Architect of ESPN’s international digital strategy to keynote Mumbrella Sports Marketing Summit 2016

One of the most respected digital sports content experts in the world, Adam Deutsch, is to give the keynote presentation at the upcoming Mumbrella Sports Marketing Summit.

Deutsch, the senior director of global digital strategy and sales for the US-based broadcaster, is one of several top new speakers announced today for the second annual conference, to be held on July 28.

Adam Deutsch

Keynote: Adam Deutsch, senior director of global digital strategy at ESPN

Deutsch is joined on the program by: Grant Hunter, the regional executive creative director for Asia of Iris Worldwide; Tim Worner CEO of Olympic broadcaster Seven West Media; Australian Paralympic Committee CEO Lynne Anderson; VAMP founder Amy Luca; CEO of agency DataCreative Renece Brewster; Michael Brown the chief commercial officer for the NRL; and chief operating officer for the Australian Turf Club, Tony Partridge, in a series of sessions tackling the big issues facing the industry today.

(Clockwise from top left) Grant Baxter, Carol Cooke, Tim Worner, Renece Brewster. Tony Partridge, Amy Luca

(Clockwise from top left) Grant Baxter, Carol Cooke, Tim Worner, Renece Brewster, Tony Partridge, Amy Luca

In the morning keynote Deutsch will discuss how the biggest US sports broadcaster has expanded its digital reach globally, and the strategy behind its recent expansion beyond its heartland of US sports into localised content in a dozen markets, globally, including India and China.

He will present alongside ESPN Australia’s director of digital product and partnerships, Lance Peatey, who has overseen the broadcaster’s expansion of its coverage of local sports, including NRL and AFL.

lance peatey

Singapore-based Iris ECD Hunter is one of the most respected sports brand creatives in the world, having worked on iconic campaigns for Adidas and the All Blacks, as well as leading the design team for the London 2012 Olympic mascots.

His provocative keynote presentation, ‘The Slash Generation’, is about challenging the global sports marketing fraternity to get out of its comfort zone and “1970s marketing” mindset and update its methods and means in order to truly engage with younger fans.

sports marketing summit 2016 logo

The keynote C-suite panel at the end of the day will feature Seven West Media CEO Tim Worner and CEO of the Australian Paralympic Committee, Lynne Anderson, to chew over some of the big issues thrown up throughout the day’s sessions.

Worner is one of the most experienced media executives in the country and will be speaking just days before his network prepares for one of the most advanced sports broadcasts in Australian history with its multi-platform coverage of the Rio Olympics.

Anderson took the reins at the Paralympic Committee in August 2015, and has been instrumental in changing the organisation’s approach to fundraising and profile in the market. Before that appointment she headed up sports marketing specialists Repucom in Australia and New Zealand for eight years, and also spent five years as marketing manager for the Canterbury Bulldogs Rugby League club.

Methods being used to target millennial sports fans will be looked at in another session with VAMP co-founder Amy Luca discussing how sports brands and marketers are using influencers to drive their messages and engage fans. Tony Partridge, chief operating officer of the Australian Turf Club, will explain how the ATC created and leveraged fashion and lifestyle content to boost attendances and sales at its flagship Autumn Carnival event.

Paralympic gold medalist Carol Cooke joins the Ask an Athlete panel – alongside Diamonds netball player Sharni Layton and test cricketer Ed Cowan – to discuss her unique experiences in working with brands and how she financed another bid to win gold in Rio in August.

Sharni Layton and Ed Cowan are on the Ask an Athlete panel

Sharni Layton and Ed Cowan are on the Ask an Athlete panel

Canada-born Cooke represents Australia in cycling, and won her first gold medal aged 51 at the London Games in 2012, having taken up cycling and rowing after being diagnosed with MS in 1998.

NRL chief commercial officer Michael Brown will take to the stage for a one-on-one interview, talking about where one of Australia’s most popular football codes has come from and how it is shaking off its traditional image to embrace more women, children and different communities into the game, and the strategies it is using to do that.

NRL chief commercial officer and CEO of Rugby League World Cup 2017 Michael Brown will be interviewed on stage

NRL chief commercial officer and CEO of Rugby League World Cup 2017 Michael Brown will be interviewed on stage

How you can do more with your fan data is the subject of another session, with a panel of experts including Data Creative CEO Renece Brewster and FanFuel founder Dan Paronetto looking at how clubs, codes and sponsors can squeeze more from ticketing and membership data to enhance performance.

We Are Social managing director Suzie Shaw will present best practice case studies in the session ‘How to Crash the Olympics and Not Get Sued’, offering up useful tips for marketers on how they can be an authentic part of the event that promises to dominate social conversations for several weeks throughout August.

Suzie Shaw and Dan Paronetto

We Are Social MD Suzie Shaw and FanFuel founder Dan Paronetto

Other sessions already announced for the day include: when to keep or dump a sponsorship, how mobile has changed sport, the sports betting debate, an in-depth look at the opportunities around e-sports and grass roots sports, and a session on how the new female sports leagues are changing the rules for fans and, in turn, broadcasters and marketers.

There is also a look at how the Big Bash League became one of the biggest sports leagues in the world in just five years.

More sessions and speakers will be announced soon for the event which takes place at Sydney’s Royal Randwick Racecourse on July 28. Save $100 with an early-bird ticket by booking before Tuesday, June 28.

For the full program and to get your tickets, click here.


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