Smc: What Should Modern Sports Marketing
26–on april 27, 2019, the first international conference on sports marketing took place in kyiv.
The idea of her holding was proposed by elina svitolina and vladimir klitschko, and the organizers were organized by the international agency for sports marketing top five management and the largest ukrainian private closed club h club.
The conference laid a solid foundation for an effective communication platform for the interaction of representatives of professional sports, business, brands, investors and patrons for the implementation of both international and national development programs for ukrainian sports. The conference was solemnly discovered and participants were welcomed by the participants of the mayor of kyiv vitaly klitschko and the famous actress, radio and tv presenter anna butkevich.
The conference was visited by more than 300 participants and 30 invited speakers from six countries. Successful strategies and modern approaches to the creation and commercialization of sports brands, sponsorship programs and attracting investments in sports, digitalization and innovative instruments of sports marketing, esports, as well as the development of a personal brand of an athlete and its impact on the solution of social tasks of society. In addition, the focus of participants in the conference was the topic of charity in sports.
Opening a panel discussion with the participation of stars of ukrainian sports – vasily viracy, anna rizatdinova, fame medvedenko and ilya kvashi, the winner of the 2000 olympic games elena govovov noted that a great sport requires a much more serious approach to the training of athletes than amateur. At the same time, creating the necessary conditions for training always entails significant cash spending, which is impossible without business support. Business support – it is not only a patronage: brands implement large marketing strategies, getting: good bonuses in the client’s loyalty and their recognition.
In turn, anna rizatdinova – ukrainian gymnast, bronze medalist olympiad-2016, world champion in exercises with hoop and multiple winner of world and european championships – commented:
«Sport, along with culture and education, – one of the most important supports of a healthy society. In addition to supporting corporations, a big sport must feel reliable support and from the state. After all, on the world stage, the country is often associated with sporting achievements, and almost every person on the question of the most famous ukrainian sports».
The conference format was maximally focused on non-camping and providing participants to a set of applied tools and effective algorithms for promoting sports brands in the international arena. It was on these issues that the speakers of the panel focused «best sports marketing cases». So, ceo top five management stefan gurov emphasized the need for a high quality transformation of traditional sports services, namely the transition from the outdated agent model to the concept of a global sports hub, which successfully practiced his company.
At the conference, global brands were repreten by top managers of such companies: top five management, global sports innovation center powered by microsoft, football club «bavaria», ikisport, international holding parimatch and international marketing agency digital choo. Among the representatives of ukrainian companies and organizations participation in the event adopted: founder klitschko ventures vladimir klitschko, as well as delta sport, intertop ukraine, ids borjomi ukrine, mostvideo.Tv, mostmedia promotions, dinaline group, pepelatz production and others.
The head of the communications department global sports innovation sentter powered by microsoft sofia goncharov spoke about breakthrough digital technologies to attract and involve fans. Successful examples in this direction also shared benjamin stin – head of digital / crm projects of the football club «bavaria» (munich), the fan audience of which today is 650 million people. The head of the european mareting department of general mills arjun bose shared a case about the use of large tennis in order to increase the importance of the brand and customer involvement. On the creation of a sports brand from scratch on the example of the bc «monaco» spoke by the representative of mostvideo.Tv and marketing agency mostmedia promotions sergey cherkaya. Katerina mattekhenko, marketing manager in the cis and southeast europe visa, present experiences using global sponsorship on local scale.
The role of innovative technologies in the development of sports was analyzed by participants «sports and high technology» – ceo ikisport olivier guaya and director of strategic marketing company dinaline group tatyana zhelatioirskaya. In addition, a large discussion on the topic of cybersport was conducted within the conference, which discusses the position and prospects of ukraine on the global cybestosport map.
A huge excitement caused a discussion panel «sport and charity», which was attended by: the founder of klitschko ventures and klitschko foundation vladimir klitschko, co-founder «uncorned games» mikhail pimenov and a representative of tm parimatch in ukraine vadim missura. Discussion moderator and director of the klitschko foundation charitable organization alina nosenko discussed with the participants of the condition, problems and prospects for the implementation of patronage projects in the field of sports.
It is significant that the organizing committee of the conference has already received dozens of applications for participation in smc 2020. According to head of the organizing committee oleg strelnikov, next year the conference will cover a wider range of issues related to the development of sports.
The official partners of the conference were visa, pokermatch, parimatch, turkish airlines, bentley, ttn, eterna law, klitschko foundation, metropole, atb, sky art foundation, denza workspace, megapolis advertising holding and others; media partners – mostvideo.Tv and xsport.