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PEOPLE hard work. On a personal level I would have to choose attending the two UEFA Champions League winning finals in 1999 & 2008. And the worst Two come to mind: pulling some exhausting all-nighters to complete the foreign language web sites in time for the team’s Asia Tour in 2007 and on a personal note, seeing the huge disappointment on my daughter’s face after the FA Cup final defeat to Chelsea at Wembley. MR INTERACTIVE Mark Hargreaves, COO, Knowledge MGI, on the new challenge of working within the wider sport and technology space and the joys, after over 12 years spent working at Manchester United, of reverting to being simply a fan. Mark Hargreaves has headed south to join the London-based consultancy company Knowledge MGI as Chief Operating Officer after over a decade’s service with the reigning Premier League Champions. At Manchester United he headed up the New Media division, becoming the General Manager of Manchester United Interactive where he ran ManUtd.com one of the world’s most successful sports websites for over seven years. He also spearheaded the development of four sister multi-lingual sites for Asia and the Middle East, working with major brands, support service companies, major domestic and global sponsors, licensees and the club’s charity arm, the Manchester United Foundation. What was your introduction to the world of sport and business My transition to the new media arm of sports business was a natural segue from the telecoms industry where I began my career in the mid 80’s - a time that saw exponential growth year on year in the technology space. Then the attraction to work for the football club that I also supported was an enormous draw and I found Man Utd’s aspirations both on and off the field irresistible. Being able to now take that accumulated sports industry and new media acumen, and work with a boutique management consultancy within the wider sport and technology space is my latest irresistible challenge. Who would you say has had the biggest influence on your career Having worked for the club for over 12 years and witnessed the CEO, David Gill, at close quarters, I would have to pick him. The dignified way in which he has managed the business over the years and especially during the contentious period of transition when the club went from being a public company to Glazer-family private ownership has always been very inspiring. What has been the best moment in your career in the sport industry From a business perspective - winning a Webby Award. The Webbys are the leading international awards that honour excellence on the Internet. ManUtd.com won one in 2007 and I flew over to New York receive it on behalf of the club. A fantastic experience if a surreal one too - getting to share the stage with David Bowie and the You Tube founders. The win was a huge boost for all involved in the gargantuan build of ManUtd.com and a terrific acknowledgement of everyone’s How was the experience of working for such an expressive football brand as Manchester United Well during this halcyon period for the club I have accumulated six Premier League titles, two European Cups, two FA Cups, two League Cups and numerous other trophies! It goes without saying that to work for Manchester United was an honour and a fantastic experience. I am however now looking forward to being able to watch a match without obsessively checking the digi-boards, looking at my phone for alerts, or monitoring the website to make sure that everything is working and instead become a fan again. I’ll let you know how long it takes to reverse the process. What is on the horizon for you in the next phase of your career at Knowledge Knowledge is an ideas driven service. We analyse business problems, then tactically problem-solve to create strategy and operational improvements through objective business insight and mentoring, ultimately making positive changes for our clients. Straight out of the gate I am working on a project for a client called Ve Interactive, a company delivering online efficiency solutions (CEM - Customer Experience Management) which has developed a patent-pending shopping cart/form abandonment software. Abandonment is one of the biggest problems that website operators face in terms lost online revenues. What do you see as the biggest challenges and opportunities for sports in the interactive arena Two of the biggest challenges and opportunities for sports and new media remain those of how to monetise content (ie. turn fans in to customers) and how to transact abroad. Knowledge is working with a client, Krores which is a global supplier of bespoke technology-based financial services, (including payment technologies) that is breaking into this very space. Another area of opportunity is the harnessing of social media from fan base, marketing reach, brand awareness and online revenue perspectives. The benefits of which can leak into other areas of a sport’s brand too, for example boosting sponsorship opportunities. 82 SportBusiness International • No. 152 • 12.09
Because Sport Reflects Society Jorge Andreu, A. Bahi – Cimo. The Global Sports Forum Barcelona 2010 will once again unite over 1000 delegates and media representatives from around the world, to encourage and provoke debate, action and reaction on today’s hottest issues facing sport: sustainability, education, politics, culture and business. Juan Antonio Samaranch Together we will produce considered policy recommendations to be shared by the wider international sporting community. Donna de Varona Join us in Barcelona 8-10 March 2010, and become a player for change. Samuel Eto’o For information and registration visit us at: WWW.GLOBALSPORTSFORUM.ORG MAIN PARTNER INTERNATIONAL MEDIA NATIONAL MEDIA Networking area
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SIR KEITH MILLS On the America’s
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12.09 CONTENTS SportBusiness Intern
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UPDATA 12.09 FERRARI SLUMP SEES RAT
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COMMENT “The deal covers all terr
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INSIGHT MIRIAM SHERLOCK Editor Spor
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aGeNDa aMerICa The ParIah rick Burt
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BRANDS & MARKETING SHORTSTOP MARETI
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SHORTSTOP BRANDS & MARKETING MARETI
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MEDIA SHORTSTOP Al Jazeera: Pan-Ara
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MEDIA SHORTSTOP IPL: Entertainment
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EVENTS SHORTSTOP 2020 OLYMPICS: Tur
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EVENTS PLAYING IT THE AMERICAN WAY
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sAiling inTo The fuTure As PrinciPA
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This has been an unhappy period for
Page 31 and 32: NAMING RIGHTS Tottenham FC/PA Archi
Page 33 and 34: Ultimate Sports Websites Creating a
Page 35 and 36: FACILITIES Venue: Yas Marina Circui
Page 37 and 38: 2010 FIFA World Cup South Africa Of
Page 39 and 40: SPORTS EVENT MANAGEMENT AWARDS 2009
Page 41 and 42: TRIP FROM BRUSSELS TO LONDON : 250@
Page 43 and 44: ISEMS Innovative Event Marketing 20
Page 45 and 46: A pArtnership thAt mAkes the differ
Page 47 and 48: SECURITY GOLD: Sword Event Guard In
Page 49 and 50: F1 has kept its show on the road -
Page 51 and 52: MOTORSPORT: SPONSORSHIP Top Motorsp
Page 53 and 54: Countries Without a Domestic F1 GP
Page 55 and 56: MOTORSPORT: FORMULA ONE “Hospital
Page 57 and 58: MOTORSPORT: RALLY l’Automobile (F
Page 59 and 60: As one of motor racing’s top-3 an
Page 61 and 62: MOTORSPORT: MOTORCYCLING Of these,
Page 63 and 64: Thanks to Channel 4, whose racing o
Page 65 and 66: Sports Tourism: Strategies for Succ
Page 67 and 68: INTERNATIONAL FOCUS MIDDLE EAST STR
Page 70 and 71: SIR CRAIG REEDIE IOC EXECUTIVE BOAR
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Page 76 and 77: CONFERENCES www.sportbusiness.com/m
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Page 80 and 81: www.sportbusiness.com/marketplace/o
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