director, Atletico Madrid

13:00 Lunch & Networking

29TH APRIL, 2015 - CONFERENCE DAY TWO

AGENDA Stream A Stream B Stream C

14:00 Data as your main source of talent: Finding the sports gems time and time again

Millions get spent on players. Millions get wasted on wrong players. Millions are spent very well and bring great results. Right? Not according to all. Scouts and performance managers spend their lives sitting through games, video footage and analytics reports trying to predict the future of hundreds of talented players. Nobody can predict the future! But some get closer than others. Join this presentation to get some great successful ideas that will help you in your job tomorrow.

Changing the way you treat fans: How to turn customers to owners and family

Individual and personalised experience! – This is what every marketing guru tells us we need to give our fans to win their love and money. The question is – how expensive should this be and is it worth it? Are your fans spending enough money with you? Do they even have more to spend? What sort of affinity do they feel towards your club? Does anyone stand a chance of taking them away from you? Can you gain more fans from other clubs? Join this session to hear answers to all of the above and many more questions.

Using fan data for effective pricing and ticketing: How to grow revenues and fan base

If your fans are not spending money during the game and if your stadium is not full during every match, there is work to be done and revenue to be grown. This case study will give you insight into the strategy and thinking behind the online pricing and fan engagement strategies recently implemented by the Scottish FA. Join this session to hear the analysis, learn about the data and discuss the results with the speakers.

Rob MacKenzie, Head of Technical Scouting, Leicester City

Damian Irvine, Commercial Director, Notts County

Jules McGeever, Head of Marketing Services, Scottish Football Association

Andrea Rennie, Brand Manager, Scottish Football Association

14:30 Panel: Psychology– can you change and improve the psychology of your players with data?

Whilst the game is going on, the question is; Are you energizing your players throughout the performance or are you taking energy away from them? There are moments in the game, in the performance, where stress inevitably arises and so it’s about how to deal with that and one of the ways that coaches can help is to be consistently constructive with the comments and language that they choose to use. Join this session to find out how you can use sports psychology to seriously improve your team’s performance.

Using data to build and grow your brand for maximum sponsorship sales – opportunities and successful strategies

Most sponsorship is sold and bought on a gut feeling. Money values get assigned without much analysis of ROI or value. Some clubs and sports organisations are getting ahead by using structured and unstructured data to give their sponsors an analytical approach to the ROI from a sponsorship deal. Join this talk to hear how the European Basketball league uses data and analytics in their sponsorship negotiation. Learn about:

• Developing a data collection strategy for measuring brand value

• Using fan and spectator data to value brand

• What does the potential sponsor value most, and can you offer it to them?

• Post sponsorship analysis – did your sponsor get a good ROI?

Using data effectively in sports marketing, brand building and fan engagement

This talk will give you insight into how the Spanish football teams are staying ahead of the game both in terms of sponsorship brand promotion and their relationship with their fans. Some of the most commercially successful clubs in the world are in Spain. Join to find out about:

• Collecting data about fans and brand value

• Valuing your fans – how much are they worth as customers and as fans?

• Developing a strategy for data analysis – what are you trying to find out?

• Monetising brand and sponsorship opportunities

• Showing ROI to sponsors in negotiation

• Using data to activate sponsorship

Tim Harkness, Club Psychologist, Chelsea

Geir Jordet, Head of Psychology, Norwegian Professional Football League

Rebecca Symes, Partner, Sporting Success

Tom Bates, Performance Psychology Coach West Brom

Jose Louis Rosa-Medina, Director, Global Marketing Partnerships, Euroleague Basketball

Ignacio M. Trujillo, Director, Strategic Projects, Spanish Professional Football League

15:30 Panel: In-Game decision making: New ideas for using big data

Panel: Building long term partnerships between brands – creating a win-win scenario with big brands

Panel: Using technology to improve your CRM and fan engagement – growing the value of your fan

This session will give you innovative ideas and some tips on how to use all that data that you have accumulated. From questions to ask and data to collect to data quality and management, join this session to hear about the thinking behind some of the most successful strategies in the world of sport.

Brand partnership is often more of a priority than the money you get from the sponsor. Sometimes valuable sponsors brand’s simply don’t fit with the sport, the audience or the atmosphere. This panel is about making sure you are using data and analytics to research and find the most appropriate and best suited to your team brands. Find out how to be systematic and effective in your analysis.

CRM data is the key to your fans. When the stadium is full and 30,000 fans are all trying to get online, want to buy from your shop at half time or give you feedback, it is imperative that you make it easy and fun for them. Join this panel discussion to hear the ideas and success stories on improving and using CRM to grow business and to give fans what they really want.

Tom Allen, First Team Sports Scientist, Aston Villa

Mathieu Lacome, Sport Scientist, French Rugby Federation

Mark Wotte, Performance Director (formerly), Scottish Football Association

Paul Barber, Chief Executive, Brighton & Hove Albion

Yoann Copreaux, Head of Business Strategy, Aston Villa

Tom Rowell, Head of Branding & Marketing, Birmingham City

Fabio Gallo, Digital Business Development Manager, Barcelona

16:10 Bloggers Panel: What is the future role of blogging in sports marketing and how can you take advantage of this new opportunity?

Ever looked over a bloke’s shoulder in public transport in the morning? I have. They all do one thing – check their favourite sports blog and results.

Yes, millions of them, stand there on the way to work giving their full attention to their favourite blog.

So annoying! Someone has managed to get the undivided attention of your fan and is getting them to read their blog every single morning! That is what I call an outstanding marketing result.

Bloggers are obviously doing something right. What is it? How do they get to 1 million followers? How do they keep these followers reading long and very long pages? Join this debate, ask questions and get some insight into the role and success of bloggers.

Tom Allen, First Team Sports Scientist, Aston Villa

Alex Morgan, Founder, Football Everyday

Ben Jones, Founder & Manager, The Football History Boys

Rob Marrs, Founder & Manager, Left Back In The Changing Room

17:00 End Of Main Conference

The world of sport sponsorship is set for a big change as a result of BIG data because it enables far greater insight and far greater validity, adding credibility to the often debated subject of sponsorship rights and benefits and how one measures marketing ROI.

Michael Cole, Formerly London 2012 Marketing and Communications Director, BT Global Services

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WHAT WILL YOU LEARN?In this interactive workshop, Garry Gelade will explore the evolving discipline of sports analytics. You will hear about available tools, emerging techniques and the skill sets and infrastructure required to develop a successful analytics capability in your sports organisation. The benefits and limitations of analytics will be explained with real-world examples. You will be able to learn from each other’s experiences, reflect on lessons from the conference, and discuss ways for championing analytics in your own organisation.

WORKSHOP30TH APRIL 2015

The Science of Success: Winning with Performance Analytics

Garry GeladeStatistical Consultant Formerly with Chelsea

YOUR WORKSHOP LEADER

Garry’s list of clients reads like “Who is Who” in football. You will struggle to find a sports analytics expert with more diverse experience. Chelsea Football Club, Paris St, Germaine Football Club, Real Madrid – all of these clubs benefited from over 30 years of Garry’s analytical skill, experience and innovation.

Most recently has worked extensively with Chelsea FC on the development of player performance metrics, player recruitment, and the relationship between physiological indicators and performance.

WHO SHOULD ATTEND?• Technical directors

• Performance analysts

• Sports scientists

• Sports professionals who want to champion the implementation of analytics in their clubs

STRUCTURE OF THE DAY MORNING: THE NUTS AND BOLTS 9:30AM – 10:45AM

What are the tools and techniques used today?

What resources are available to you and your team?

What skills do you need in your team to establish an analytics capability in your organisation?

BEFORE LUNCH: THE STATE OF THE ART 11:15AM – 12:30PM

What are the benefits of analytics? What are the dangers of getting it wrong? What does the experience from many football clubs show? What is the role of analytics in recruitment and performance management with real world examples?

AFTER LUNCH: GETTING UP AND RUNNING 13:30PM – 16:00PM

What are the barriers to a wider acceptance of analytics in your organization? How can resistance be overcome? How to make the business case, acquire the skills and take the important first steps?

Yes, everyone you know and would like to know, all the big clubs, all the big names and their teams. Sports Analytics 2015 is international, which means lots of new faces you have always wanted to meet.

Do you hope to find an “in” that will eventually lead to a job offer? Do you want to get more business for your company? Perhaps you simply want to meet people in your line of work and increase your understanding alongside others in your industry.

Your goals will influence which panels you attend and which people you seek to meet. Instead of just going with the flow, plan out your time so you’re utilizing each hour to work toward your goals. Remember that you’ll be more successful if you’re open to other people’s pitches instead of just trying to push your own agenda on others. Getting to know people is a good goal in itself, since it leads to long-term relationships that just don’t happen if you’re tossing out as many business cards as possible without taking time to have real conversations. Spend time at Sports Analytics 2015 and get some real connections, results and future business.

NETWORKINGNetworking! This one is often the most important reason our attendees spend time and money out of the office to attend Sports Analytics. The “Who’s Who” of sports performance, marketing and business will be at Sports Analytics 2015.

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SPONSORSHIP

There are many ways to work together and whilst the type of sponsorship or exhibition is important, it’s the end result that really counts. Some options may include:

Exhibition Booths / Speaking on the Agenda / Innovation Slots / Private Lunches / Breakfast Briefings / Client Passes / Introductions to key Prospects / VIP Dinner / Branding / Pre-Event Content Marketing / Hosting Options / Private Meeting Areas

We’d love to work with you, to understand what you need to achieve and how we can deliver for your organisation. To find more about activation of your sponsorship or exhibition space, contact Miles Harley.

PRICINGCONFERENCE

EARLY BIRD PRICE

EXPIRES 20TH FEB

£1399 +VAT†

CONFERENCE

STANDARD PRICE

£1499 +VAT†

GROUP DISCOUNTS*

3 DELEGATES: 10% DISCOUNT

4 DELEGATES: 20% DISCOUNT

5+ DELEGATES: 30% DISCOUNT

REGISTRATION CHECKLIST1. Have you checked if anyone else from

your business is attending? If 3 or more of you register together, you will all benefit from reduced rates.

2. Could you register your place early to take advantage of early booking rates?

3. Have you carefully evaluated which package will best help you achieve your goals?

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WHEN YOU’VE MADE YOUR SELECTIONS SECURE YOUR PLACE**

YOU CAN REGISTER YOUR PLACE QUICKLY AND EASILY ONLINE AT:

WWW.SPORTSANALYTICS-LONDON.COM/REGISTERContact us: If you require any further information on the event, or would like us to assist you in making your booking, please contact Hanson Wade via the contact details below.

TERMS & CONDITIONS † VAT charged at 20% *Please note: Team discounts are only valid when three or more delegates from one company book and pay at the same time. ‘Early Bird’ discounts require payment at the time of registration (or prior to the cut-off date) to secure the applicable discount.

**Full payment is due on registration. Cancellation and Substitution Policy: Cancellations must be received in writing. If the cancellation is received more than 14 days before the conference attendees will receive a full credit to a future conference. Cancellations received 14 days or less (including the fourteenth day) prior to the conference will be liable for the full fee. A substitution from the same organization can be made at any time.

Changes to Conference & Agenda: Hanson Wade reserves the right to postpone or cancel an event, to change the location or alter the advertised speakers. Hanson Wade is not responsible for any loss or damage or costs incurred as a result of substitution, alteration, postponement or cancellation of an event for any reason and including causes beyond its control including without limitation, acts of God, natural disasters, sabotage, accident, trade or industrial disputes, terrorism or hostilities. Data Protection: The personal information shown and/or provided by you will be held in a database. It may be used to keep you up to date with developments in your industry. Sometimes your details may be obtained or made available to third parties for marketing purposes. If you do not wish your details to be used for this purpose, please write to: Database Manager, Hanson Wade, 4th Floor, 52 Grosvenor Gardens, London, SW1W 0AU

CALL US

+ 44 (0)20 3141 8700

VISIT OUR WEBSITE

SPORTSANALYTICS-LONDON.COM

EMAIL US

REGISTER@HANSONWADE.COM

CONTACT US

MILES HARLEYSPONSORSHIP DIRECTOR

HANSON WADE

TEL: +44 (0)20 3141 8700

EMAIL: SPONSOR@HANSONWADE.COM

SPORTS CLUBS & NON PROFIT ORGANISATIONS

CONFERENCE

EARLY BIRD PRICE

EXPIRES 20TH FEB

£1899 +VAT†

CONFERENCE

STANDARD PRICE

£1999 +VAT†

BUSINESS ORGANISATIONS & COMPANIES

Adoption of technology and the use of analytics and data is on a steep trajectory in European Sport. This has created a window of opportunity for those with the right solution.For the clubs, finding the right solution for competitive edge in performance, injury prevention or scouting is a challenge. How to best engage fans and customers? How can you ensure a club, association or rights-holder maximises the brand value and sponsorship engagement? Solving these problems will demand that individuals challenge conventional wisdom on how to achieve success. Leveraging our own experience, we are working with the most commercially driven clubs across Europe to identify the questions that need to be answered to impact both performance and better commercial results. Sports Analytics 2015 will not only deliver those answers, but also the critical insight and connections to make it happen.

Will your company be part of the answer?

Miles Harley

Director, Sports Analytics

& EXHIBITION OPPORTUNITIES

WORKSHOP

£499 +VAT†

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CONFERENCEGRAND CONNAUGHT ROOMS61 – 65 GREAT QUEEN STREET LONDON,WC2B 5DA,LONDON, UK

WWW.GRANDCONNAUGHTROOMS.COM

ACCOMMODATIONOvernight accommodation is not included in the registration fee, however accommodation options will be sent out with your confirmation email upon registering.

VENUE

LOCATIONAn ultra convenient location: Grand Connaught Rooms could hardly be a better connected London venue. In the heart of theatre land and surrounded by the buzz of Covent Garden. Grand Connaught is a short stroll to two tube stations, three major train stations in five minutes by taxi, too many buses to mention and close to London city airport. There are fast transport links in every direction. And if you want to drive – we’ve got parking close by too. With our palatial sister hotel: Hotel Russell just a 10 minute walk away we’ve also got your over-night accommodation sorted.

VENUE FACILITIES

COCKTAIL BAR

AIRPORT TRANSFERROOM SAFE

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24HR ROOM SERVICE✓

PARTNER

MEDIA PARTNER