1. 28-30 April 2015 | London, UK
Using Sports Analytics to
Win 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+
Countries
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?
53
Speakers
talks and
netw
orking
3. SPEAKERS
Rob MacKenzie
Head of Technical Scouting
Leicester City
Filip Van Doorslaer
Marketing & Events Director,
Royal Belgian Football Association
Ian Coll
First Team Sport Scientist
Celtic
Laura Gabbidon
Head of Marketing
Wolverhampton Wanderers
Chris Carling
Head Sports Scientist
Lille OSC
Andrea Rennie
Brand Manager
Scottish Football Association
Julian Goode
Head of New Media
England and Wales
Cricket Board
Alex Saul
Head 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 Barber
Chief Executive
Brighton & Hove Albion
Ignacio M. Trujillo
Director, Strategic Projects
Spanish Professional Football League
Michael Cole
Formerly London 2012 Marketing
& Communications Director
BT Global Services
Richard Kenyon
Director of Marketing &
Communications Everton
Tom Rowell
Head of Branding & Marketing
Birmingham City
Tony Strudwick
Head of Athletic Training
Manchester United
Michael Reschke
Technical Sport Director
Bayern Munich
Andrea Berta
Technical Director
Atletico Madrid
Steve McLaren
Derby County FC
Former England Manager
Bill Gerrard
Head of Analytics
Saracens
Rob Horton
Head of Audiences
BBC Sport and BBC Radio 5 live
Rob Marrs
Founder & Manager
Left Back In The Changing Room
Jose Louis Rosa-Medina
Director, Global Marketing
Partnerships
Euroleague Basketball
4. Rebecca Symes
Partner
Sporting Success
Mark Gillett
Director of Performance
West Brom FC
Mark Wotte
Performance Director
Scottish Football Association
Lee Moulso
Regional 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 Prestidge
Head of Analytical Development
(formerly), Bolton Wanderers
Simon Norris
Head of Analytics
Exeter Chiefs
Chris Earle
Director of Sport at Aspire Academy,
Sporting Excellence, Doha
Qatar
Alex Morgan
Founder
Football Everyday
Garry Gelade
Statistical Consultant
Formerly with Chelsea Football Club
Ian Graham
Director of Research
Liverpool
Tim Harkness
Club Psychologist
Chelsea
Geir Jordet
Head of Psychology
Norwegian Professional
Football League
Karl Cooke
Head 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 White
Director, Commercial Marketing
Club Santos Laguna
Christine Wilson
Head Coach, Women’s
Rowing Team
Oxford University
Hugo Sharman
Director
DeltaTre
Paul Dermody
Head of Commercial & Marketing
Leinster Rugby
5. 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
6. 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
7. 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
AGENDA
10:45 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
8. 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
