Mumbrella Sports and Entertainment Marketing Summit 2022 roundup

Mumbrella’s Sports and Entertainment Marketing Summit 2022 was launched at Australian Turf Club yesterday with an attendance of over 200 delegates across the industry. It marked the first Mumbrella summit bringing sports and entertainment organisations together with the merger of the Sports Marketing Summit and the Entertainment Marketing Summit earlier this year.

Paul Malina, GM client management & partnerships, TLA Worldwide

The summit opened with three morning sessions led by industry professionals from TLA worldwide, Netflix ANZ and M&C Saatchi Sport & Entertainment.

L-R: Luke Haynes, strategy director of M&C Saatchi Sport & Entertainment and Emily Taylor, chief strategy officer of M&C Saatchi Group

Presenting a look into exclusive research, Luke Haynes and Emily Taylor from M&C Saatchi examined how marketers could connect with the audience across channels that facilitate passion, connection and expression. Debunking popular myths, the duo suggested mass reach didn’t guarantee mass cut through when it came to sports marketing, and proposed an approach that was purposeful and passionate.

Kim McConnie, marketing director of Kayo Sports

Sports stream

The sports stream began with Kayo Sports’ Kim McConnie. Retracing Kayo’s journey since its establishment, McConnie emphasised the opportunities brought by streaming platforms and those within T2 and T3 sports, women’s leagues and community games.

L-R: Matt Chandler, executive creative director at DDB Sydney and Aaron Miller, national director, sport partnerships, OMD Australia

This was followed by a session curated by Matt Chandler from DDB Sydney and Aaron Miller from OMD Australia, where they highlighted how big sporting events could become vehicles of brand advertising and engagement, with a case study of their End of Night campaign for McDonald’s.

Ant Hearne, chief commercial officer at A-Leagues

In the afternoon, a discussion led by Ant Hearne of A-Leagues, Vickie Saunders and Charlotte Woods of The Brand Builders presented what it takes to build a strong sports brand identity – around a group or an individual. With great potential that lies in a well-established business or athlete brand, the speakers provided insights into how marketers could work towards bigger social, cultural and commercial impacts.

Britt Wickes, Irena Farinacci from Tennis Australia and Nicole Gardner from Edge also joined the stream virtually, discussing how brands can avoid engaging in rainbow-washing, with a successful case study of the Australian Open.

Entertainment stream

Kicking off the morning sessions, industry leaders from Nine, IAG, Snaffle and Visit Victoria explored common pitfalls when it comes to sports and entertainment marketing, such as having an overly defined audience and limiting the scope of channels.

Julia Lehepuu, marketing lead, ANZ, South East Asia and India, Xbox

This was followed by a presentation by Julia Lehepuu from Xbox, exploring how the brand managed to stay rooted in its community and creating engaging launching events despite challenges brought by COVID-19 in the last few years.

L-R: Stephanie Rudnick and Dominique Down of MKTG Australia

The afternoon stream saw the discussion diving into the specificities of entertainment marketing, including the first look into an exclusive report by MKTG on purpose-driven marketing, a guide to engaging with sports audiences presented by Events Engine, and an introduction into the greater ‘creator economy’ by Jellysmack.

Patrick Millington-Buck

The two streams joined each other again at the end of the day, for exclusive research presented by Patrick Millington-Buck of Havas Sports & Entertainment on establishing meaningful business partnerships and consumer relationships.

L-R: Indy Khabra of Livewire, Marita Forss of Cricket NSW and Lewis Evans of 9Now

Closing the summit, the audience was joined by panelists from 9Now, Cricket NSW and Livewire, diving into the opportunities and risks that come with the pursuit of the ‘perfect personalisation’ and how businesses could tailor their own strategies.

Recordings of all sessions in the Mumbrella Sports and Entertainment Marketing Summit will be available on Mumbrella Pro.

Mumbrella events will return on 19 May for Mumbrella CommsCon at Four Seasons Hotel, Sydney. Tickets are available now.


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