The SBC Sponsorship Forum is part of the wider Betting on Sports Week conference, 18-21 September at Olympia London. The Forum is organised by SBC, and hosted by former Chief Commercial Officer of AC Milan, Jaap Kalma.
The Forum is an opportunity for sponsorship professionals to network and discuss the state-of-the-art of sports sponsorship in the betting and gaming category together, exploring opportunities to create value through sports sponsorship. As part of the programme SBC will facilitate direct introductions between Sports Clubs & Organisations and Gambling Operators, matching available opportunities with the interests of bookmakers.
Top European Clubs and Leagues Represented
Gambling Operator Representatives
Sport Clubs and Organisation Representatives
10:15 – 11:00
11:00 – 11:30
Market Overview: Sponsorship opportunities in 2019
A look at the football community post-World Cup and how it is interacting with the gambling industry in sponsorship and partnerships and an analysis of how the wider sport world is embracing the industry.
Jaap Kalma, SBC Sponsorship Forum Director
11:30 – 12:10
Sports sponsorship rights valuation and ROI in the age of audience disruption
Technology is disrupting sports engagement, viewership and distribution across all continents. Therefore how should advertisers and sports stakeholders determine the price and value of sponsorship rights amid a changing viewer context?
Peter Clare, Consulting Partner, Seven League
Matt Charles, VP of Operations, Grabyo
Pablo Ortiz Donaire, Commercial Director, Deportivo Alavés
Rupert Pratt, Co-Founder, Snack Media
12:10 – 12:50
Lunch and Networking
12:50 – 13:30
Match Day Live – Making the most of sponsorship at the stadium
How can marketing stakeholders make sponsorship count where it matters the most, at the stadium engaging with a live audience?
What new technology disciplines are we seeing with regards to activating sports sponsorships, and how can these functions be interconnected with live betting verticals? Furthermore, has in-stadia technology overcome its digital constraints; wifi coverage, effective targeting and data gathering, or is sponsorship still a static marketing vertical for advertisers?
John Lee, Managing Director, BD Stadia
Cillian Barry, MD, SportCaller Games
Neill Simpson, Mr Green, Brand Director
Dr. Tom Markham, Head of Strategic Business Development, Sports Interactive
13:30 – 14:10
Beyond FTD’s – Increasing customer loyalty through sponsorship
Facing numerous growth hurdles, betting leadership has placed a higher emphasis on developing long-term customer retention programs driven by refined margin control, whilst further optimising marketing verticals.
How can sports sponsorship be an active and effective influencer on bookmaker’s new operational values and dynamics?
John Lee, Graham Luke, Commercial Director, Marathonbet
Danny Macklin, CEO, Leyton Orient
Conleth Byrne, Managing Director, The Football Pools
John O’Connor, Business Development, InCrowd Sports
Varun Mathure, Head of Marketing, Catena Media
14:10 – 14:30
14:30 – 15:10
Outlook Italia – Can betting overcome Lega-5Stars blanket ban
Italy’s new Lega-5Star coalition government has hampered betting stakeholders with months of restructuring, implementing its Dignity Decree’ blanket ban on gambling/betting advertising and sponsorship across all marketing and sports channels.
The Decree will not only impact sector incumbents, but negatively affect wider stakeholders (sports clubs, media owners, publishers, affiliates and consumers), so what does Lega-5Star seek to achieve from its anti-gambling mandate?
Furthermore, what does a fractious Italian betting summer, outline to leaders about the changing dynamics surrounding betting and an evolving political landscape… Could further European states close themselves from the sector.
The legality of Lega-5Star’s blanket ban will be likely contested by betting operators and wider stakeholders. Could a unified legal challenge reshape the European betting sector, developing a stronger and more coherent representation of betting as an industry and enterprise.
Quirino Mancini, Tonucci Partners
Niklas Lindahl, LeoVegas AB, Managing Director Italy
Maarten Haijer, Director General, EGBA
Andrew McCarron, Managing Director, SBC
15:10 – 15:50
Under Siege – Taking back control of the public debate on sports betting and sponsorship
In 2018, new industry leadership has emphasised that betting must develop a sustainability agenda in order to repair its social profile.
The industry’s new leaders want to reposition and redevelop their betting firms as progressive ‘entertainment-based’ enterprises. Therefore what role can sports sponsorship play for bookmakers, beyond marketing?
Can and should sports sponsorship be used a ‘corporate change dynamic’ driving the betting sectors agenda, or are sports stakeholders better off maintaining partnerships solely on commercial terms rather than becoming social/political propositions for the betting sector?
Rory Anderson, Consultant, 12Bet
Mikel López de Torre, President, JDigital – Spanish Online Operator Association
Simon Taylor, CEO, Professional Players Federation
Andy Westlake, Chairman, European Sponsorship Association
Maarten Haijer, Director General, EGBA
15:50 – 16:10
16:10 – 16:50
Case studies: How other sports work with gambling brands
While football attracts some of the bigger deals, other sports are actually more creative and successful with their sponsorship partners from the betting industry. This session will highlight some of the interesting approaches that have been used and other opportunities on the market.
Jess Harding, Promoter, JBD Sports Agents
Simon Schleich, Managing Director, e|motion
Roman Dvoryankin, General Manager, Virtus.Pro Esports
Russ Yershon, Sportsbook Consultant
16:50 – 17:10
BetConstruct – FeedConstruct: Presenting the Friendship Platform
FeedConstruct provides real-time data and digital content for the most popular sporting events around the world. The data-led has seamlessly integrated four key products into a single comprehensive platform, making access to high-quality live streams, odds feed, statistics and scouting data simpler and easier than ever.
BetConstruct’s product lead Stuart Baker presents to the Sponsorship Forum, the new real-tme data and content platform specifically designed to help sports federations and digital content suppliers to turn their video streaming into a highly profitable business
Stuart Baker, Group Director of Products, BetConstruct
17:20 – 17:40
Home Advantage: Inside Unibet’s blockbuster sponsorship of Elitfotboll Sweden
Unibet SE presents its case study on undertaking its record-breaking sponsorship of Elitfotboll, ahead of Sweden’s re-regulation of its online gambling framework inbound for January 2019.
As Sweden’s most recognisable online betting brand, Unibet seeks to create a new sponsorship legacy, raising industry standards and placing responsibility and sustainability at the core of its partnership initiatives and values.
Unibet details to SBC’s Sponsorship Forum, its corporate stake in developing Swedish football and working with its wider stakeholders. Furthermore, how will this partnership change the make-up and approach of Kindred’s wider enterprise as its tackles gambling’s current and future complexities.
Philip Lagström, Kindred Group Corporate Development Manager & Juuso Lehto
Sponsorship Lead Unibet
17:40 – 18:30
18:30 – 00:00
“The Betting on Football 2017 conference at Stamford Bridge provided the platform to negotiate a 'landmark deal' with the now 12-time European champions Real Madrid. Our strategy has always been driven by a desire to stand out from the crowd and deliver excellent user experience. This is a partnership to make others take note, and one that is built to last. We can’t wait to address the entire sports betting industry alongside Real Madrid at Betting on Football 2018.”
Tuesday 18 September:
Wednesday 19 September:
Thursday 20 September:
The Official Conference App will be available for download, and will enable delegates to access a full list of attendees, with the option to message one another to arrange meetings pre-event and during the event.
The App can be customised by each delegate to plan their even in full, including conference agenda, session schedule, event activity feed, venue information etc.