Agenda 2023

FIT FOR THE FUTURE
Get ready for an exhilarating two-day journey of discovery and connection at SPOT:ON Activation. We are thrilled to unveil our FIT FOR THE FUTURE agenda, featuring the latest trends in commercial partnerships and invaluable insights from industry leaders. With endless opportunities to network with like-minded professionals, this event promises to be an unforgettable experience that you won't want to miss.

Alex Rasmussen - from Danish football to the international stage

Learn about Alex Rasmussen's move from Danish football, where he previously worked at AB, FC Nordsjælland, and FC Copenhagen, to one of the world's biggest football clubs, AC Milan, where he is currently the Global Sponsorship Manager.

We will delve into the strategic sponsorship work, the differences in work culture and environment, and, most importantly, the pressure that a major club operates under. Results must be delivered, and the competition is tough.

We will also gain insight into the personal considerations that Alex made before the move, as well as some of the experiences he has had in the past 3 years at AC Milan.

​Alex Rasmussen will also provide us with examples of how AC Milan integrates partners into the club's ecosystem and share experiences of selling international concepts.
Lorna Danaher
​Energia

​Embracing and embedding objectives

Clearly defined business objectives lay the foundation and determine the roadmap for effective sponsorship. I will discuss how objectives should guide decision making processes, encourage confidence in activity and allow for measurable success.
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Success in sponsorship can be hard to quantify, but I'll talk through how by embracing and embedding objectives we were able to measure the direct impact of our sponsorships for the business.

Energia is running a number of partnerships which have been shortlisted in 5 different categories at the ESA Awards. They are: sponsorship of the All-Ireland League (rugby) which is more on the grassroots side and sponsorship of 'Get Ireland Growing' a community-based programme.
Theresé Sundling Liljedahl
​Live Nation

How do we reach and engage Generation Z?
​What does it take to be relevant?

Generation Z is one of the most powerful consumer forces in the market today. 
Their behaviors, interest and attitudes will shape the landscape for years to come.
 
Therése Liljedahl will guide you thru 23 Trends for 2023 from Gen Zs perspective within the music and festival industry – What trends are fans taking into 2023 and which are they leaving behind?

Move to www.livenationentertainment.com to read more on Live Nation. 
Rikke Rønholt Albertsen
​GGWCup

Introducing a new activist football League:
​WA League (Women Activist League)

The WA League is the newest initiative from Eir, the creators of Global Goals World Cup. Since 2015 Eir has been pushing the boundaries between sport and purpose. 

​The GGWCup is a five-aside football tournament for all-women teams. Each team champions one of the UN Sustainable Development Goals (Global Goals) and is ranked by the action taken for their Goal on and off the field. The high-visibility events have been held in 14 countries around the world, mobilizing over 6.000 players, and reaching thousands via conventional and social media with the message: That women from all walks of life belong on the football pitch, and have the power to affect change. 
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Now Eir is scaling up their league format, which has been piloted in Jordan in 2022 in partnership with Novo Nordic foundation and La Liga. 
Michael Jeppesen
​MUST

Rethink now to engage with fans

As traditional social media evolves, brands must rethink how they engage with fans online. Fans demand more meaningful interactions and co-ownership in what they create. Immortal, partnering with top sports brands, is building direct-to-fan digital ecosystems to address this issue.

​In December, they announced Road Code with 10 of the world's leading pro cycling teams. Join the conversation to discover their approach to empower sports brands and communities. 
Sophie Morris 
Sponsor View

2023 ESA Sponsorship Trends Research: A Look Ahead

What are the top 10 trends in sponsorship in 2023?

How have sponsorship trends changed over the past few years and which trends have been constant throughout?

Sophie Morris will share research from the European Sponsorship Association's annual member survey.
Jonas Høgh-Christensen
​SailGP

Creating a Global Sport and Entertainment platform fit for the future.

The balance between a world-class sports and entertainment product, being Purpose driven with a focus on sustainability and DEI and creating a commercial success for both SailGP and our partners.

What is SailGP:
Intense races, iconic global venues, elite teams and athletes, record-breaking speeds. SailGP is the most exciting racing on water. 
Siri Wallenius
Malmø FF

Sustainability as key to the sponsorship approach – how to go from being best in Sweden to conquering Europe. 

Malmø FF is now ready to move on and engage european partners. What does it take? How does Malmø FF get attractive? This and a lot more will be part of the presentation.  
Søren Rinnov Østergaard
3 Denmark

Parken connected by 3’ live activation of Worldclass 5G network 

The innovative international telco operator 3 launched Europe’s best stadion network in the Danish national arena Parken, march 2023. The purpose was to prove the power of the 5G mobile network.

The advanced network is one of many activations of 3’s position as main sponsor in Parken.

The new network provides free and fast data connectivity to all guests in the stadium. Søren Rinnov Østergaard, VP from 3, will disclose the reasoning behind the strategic decisioning and elaborate on how Parken is activated to engage successfully with politicians, customers, influencers and charity organisations. 

Get the insights of how this exciting partnership creates value and business impact.
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Martin Wilson
The Royal Edinburgh Military Tattoo

A Tale of Two Scottish Icon's and the description to be

The Royal Edinburgh Military Tattoo is 72-year-old celebration of traditional Scottish arts, military precision, and international talent. In 2022, the Tattoo entered a partnership with Innis & Gunn, one of Scotland's most loved beers, that delivered value for both brands.

​This session will provide an understanding of how these two Scottish icons came together at Edinburgh Castle to deliver the holy grail of sponsorship – grow brand strength whilst also delivering immediate commercial return.
Juan Fuentes Fernández
LaLiga

Get inside the new innovative partnerships "LEGENDS by LaLiga" and the new agreement that will take LaLiga & EA SPORTS to the next level

LaLiga has recently announced innovative partnerships; “LEGENDS by LaLiga” an state of the art football museum in the heart of Madrid, and an expansive partnership with EA Sports as title sponsor, ready to kick off in August 2023 which is set to transform the way fans consume football and exciting integration between real and virtual worlds.
 
LaLiga has also embrace the entertainment world with other projects to diversify LaLiga revenue streams and get closer to younger audiences.
 
As one digitized sports property with a glocal approach, how LaLiga is able to innovate in the Nordics? At the same use its mature digital ecosystem to further expand its outreach, to generate value for its strategic partners and engage more fans around the world?