Download Programme - SpoBiS

Presenting Partner:
Host Partner:
Premium Partners:
Lounge Partners:
18 – 19
February 2013
CCD Congress Center
Düsseldorf

www.spobis.com
In 2013, 1,500 industry players will once again meet at the
CCD Congress Center Düsseldorf for the SpoBiS. Over a twoday
period, 130 national and international speakers will
present and discuss the latest industry trends on the Main
Stage and in 15 special interest forums. Moreover, two major
evening get-togethers will ensure optimal opportunities for
networking at Europe’s largest sports business conference.

04
Welcome address
Welcome!
“It gives me great pleasure to welcome you to
Düsseldorf for the SpoBiS for what is now the
third time.”
Hosting Europe’s largest sports business conference
for representatives from the fields
of sport, business, media and politics once again
in the state capital of North Rhine-Westphalia
provides impressive emphasis of Düsseldorf’s significance
as a media centre and sports city.
High-profile sporting events with participation by
elite athletes, such as the 8th International Athletics
PSD Bank Meeting recently hosted by the
city, attract worldwide attention. Media interest
in Fortuna Düsseldorf matches is also intense,
whereby the football Bundesliga club has become
something of an attraction and a model project for
the sports city since its promotion back into the
German premier football league. For a city such as
Düsseldorf, which boasts extremely active sports
clubs and where sport is successfully encouraged
from an early age through to Olympic success, the
SpoBiS offers an excellent opportunity to position
the city as a sports city in the long term.
I wish all participants a thoroughly successful
event.
Dirk Elbers | Lord Mayor, City of Düsseldorf
Photo: istockphoto.com
Welcome address
05

06
Partners Partners
Photo: Action Press
Presenting Partner
Repucom
Repucom as the Presenting Partner for the SpoBiS – this is a new yet natural partnership.
For Repucom, the global leader in sports sponsoring research, and the
SpoBiS, Europe’s largest sports business conference, are united by one common
aim: to further professionalise the sports business market on an international
level together in the coming years. Repucom conducts market research, performs
media evaluations, and advises clients on the facts and background for their sponsoring
success to this end. 1,400 employees in 18 countries ensure local expertise
in sports marketing coupled with global data and expertise. The best brains, stateof-the-art
technology and an international network make Repucom the leading
global research and consultancy provider in the sports sponsoring industry, and
the ideal partner for the SpoBiS.
Host Partner
sportAgentur Düsseldorf
As the central link in Düsseldorf’s network for sporting events, the sportAgentur
Düsseldorf is a competent point of contact and source of ideas for event organisers,
sports associations, sponsors and the general public. It markets its varied
range of events accordingly, conveying the dynamic and cosmopolitan image of
Düsseldorf as a sports city far beyond the city and state boundaries.
Key tasks include the mediation of and support for sporting events in addition
to aspects such as financing, planning, organisation, communication and event
realisation. The sportAgentur Düsseldorf is also the point of contact for support
in elite sports and for the funding of talented young athletes.
07

08
Conference news Conference news
“Sports Marketing Award”:
who will succeed MAN?
The “Sports Marketing Award” is one of the most coveted
awards in the sports business industry. In 2012,
MAN and the Juniper Group scooped the award with their
“The football Bundesliga drives a MAN” campaign. The
Juniper Group also won over the jury two years ago, receiving
the award together with its client entega. As the
award initiator, the ESB Europäische Sponsoring-Börse has
put together a competent jury. Fourteen renowned experts
from within the industry will decide on the best sports
marketing project from the past year. Michael Vesper
(DOSB), Tom Bender (German Football League), Magnus
Wiese (BMW) and Jordi Queralt (Warsteiner) are among
the jury members. The award ceremony will take place on
the Main Stage on the first day of the SpoBiS 2013.
European premiere for
IMG CEO, Michael Dolan
Michael Dolan assumed the role of Chairman and
CEO at IMG Worldwide, the largest sports marketer
in the world, in November 2011. At the SpoBiS
2013, the US American will share details of the agency
heavyweight’s global corporate strategy with the public
for the first time, and provide exclusive insights into
IMG’s plans for Germany and Europe. Besides Dolan,
countless other notable international speakers will put
in an appearance at the SpoBiS 2013: Marc Audrit (Vice
President, Global Brand Western Union), Sarah Lewis (General
Secretary, FIS), Anders Besseberg (President, IBU),
Miguel Bertran (Head of Partnerships, FC Barcelona), Mike
Horn (expedition leader and adventurer), and Richard
Tims (Chairman, FC Sheffield).
Photo: Action Press
“SPONSOR S Honorary
Award” for Herbert Hainer
A “marketplace” for sport,
media and business
General Manager of VfL Wolfsburg, Thomas Röttgermann, spoke last year of how the
SpoBiS is a “marketplace”. Besides the VfL Wolfsburg, FC Bayern Munich, Borussia
Dortmund, Schalke 04 and Hamburger SV will be represented at the “marketplace” in
Düsseldorf. Moreover, league and association decision-makers from the German Football
Association (DFB), German Football League (DFL), German Tennis Federation (DTB),
German Olympic Sports Confederation (DOSB), International Ski Federation (FIS), International
Biathlon Union (IBU) and European Handball Federation (EHF) will use the SpoBiS
as an information platform and to exchange within the industry. Clubs, leagues and associations
aside, the advertising industry will also meet in Düsseldorf. Countless speakers
from within the industry will take to the Main Stage at the SpoBiS in 2013: representatives
from Bwin, Deutsche Telekom, Google, Hugo Boss, Lotto, MAN, Opel, PSD Bank, SAP
and Western Union have already confirmed their attendance. From the media side, pay
TV broadcaster Sky Germany, pan-European broadcaster Eurosport and German public
broadcaster ARD will send speakers to Düsseldorf. Also among those due to attend are
popular publications like Kicker, Bild and Sport Bild in addition to the social media networks,
Facebook and Twitter.
erbert Hainer stands for sustainability, economic
H success and sporting ambition. The 58-year-old from
Lower Bavaria, who has been the CEO at Adidas AG since
2001, celebrated 25 years of service last year. The “three
stripes man” secures high-profile supplier and sponsorship
deals for the sports industry, and is one of the leading financial
backers of global sport. The running enthusiast and
football fan is a member of FC Bayern Munich’s supervisory
board in which Adidas holds a 9.1% share. Hainer affords
excellent connections yet has always remained down to
earth. Herbert Hainer will be conferred the “SPONSORS Ho-
alliance
norary Award” at the SpoBiS 2013. DFB President Wolfgang
picture
Niersbach, one of his most important partners and longstanding
companions, will deliver the laudatory speech. Photo:
09

Speakers
130 national and international speakers
The programme has now been set: 130 top national
and international speakers will present and discuss a
whole range of topics at the 17th SpoBiS due to be held at
the CCD Congress Center Düsseldorf. Martin Kind (President,
Hannover 96) will hold the opening speech for the first
time. Conference participants can also look forward to appearances
by former German national football players, Oliver
Bierhoff (Manager, German national football team) and
Selection of Speakers:
Althaus Steven | BMW
Arp Hans-Jörn | CDU
Audrit Marc | Western Union
Barnett Rowan | Twitter Germany
Bednarek Ralf | HSV-Supporters
Bertran Miguel | FC Barcelona
Besseberg Anders | IBU
Blask Holger | DFL
Bruchhagen Heribert | Eintracht Frankfurt
Brügelmann Matthias | Sport Bild
Buschmann Frank
Cramer Carsten | Borussia Dortmund
Daubitzer Jörg | DFL Sports Enterprises
de Buhr Thomas | Google Germany
Gaede Nicolas | Sportfive
Geishecker Peter | Wige Media
Gollhofer Andreas | Milka
Gossner Theo | WestLotto
Greuel Dominic | Smart
Grill Roman | Acta7
Grindel Reinhard | CDU
Harttgen Uwe | SV Werder Bremen
Hebig Heiko | Facebook
10
Oliver Kahn. Dr. Thomas Sedran will attend the SpoBiS for
the first time. The deputy chairman of Opel’s management
board will discuss the return of the Rüsselsheim-based automotive
manufacturer to sports sponsoring. Further top
speakers will include director and producer of the movie
“The Miracle of Bern”, Sönke Wortmann; the new Sport Director
at RB Leipzig and Red Bull Salzburg, Ralf Rangnick;
and the DFL’s new Managing Director, Andreas Rettig.
Hilke Joachim | Hamburger SV
Retschitzegger Claus | Bet-at-Home.com
Hoffmann Bernd
Rettig Andreas | DFL
Holzhäuser Wolfgang | Bayer 04 Leverkusen Roest Steve | Viagogo
Iden Frank | Hermes Europe
Röttgermann Thomas | VfL Wolfsburg
Jowett Jez | Havas Sports & Entertainment Ruhnau Ulrik | Lagardère Unlimited
Jobst Alexander | FC Schalke 04
Schmadtke Jörg | Hannover 96
Jurgeit Dieter | PSD Bank Nord
Schmidt Carsten | Sky
Kaiser Oliver | FASPO
Schott Ulf | DFB
Kind Martin | Hannover 96
Schüttler Rainer | Power Horse Cup
Kirchner Daniel | 1. FC Nürnberg
Schwall Oliver | Audi Sailing Team Germany
Kuffner Wolfgang | Erdinger Weißbräu Schwank Bernhard | DOSB
Lacher Stefan | SAP
Steeb Carl-Uwe | German Tennis Federation
Lampersbach Andreas | MAN
Stiegenroth Henning | Deutsche Telekom
Langer Erwin | Langer Sport Marketing Straten Walter M. | Bild
Lina Michael | AS&S
Tims Richard | FC Sheffield
Lösch Jochen | Traffic Sports
Townsend Danny | Repucom
Meier Michael | Kon-Part
von Lobenstein Hubertus | Aimaq von
Mennerich Stefan | FC Bayern Munich Lobenstein
Müller von Vultejus Robert | Ufa Sports Wacker Jörg | Bwin
Nieber Axel | Kicker
Watzke Hans-Joachim | Borussia Dortmund
Pohlmann Till | Hugo Boss
Wiederer Michael | EHF
Pommer Jan | IPD & Beko BBL
Queralt Jordi | Warsteiner
Zingler Dirk | 1. FC Union Berlin
Herbert Hainer | CEO,
Adidas
Oliver Bierhoff | Manager,
German national football
team
Photo: Action Press
Photo: picture alliance
Oliver Pocher | Comedian &
TV presenter
Wolfgang Niersbach | President,
German Football Association
(DFB)
Christian Seifert | Chairman
of the Management Board,
German Football League
Sönke Wortmann | Director
& Film Producer
Photo: Action Press
Michael Dolan | Chairman &
CEO, IMG Worldwide
Oliver Kahn | former national
goalkeeper
Photo: Getty Images
Speakers
Dr. Thomas Sedran | Deputy
Chairman of the Management
Board, Adam Opel AG
Ralf Rangnick | Sport Director,
RB Leipzig & Red Bull
Salzburg
Mike Horn | Expedition leader Sarah Lewis | General Secretary,
International Ski
Federation
Photo: GM Company
Photo: Getty Images
11

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Programme | 1st and 2nd conference days
The conference days at a glance
1st conference day
9:30 - 12:00 | Forums
11:30 - 13:00 | Break
13:00 - 15:20 | Forums
15:20 - 16:00 | Break
2nd and 3rd leagues Page 12
The power of sponsorship Page 12
Broadcasting sport on TV Page 15
E-commerce and social media Page 15
Sport and politics Page 16
Storytelling in images Page 19
Pay TV Page 19
Sports venue marketing Page 20
Player agents and transfers Page 23
Content strategies in sport Page 24
16:00 - 19:00 | Main Stage Page 27
From 19:00 | Get-together Page 27
2nd conference day
10:30 - 12:30 | Forums
12:30 - 14:00 | Break
The football Bundesliga Page 28
Hospitality and international events Page 31
Sports media of the future Page 32
Digital sponsoring Page 32
The ticket resale market Page 35
14:00 - 16:30 | Main Stage Page 36
From 16:30 | After-work party Page 36
Programme | 1st and 2nd conference days
Download the conference programme
directly on your phone!
13

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1st conference day
2nd and 3rd leagues
18. Feb | 9:30 – 11:15
9:30 New stadium, new agency, old brand: Doubling turnover at 1. FC Union Berlin CS
Dirk Zingler | President, 1. FC Union Berlin
9:50 The Voith Arena – a cash cow: And suddenly the 1. FC Heidenheim was overrun CS
Holger Sanwald | Managing Director, 1. FC Heidenheim
10:10 The heart of St. Pauli: How the PSD Bank combines CSR, sales and activation at the district club P
Dieter Jurgeit | Chief Executive Officer, PSD Bank Nord
In cooperation with
10:30 The best 3rd division in the world – or an unloved child? How good is the 3rd division really? D
Michael Lina | Head of Sports Marketing, ARD Sales & Services K
Robert Müller von Vultejus | Managing Director, Ufa Sports
Rolf Rombach | President, FC Rot-Weiß Erfurt
Ulf Schott | Director, German Football Association (DFB)
The power of sponsorship In cooperation with
18. Feb | 9:30 – 10:55
9:30 The biggest challenges in sports sponsoring: 10 principles for success P
Oliver Kaiser | President, FASPO
9:50 How insights made Milka into a successful winter sports brand P
Andreas Gollhofer | Manager Sponsoring & Event Marketing, Milka
10:10 Success through transparency: The best sponsorship deals in Europe P
Danny Townsend | President EMEA & South Asia, Repucom
Marcel Cordes | Chairman of the Management Board, Sport+Markt
10:25 Are surveys really worthwhile? How valid data can help in strategic decision-making D
Stephan Schröder | Head of Business Unit – Germany, Austria and Switzerland, Sport+Markt
Dr. Henning Stiegenroth | Head of Sports Marketing, Deutsche Telekom
Olaf Markhoff | Head of Corporate Communications, Nike
CS Case Study D Discussion K Keynote C 1:1 chat P Presentation English
eng
Photo: Getty Images
1st conference day
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1st conference day
16 Photo: Christophe Favreau, STG 2012
Broadcasting sport on TV In cooperation with
18. Feb | 10:00 – 11:30
10:00 Sport on TV: It’s all about the correct communication K
Volker Weicker | Freelance Director for Live Entertainment, Shows & Sport
10:20 A technical journey through sport production P
Peter Geishecker | Founder, Wige Media
Peter Lauterbach | COO, Wige Media
Helmut Thoma | Media Manager
10:50 How new technologies are making sailing more accessible to spectators and TV P
Oliver Schwall | Chief Executive Officer, Audi Sailing Team Germany
Stefan Lacher | Head of Technology Sponsorship, SAP
11:10 New formats, new production: Biathlon’s media success story P
Anders Besseberg | President, International Biathlon Union (IBU)
E-commerce and social media
18. Feb | 10:00 – 11:50
10.00 The rocky road for e-commerce start-ups P
Lars Jankowfsky | CTO Yatego
10:20 720 million touchpoints per month: The digital world of FC Bayern P
Stefan Mennerich | Director New Media, FC Bayern Munich
10:40 A traditional club in the digital age: FC Schalke 04’s online strategy P
Alexander Jobst | Board Member for Marketing, FC Schalke 04
1st conference day
11:00 The digital strategy of FC Barcelona: A vehicle for value in global sponsorship initiatives P
Miguel Bertran | Head of Partnerships, FC Barcelona
In cooperation with
11:20 An English amateur club as a global brand:
Establishing the first football club in the world through CSR and digital media P
Richard Tims | Chairman, FC Sheffield
Robert Zitzmann | Manager Community & CSR Marketing, Ufa Sports
CS Case Study D Discussion K Keynote C 1:1 chat P Presentation English
eng
eng
eng
eng
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1st conference day
Sport and politics
18. Feb | 10:00 – 11:35
10:00 The new DFL sponsor: What message does Hermes wish to convey? D
Frank Iden | Member of the Management Board, Hermes Europe
Jörg Daubitzer | Managing Director, DFL Sports Enterprises
10:20 Beyond the 2013 parliamentary elections: The sports policy challenges D
Reinhard Grindel | Member of the Bundestag (CDU)
Jan Pommer | Vice Spokesman, Initiative Profisport Deutschland & Managing Director,
Beko Basketball Bundesliga (BBL)
Bernhard Schwank | Director Competitive Sports, German Olympic Sports Confederation (DOSB)
10:50 Controlled liberalisation of the sports betting market: Taking stock P
Dr. Henrik Bremer | Lawyer, Wirtschaftsrat Recht Bremer & Heller
11:05 Liberalising sports betting: And what German society stands to gain D
Jörg Wacker | Director, Bwin Germany
Theo Gossner | Chief Executive Officer, WestLotto
Hans-Jörn Arp | Member of the Schleswig-Holstein Landtag (CDU)
Dr. Holger Blask | Chief Legal Advisor, German Football League (DFL)
In cooperation with
CS Case Study D Discussion K Keynote C 1:1 chat P Presentation English
eng
Photo: picture alliance
1st conference day
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1st conference day
20 Photo: picture alliance
Storytelling in images
18. Feb | 13:00 – 14:55
13:00 Emotions, euphoria, experiences: A sport and communication one-two pass P
Pay TV
Hubertus von Lobenstein | Managing Partner, Aimaq von Lobenstein
18. Feb | 13:00 – 14:40
13:00 Traditional events with emotional drive: Hosting the Ryder Cup P
Erwin Langer | Managing Director, Langer Sport Marketing
13:20 The Red Bull Global Soccer project: Not only against the opponents, but also against the clock P
Ralf Rangnick | Sports Director, RB Leipzig and Red Bull Salzburg
13:50 Sky 2020: More Bundesliga? More innovation? More consolidation? C
Carsten Schmidt | Head of Sport, Advertising Sales & Internet, Sky Germany
14:10 Between comedy and tradition: How much entertainment can football take? D
Frank Buschmann | Sports commentator
Oliver Pocher | Comedian and TV presenter
Matthias Brügelmann | Editor-in-Chief, Sport Bild
In cooperation with
1st conference day
13:20 Spikes, bare skin and cars: How Smart uses beach volleyball to inject emotions into its brand P
Dominic Greuel | Manager Branded Entertainment, Smart
13:40 Genuine sustainability: How global sponsorship of
an environmental protection expedition raises awareness among millions P
Mike Horn | Adventurer and expedition leader
14:10 Here are the facts: The impact of storytelling in sport P
Marcel Cordes | Chairman of the Management Board, Sport+Markt
14:25 Digital media generate new opportunities: The consumer approach of the future D
Thomas de Buhr | Managing Director, Google Germany
Sönke Wortmann | Director & Film Producer
Hubertus von Lobenstein | Managing Partner, Aimaq von Lobenstein
In cooperation with
CS Case Study D Discussion K Keynote C 1:1 chat P Presentation English
eng
eng
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1st conference day
Sports venue marketing
18. Feb | 13:15 – 15:00
13:15 More elite tennis beside the Rhine: Why it’s worth investing in the tennis venue of Düsseldorf D
Dietloff von Arnim | Managing Director, Power Horse Cup
Rainer Schüttler | Licence Holder, Power Horse Cup
13:35 Team Rio 2016: How a city is supporting its Olympians P
Karsten Krippner | Deputy Head of Department, SportAgentur Düsseldorf
13:55 The competitive beer market:
How Warsteiner uses sponsorship to reinforce its market position P
Jordi Queralt | Marketing Director, Warsteiner
In cooperation with
14:15 The battle for major events: What role do German cities play in the international competition? D
Jörg von Appen | Lawyer & Partner, von Appen | Jens Legal K
Karl-Heinz Heuser | Chief Executive Officer, Burson-Marsteller Germany
Stephan Lemke | Managing Director, Braunschweig Stadthalle conference centre and stadium
Michael Wiederer | Secretary-General, European Handball Federation (EHF)
Martin Ammermann | Managing Director, Düsseldorf Congress Veranstaltungsgesellschaft
CS Case Study D Discussion K Keynote C 1:1 chat P Presentation English
eng
Photo: Getty Images
1st conference day
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1st conference day
Photo: Getty Images
Player agents and transfers
18. Feb | 13:30 – 15:00
13:30 Clubs, stand your ground! Why agents’ power should be restricted P
Alexander Graeser | Lawyer, CMS Hasche Sigle
13:50 Between coup and flop: Transfers and their financing C
Bernd Hoffmann | Sports Manager
1st conference day
14:10 Investors purchase transfer rights: Business as usual, or the end of clubs’ self-determination? P
Dr. jur. Jochen Lösch | President International Business, Traffic Sports Marketing
14:30 The shady agent market: Something must be done – but what? D
Alexander Graeser | Lawyer, CMS Hasche Sigle
Michael Meier | Partner, Kon-Part
Roman Grill | Owner, Acta7
Jörg Schmadtke | Managing Director Sports, Hannover 96
In cooperation with
CS Case Study D Discussion K Keynote C 1:1 chat P Presentation English
eng
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1st conference day
Content strategies in sport In cooperation with
18. Feb | 13:30 – 15:15
13:30 A British role model? Stadium TV at FC Arsenal P
Petro Mnych | Production Manager, Arsenal Media Group (FC Arsenal)
Joshua Schneeloch | Representative for Germany, Austria and Switzerland, NewTec
14:00 What’s possible, what isn’t? The legal possibilities in club TV in Germany P
Dr. Pietro Graf Fringuelli | Partner, CMS Hasche Sigle
14:20 Archive and now what? Only things that can be found are valuable P
Peer Jambor | Head of Global Marketing & Communications, Vitec
14:30 Between archive and club TV: How Werder uses its content across all media P
Tino Polster | Head of Media & Communication, SV Werder Bremen
14:45 Away from the major pitches: It’s all about getting the content strategy right D
David Görges | Head of New Media, Borussia Dortmund
Norman Schlomka | Managing Director, CoMo
Gisbert Wundram | Managing Director, Sportdigital
Lars Reckwitz | Head of Content and Media Strategy, Hamburger SV
alliance
CS Case Study D Discussion K Keynote C 1:1 chat P Presentation English
picture
26 Photo:
eng
eng
1st conference day
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1st conference day
Photo: picture alliance
Main Stage
18. Feb | 16:00 – 19:00
16:00 Welcome address
16:10 Martin Kind: My personal review of 2012 and what awaits in 2013 P
Martin Kind | President, Hannover 96
16:30 Tomorrow ist now: IMG’s strategy in Europe C
Michael Dolan | Chairman & Chief Executive Officer, IMG Worldwide
17:00 Back to the roots: the sponsoring comeback of Opel C
17:30 Break
Dr. Thomas Sedran | Deputy Chairman of the Management Board, Opel
1st conference day
17:45 A clash of cultures: What unites company clubs and traditional teams – and what divides them D
Hans-Joachim Watzke | Chairman of the Board, Borussia Dortmund
Wolfgang Holzhäuser | Management Spokesman, Bayer 04 Leverkusen
Heribert Bruchhagen | Executive Chairman, Eintracht Frankfurt
Thomas Röttgermann | Managing Director, VfL Wolfsburg
18:30 „Sports Marketing Award“
Laudatory speech: Hans-Willy Brockes | Managing Director, ESB Europäische Sponsoring-Börse
Get-together
18. Feb | 19:00
The place to meet at the SpoBiS
Besides the official conference programme, the SpoBiS will also once again offer the 1,500 participants
ample opportunities to network at the CCD Congress Center Düsseldorf. The get-together on the first
conference evening will be the place to meet at the SpoBiS 2013. Establish new contacts, reconnect
with acquaintances, exchange ideas and form new partnerships in relaxed surroundings with music
and cocktails.
eng
GeT-
ToGeTheR
CS Case Study D Discussion K Keynote C 1:1 chat P Presentation English
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2nd conference day
The football Bundesliga
19. Feb | 10:30 – 12:20
10:30 Fans in the Bundesliga: Participants, partners, motivators P
Andreas Rettig | Managing Director – League Operations and Licensing,
German Football League (DFL)
10:50 The stars of tomorrow: Training at Werder Bremen’s youth talent centre P
Uwe Harttgen | Director – Youth Talent Centre, SV Werder Bremen
11:10 TV, digital, everywhere: How media work within the Bundesliga is changing D
Oliver Schraft | Head of Media & Communication, VfL Wolfsburg
Walter M. Straten | Head of Sport, BILD
Christian Pfennig | Director Communication & Advertising, German Football League (DFL)
11:40 Those wishing to grow must travel: HSV’s overseas activities P
Joachim Hilke | Board Member for Marketing & Communication, Hamburger SV
12:00 From fan memorabilia dispenser to teleshopping: How the BVB has optimised its B2C business P
Carsten Cramer | Director Sales & Marketing, Borussia Dortmund
CS Case Study D Discussion K Keynote C 1:1 chat P Presentation English
eng
Photo: picture alliance
2nd conference day
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2nd conference day
Photo: picture alliance
Hospitality and international events
19. Feb | 10:30 – 12:30
10:30 Erdinger’s enchanting chalet in the snow: Wholesome hospitality P
Wolfgang Kuffner | Head of Marketing, Erdinger Weißbräu
10:50 Legal position clear, application complex:
The anti-corruption wall as a tool against compliance uncertainty P
Marius Andreas Richter | Corruption Expert & Economic Investigator
11:10 Significantly larger, but also marketable? French hospitality for the UEFA EURO 2016 P
Ulrik Ruhnau | Managing Director, Lagardère Unlimited Stadium Solutions
11:30 Higher, further, more extreme: The Night of the Jumps world event series P
Marko Manthey | Managing Director, SportPlus
Christoph Schulz | Marketing Manager, SportPlus
11:50 2012 behind, 2016 ahead: Top 10 marketing lessons for the Olympic Games P
Torsten Wirwas | Managing Director, M&CS Saatchi Sport & Entertainment
12:10 New markets, new sponsors: The new presenter of the Europa League and its growth plans C
Marc Audrit | Vice President Global Brand, Western Union
In cooperation with
2nd conference day
CS Case Study D Discussion K Keynote C 1:1 chat P Presentation English
eng
eng
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19. Feb | 10:45 – 12:25
10:45 Beyond the Raab effect: Strategies and marketing potential of marginal sports P
19. Feb | 10:45 – 12:15
10:45 Online presence: A must not a maybe – but how? P
Steven Althaus | Director Brand Management BMW and Marketing Services BMW Group
11:05 Innovation in 140 characters: How clubs, associations and sponsors can get more out of Twitter P
Rowan Barnett | Managing Director, Twitter Germany
11:25 Small budget, big impact: Hugo Boss stages a Gomez vs. Kaymer sporting duel P
Till Pohlmann | Head of Sponsoring, Hugo Boss
11:45 Sponsorship is increasingly digital and creative – but is it also more effective? D
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2nd conference day
Sports media of the future In cooperation with
Prof. Dr. Sascha L. Schmidt | Head, Institute for Sports, Business & Society – EBS Business School
11:05 Set the stage for FIS events: How winter sports coverage works P
Sarah Lewis | General Secretary, International Ski Federation (FIS)
11:25 The white sport at a crossroads: New formats, new possibilities? D
Carl-Uwe Steeb | Vice President, German Tennis Federation (DTB)
Tibor Radda | Commercial Director, Eurosport Media
Claus Retschitzegger | Head of Communications, Bet-at-home.com
11:55 Social media, second screen and smartphone: Tomorrow is now in sports coverage D
Jez Jowett | Global Social Media Director, Havas Sports & Entertainment
Heiko Hebig | Partnerships Manager (Northern Europe), Facebook
Digital sponsoring In cooperation with
Fabian Siegel | Co-Founder & Chief Executive Officer, Delivery Hero Holding
Andreas Lampersbach | Head of Communication, MAN
Axel Nieber | Head of Print Marketing & Digital Media, Kicker
CS Case Study D Discussion K Keynote C 1:1 chat P Presentation English
eng
eng
Photo: picture alliance
2nd conference day
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2nd conference day
Photo: Bildquelle
The ticket resale market
19. Feb | 11:00 – 12:30
11:00 Immense, but opaque: How the European ticket resale market works P
Steve Roest | Head of European Business Development, Viagogo
11:20 Beware of the black market: How clubs can protect themselves in ticketing P
Jan Räker | Legal Advisor, Prinz-Neidhardt-Engelschall
11:40 Ticketing as creative sponsorship: How ticket contingents can be used intelligently P
Dr. Nicolas Gaede | Vice President Marketing & Business Development, Sportfive
12:00 Convenient or a rip-off? The ticket resale market in discussion D
Steve Roest | Head of European Business Development, Viagogo
Daniel Kirchner | Head of Stadium and League Play, 1. FC Nürnberg
Ralf Bednarek | Chairman, HSV Supporters
In cooperation with
2nd conference day
CS Case Study D Discussion K Keynote C 1:1 chat P Presentation English
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2nd conference day
Main Stage
19. Feb | 14:00 – 16:30
14:00 A change of course: Oliver Kahn’s career after professional football C
Oliver Kahn | former national goalkeeper
14:30 Think global, act local: How the DFL wishes to enhance its global added value P
15:00 Break
Christian Seifert | Chairman of the Management Board, German Football League (DFL)
15:30 Ceremony „SPONSOR S Honorary Award“ for Herbert Hainer, Chief Executive Officer, Adidas
Laudatory speech: Wolfgang Niersbach | President, German Football Association (DFB)
16:00 Testimonial, manager, representative: Oliver Bierhoff and the national football team C
Oliver Bierhoff | Manager, German national football team
After-work party
19. Feb | 16:30
Come together in pleasant atmosphere
The official conference programme has come to an end yet the SpoBiS is by no means over. For the
evening of the second conference day participants have time and space to discuss new topics in greater
depth, develop business relations, and establish contacts – and to draw the SpoBiS to a pleasant close
together over a cool beverage.
CS Case Study D Discussion K Keynote C 1:1 chat P Presentation English
eng
AFTeRwoRk
pARTy
Photo: Action Press
2nd conference day
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Partners
Thank you!
SPONSOR S is delighted to be able to count on the support of a strong network
of partners again this year. We would like to thank the many supporters of the
17th SpoBiS for their commitment and excellent cooperation.
Presenting Partner:
Lounge Partners:
Premium Partners:
Forum Partners:
Host Partner:
Partners
Partners cont. » »
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42
Partners
Partners cont. » »
Suppliers:
Exhibition Partners:
network
Media Partners:
Sports Market Intelligence
Photo: Action Press
Partners
43

At a glance
44
ReGISTeR
Now
Venue
CCD Congress Center Düsseldorf
Stadthalle entrance
Address to enter into your satnav
Rotterdammer Str. 144
40474 Düsseldorf, Germany
Ticket prices
Travel partner
Favourable rates are
available from our official
travel partner, Lufthansa.
Conference hotel
Renaissance Hotel
Nördlicher Zubringer
40470 Düsseldorf
Phone: +49 (0)211 62 16-346
1-day ticket: € 580*
2-day ticket: € 990*
Favourable room rates are available;
please mention the “SpoBiS 2013” when
making your booking.
Room rates
Single: € 99* incl. breakfast
Double: € 109* incl. breakfast
Further hotel offers
www.spobis.com
*excl. VAT
All information
and registration at:
www.spobis.com
At a glance
The contents of this programme have been
prepared by the experts of the SPONSORS Imprint
editorial team in cooperation with the SpoBiS
partners.
Executive Editor-in-Chief & Co-Publisher
Marco Klewenhagen
Member of management team
Philipp Klotz
Editorial department manager
Florian Oediger
Editorial team
Holger Rehm (Editorial Team Manager -
Conferences), Lukas Stelmaszyk (Editorial Team
Manager - Digital), Peter Bock, Henning Eberhardt,
Kathrin Hartmann, Matthias Kettenburg,
Tobias Kuske
45

Organizer
SPONSOR S Verlags GmbH
Theodorstr. 42–90 (Building 11)
22761 Hamburg, Germany
Tel.: +49 (0) 40 / 41 33 00 8-0
Fax: +49 (0) 40 / 41 33 00 8-19
Email: events@sponsors.de
Internet: www.sponsors.de
SPONSOR S is the leading German-language producer and provider of information
in the sports business industry. Besides supplying unique, comprehensive
information, SPONSOR S also makes the leading platforms available to enable
market participants to interact with one another. The portfolio ranges from
media coverage (print, online, TV) to conferences and corporate events.
The monthly SPONSOR S magazine supplies in-depth analyses and extensive
journalistic coverage of background information. SPONSOR S online provides
exclusive news on a daily basis and is considered an indispensable news platform
for the industry. Moreover, SPONSOR S is the publisher of reports and studies
on topics of special interest.
The annual SPONSOR S conferences cover all aspects of relevance to the industry
and, with a total of 300 speakers and 3,000 participants, are the top events
in Europe for their field. SPONSOR S conferences offer a knowledge transfer at
the highest level, and are the leading platforms for professional networking in
the sports business industry. Moreover, SPONSOR S is the host of a number of
corporate events.
www.sponsors.de