IF Seminars

How can IFs use influencers and ambassadors in order to raise awareness about their sport and their events?

As the sports industry enters the digital age, International Sports Federations are facing a large number of new opportunities to promote their sport to existing and potentially new audiences. These new opportunities, however, also bring new challenges – and a need for action. The PwC Sports Survey 2019 points out that broadening one’s digital media reach is one of the core pressures facing every IF.

Designing a robust social media strategy is widely-seen as a must if IFs are to achieve this, and a key component of this should consider how to leverage on the audience of an influential public figure which would endorse an IF’s sport or event. Among IFs the use of ambassadors has been well-established in recent years. However, the integration of influencers into social media strategies is a potential that has remained widely untapped.

What exactly is the difference between an ambassador and an influencer? How can an IF put together a successful ambassador or influencer campaign? What should be the criteria for such ambassadors or influencers? And what is possible to achieve even with a very low budget?

This Seminar aims at answering the above questions by including three different perspectives on the subject matter: a general introduction into the topic will be given by a corporate world expert, followed by a case study of an IF, and rounded off with a Q&A session with a practising influencer.

Speakers at this Seminar:

• Sama Al-Naib, BCW Global

• Wiam Firouzabadi, Vojood Group