The fifth session of the UEFA MIP, dedicated to Strategic marketing and communications took place from 8 to 12 October 2018 in London. The group decided to come back to London (where the third session of the programme has been already organised) so they could participate in the Leaders Conference during lunch breaks and evenings.
The session was organised around two main topics: the first three days were dedicated to strategic marketing and were directed by Peter Willems, head of marketing activities and sponsorship at UEFA, the objectives of this part of the week were to introduce the concept of strategic marketing and the complete marketing mix, to explain the importance of a strong brand, to learn about the concepts of football relationship management and fan engagement, to analyse how to optimise commercial rights revenues and to explain the digital marketing environment, including recent developments.
The last two days were organised around communications and were directed by Pedro Pinto, non-executive director at Eleven Sports HQ and communication consultant for UEFA. The objectives of this session were to assess the evolving media landscape and implications for sports organisations, to introduce communications strategies and explain how they are constructed and to outline the different areas of a communications department and their functions.
The five days of this session were hosted by the following venues:
  • Lord’s Cricket Ground
  • Sky Cinema
  • Chelsea FC Stamford Bridge
  • Twickenham Stadium
  • The Shard
Over the five-day session, the UEFA MIP group welcomed prestigious speakers, such as Razvan Burleanu (president of the Romanian Football Federation), Adrian Goldthorpe (deputy managing director at Lothar Böhm Associates), Ioris Francini (co-president at WME-IMG), Richard Armstrong (head of media rights at BBC), Richard Verow (commercial director at Sky Sports), Richard Ayers (chief executive officer, 7 League) Sissel Gynnild (Senior brand manager of strategy, The FA), Arron Shepherd (co-founder and chief storyteller at The Goat Agency), Ronan Joyce (strategic partner manager, Sports at Facebook), Mark Kirkam (head of marketing and innovation at PepsiCo), Michael Timbs ( content creator and youth editor, COPA 90), Sujit Jasani (director, Vero Communications), Richard B. Stephenson (partner and senior consultant at True North Consulting), etc.
During the week the group participated in several Leaders events, such as The XX series on Monday evening, dedicated to women’s sports or The Leaders Sports Awards on Tuesday evening at the Natural History Museum.
The participants had the opportunity to play football on Thursday at the Jason Roberts Foundation.
The sixth session of the UEFA MIP II will take place in Dortmund’s region from 10 to 14 December 2018 and will be dedicated to Stadiums and operations.
The group visited the facilities of the Lord’s Cricket
Sky Cinema: Presentation of “Customer Relationship Management” of “Phil Stephan”, director, Two Circles
The social event on Thursday evening at the Natural History Museum
The UEFA MIP II participants at Twickenham Stadium
On Thursday, the group played football at the Jason Roberts Foundation
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