JOHAN CRUYFF INSTITUTE #1 INTERNATIONAL SEMINAR IN SPORTS MARKETING & SPONSORSHIP November 7-8, 2014 BARCELONA PROGRAM Friday Saturday 10:00-13:30h 13:45h 10:00h MARKETING IN FOOTBALL BUSINESS Lunch DIGITAL MARKETING 7 8 Victor Jordan NOVEMBER 10:00h 15:00h NOVEMBER E-learning Manager Johan Cruyff Institute Welcome CHALLENGES IN THE SPONSORSHIP Johan Cruyff INDUSTRY 11:00h Jaume Roures SENSORY MARKETING 10:30h Partner-founder Mediapro Christian Meyer Introduction Annamari Basora General Manager, Emotion Experience Richard Denton Communication and Sponsorship Beth Prat Managing Director, Trefpunt-PRISM Manager, La Vanguardia Commercial Director, Emotion Experience Raúl Ciprés 11:00h Partner, CreativiaLab 11:45h MARKETING AND THE CHAMPIONS THE MARKETING OF THE WATER POLO FINAL SIX LEAGUE: ITS BIRTH, EVOLUTION AND 15:30h Santiago Fernández de Cuevas FUTURE SPONSORSHIP IN SPANISH SPORTS General Manager, Final Six Barcelona 2014 Adrian Wells ESPAÑA COMPITE Senior Marketing Manager, UEFA D. Cayetano Martínez de Irujo 12:30h President, Spanish Athletes Light Lunch 11:40h Association Coffee Break Q&A 12:00h 16:10h HEINEKEN & UEFA CHAMPIONS THE BRAND “SPAIN” IN SWIMMING LEAGUE Gemma Mengual Mark Bogaerts Olimpic Synchro Swimmer Global Event Manager Sponsorship Heineken International MODERATOR: Eddy Vidal 12:40h Round Table – Q & A REAL CLUB DE POLO DE BARCELONA Founded in 1897, the Real Club de Polo de Barcelona hosted the equestrian trials of the Barcelona 92’ Olympic Games. It has over 10,000 members and five sports sections: equestrian, hockey, paddle tennis, polo and tennis. Many Olympic athletes have been trained in its schools which currently have over a thousand children. SPEAKERS Richard Denton Adrian Wells Mark Bogaerts Jaume Roures Annamari Basora Raul Ciprés Richard has been working in the After 10 years at Procter & Gamble Mark Bogaerts has more than Film producer and founder of the For more than 12 years, Annamari Associate Professor at Blaquerna sports marketing and entertainment in brand management, Adrian 13 years experience in events, Mediapro group, the European leader Basora has been Communication (URL), EAE Business School, business since 1989. Richard has became the Head of Marketing at activations and sponsoring. After in multimedia content and unique & Sponsorship Manager at La TecnoCampus Mataró (UPF). Partner worked for global brands across the English FA in Wembley Stadium his studies of Hotel Management, in the integration of audiovisual Vanguardia, a general newspaper at CreativiaLab. Managing Partner a variety of sports and events for 3 years. In 2013, Adrian moved and Marketing & Communication content, production and distribution. edited in Barcelona for all Spain. at InfinitC (Mexico City, Caracas and including the FIFA World Cup, UEFA to UEFA to lead the marketing team, he worked at the Amsterdam ArenA He participated in the creation and She has a degree in Economics and Lisbon). Member of the Board of Champions League, Formula 1, Volvo made up of brand, research and as Event Manager. After 5 years he development of Televisió de Catalun- Market Research and Techniques Directors of Club Joventut Badalona. Ocean Race, PGA European Tour promotional functions. Adrian is became Events Director at Trefpunt, ya (TV3), where he was responsible by the University of Barcelona. She Former Marketing Director of Real golf, Ryder Cup, Wimbledon, Roland responsible for all UEFA brands, a sports marketing agency in the for the news, sports and sports worked for almost a decade as Club Deportivo Espanyol and Real Garros and the Olympic Games. including UEFA Champions League, Netherlands. Among the events production areas for 8 years, as well Sponsorship Manager at the Institute Club de Polo de Barcelona (among Currently he is Managing Director UEFA Europa League, UEFA Euro and he organized are the Holland as responsible of special operations of Culture for the Barcelona City others). He is a Professor and of the sports marketing agency the UEFA corporate brand – focusing Heineken House during the Olympics, for FORTA (Federation of Regional Council. Academic Director of the Master in Trefpunt-PRISM and professor at the on developing brands and initiatives activations for several brands during Television and Radio Organizations). Sports Marketing and Sponsorship at Johan Cruyff Institute Amsterdam. that will engage partners and inspire UEFA 2008 and FIFA 2010, and Founded in 1994, Mediapro has the Johan Cruyff Institute. fans around the world. hospitality events for Rabobank production sites and offices in 27 Adrian is a keen golfer, footballer during the Tour de France. In 2013 he cities around the world. and adventure racer. started to work for Heineken focusing on its events and the Rugby World Cup 2015 in the UK. D. Cayetano Martínez Eddy Vidal Víctor Jordan Christian Meyer Beth Prat Santi Fernandez de de Irujo Cuevas Eddy Vidal is an expert in verbal Degree in History. University of General Manager of Emotion Bachelor’s degree in Journalism A professional rider since 1986, communication with over 25 years of Barcelona. Associate Professor of Experience. Previously he was from Universitat Ramon Llull and Waterpolo professional, as the Cayetano participated at the Barcelo- experience. In his youth Eddy was a TecnoCampus Mataró (UPF) and UOC. Director of Retail, Expansion Master’s degree in Communication assistant national coach he won the professional basketball player in Spain na‘92 Olympic Games achieving a 4th Teacher trainer at institutes, councils and Purchase at Desigual and from Universitat Pompeu Fabra. She silver in the World Cup in Rome ‘ until an injury sidelined him early in place. Currently, he is Chairman of the and universities on the use and ap- General Director of Lemonsoft. is currently the Commercial Director 94 and the Olympic gold at Atlanta his career. Shortly after that he began International Riders Club (IJRC) and plication of ICT tools in the education He has received awards for Best and Business Manager at Emotion ‘96. As a club coach, he holds the working in event management for the driving force behind the Athletes sector. Consultant for Google Inc. for Store Concept (2008) and Best Experience. Previously she was Head record for 132 undefeated matches companies such as the NBA, Nike, Association (AD) of which he is also the implementation of Google Apps Expansion (2011). He studied at EAE of Business at Lemon Solutions, S.L. in national competitions; 2 leagues adidas, And 1, and Foot Locker, to president. Education tool. Business School, ESIC Business & and was responsible for the areas of and 3 subchampionships for the Cup name only a few. He has been the Victor is E-learning Manager at the Marketing School, IESE Business health and consumption and later of with Real Canoe, 9 leagues, 7 Copas voice of numerous international sports Johan Cruyff Institute. School - University of Navarro Culture in the Press Department at del Rey and 10 Supercups with Atl. events including the Summer Olympic and the International Institute for Diputació de Barcelona. Barceloneta, a club where he now Games in Athens and London, every Management Development (IMD). holds the position of Sports Director. EUROLEAGUE Basketball Final Four, He was recently appointed Director of FIBA European and World Basketball the Final Six 2014. Championships, FINA Swimming World Championships, NBA Europe Games and Davis Cup Finals. JOHAN CRUYFF INSTITUTE 1 INTERNATIONAL REGISTRATION # SEMINAR IN JCI Student General Price Alumni public Includes SPORTS MARKETING Nov 7th 175€ 210€ 1 day session; & SPONSORSHIP lunch and coffee November 7-8, 2014 breaks BARCELONA Nov. 7 & 8 290€ 320€ 2 days sessions; lunch; coffee break Limited seats available To register: HOTELS AFFICIATED HCC www.cruyffinstitute.org/JI-Sports-Marketing-and-Sponsorship HCC Montblanc HCC Taber HCC Covadonga For booking email: [email protected] Booking reference: JCISM14.