The Sport Business Summit

Event Guide Date 21 - 22 March 2017 — Venue The TimesCenter Worth Knowing New York The Sport Business Summit The Agenda 21 - 22 March 2017 #LEADERS17

The Agenda

At Leaders we search the world for genuine insight into the business of sport, and are proud to welcome a stellar line-up of speakers to the Leaders Sport Business Summit in New York. We are confident their stories will provoke, inspire and serve as a timely focal point of discussions to move The Agenda the industry forward.

5 Sessions The Sport Business Summit Sessions 21 - 22 March 2017 #LEADERS17

Sessions: Session times confirmed on date of print, however Sessions: Session times confirmed on date of print, however are subject to change. Please refer to the 'Leaders are subject to change. Please refer to the 'Leaders Day One Events' App for the most up to date schedule timings. Day One Events' App for the most up to date schedule timings.

Proposed timings Proposed timings

09:10 - 09:40 09:40 - 10:20 10:20 - 11:00 11:00 - 11:30 11:30 - 12:00 12:00 - 12:30 Keynote Interview: Taking Ownership: Morning Establishing Truly The Rise of OTT: Celebrating 100 Years: Taking Turner Into The Owners Share Their Refreshment Strategic Partnerships: Growing Live Sports on Taking the NHL to the Next Era Of Sports Agendas For Growth Networking Break Making Your Brand Twitter Next Level Stand Tall in A Crowd

With new rights key, Great owners have one eye With a crowded market of The world of sports On the eve of the National innovations, it has been on the present and one eye brands competing for an broadcasting is transforming Hockey League’s 100-year another important year for on the future. They identify ever-discerning audience of before our eyes due to anniversary and the much- Turner, all set against a opportunities early and consumers, fragmented across advancements in video anticipated move to Vegas, fragmenting and disrupted can build the teams and multiple media channels, the technology and the constantly the pressure and excitement media landscape. In this infrastructure to deliver challenge to capture minds and evolving expectations of fans. levels couldn’t be higher for Keynote interview the President, success. This session will achieve a return on objectives Twitter COO Anthony Noto the sport. Commissioner David Levy, will give a frank explore ambitions, plans is harder than ever. To keep up will discuss the expanding Bettman joins us to examine and open look at his vision for for growth, priorities and to speed and remain innovative lineup of live sports content the latest developments of the the network, the performance successes in team ownership. and high-profile, brands in and sports highlights that league and a look forward to its of Turner’s sports properties, From stadia and fan sports sponsorship have fans can experience on its continued growth. and give his two cents on the experience, to organizational to continually evolve, from platform, as well as some of future of televised sport. culture and data, this is all experiences to solutions for the successes and challenges about building a winning consumers, customers and Twitter has seen thus far in its Speaker team on and off the field. communities. In this session, live streaming partnerships. Speaker we get inside the mind of Gary Bettman Dow’s Vice Chairman and Commissioner, NHL Speakers Speaker David Levy Chief Commercial Officer, Joe President, Turner Broadcasting System Harlan to understand how they Sponsored by Frank McCourt create authentic and strategic Anthony Noto Owner, Olympique De Marseille partnerships to maximise their COO, Twitter return on investment. Owner,

Dave Scott President/CEO, Spectacor & Speaker Governor,

Joe Harlan Vice Chairman, Chief Commercial Officer, Dow Chemical Company

6 7 Sessions The Sport Business Summit Sessions 21 - 22 March 2017 #LEADERS17

Sessions: Session times confirmed on date of print, however Sessions: Session times confirmed on date of print, however are subject to change. Please refer to the 'Leaders are subject to change. Please refer to the 'Leaders Day One Events' App for the most up to date schedule timings. Day One Events' App for the most up to date schedule timings.

Proposed timings Proposed timings

12:30 - 13:45 13:45 - 14:20 14:20 - 14:45 14:45 - 15:15 15:15 - 15:45 15:45 - 16:30 Lunch Investing in Sport: Growing the Afternoon New Dawn for Athletics: Storytelling in The Networking Break Putting Your Money Bundesliga: Boosting Its Refreshment Making Changes On Digital Age: How Digital Where Your Mouth Is International Footprint Networking Break and Off the Track Native Platforms Are Capturing Audiences

Global investment in sports Germany’s top-tier soccer Lord Coe was elected People’s attention spans are has sky-rocketed in recent league, the Bundesliga, has President of the IAAF in getting increasingly shorter years and the million-dollar sowed the seeds for global August 2015. A few months and the challenge of engaging question is how to turn this growth through smart later he and his Council took audiences is a headache for into significant returns. How broadcast partnerships, an the highly-publicized position everyone across all industries. do the leading figures in this integrated, international of suspending the Russian Hear from BuzzFeed and the field plan to realize returns marketing approach, and Federation on the back of Players Tribune as they come on their sports assets and a relentless focus on the overwhelming evidence of together to examine the what are they looking for in strength of the core product. widespread doping, resulting golden question of growing their portfolios? This exclusive Those seeds are bearing in just one Russian athlete and truly engaging key panel will discuss the key fruit: German soccer has being eligible to compete audiences with cutting-edge pillars of success to deliver never been stronger and the in track and field at the Rio content and storytelling. great results from your Bundesliga has never been 2016 Olympic Games. Five investments in sport. more widely viewed. Join the other countries were put on league’s CEO for a keynote a watch list and a criminal Speakers presentation on a unique investigation into allegations Speakers approach to building a unique of corruption by the previous Elyssa Byck sporting brand. administration is ongoing. Director Of Business Strategy, BuzzFeed Stephen Pagliuca Coe is steering athletics down Joe Puglisi Co-Owner, , President, a long road of change, aiming Director Of Branded Content, The Bain Capital Speaker to reinvigorate the sport with Players Tribune new formats as he does it. Owner & CEO of Monumental Sports & Christian Seifert In an exclusive one-on-one Entertainment CEO, Bundesliga session, Lord Coe will set out his roadmap for the journey Sponsored by back to trust. Sponsored by

Speaker

Sebastian Coe President, IAAF

8 9 Sessions The Sport Business Summit Sessions 21 - 22 March 2017 #LEADERS17

Sessions: Session times confirmed on date of print however, Sessions: Session times confirmed on date of print however, are subject to change. Please refer to the 'Leaders are subject to change. Please refer to the 'Leaders Day Two Events' App for the most up to date schedule timings. Day Two Events' App for the most up to date schedule timings.

Proposed timings Proposed timings

09:20 - 09:50 09:50 - 10:20 10:20 - 11:00 11:00 - 11:40 11:40 - 12:10 12:10 - 12:40 Global Expansion: FC How the NFL Morning What Makes an Breaking the Curse: The Emotions, Brands Barcelona’s Ambitions Dominates Sunday: Refreshments Attractive Investment: Keys to Winning On and and Connections: In World Soccer Growing America’s Networking Break How Does Sport Fit Off the Field Where Entertainment Number 1 Sport Into a Cutting-Edge and Celebrity Meet Marketing Mix? Marketing and Creativity

Spanish soccer giant FC In 2016, the NFL surpassed Nothing epitomised the year Barcelona has dominated on $13 billion revenue for the of the comeback more than the pitch for much of their 116 first time leaving global Forward-thinking brands are the Cubs historic 2016 World The way brands and year history but how does competition in its tracks. With increasingly leveraging sports Series victory in November consumers interact is this dominance translate to the league’s target to top partnerships in new ways, this year. Understand the evolving all the time and it’s success as a global brand? $27 billion by 2027 the demonstrating extra value in efforts taken by one of important to stay on top of This exclusive presentation pressure is on to achieve an era where every marketing MLB’s most iconic teams the shifting landscape. Chloe with the FC Barcelona Chief substantial growth year on dollar is under scrutiny and to transform their fortunes and Jess come together to Revenue Officer will outline year. This keynote interview data is driving decisions. on and off the field for that detail what’s cutting edge and what goes into building the will detail how the NFL is Here we explore what brands special moment of glory. what’s just fluff in the current brand, key principles and trying to achieve this lofty consider when forging long- With eyes pointed towards creative landscape, bridging global commercial expansion goal and how they are term strategic partnerships the future, hear from Cubs the worlds of sport, consumer of the world’s biggest soccer tackling the hurdles which lay with sports properties. President Crane Kenney on behaviour, marketing and team. Understand what it in its path. how they intend to build on neuroscience. Prepare for a masterclass in marketing. takes to make Barça the Speakers this success to create a lasting pinnacle of global sport and legacy. Speaker their future plans to reach Speakers their ambitious objectives. Tina Davis Managing Director Of Global Speaker Tod Leiweke Sponsorships And Marketing, Citi COO, NFL Chloe Gottlieb Speaker Ryan Luckey EVP Executive Creative Director US, R/GA Crane Kenney AVP, Corporate Sponsorships, AT&T President, Chicago Cubs Jessica Greenwood VP Content & Partnerships, R/GA Francesco Calvo Chief Revenue Officer, Sponsored by FC Barcelona

12:40 - 14:00 Lunch will be served in the networking hall prior to Omnigon and Blizzard afternoon

12 13 Sessions The Sport Business Summit Sessions 21 - 22 March 2017 #LEADERS16

Sessions: Sessions: Day Two Day Two

14:15 - 14:50 14:55 - 15:25 15:45 - 16:25 16:30 - 17:10 Leaders is excited to partner Implementing An How To Monetize Your Creating Incredible User Perfecting The Integrated, Innovation- Digital Platforms Experiences To Drive Distribution Of Content with Omnigon to bring together Led Digital Strategy Digital Engagement To To Maximize Your the brightest digital minds in The Next Level Digital Results sport. Join us for this invite- only, exclusive digital forum, To achieve the best returns All teams and rightsholders Generate innovative Sports properties know more from your marketing know they need to think more experiences to aid overall than ever that they need to hearing from leading sports strategy, it’s imperative to like publishers and create content strategies, add engage their audience with sing from the same hymn regular content. The challenge commercial value and quality digital content. The properties and businesses sheet. Uncover how your is how do you know the great captivate audiences. challenge is to understand from across the globe for an organisation should make content you are creating really Understand how to create in where the large audiences complex tactical plans and is great? Understand how platform-specific strategies are ingesting the content. unmissable afternoon. build them into commercially to create the perfect content to ensure the output forges Understand how you ensure and culturally successful for the right platform at the a meaningful connection your distribution model master plans to enhance the optimal moment for great between audiences and allows you to reach these results of each marketing returns. brands. audiences. channel.

Speaker Speakers Speakers Speakers

Clark Pierce Benjamin Stoll Colin Smith VP, NASCAR Digital Media Paul Rogers SVP TV Everywhere, FOX Sports Head of Digital Platforms, FC Bayern Head of Digital and Social Media, AS Munich Federico Palomba Roma Luis Goicouria Co-Chief Revenue Officer - Marketing & Digital, Juventus FC Michael Conley SVP, Digital Platforms & Media Strategy VP Digital, at PGA TOUR David Sternberg, CEO, Rugby International Marketing Christopher Stadler Jayar Donlan CMO, IRONMAN EVP Digital & Social Content, WWE

16 17 Sessions The Sport Business Summit Sessions 21 - 22 March 2017 #LEADERS17

Sessions: Sessions: Day Two Day Two

14.30 - 14.45 14.50 - 15.25 15:45 - 16:20 16:20 - 17:00 Leaders are proud to partner Overwatch: Combining Brands Perspective: Chalk & Cheese: Contrasting Models: Traditional Sports & Authentically Investing Fundamental Differences How Broadcasters Are alongside Blizzard to create an eSports In eSports Between Traditional Growing Their eSports unmissable forum dedicated Sports & eSports Audience to eSports. The forum will explore the fundamental The buzz around eSports is at Growth in eSports has led to a As traditional sports Broadcast models in the an unprecedented level with wide range of brands investing properties increasingly world of eSports differ differences and similarities sports properties around the heavily in eSports. This panel invest in eSports, the wildly and its dynamics are world looking for their piece will detail what makes eSports importance of understanding constantly changing. With between traditional sports & of the pie. Should eSports be an attractive investment, the the eSports ecosystem a largely online audience, eSports, how broadcasters are used as a marketing platform lessons learned since starting becomes more imperative. understand how broadcaster to reach a completely new and their vision for the future of From fan engagement models differ and hear growing their eSports audience audience or can you make eSports. to running a successful their vision to continually substantial returns from eSports team, hear from key grow viewership to boost and what makes investment in your investment? Hear this stakeholders on both sides advertising revenues and exclusive keynote from Speakers of the fence detailing the increase the overall popularity eSports so attractive. Blizzard’s, Global Director crucial differences between of eSports. Nate Nanzer to answer the Guy Cross each ecosystem and the million-dollar question and Head Of Games Partnerships, North transferable lessons which detail the latest on Blizzard’s America, Facebook can be learned by all. Speakers much anticipated Overwatch Peter Warman CEO, Newzoo League. John Lasker Jaime Fabricant Speakers VP of Programming & Acquisitions, Senior Marketing Manager, Cultural ESPN Speaker Foresights & Innovation, PepsiCo Greg Richardson Pete Vlastelica Jesse Wofford Chairman, Dignitas eSports LLC CEO, Major League Gaming Head of Emerging Platforms, AB InBev Nate Nanzer Ken Hershman Nick Allen Commissioner, Overwatch League President, World eSports Association VP of Esports, Twitch

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