Bio coming soon…
July 4, 2019 | The Four Seasons Hotel Sydney
Sports marketing is going through one of the most radical periods the industry has seen. From significant shifts in sports rights to the way brands collaborate with teams and associations, and the power athletes have to control their own brand destiny. Everything is shifting and the potential to win big is immense. The Mumbrella Sports Marketing Summit will cover the biggest changes in sports from a range of perspectives – media owners, athletes, sports teams, brand marketers, agencies and more. Whether it’s eSports, sports activations, consumption habits, ownership and rights or challenges with partnerships, the summit will give delegates the confidence to hit their marketing strategy for six. And returning for another year is the expanded Mumbrella Sports Marketing Awards, with the winners announced on the day.
Former Chairman, SKINS
Former Chairman, SKINS
Bio coming soon…
The direction sports marketing is taking is almost impossible to predict. Sports rights have been changing hands quickly, new technology platforms are opening up more visibility for sports and athletes, social media has already created fresh opportunities, and there is more change in the pipeline.
A group of sports professionals are in the cross-heirs; marketers trying to keep up with the change and evolve their strategies; comms pros looking at new opportunities across a range of mediums; and athletes who now have more control over their public image than ever before.
In this session hear from all of them about how they are marketing their teams, brands, clients and themselves in an era of rapid evolution where sport is constantly making the headlines for a range of reasons.
Food Delivery brand UberEats drove tremendous media attention and consumer buzz in January with a unique integration tailored for the 2019 Australian Open which saw, among many other things, professional umpires seemingly being delivered food during matches.
In this panel, hear from the marketer, creative and media agencies, together with their media and sports partners, as they explain the inside story of one of the most memorable integrations of the year.
Was it worth the risk? Did they pull it off and would they do it again?
Head of Brand, Australia & New Zealand, Uber Eats
Head of Brand, Australia & New Zealand, Uber Eats
Georgie Jeffreys is the Head of Brand for Uber Eats in Australia and New Zealand, responsible for positioning & expanding the meaning of the brand, and driving new customer and category growth.
Having joined Uber in early 2015 as one of the very first Uber Eats employees, Georgie helped to lead the company’s Australian launch and was then charged with transforming the product into an iconic brand that’s both category leading and culture shaping. Since then, Georgie and her team have pioneered some of Uber’s most successful and high impact marketing initiatives globally, driving the Australian business from 40% to 95% brand awareness in just 12 months and helping to cement Uber Eats as the number 1 food delivery app across ANZ.
Georgie is a passionate people and brand leader who believes that the most effective marketing work is work that cuts through and shatters glass.
Former Australian Cricketer & McGrath Foundation President
Former Australian Cricketer & McGrath Foundation President
Glenn McGrath has achieved many milestones throughout his illustrious cricket career and through his role as President of the McGrath Foundation.
Glenn and his late wife Jane commenced The McGrath Foundation to address the chronic shortage of Breast Care Nurses throughout Australia particularly in Rural and Regional Australia. The foundation currently has over 100 McGrath Breast Care Nurses throughout Australia and has helped change the lives of Australian women fighting breast cancer.
McGrath’s success to date has seen him become one of Australia’s most popular and well respected athletes. His personal courage and on field success has seen him constantly sought after by the media and he is one of the most iconic faces in Australia today. In 2009 and 2010 he was named as one of Australia’s most trusted people.
McGrath has taken more wickets than any other Australian bowler in One Day Internationals and is currently fifth on the all time Test Match wicket list. Glenn was the first Australian bowler to play in 200 One‐Day Internationals and the first Australian Fast Bowler to play in 100 Test matches.
Glenn announced his retirement from Test cricket at the end of 2006. His Test career came to an end after the 5th Ashes test in Sydney, while the 2007 World Cup marked the end of his One‐Day career.
In 2008 Glenn was named as a member of the Order of Australia for ‘service to cricket as a player’ and later that year he was the recipient of the NSW Australian of the Year Award in recognition of his dedication to the McGrath Foundation and his contribution to cricket.
Glenn also played in the Indian Premier League Twenty20 Tournament for the Delhi Daredevils in 2008 and 2009.
Late in 2018, AFL team Port Adelaide sealed a deal to take on St Kilda in the most heavily populated city in China, Shanghai. The deal cements an AFL match in China until 2021 off the back of Port Adelaide playing the Gold Coast Suns in Shanghai in both 2017 and 2018.
China has long been an important relationship for Australia on the political and business front, but what relevance does it have for sport and why has the AFL singled out China as a region to focus on in terms of developing a following?
Tom Parker, the Head of China for the AFL, will answer all those questions and more when he details the mission of the AFL in China, why it has become a key market and the reason for the association hiring a China specialist like himself.
Parker has previously been CEO of agency Bastion China and is also currently the Vice President (Victoria) of the Australia China Business Council.
The game has now changed. The athletes themselves have become the media. They have the power and means to decide what they want to share, with whom and how their personal brand will be created, communicated and commercialised. Athlete Generated Media (AGM) has fast become a powerful new media and marketing channel for athletes and brands alike.
In the era of clickbait, fake news and keyboard warriors, where only 31% of Australians trust the media (2018 Edelman Trust Barometer), athletes fall directly under the microscope, exposed to the pre-performance critique of many.
Where once a gold medal equated to a fixed value to an athlete once every four years, athletes can now be relevant, interesting and valuable to fans and brands for the entirety of the four year cycle.
The result is a seismic shift for athletes, their followers and brands. In this session we will explore what this means for athletes and brands, how AGM has progressed over the last 12 months and where it is going next
Director of Athlete Wellbeing & Engagement, Australian Institute of Sport
Director of Athlete Wellbeing & Engagement, Australian Institute of Sport
Matti is currently the Director of Athlete Wellbeing and Engagement at the Australian Institute of Sport (AIS). The Athlete Wellbeing and Engagement department was established to lead & support Australia’s sporting industry to understand a successful high performance culture includes, athletes finding the right balance between wellbeing and engagement activities outside of training & competition environments to help enable optimal transitions in, through and out of elite sport.
Prior to her appointment to the AIS in January 2018, Matti was the Director of Mental Edge Consulting, an organisation that specialised in team and organizational culture, wellbeing, performance enhancement, professional development services and support systems for high performance sporting organizations . Matti has over 15 years’ experience working with Australia’s top elite and professional sports at both a strategic and operational level.
A qualified psychologist she has a broad expertise in the design, implementation and ongoing management of national programs in the area wellbeing, professional development services and support systems for high performance sporting organisations which has included several AFL Clubs, Cricket Australia, Golf Australia, Netball Australia, Tennis Australia, AFL and the Australian Cricketers Association.
Matti is currently a Director for the Tennis Victoria Board, the Independent Chairperson for the Australian Rugby Union Player Development Program committee, and a member of Cycling Australia’s Nominations and Remunerations’ Committee. Previously Matti has been the General Manager of People & Culture at the St Kilda Football Club in 2014.
If nothing else, Jaimie Fuller is one of the most passionate people in the business of sport. He spent countless time campaigning for fairness in sport including taking out full page ads in major newspapers and fronting a multitude of TV shows to express his opinion.
It’s a passion that lined up well with his profession – chairman of well known compression wear brand, Skins. That was until January this year when Skins filed for bankruptcy in a Swiss Court.
Fuller, who spoke at the Mumbrella Sports Marketing Summit last year, will return in 2019 to discuss his time with Skins, his lessons learned from running such a well-known brand, the marketing strategies that paid off and those that didn’t, as well as the experience of walking away from the business.
Former Chairman, SKINS
Former Chairman, SKINS
Bio coming soon…
Sport is a fickle business – particularly the business part of it. Teams, athletes and sponsors all come and go. Few manage to build a lasting brand position that has a continued deep connection with consumers.
One of those that has is former Australian cricket player, Glenn McGrath. Despite playing his last international test and one day match in 2007, his reputation in the sports industry has remained high, in part due to the work he does as co-founder and President of the McGrath Foundation. He’s also been a Director on the Board of R.M. Williams since April 2015.
In this session, McGrath will take part in a fireside chat with Havas Sports & Entertainment Australian General Manager, Francis Coady, to discuss his work, the strength of his brand and how he built an organisation that has a national audience of engaged individuals.
Former Australian Cricketer & McGrath Foundation President
Former Australian Cricketer & McGrath Foundation President
Glenn McGrath has achieved many milestones throughout his illustrious cricket career and through his role as President of the McGrath Foundation.
Glenn and his late wife Jane commenced The McGrath Foundation to address the chronic shortage of Breast Care Nurses throughout Australia particularly in Rural and Regional Australia. The foundation currently has over 100 McGrath Breast Care Nurses throughout Australia and has helped change the lives of Australian women fighting breast cancer.
McGrath’s success to date has seen him become one of Australia’s most popular and well respected athletes. His personal courage and on field success has seen him constantly sought after by the media and he is one of the most iconic faces in Australia today. In 2009 and 2010 he was named as one of Australia’s most trusted people.
McGrath has taken more wickets than any other Australian bowler in One Day Internationals and is currently fifth on the all time Test Match wicket list. Glenn was the first Australian bowler to play in 200 One‐Day Internationals and the first Australian Fast Bowler to play in 100 Test matches.
Glenn announced his retirement from Test cricket at the end of 2006. His Test career came to an end after the 5th Ashes test in Sydney, while the 2007 World Cup marked the end of his One‐Day career.
In 2008 Glenn was named as a member of the Order of Australia for ‘service to cricket as a player’ and later that year he was the recipient of the NSW Australian of the Year Award in recognition of his dedication to the McGrath Foundation and his contribution to cricket.
Glenn also played in the Indian Premier League Twenty20 Tournament for the Delhi Daredevils in 2008 and 2009.
General Manager, Havas Sports & Entertainment
General Manager, Havas Sports & Entertainment
With any media platform, accountability is key. Often, brands question whether viewers really take note of advertising within the ground. They’re also curious as to how to tailor their creative to be most effective. In this session, globally-recognised cognitive marketing agency Neuro-Insight will explore how the brain responds to brands in sport. They will examine the positive impact of sports marketing overall and how its emotional connection can drive brand recall and sentiment.
Chief Executive Officer, QMS Sport
Chief Executive Officer, QMS Sport
Mark Pejic is an experienced advertising and media executive with over 29 years’ experience managing and developing some of the largest ASX listed media agencies across Asia Pacific region.
Senior Analyst, Neuro-Insight
Senior Analyst, Neuro-Insight
A commercially focused Senior Analyst at Neuro-Insight with over 7 years’ experience, Casey has been involved with some of Australia’s and Asia Pacific’s largest brands and organisations, helping them design, explore, implement and apply unique neuroscience-based insights. Specialising and publishing in the realm of cognitive drivers of consumer behaviour and decision making, Casey combines her passion and knowledge to understand the various impacts of media, creative, category, and the consumer.
Session coming soon…
The way Australians are consuming sports is shifting significantly. From networks taking on new sports rights to telcos getting in on the game, new technology solutions providing additional sporting options and social media delivering additional coverage channels.
Sports has opportunities it has never had before, fans can join the game in ways that weren’t possible even a year ago and brands have more ways than ever to add sports to their strategy.
To get to the bottom of all of it, a panel of industry experts who have been involved in some of the key sports rights changes and new consumption options will discuss what to expect in 2019, what they believe the Australian sports fan wants and how it will affect marketing opportunities for brands investing in sports.
Director of Sport, Nine
Director of Sport, Nine
Tom Malone, appointed Director of Sport in February 2016, is responsible for all live sport broadcast by Nine across its free-to-air and digital platforms, including tennis, rugby league, cricket, netball, basketball and golf.
He joined Nine in 2006 and has held roles as Executive Producer of the Today Show (for six years) and Executive Producer of 60 Minutes (for three years). In 2011, he founded the annual Gold Telethon for the Sydney Children’s Hospital.
Tom also serves as a Director of the Bradman Foundation on behalf of Channel Nine.
Chief Investment Officer, GroupM
Chief Investment Officer, GroupM
Nicola was promoted to GroupM Chief Investment Officer in 2018 after spending four years at GroupM agency Mindshare as CIO.
A highly respected media executive, with extensive experience across all channels and digital integration, she now leads the investment function at the biggest media investment group in Australia and sits on the Senior Leadership Team.
In 2018, Nicola was named the ninth most powerful woman in media by B&T Magazine, and was shortlisted as Executive Leader of the Year within the Women in Media Awards.
Before moving agency side, Nicola spent her career in publishers in both Australia and the UK. Nicola earned a degree in Psychology at Sussex University before joining the Conde Nast sales team based in central London. She moved to Australia in 2003.
She has held high profile sales roles at both Fairfax and News Corp in Australia and immediately prior to joining the Mindshare National Leadership team, spent five years serving as National Sales Director of News Digital Media before moving to the role of NSW Sales Director of the integrated print and digital business within NewsCorp Australia.
Network Director of Sport Sales, Seven Network
Network Director of Sport Sales, Seven Network
Pat Moloughney grew up in Australia’s sporting capital, Melbourne. For the last 16 years he has been at the forefront of the commercialisation of sporting events and broadcasts whilst at International Management Group and Seven West Media. After four years in Sydney and recently completing an Executive Master of Business Administration, Pat and his family have returned to his hometown of Melbourne.
While the landscape of the media industry globally will continue to evolve, what remains constant is the need to find connections between brands, consumers and content. The unique relationship with a sporting audience (whether fan or casual fan) and broadcaster can be enhanced through engaging and informative editorial. It is in this area that Pat and his team enjoy the challenge of commercialising with relevance for the audience watching and the brands seeking to engage. It is a balancing act that if overdone, will see a highly passionate fan-base turn an instant. Get it right, it’s a marvellous thing to be a part of.
The direction sports marketing is taking is almost impossible to predict. Sports rights have been changing hands quickly, new technology platforms are opening up more visibility for sports and athletes, social media has already created fresh opportunities, and there is more change in the pipeline.
A group of sports professionals are in the cross-heirs; marketers trying to keep up with the change and evolve their strategies; comms pros looking at new opportunities across a range of mediums; and athletes who now have more control over their public image than ever before.
In this session hear from all of them about how they are marketing their teams, brands, clients and themselves in an era of rapid evolution where sport is constantly making the headlines for a range of reasons.
GM, Content & Creative, Hyland Media
GM, Content & Creative, Hyland Media
In 2018 Esther introduced Audience of Value (AoV) as an influencer trading metric, reinforcing her commitment to bringing discipline and measurability to engagement channels. She has delivered business success to brands such as Sydney Airport, Olympus, Rimmel, Steggles, OPI, and Olympus with content grounded in audience rigour and measurable KPIs.
Head of Marketing, PickStar
Head of Marketing, PickStar
Andrew Montesi is a marketer, content producer and former TV sport reporter.
He is Head of Marketing at PickStar, Australia’s largest marketplace to book sports stars for events, marketing campaigns and experiences. PickStar is a startup that provides direct access to 1100+ elite athletes and sports personalities, working with brands like Caltex, Sportsbet, Coles, Seven West Media, Optus and Bendigo Bank, as well as many schools, sports clubs and fans.
Andrew also produces a number of podcasts and content for a wide range of clients across sport and professional services industries through his content marketing company, Apiro.
Previously, Andrew was a sport reporter and producer with 9 News and started his career in the media and communications department at the Adelaide Crows.
Group Account Director & Sports & Entertainment Lead, Thrive PR
Group Account Director & Sports & Entertainment Lead, Thrive PR
Michelle is currently a Group Account Director and sports and entertainment lead at Thrive PR + Communications.
Michelle joined the agency in 2018 with extensive sports PR and sponsorship experience, having worked with some of the biggest sports properties in the world in soccer, Formula One and athletics in Australia and London.
Michelle has led teams to create and execute integrated communication and sponsorship leverage strategies for consumer and B2B brands. With expertise across media relations, content, digital and experiential, she has also worked across talent management, rights and sponsorship contract negotiation and stakeholder engagement.
Recently, Michelle spearheaded the Thrive team to launch a new, global racing league SailGP into the Australian market, including the world premiere in Sydney. The annual championship, founded by Oracle billionaire Larry Ellison, features teams from six nations, competing in five grand prix around the world.
She is passionate about raising the profile of women’s sports, and in her downtime loves playing netball, watching AFL, and supporting Liverpool in the EPL.
Thrive’s sports portfolio includes SailGP, Swimming Australia, STIHL Timbersports, Collective Wellness Group (including Anytime Fitness), Pickstar and ANZ including their sponsorship of the Australian Open tennis.
Australians love sport and there is a vast array of choice when it comes to both playing and supporting. But all leagues and teams are not built equal. The way they connect with fans has opened up substantially over the last few years and some are doing it better than others.
True North has measured people’s connections to over 100 teams including 15 national sides, AFL/W, NRL, W/BBL, Super Netball, Super Rugby, NBL, A-League teams, 12 leagues (also including the W-League, WNBL and Supercars Championships) and each of these properties’ sponsors. The agency has evaluated over 800 sponsors and has data on how sponsors perform on key measures of awareness, sentiment, consideration, usage and trust.
So is your league, team or brand best-in-class? Find out in this eye-opening session.
Director, True North Research
Director, True North Research
Bio coming soon…
Sport teams and associations are producing more content than ever before across multiple channels. That content is getting digested heavily by passionate fans who feel closer than ever to teams and their stars. But at the same time, those audiences are under utilised by brands.
So how do teams, athletes and brands work better together to achieve an outcome that is beneficial to all of them and will capitalise on the increased connection points? How has been doing it well and what are the strategies to make it work?
In this session, learn how to connect with sports most passionate digital fans by understanding how to integrate content with campaigns and discover how to avoid the disconnect between sponsorship and digital to ensure your brand activations hit the mark online and in-stadium.
Founder, Sports Geek
Founder, Sports Geek
Sean Callanan understands the technological evolution of the digital landscape. He has worked with international brands, is a highly sought after public speaker and the go to resource for under-optimised digital teams.
Sean has been a pioneer in the sports digital industry. Creating voice and conversion channels for brands that speak directly to the millennial generation. Providing high level guidance in relation to content, fan engagement and social strategy within client side teams.
Sean’s experience in leading sports industry into digital age has seen him enter esports with the formation of SG Esports in late 2018. Gravitas is a professional League of Legends team in the Oceanic Pro League you can follow them on Gravitas.gg
Sean’s formal training is as a coder and developer. He has maintained those qualifications and deploys the technical skills across behavioural social channels. Sean provides a unique set of skills that encompass creative, trigger based engagement and distribution knowledge.
Sports marketing has shifted dramatically over the past few years. Australian sports is gaining global traction, media rights have shifted significantly, international stars are being lured to local leagues, tech startups are focusing on new offerings and brands are seeing significant value in partnerships.
Paul Kind has seen sports marketing from all angles. Previously a key player (of the business variety) in the NRL, Kind runs award winning sports and entertainment agency, TSE. As of August last year, TSE took a 50% stake in the Sydney Kings NBL team, which saw Kind also take up the CEO role at the team.
The Sydney Kings, meanwhile, arguably had the biggest player signing in Australian sports in 2018, with former NBA championship winner, Andrew Bogut, returning home to play for the team.
In this session, Kind will reveal how he sees the sports marketing landscape. He’ll outline the opportunities, discuss the challenges, and bring it all together with examples from TSE and its range of clients as well as the Sydney Kings.
CEO, Sydney Kings
CEO, Sydney Kings
Paul Kind has been a leader in the commercial and marketing functions of sport and entertainment for more than 25 years.
Paul currently leads award winning sport and entertainment agency, TSE and also holds the role of CEO at the Sydney Kings basketball team as a result of TSE’s investment in the franchise in 2018.
Paul’s role as the NRL’s Head of Commercial and Marketing Director from 2002-2014 saw him manage the games sponsorship program, digital strategy, major events including State of Origin, NRL Grand Final, brand and retail advertising campaigns. He delivered major new event innovations including the NRL All Stars, and the NRL Auckland Nines. In 2014 Paul was named one of the top 20 global innovators in sports by Sport Business International for his leadership of the inaugural Nines event.
Paul oversaw the NRL’s fastest growing period of non-broadcast revenue growth from 2012-2014, highlighted by significant increases in sponsorship, ticketing, hospitality and digital revenue. He also managed the broadcast partnerships with the Nine Network, FOX Sports & Telstra during this period.
One of his legacies is the long standing partnerships the NRL retains with major Australian companies including Telstra, Harvey Norman, VB, Cola Cola, Holden & KFC.
In 2015 Paul started the KIND Agency, a sport and entertainment consultancy that specialised in marketing, sponsor activation, events and commercial consultancy. KIND’s clients included FOXTEL, FOX Sports, NSWRL, NBL, Harvey Norman, TEG Live, The Star Group during the companies 18-month existence.
In July 2017, the KIND Agency was acquired by TSE, a Sydney based sport and entertainment agency. Over the past year TSE has undergone a business transformation, built on the platform of a successful twenty five years as a leading leverage and activation agency. TSE is privately owned and well capitalised which allows for a nimble approach to opportunities including investment in commercial rights, team rights or business acquisition.
TSE’s clients include Fairfax Events, Netball Australia, Foxtel, Fox Sports, Gatorade, Citi, The Star Group, Tropfest, NSWRL and the Sydney Kings.
Late in 2018, AFL team Port Adelaide sealed a deal to take on St Kilda in the most heavily populated city in China, Shanghai. The deal cements an AFL match in China until 2021 off the back of Port Adelaide playing the Gold Coast Suns in Shanghai in both 2017 and 2018.
China has long been an important relationship for Australia on the political and business front, but what relevance does it have for sport and why has the AFL singled out China as a region to focus on in terms of developing a following?
Tom Parker, the Head of China for the AFL, will answer all those questions and more when he details the mission of the AFL in China, why it has become a key market and the reason for the association hiring a China specialist like himself.
Parker has previously been CEO of agency Bastion China and is also currently the Vice President (Victoria) of the Australia China Business Council.
Head of China, AFL
Head of China, AFL
Tom Parker is a China specialist with a focus on collaboration between Australia and China to broaden the bi-lateral relationship. A Mandarin speaker, Tom’s long-term engagement with China has resulted in impressive networks and successful business outcomes. He has held China focused roles in The Asialink Centre, Austrade (Beijing), City of Melbourne and as writer and reporter for the ABC in both China and Australia for Radio National’s Asia Pacific Program.
In 2007, Tom established Red Tape Consulting a China Advisory business that helped stage the first AFL exhibition math as part of the Shanghai World Expo and delivered intercultural training programs as well as conducted trade missions on behalf of the Victorian and NSW governments.
In 2015, Bastion acquired Red Tape and Tom established Bastion China, as one of Australia’s leading Chinese language marketing and communications business with clients including Tennis Australia, Mirvac, Australian Grand Prix, and Virgin Australia.
Last year, he joined the AFL in a newly created role as Head of China to drive commercial outcomes from the ongoing engagement and games being played in Shanghai.
Tom incorporates a life-long passion for China into his professional life having studied Chinese (Mandarin) since 1987. He has completed a Bachelor of Arts (Asian Studies) with honours from Melbourne University and the Australian National University and a Graduate Diploma of International Business Studies (in Mandarin) at the University of International Business and Economics in Beijing. Tom has also studied in the Advanced Chinese Language Program at the East China Normal University in Shanghai.
Tom is a well-connected Australia-China facilitator with extensive experience assisting business and government better understand and access their opportunities in China.
The use of data analytics has massively disrupted the sports industry – from player recruitment, to how players eat, sleep and perform. But what about its fans? Sports fans are highly sought after because of their loyalty and deep engagement with the sport – it is no wonder that global sponsorship expenditures are expected to clock in at over $66 billion in 2018, with the majority of spending going to sports. Yet, only 1 in 5 sponsorship professionals say they can measure ROI.
How can brands maximize their sponsorship dollar to ensure that they are engaging with fans in an effective and measurable way? Through a psychometric approach, brands can use data to better understand consumer motivations, external triggers and behaviours – allowing them to tailor their content, messaging and channel strategy to create fan engagement campaigns which are more relevant.
Anjuli Bedi, Psychometrics Lead at the Edelman Predictive Intelligence Centre will discuss how predictive analytics can enable brands to build fandom and create value from them, through deep data-led insights into fans’ motivations for engagement and triggers.
Associate Director, Analytics and Psychometric Analysis, Edelman
Associate Director, Analytics and Psychometric Analysis, Edelman
Anjuli Bedi is Edelman’s Associate Director, Analytics and Psychometric Analysis, in the Predictive Intelligence team. Before joining Edelman, Anjuli was the Head of Content Programming and Data at HOOQ TV (A Singtel, Warner Bros. and Sony joint venture), where she led HOOQ’s curation and content data initiatives. Prior to this, she led psychographic and audience engagement consulting projects at the Annenberg Innovation Lab for clients including Marvel and The Ellen DeGeneres Show.
She holds an MBA from the University of Southern California and is a member of the International Documentary Association and the Leukemia Lymphoma Society’s Climb2Cure initiative.
Will esports become a billion dollar industry in 2019? Will more sport teams invest in esports? Will more brands divert marketing budget to backing esports? Should YOU take it more seriously?
The undeniable fact is that esports is growing in popularity and revenue but is Australia keeping up with the rest of the world?
This session presents the trends and numbers you need to know about esports from one of Australia’s most prominent esports experts.
Formerly Head of UX at the Australian Football League, Jamie Skella has worked on UI, connected stadium visioning, and spearheaded the organisation’s first virtual reality R&D initiatives.
Previously Skella played for Australia’s top ranked esports team and is now an owner of Australia’s first esports bar, partnering with organisations such as the Adelaide Crows and Australian Red Cross for social good causes. He currently manages Australia’s first publicly listed esports business, Esports Mogul.
In this session, get the essential update on esports from an expert and gamer personally invested in esports.
Chief Strategy & Commercial Officer, Mogul
Chief Strategy & Commercial Officer, Mogul
Bio coming soon…
The game has now changed. The athletes themselves have become the media. They have the power and means to decide what they want to share, with whom and how their personal brand will be created, communicated and commercialised. Athlete Generated Media (AGM) has fast become a powerful new media and marketing channel for athletes and brands alike.
In the era of clickbait, fake news and keyboard warriors, where only 31% of Australians trust the media (2018 Edelman Trust Barometer), athletes fall directly under the microscope, exposed to the pre-performance critique of many.
Where once a gold medal equated to a fixed value to an athlete once every four years, athletes can now be relevant, interesting and valuable to fans and brands for the entirety of the four year cycle.
The result is a seismic shift for athletes, their followers and brands. In this session we will explore what this means for athletes and brands, how AGM has progressed over the last 12 months and where it is going next
Founder & CEO, PlayersVoice
Founder & CEO, PlayersVoice
Kerry McCabe is Founder & CEO of PlayersVoice, a media platform and marketplace that powers athlete media and endorsement revenue. PlayersVoice has reimagined the world of sports media and in February 2019 was awarded ‘best contribution to sport via digital media’ by SportAus, the governing body of sport in Australia. Before founding PlayersVoice in 2017, Kerry was Global President and APAC Managing Director at RadiumOne, a data-driven marketing technology company that connects the dots between brands paid, owned, earned and shared marketing investments.
In addition to achieving great success in corporate and entrepreneurial roles, Kerry is a passionate and respected executive coach. Prior to joining RadiumOne in 2013, Kerry ran his own leadership coaching and strategic consulting business – Integral Dynamics, working alongside media, marketing, sports, entertainment and technology CEO’s, entrepreneurs and executives on business strategy, rights negotiations, sales and marketing, leadership capability and culture.
Before starting his own business, Kerry was the Director of Consumer and Online at Microsoft – Asia Pacific. He led the division’s corporate development, partnerships, advertising, marketing and publishing efforts across eight countries. His Australian responsibilities included representing Microsoft on the Mi9 Board and managing Microsoft’s investments in ninemsn, bing, skype, cudo, ratecity and iselect.
Kerry comes with a broad and successful leadership background spanning both traditional and technology marketing. He is renowned for developing winning brands, awarded cultures and high-performance sales, marketing and corporate strategy operations across Asia, the U.K and North America.
Alongside Kerry’s professional achievements, he is an active leader in the not-for-profit sector. He is the Founder and a Chairperson of UnLtd. (www.unltd.org.au), the Australian media, marketing and advertising industry foundation.
UN LTD has generated in excess of AUD40m in funding and services over the past 12-years, supporting over 60 youth charities.
Director of Athlete Wellbeing & Engagement, Australian Institute of Sport
Director of Athlete Wellbeing & Engagement, Australian Institute of Sport
Matti is currently the Director of Athlete Wellbeing and Engagement at the Australian Institute of Sport (AIS). The Athlete Wellbeing and Engagement department was established to lead & support Australia’s sporting industry to understand a successful high performance culture includes, athletes finding the right balance between wellbeing and engagement activities outside of training & competition environments to help enable optimal transitions in, through and out of elite sport.
Prior to her appointment to the AIS in January 2018, Matti was the Director of Mental Edge Consulting, an organisation that specialised in team and organizational culture, wellbeing, performance enhancement, professional development services and support systems for high performance sporting organizations . Matti has over 15 years’ experience working with Australia’s top elite and professional sports at both a strategic and operational level.
A qualified psychologist she has a broad expertise in the design, implementation and ongoing management of national programs in the area wellbeing, professional development services and support systems for high performance sporting organisations which has included several AFL Clubs, Cricket Australia, Golf Australia, Netball Australia, Tennis Australia, AFL and the Australian Cricketers Association.
Matti is currently a Director for the Tennis Victoria Board, the Independent Chairperson for the Australian Rugby Union Player Development Program committee, and a member of Cycling Australia’s Nominations and Remunerations’ Committee. Previously Matti has been the General Manager of People & Culture at the St Kilda Football Club in 2014.
Professional Basketball Player, Melbourne Boomers
Professional Basketball Player, Melbourne Boomers
O’Hea has proven herself to be one of the most complete players in women’s basketball, with her ability to score, facilitate and defend making her key cog in the Jayco Australian Opals machine.
Quickly becoming a name of note, O’Hea won the 2004 Betty Watson WNBL Rookie of the Year award and if not for injury would have been a key player in the 2005 FIBA Under 19 World Championships.
Despite this absence, O’Hea was soon again in national team colours for the 2007 FIBA Under 21 World Championships on the back of an outstanding season with the Bendigo Spirit.
O’Hea cemented her spot in the Opals squad for the 2010 FIBA World Championships after her first WNBL All-Star Five honour with the Melbourne (formerly Bulleen) Boomers. This saw demand for O’Hea rise with the Los Angeles Sparks giving her a WNBA contract for the 2011 season.
A move to the Dandenong Rangers followed, winning the 2012 WNBL Championship before helping the Opals win the bronze medal at the 2012 London Olympic Games. A third WNBL All-Star Five honour was boosted by a new contract with the Sparks ahead of the 2013 WNBA season.
At 26, O’Hea enjoyed the best season of her WNBL career in 2013/14, claiming a fourth WNBL All-Star Five honour in five seasons and setting a career high for scoring as the Rangers returned to the WNBL post-season.
2014 saw O’Hea move WNBA teams, leaving the Los Angeles Sparks for the Seattle Storm. Along with this move, she also returned to Europe to play for Basket Lattes-Montpellier Agglomeration (BLMA) in France. BLMA went on to win their third French Cup, with O’Hea collecting 18 points and 5 rebounds in the final.
Returning home in 2017, O’Hea came back to the Boomers and immediately found success as she helped them reach the playoffs while winning a gold medal at the Gold Coast Commonwealth Games with the Opals in 2018.
O’Hea then returned to major tournament action with the Opals at the 2018 World Cup. After missing the first three games due to injury, O’Hea returned for the finals as she helped the Opals win the Silver medal.
Paralympian
Paralympian
With an OAM & 15 Paralympic medals under her belt including the 2 gold, 3 silver and 1 bronze she took home at the 2016 Rio Paralympic games, Ellie Cole has become one of Australia’s most accomplished Paralympians.
At age three, Ellie’s right leg was amputated after she suffered a life-threatening sarcoma cancer. Rather than dwell on adversity, Ellie has instead shown an incredible ability to overcome the odds.
After outstanding success at the London Paralympics in 2012, Ellie endured a heartbreaking double shoulder reconstruction and was faced with the prospect of never swimming again. Rather than give in, she fought her way back and is now the World Record Holder in the 4x100m freestyle relay. Ellie’s recent Rio campaign was a huge success earning 6 medals of the 6 swimming events she competed in.
It’s not only Ellie’s courageous story but her unrivalled sense of humour, wonderful humility and never-say-die attitude that make her a true Australian inspiration.
She recently won Cosmopolitan Magazines Sportswoman of the Year and is also listed in the Westpac 100 Women of Influence.
Should sports brands be managed differently because sports marketing has unique aspects?
With purposeful reference to Byron Sharp, law-like patterns have consistently been found to explain and predict consumer behaviour across a wide range of industries. But there has been great speculation that these empirical generalisations may not hold in the case of professional team sport brands. The reasons given include the passionate loyalty of sport fans, the fact that two sport teams must be consumed at once in any contest, or the strong geographic dominance of sport brands.
However, through Professor Heath McDonald’s work, the applicability of law-like generalisations to professional team sports has been tested and shown. Together, he and Shawyer will present through theory and application what these patterns hold, showcasing that the unique aspects of the sports market do not impact meaningfully on consumer behaviour.
In concluding that sports brands should not be managed differently and should operate in line with what we know about other consumer markets, Shawyer will also then cover off the reality of transferring that insight and theory to practicality on a day-to-day basis within the walls of one of Australia’s most successful sporting club’s competing in one of Australia’s most successful sports.
Port Adelaide Football Club (AFL) General Manager, Marketing & Brand, Port Adelaide FC
Port Adelaide Football Club (AFL) General Manager, Marketing & Brand, Port Adelaide FC
With nearing a decade of extensive experience in agency-land, Oli is most recognised for partnering with BMF co-founder and ex Campaign Palace Chairman, Paul Fishlock, in establishing and developing creative agency, Behaviour Change Partners, the first agency of its kind in Australia set up to show how modern day communications can be more engaging, persuasive and effective when borrowing from the deep wells of behavioural theory, insight and science. With a longing appetite for strategy, coupled with a wide respect and appreciation for the never-changing fundamentals of marketing, at the beginning of 2018, Oli made the switch to client side, joining the Port Adelaide Football Club (AFL) as General Manager – Marketing & Brand.
Professor of Marketing & Co-Director, Customer Experience and Insights (CXI) Research Group at Swinburne University
Professor of Marketing & Co-Director, Customer Experience and Insights (CXI) Research Group at Swinburne University
Heath McDonald is Professor of Marketing, and Co-Director of the Customer Experience and Insights (CXI) Research Group at Swinburne University, Australia. His research work focuses on the field of customer acquisition and retention, particularly in subscription markets (e.g., season tickets, memberships). Informed by a marketing science perspective, this work often involves repeated modeling employing large datasets. His work has made major contributions to our understanding of how to convert people from causal fans to season ticket buyers and of how marketing empirical generalizations apply to the sports industry. Major sporting leagues, including the AFL and BBL, have used this research to drive growth in fan and member numbers, to inform pricing decisions and evaluate stadium design and development. This research has attracted over $2 million in funding from more than fifty different industry partners, including the Australian Football League, the International Cricket Council and the Australian Research Council.
This work has been published in leading journals in the fields of Marketing, Sport Management and Hospitality. Those journals include the European Journal of Marketing, the Journal of Sport Management and the Journal of Business Research. He recently co-authored the book “Sports Consumer Behavior: Marketing Strategies” published by Routledge. Professor McDonald sits on the editorial boards of five international journals, is a lifetime Fellow of the North American Society for Sport Management (NASSM) and is a Graduate of the Australian Institute of Company Directors.
Food Delivery brand UberEats drove tremendous media attention and consumer buzz in January with a unique integration tailored for the 2019 Australian Open which saw, among many other things, professional umpires seemingly being delivered food during matches.
In this panel, hear from the marketer, creative and media agencies, together with their media and sports partners, as they explain the inside story of one of the most memorable integrations of the year.
Was it worth the risk? Did they pull it off and would they do it again?
Head of Brand, Australia & New Zealand, Uber Eats
Head of Brand, Australia & New Zealand, Uber Eats
Georgie Jeffreys is the Head of Brand for Uber Eats in Australia and New Zealand, responsible for positioning & expanding the meaning of the brand, and driving new customer and category growth.
Having joined Uber in early 2015 as one of the very first Uber Eats employees, Georgie helped to lead the company’s Australian launch and was then charged with transforming the product into an iconic brand that’s both category leading and culture shaping. Since then, Georgie and her team have pioneered some of Uber’s most successful and high impact marketing initiatives globally, driving the Australian business from 40% to 95% brand awareness in just 12 months and helping to cement Uber Eats as the number 1 food delivery app across ANZ.
Georgie is a passionate people and brand leader who believes that the most effective marketing work is work that cuts through and shatters glass.
Partner & Executive Creative Director, Special Group Australia
Partner & Executive Creative Director, Special Group Australia
Tom Martin is a partner and Executive Creative Director at Special Group Australia. Tom first established himself as a creative, then Creative Director at Clemenger BBDO Melbourne. He then moved to New York to become an ECD at Johannes Leonardo NY.
As a creative then CD and now ECD, he has been responsible for many multi-Cannes lion winning campaigns such as Four’N Twenty’s ‘Magic Salad Plate’, Cricket Australia’s ‘Big Warnie’, Guide Dog Australia’s ‘Support Scent’, Tourism Victoria’s ‘Remote Control Tourist’, Pedigree’s ‘K9FM’ and the NAB ‘Break Up’ Campaign, which turned the banking world on its head and took out a Cannes Grand Prix and three Grand Prix Spikes (including the first ever Grand Prix for effectiveness). Most recently he helped create the interactive film ‘Stop The Horror’ which helped Victoria become the first state in Australia to legalise assisted dying for the terminally ill. ‘Stop The Horror’ has also recently won 2 Yellow Pencils at D&AD, 3 Gold Lions and a Silver Lion at Cannes, 2 Grand Prix at Spikes Asia as well as Best of Show at AWARD.
Managing Director, MediaCom Sydney
Managing Director, MediaCom Sydney
Ben has been in advertising for 16 years, working for a number of agencies in London, Manchester and now Sydney. He has the honour of leading the MediaCom Sydney team as Managing Director; a team Ben has been a part of for the past 4 years.
During this time, MediaCom Sydney has produced outstanding work for their partners and have really elevated the role of a media agency within the marketing & communications world. Ben is focused on delivering first class solutions to MediaCom’s clients and being true partners to the media publishers of Australia.
Director of Sales, Sport, Nine
Director of Sales, Sport, Nine
Matthew Granger joined Nine in February 2018 as Director of Sales Sport. Matthews leads Nine’s national commercial Sport strategy and proposition, with a specific focus on creating and delivering integrated communication and content solutions for partner brands.
Prior to Nine, Matthew was National Agency Sales Director at ARN. Previous roles included NSW Sales Manager at Seven Affiliate Sales and various executive roles at the Seven Network.
Matthew holds a degree in Communications and post graduate certificate in Management.
Bring your team along and take advantage of additional group discounts on offer.
The third annual Mumbrella Sports Marketing Awards ceremony will close the summit. These awards recognise companies and teams that deliver outstanding work and results on behalf of sports brands.
Mumbrella’s Sports Marketing Summit is the leading conference for marketers and senior leaders of brands and their agencies that work in and around sports. It’s also highly relevant for sports media, teams, venues including stadiums, new technology platforms and more. Get your branding in front of key decision makers across the industry sector and raise your profile in the minds of a highly targeted audience. Speak with us about creating a bespoke sponsorship that fulfils your marketing objectives for 2019.
Everyone is really keen to look across the fence and see what other people are doing. Days like today enable exactly that to happen.
The most impressive thing is that everyone can come together here. It's unheard of in Australia to have major brands, not just sport, all come together and be able to share their ideas.
The sessions have been great... very educational, but entertaining as well.
I think it's really worth having a range of people from your teams here and considering coming up.. we've heard a lot of diverse opinions, and there's been a lot of networking.
Thursday July 4, 2019
The Four Seasons Hotel Sydney
Mumbrella’s Sports Marketing Summit brings together marketers, comms & PR professionals, agency executives and media brands for one day to discuss the pressing issues and biggest opportunities facing the industry. From broadcasting rights to athlete sponsorship, this is your opportunity to get insights for the year ahead.
Book your tickets by May 23 to save $100.
If you work in marketing, media or advertising within Australia’s sporting industry, you should attend this Mumbrella’s Sports Marketing Summit.
Past summit attendees have come from:
– Sports teams, leagues and clubs
– Recreation & sports venues
– Facilities management
– Governing bodies
– Large sporting events
– Sporting products and apparel
– Sports betting
– Broadcasters & media companies
– Advertising agencies
– Consultants, talent management, PR and other professional services
– Organisations looking to sponsor sporting events, such as financial services, automotive, health etc.
Mumbrella Sports Marketing Awards
July 4, 2019
Four Seasons Hotel, Sydney
The awards ceremony will be held during the Mumbrella Sports Marketing Summit, with the exact time to be confirmed.
Mumbrella’s Sports Marketing Awards having been running since 2017, celebrating standout marketing campaigns, teams, agencies and more within Australia’s sporting industries. This year’s awards will award 12 categories across social cause campaigns, marketing and social media campaigns, marketing teams, agencies, media brands and more.
For all entry criteria and scoring, please review the entry guidelines here.
Entry deadlines:
First entry deadline: March 29, 2019 – Fee: $290 +GST
Final entry deadline: April 5, 2019 – Fee: $390 +GST
The Mumbrella Sports Marketing Awards shortlist will be announced on May 8, 2019.
199 George St, Sydney NSW 2000
