CONFERENCE BROCHURE SOCCEREX CONNECTED

Soccerex Connected is the world’s premier online football business event.

In its 25th year, Soccerex hosted its 49th major event — Soccerex Connected — a truly global conference, virtually bringing together the very top football business leaders from around the world for one of 2020’s largest industry gatherings. Hosted entirely online, over 200,000 hours of content were consumed across 5 days, with panels, debate, and networking covering topics ranging from governance, media, commercial, performance, stadia, and social issues — in the age of COVID-19, and beyond.

2,000+ 5,000+ 70 12,000+ 9,000+ 250,000+ ATTENDEES CONTACTS MADE COUNTRIES MESSAGES SENT ATTENDEE VIEWS IMPRESSIONS

Soccerex Connected will return in February 2021, back by popular demand.

It will once again provide an unparalleled platform for the football family worldwide to reunite, forge new relationships, strengthen existing ones and gain additional understanding of how football is changing.

We will once again be dedicating an entire day to each main conference stream; Governance, Law and Finance; Stadium and Event Operations; Performance, Medical and Analytics; Commercial, Marketing and Broadcast. CONFIRMED SPEAKERS

DINO RUTA PEDRO TRENGROUSE PROFESSOR OF PRACTICE OF LEADERSHIP & SENIOR PARTNER SPORT MANAGEMENT, TRENGROUSE & GONÇALVES ADVOGADOS SDA BOCCONI Pedro Trengrouse is a lawyer, specialist in Sports, whose career has focused Dino Ruta is a Professor of Practice of Leadership & Sport Management at SDA Bocconi on advising key stakeholders from private, public and third sectors in pol- School of Management. At SDA Bocconi, he is Scientific Director of the International Mas- icies and initiatives related to more efficient and innovative approaches ter in Management, Law and Humanities of Sport (FIFA Master), since 2013 he is founder to Sport as a tool for human, social and economic development. He is the and responsible for the Sport Knowledge CenterMBA with the course Managing People Vice-President of the Brazilian Bar Association Special Committee on in Organizations and he was the coordinator of HR Leader Programs. He has worked for Gaming Law, Lotteries and Entertainment and was Harvard Law School and/or advised the following key organizations in Sport: AC Milan, FC Internazionale, FIFA, Visiting Scholar at the Berkman Center for Internet and Society (Fall 2014); FIFPro, FIGC, Gazzetta dello Sport, Giro d’Italia, Javier Zanetti, Juventus FC, KPMG Sports holds the FIFA Master as well as University of Nevada Las Vegas (UNLV) Advisory, National Basketball Players Association, NBA, Qatar 2022 – Supreme Committee Certificates in Fundamentals of Gaming Regulation for Land Based Casinos for Delivery and Legacy, RCS Sport, UEFA, Vero Volley. and Advanced Sports Betting Regulation. DANIEL CRAVO SENIOR PARTNER, CRAVO, PASTL & BALBUENA

Daniel specialises in Sports Law and provides his legal services to football clubs, agents, fed- erations and players, usually involving the Court of Arbitration for Sport (CAS) and footballs governing bodies. Daniel is active in the Higher Court of Sports Justice in football related cases as well as being the Vice President of the Special Committee on Legislation and Sports Law at the Brazilian Bar Association. JURGEN MAINKA CEO & FOUNDER, PULSE SPORT & ENTERTAINMENT Jurgen Mainka has been part of the world of global football for more than 23 years, most recently, serving as the Chief Business Officer for MLS’s expansion franchise Inter Miami CF. During his time with the South Florida club, Mainka built the stadium and front office operations from the ground up and oversaw all of the team and stadium business, includ- ing brand building, content generation, fan engagement as well as sponsorship, data and media right sales. Prior to joining Inter Miami, the Mexico City native spent five years with Concacaf, where he served as the Deputy General Secretary and Chief Commercial Officer. Mainka also served as part of the Executive Committee for the 2016 Copa America Centenario. DOMINIC CASCIATO ASSISTANT COACH & HEAD OF RECRUITMENT, NEW YORK COSMOS With over 10 years of coaching experience in the professional development phase, Dominic Casciato was recognized as one of the top 30 coaches under the age of 30 in the USA in 2017 after helping numerous young American players move into the MLS and onto full international football. He then spent two years working for the academy of RCD Espanyol while learning Spanish in Barcelona, before accepting a position as Assistant Coach and Head of Recruitment for the New York Cosmos, which he currently holds. EMANUEL MACEDO DE KIERON SHARP CEO, MEDEIROS FACT UK CEO, SPORT INTEGRITY GLOBAL ALLIANCE Kieron joined FACT in November 2006, following a distinguished 30 year ca- reer with the Metropolitan Police and City of London Police, including a four After graduating in Law from the University of Lisbon, Emanuel Macedo de year secondment to Interpol as Head of the Economic Crime Department, Medeiros has gone on to hold positions throughout the worlds of law, Portuguese and culminating in the position of Detective Chief Superintendent overseeing politics and football. After being appointed Secretary General of the Portuguese Specialist Crime Operations in the City. FACT is the UK’s leading intellectual Professional Football League in 2000, he then went on to become a member of property protection organisation. Kieron has overseen the development and several committees within both UEFA and FIFA, including the FIFA Task Force strengthening of its investigative, intelligence and analytical capabilities, along “For the Good of the Game,” along with being one of the founding fathers and with enhanced engagement with law enforcement agencies. Kieron is also a the former CEO of the Association of European Professional Football Leagues. He graduate of the Federal Bureau of Investigation (FBI) National Academy in currently holds the position of CEO of ICSS INSIGHT, as well as being the proud Quantico, Virginia. co-founder and current CEO of the Sport Integrity Global Alliance (SIGA), the world’s largest independent global coalition in the field of sports governance and integrity.

CONFIRMED ATTENDEES DAY 1: GOVERNANCE, LAW & FINANCE

12:00-12:45 GMT 16:00-16:45 GMT THE VIEW FROM THE TOP CHANGING OFFSIDE TO KEEP FANS ONSIDE Leaders of world football willl give their visions for the The introduction of highly accurate technology such as direction the game will take in the years to come, with a VAR into the game has brought great advances and overall focus on the international calendar, equality and diversity, a positive impact on correcting decisions, but has thrown the growth of the women’s game and the balance football the need to adapt the laws of the game to reflect a sport needs to strike between commerciality and community. that now moves at breakneck speed when live, and super slow mo freeze frame in review. We will hear what changes governing bodies are instituting to deal with these issues.

13:00-13:45 GMT FOOTBALL IS BIG BUSINESS. ISN’T IT? 17:00-17:45 GMT Every time we read about football, we have the view that QUOTAS? WHERE WE’RE GOING, WE DON’T it is ‘big business’ reinforced. But how true is that? How NEED QUOTAS many companies outside of football pay a small subgroup of employees more than their total turnover, or habitually 2020 has been a stand out year for social action, and has make losses? The question will also be raised of whether thrust equality into the spotlight with the fight against football should aim to be a big business, or service the discrimination of all forms being ever present. This needs of its community above commercial gain. panel will debate what equality actually looks like, how we’ll know when we’ve reached an equal state and how inclusion of new communities can avoid feeling like the exclusion of existing ones.

14:00-14:45 GMT THE EMPIRE STRIKES BACK The colonial world of European empires is gone - except in football. The European game takes in raw materials from around the world in the form of low cost, young players and develops them and repackages them to sell back to countrymen through merchandise and media rights. Much like the system it reflects, how long can this model continue before serious changes in talent and monetary flows occur?

15:00-15:45 GMT PLAYING BOTH SIDES: MULTI-CLUB OWNERSHIP With progressively more multi-club groups launched and others in planning, this session will look at their place in football, how they affect current rules around transfers, finance, competition and conflict of interest and whether anything can - or should - be done to curb their growth and proliferation. DAY 2: STADIUM & EVENT OPERATIONS

12:00-12:45 GMT 16:00-16:45 GMT INCREASING CONSUMPTION WHILST REDUCING WATCHING ME, WATCHING YOU, A-HA! INTERACTION Surveillance in stadiums is now common at the top level, Increased sales of merchandise, food and drink are and permeates the game further as the technology becomes always a target, but now the aim is to achieve this with more affordable and safety regulations become tighter. But are fewer touchpoints. What technologies and strategies are stadium operators just scratching the surface of the goldmine available to facilitate this, such as in-seat ordering, all- they have at their fingertips to search for security risks? Futuristic inclusive food and beverage packages and post match options such as face tracking sit alongside traffic flow models collection points, and more importantly, which of them is that can be used to shape and personalise the fan experience. working.

13:00-13:45 GMT 17:00-17:45 GMT SAVE THOSE TREES AR, VR, AND GOOD OLD R In many corners of the football world, the digital revolution Everyone loves technology and we all spend hours looking that sees us carry our lives on our phones hasn’t happened, at the world through our phones and so the world of VR not least when it comes to ticketing. The physical ticket - or and AR is only going to grow. We will look at the lastest perhaps smartcard - is still ubiquitous which has clubs and efforts with these technologies to provide a replacement tournament organisers missing out on a raft of benefits for the matchday experience, how they will enhance it such as data capture, fan offer targeting, security and last when fans return and the importance of knowing when to but not least, saving some trees. use them, and when to highlight the real deal around you.

14:00-14:45 GMT ORGANISED FUN With several major tournments intra and inter-continental tournaments upcoming - delayed EUROs, Copa America, Olympic football and the FIFA 2022 World Cup, not to mention u17 Women’s World Cup, Futsal and Beach Soccer - this session will investigate what this looks like in the ‘new normal’ and the steps which have been taken to mitigate risks, seeing which ones are likely to work and be rolled out elsewhere.

15:00-15:45 GMT MORE THAN MATCHDAY Utilising a major asset such as a stadium to only make money on 50 gamedays a year will not be an option as the game looks to recover from a tough year. Given the restrictions in place in many countries, what options exist for stadium managers and operators? Meetings and events? Concerts? Club museums? Here we will see which of the many additional streams have been most stable and successful for clubs of all sizes. DAY 3: PERFORMANCE, MEDICAL & ANALYTICS

12:00-12:45 GMT 16:00-16:45 GMT DEVELOPING FOOTBALLERS IN THE DEVELOPING WORLD MIND OVER MATTER It is a common route for players from the developing world Having a ‘winning mentality’ and being a ‘born winner’ are to have to leave their homelands and families at a young apparently key facets that determine who gets to pick up age to travel to Europe to have a chance to join a top club. silverware at the end of a season. Here we investigate the But why? We will look at the best way to develop talent psychology behind winning, how much of an influence it in different cultures, the issues with current club branded has on the success rate of a team and whether it is always academies and how the retention of skilled players within an innate part of a player’s character or something which their country of origin can help the game overall. can be coached into someone.

13:00-13:45 GMT 17:00-17:45 GMT WHERE IS THE RED ZONE? OUT OF SIGHT, OUT OF MIND Team injury records weigh heavy on the final success a Football’s power to highlight the importance of mental team can expect to achieve, with the importance of player health in wider society, in particular for men, has been a management now accepted, especially as they approach focus of the last few years. But is the game taking enough the infamous ‘red zone’. How is this metric arrived at, and action to help all of those who exit the playing footballing how certain are performance managers of the likelihood fraternity at various stages of their careers? Do the actions of injury, and how can new technology help reduce the match with the words and what more should be done to margins for error? help lower profile footballers?

14:00-14:45 GMT WAITING FOR MONEYBALL It has been several years since we were promised that the avalanche of data now available in our sport would produce our very own Moneyball style disruption, where the smaller clubs use data to buy smart and beat the big guys, so why hasn’t it happened? Is football not as suited to dissection by data? Is the wrong data being used? Or has it happened first at the top of the game to maintain the existing order?

15:00-15:45 GMT WHO HAS THE LAST WORD? Manager, Doctor, Physio, Performance Manager, Nutritionist, Player. Nowadays, all are involved in the maintainance and tuning of a high performance athletic machine. But who has priority in decision making? And who should? Have decision making structures been updated to take account of the new realities of dealing with elite sportsmen and women in football? DAY 4: COMMERCIAL, MARKETING & BROADCAST

12:00-12:45 GMT 16:00-16:45 GMT FOOTBALL: THE BRAND WOMEN’S FOOTBALL; DIFFERENT? DEFINITELY. BETTER? Football started as a 90 minute game for the working MAYBE… classes, after factories closed at lunch on a Saturday, and it The growth in participation in the women’s game is consistent is now a 24 hour a day, 7 day a week machine that follows and its position on the world stage secure, but here we will look you everywhere you go. It is on TV, newpapers, your at another aspect of the women’s game. Sponsors, broadcasters, phone, your computer, in your wardrobe and collaborating teams and federations have a level of freedom to innovate with other brands away from football. As it becomes not often seen on the men’s side of the game, and original, comfortable with being a brand, where else can it still have successful campaigns which involve multiple channels have the to go? potential for huge returns. So - far from copying the trajectory of men’s football - the new paths being forged by the stakeholders in women’s football have lessons for all in the game.

13:00-13:45 GMT HOW MANY TIMES CAN YOU PEEK BEHIND THE CURTAIN BEFORE YOU GET BORED? 17:00-17:45 GMT The reality TV ‘behind the scenes’ football documentary is now a ubiquitous format for broadcasters, but how long WILL THIS BE CONTROVERSIAL? YOU CAN BET ON IT... will this retain its novelty? And how accurate is the tag of Betting’s position in football is an uneasy one, and ‘reality’? This session will look at the life cycle of non-match depending on where in the world you are, an illegal one. content and what formats will proliferate as rightsholders It provides vast amounts of money through sponsorships look to interact with a greater audience. which develop aspects of the game, but the returns on betting are the root of match fixing and gambling addictions cause social ills. Should football cut ties as F1 did with tobacco? Or is the answer to internalise sports betting? 14:00-14:45 GMT WHOSE RIGHTS ARE THEY ANYWAY? In the now fragmented (shattered might be more accurate) world of TV rights, is there a need for a revamp of the system from the ground up? Policing is progressively more difficult (thank you VPNs), the stars of the show have no control over their own creations, fans are punished for sharing certain content but desperately courted to share others. How did we get here!

15:00-15:45 GMT THE BEST AND THE REST Sports rights in the 21st century have been rising rapidly and constantly, but have we already seen the peak with a more restricted economy bringing an end to that era? Which rights packages are providing broadcasters with value, which are overpriced, and how do changing consumer behaviours affect the market? Is it time for football to reduce its reliance on broadcast money for growth? DAY 5: COMMERCIAL, MARKETING & BROADCAST

12:00-12:45 GMT 16:00-16:45 GMT NO ONE IS BIGGER THAN THE CLUB. EXCEPT HUG A HOODIE THEM Supporters groups, Ultras - that much maligned section For a new set of football superstars, the idea that the club of fans that push your team over the line in a tough game, they join is bigger than them does not equate. Ronaldo arrive come rain or shine, but are unlikely to be buying the has more Instagram followers than Real Madrid, Barcelona €15 keychain the club shop. Where do these fans fit in the and Man Utd COMBINED. We look at how some players modern game, and how do you interact with them and are now brands and how this affects the sponsorship include them in your club strategy without a marketing landscape as well as the relationship between players and strategy that contains the word ‘authentic’? their employers.

17:00-17:45 GMT 13:00-13:45 GMT PLAYER PRODUCTION PROFITS LALIGA PANEL Every fan loves to see a player on the pitch for their team LaLiga will be joining the second edition of Soccerex who has come out of the academy, a special pride that Connected to talk about how they handled the events of he’s made the journey with your club to the end goal. But 2020 and the switch to a mostly digital world, as well as for every player that makes it, 100 don’t - they are released looking forward to how they plan to grow the league and or sold on to other clubs. Here we look at the economics their clubs in 2021 with a vaccine not too far out of view. of modern club academies and how they have been turned into goldmines for those willing to have profit as an outcome.

14:00-14:45 GMT THE RAIN MAN FAN Most people find maths a chore, don’t closely study their own finances and wouldn’t choose to do either for fun. Except when it involves their club - or any seemingly any club. Where did this start? What does it mean for owners and how should clubs interact with fans on this subject? And is dissecting club financial statements the route to mathematical and financial literacy that educators have been searching for?

15:00-15:45 GMT INVESTALETES In their post careers, athletes with healthy bank balances have started investing in what they know - sports. From the myriad of players who are owners of football clubs especially in the growing USL to LeBron James’ investment in Liverpool we will look at this important and growing source of reinvestment in the game, across sporting and entertainment lines and where it will take the game. PLATINUM PARTNER

GACP SPORTS GLOBAL PARTNER GACP Sports makes control and influential minority investments in outstanding sports-related businesses that have strong brand equity. The firm is comprised of experienced private equity professionals as well as sports industry executives who bring expertise in the acquisition and management of sports and sports-related franchises.

LALIGA EVENT PARTNER LaLiga is a sports association made up of the clubs and public limited sports companies that compete in the professional ranks of the Spanish football league (Primera and Segunda Division). Since 2010, the International Federation of Football History and Statistics has considered the top tier of the Spanish game to be the best league in the world, in view of the record-breaking honours held by the competition’s affiliated clubs and players. In its efforts to guarantee the sustainability of the professional game, LaLiga is firmly committed to the fight against piracy and promotes fair play in a competition which is free of match-fixing and completely rejects violence.

GOLD PARTNERS

AGENCIA EFE MEDIA PARTNER DATAPOWA MARKETING PARTNER Agencia EFE is the leading Spanish news provider in the world DataPOWA are a sports & entertainment sponsorship and and one of the top 5 international news agencies. Efe is a digital marketing agency. Providing brands and rights holders trusted news agency with more than 80 years’ experience with detailed measurement of actual and potential value covering world news and events. Our complete coverage of sponsorships alongside digital maximisation solutions includes breaking news and world exclusives, features, for marketing programmes. DataPOWA has the solutions to business, lifestyle, entertainment, and the environment. Efe is give you access and power from your own data and our own the leading news provider of sport news in Latin America and Marketing BigData assets. The core of our business, the Spain where their information is published and consumed by mathematicians and data scientists, are continuously evolving news media, clubs and sport organizations along the Spanish our technology POWA platforms, and our vision is for the world. sports & entertainment industry to adopt intelligent real time evaluation and marketing strategies in exchange for more return on their investment.

BUNDESLIGA INTERNATIONAL INSTITUTIONAL PARTNER Bundesliga International is a full subsidiary of the Deutsche FCBUSINESS MEDIA PARTNER Fußball Liga (DFL) and responsible for connecting and inspiring football fans around the globe. Its main focus is Football has grown exponentially over the years to what is now to drive internationalisation by inspiring passion for the a multi-billion pound global industry. With huge investment in Bundesliga with contagious ‘Football As It’s Meant To Be’ human capital, stadium infrastructure, sports science, social content using the highest technical innovation standards. and digital media and broadcasting, football as a business is Bundesliga International is marketing the audiovisual, now world class in every sense. fcbusiness magazine has been sponsorship (partnership) rights, brand and digital licenses at the forefront of the football industry since 2004, bringing through a global network of 80 partners. you interviews from some of the game’s leading executives from the UK’s leading clubs and governing bodies, as well as across Europe and beyond. With the largest readership of decision makers in the football industry, fcbusiness continues to make huge strides when linking buyers and sellers as well as providing insight, discussion, research and information on all topics that impact this great game. FIFA MASTER ALUMNI ACADEMIC SUPPORTER MEXICAN FOOTBALL FEDERATION INSTITUTIONAL PARTNER The FIFA Master Alumni (FMA) plays a crucial role Founded in 1927, at the FMF we promote the practice of in connecting the alumni and current students of the Football in Mexico, representing and inspiring Mexicans International Master in Management, Law and Humanities of focused on 5 strategic pillars: Sports Success, Sports Justice, Sport (a.k.a. FIFA Master) programme to the global sports Institutional Relations, Social Responsibility and effective and community. Organised by the International Centre for Sport comprehensive Innovation. Studies (CIES) in partnership with three universities, the FIFA Master was created to promote management education within the sports world. The Master is currently in its 21st year and has graduated more than 550 professionals, from over 100 nationalities. PORTUGUESE FOOTBALL FEDERATION INSTITUTIONAL PARTNER Portugal’s Football Federation is based in Cidade do Futebol, Portugal. With a recently opened ‘House of Athletes’ building, the first TV Channel of any F.A., a Football University and other GOAL MEDIA PARTNER impressive developments that have been made in recent years, allows FPF to be considered one of the most successful football Goal is the world’s number one digital football destination. federations in the world. Currently Portugal hold the European Focusing on the biggest players, teams and competitions, titles for football, futsal, beach soccer, as well as nations league Goal covers the global game in 18 languages, across 38 local and beach soccer’s World Cup. editions and is powered by more than 500 correspondents and journalists. Always where the fans are, more than 100m engage with Goal content every month, whether that’s on YouTube, Facebook, Twitter, Weibo, on Goal’s websites and mobile apps. SPORTS INTEGRITY GLOBAL ALLIANCE (SIGA) INSTITUTIONAL SUPPORTER SIGA is a worldwide, independent, neutral coalition, led by the sports industry and supported by key stakeholders. By LIGA PORTUGAL INSTITUTIONAL PARTNER promoting best practices, universal standards and credible Liga Portugal organizes three large competitions each global solutions, SIGA is ushering a new era in the governance season, all sustained by football of outstanding quality. with and integrity of sport. The mission of SIGA is to provide global leadership and safeguard the integrity of sport through a set 36 professional teams participating, it is a talent platform of universal standards on good governance, financial integrity, that projects and exports some of the sport’s best players sports betting integrity and youth development and protection. worldwide. Liga NOS represents the highest level of Portuguese professional football, bringing together 18 teams who compete amongst themselves across 34 game weeks. SOCCER HUB MEDIA PARTNER Soccer HUB is the world’s leader in online education for soccer experts. Expect the best content, delivered by the MACCO ROBOTICS EVENT SPONSOR best European experts in a convenient and attractive format. Dozens of courses with state-of-art subjects that will always be Macco is a Spanish foodtech firm focused on the development up-dated. Our team has dozens of years of experience in the and manufacture of products and processes based on robotics promotion of high-level sports content. Join us and become a and Artificial Intelligence to work with food and beverages. The top soccer expert yourself! company was founded at the end of 2013 in Seville (Spain), after completing the design and manufacture of the first waiter robot, which gave the company its name; Macco, the waiter robot. We released the new version completely in 2019 with innovative UNITED SOCCER LEAGUE (USL) INSTITUTIONAL PARTNER business applications for hospitality sector. The United Soccer League (USL) is the largest professional soccer organization in North America, possessing nearly a decade of experience in bringing the world’s game to communities across the United States and Canada. Overseeing MAILMAN MEDIA PARTNER The USL Championship, USL League One, and USL League Two, Headquartered in Shanghai, China, Mailman is a global sports the organization is built on a proven and recognized model in digital consultancy and agency. Mailman helps the world’s international football and counts more than 100 clubs in its leading sports organisations serve their audiences and build membership.Based in Tampa, Fla., the USL has grown over the their businesses. With over 200 experts across the globe, past decade into a model organization with strong corporate Mailman specialises in digital strategy, transformation, social partnerships, stable organizational leadership, and a dedicated media, content production and eCommerce. staff that provides outstanding support to member clubs and outside partners.

MAJOR LEAGUE SOCCER INSTITUTIONAL PARTNER WORLD FREESTYLE FOOTBALL ASSOCIATION INSTITUTIONAL Major League Soccer is the top-flight professional soccer PARTNER league in the United States and Canada and began play in 1996, The World Freestyle Football Association (WFFA) is the world shortly after the U.S. hosted the 1994 FIFA World Cup. Now in governing body for Freestyle Football. With a network spanning its 25th season in 2020, MLS continues to grow at an explosive 114 countries, the organisation manages the official world rate as the league features record-breaking attendance and rankings, competitions and educational programmes that deliver consumption, an influx of dynamic players, and 20 soccer life and academic skills through freestyle. The sport receives stadiums. MLS has doubled in size during the past decade and over 80 million video views every month of the year and is now has 26 clubs throughout the United States and Canada, regularly utilised by brands as a medium to engage consumers including the newest expansion teams in Miami, Nashville and at live events and online. Follow all activities of the Association Cincinnati. on social media platforms @theWFFA. All you need is a ball! THE WORLD INVITED, THE GAME REUNITED

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