ENTREPRENEURIAL EDUCATION IN SPORTS BUSINESS BERLIN OCT 29 TH, 2017

Transcription

1 ENTREPRENEURIAL EDUCATION IN SPORTS BUSINESS BERLIN OCT 29 TH, 2017

2 Laurent COLETTE EM LYON French Citizen - Resident in Barcelona since 91 Commercial, Marketing & Strategic responsibilities at: L OREAL BEST FOODS UNIVERSAL STUDIOS Recreation Group FC BARCELONA AC NIELSEN NIKE STAGE Entertainment AS ROMA Currently International Strategic Advisor

3 SPORTS BUSINESS REALITY

4 FOLKORIC IMAGE PROGRESSIVELY VANISH Not so long ago, working in sports was considered like working in a family circus. Some of these impressions were based on real, when sports business was a dark mix of politics, provincialism and personal interests

5 A GLOBAL IMPACT Nowadays, in hotels or airports all over the world, in many local or international TV or Internet channels, football generates millions of broadcasting hours for a global audience.

6 TV AUDIENCES FIFA World Cup final 329 CHL final 180 Superbowl 114 NBA Final Games 23 Formula 1 22 (Million viewers) Fuente: SUPERBOWL: NIELSEN (Incluida audiencia total Estados Unidos). CHAMPIONS LEAGUE: UEFA. WORLD CUP: INITIATIVE FUTURES SPORT + ENTERTAINMENT

7 SOCIAL NETWORKS LEO MESSI 89M LADY GAGA 61M Football stars generate more fan engagement on social networks than any other celebrity. BARACK OBAMA 45M BRAD PITT 2,5M

8 SPORTS BUSINESS DAILY BUDGET LEADING TEAMS PROJECTS MANAGEMENT TALENT SEARCH S FLOW BUSINESS MEETINGS

9 TIMES ARE CHANGING

10 ORGANIZATIONS BECOME PROFESSIONAL Chief Executive Officer Community Manager Internal Audit Compliance Officer Accounts Receivable

11 FROM PRESIDENT S SON TO HEAD HUNTERS FAMILY FRIENDS STRONGLY RECOMMENDED KNOWN CREDENTIALS HEAD HUNTERS

12 FROM PRESIDENT S SON TO HEAD HUNTERS FAMILY SPORTS INDUSTRY LEISURE & ENTERTAINMENT FMCG

13 SOME RECENT EXAMPLES Guillem Graell Alabern Director of Brand at FC Barcelona Previous experiences CMO - Global Group Marketing & Communications Director chez Codorníu Raventós Marketing Director chez Chupa Chups - Perfetti Van Melle Iberia Training IESE Business School

14 BEST PRACTICES

15 INDUSTRY EXPERT or SENSITIVE OUTSIDER? INDUSTRY EXPERT SENSITIVE OUTSIDER PROS * Knows how it works * Specific networking * Will not reinvent the wheel * Proven track of success * Eager to get success in a new challenge * Not prisoner of traditional industry codes * Can apply sucess approaches from past experiences * Obligatory curious and challenging CONS * Why did he/she leave the previous assignment? * Sports is endogamic * Trusting the same people * Have his/her clear answers to recurrent issues * Paralyzed by strange/specific management realities * Sports is often performance-related * Less strategic planning and more reactivity * Zero industry networking

16 MORE THAN NORMAL EXECUTIVES Working in Sports Business doesn t only require the classic managerial skills but also a few additional behaviour patterns : 1. PASSION Tough to be efficient in a business when you don t understand: the drivers some key historical references fans motivations

17 MORE THAN NORMAL EXECUTIVES Working in Sports Business doesn t only require the classic managerial skills but also a few additional behaviour patterns : 2. KEEP YOUR EGO UNDER CONTROL Professional sports elite could be exhilarating and suddenly you can become more «respected» than in your previous jobs. Basic rules: Strictly focus on your business objectives Be certain that the day you leave, 80% of your contacts will suddenly ignore you Better remain a normal fan to get the real essence of sports This industry is surrounded by parasites and sycophants. Be careful of what you hear and the golden promises

18 MORE THAN NORMAL EXECUTIVES Working in Sports Business doesn t only require the classic managerial skills but also a few additional behaviour patterns : 3. NETWORKING IS KEY Knowing who to contact, manage to open the right doors and get full attention of the real decision makers is fundamental in that industry. From day 1, building a structured, serious and wide network must be a permanent objective Unlike other industries, it is relatively easy to get information from competitors if you maintain and feed relationships upon trust

19 THE FUTURE

20 NEW OPPORTUNITIES DIGITAL DEV. TALENT SCOUTING MEDICAL /NUTRITIONAL INNOVATION SPORTS ATHLETES IMAGE LEVERAGE SOCIAL MARKETING

21 WHY INNOVATION STRIKES SPORTS INDUSTRY? Neverending and exigent look for performance Unique shop window for innovating companies (like NASA in the 60s) The digital revolution is redefining fan engagement but also many other specific aspects related to sports (Ex: player physical parameters) Smart stadiums offers new perspectives to technology experts, creating emotional experiences Promises of high return

22 THANK YOU AND SEE YOU SOON