IF Seminars

‘Developing women’s sport: what are the marketing strategies IFs can use?’

Gender equality is becoming increasingly prioritised and valued in the world of international sports. With the IOC’s Agenda 2020’s stating its vision of an Olympic Games with a completely equal gender split in competitions and athletes, the appetite for genuine, sustainable enhancements in women’s sport is perhaps stronger than ever before.

In their role, International Federations must ensure that their support of women’s sport is spread and heard worldwide. To achieve this, the development of women’s sport should be about more than simply organising events, it should be part of your long-term vision and mission. In this sense, a strong marketing strategy is key to raise awareness and achieve sustainable improvements. But what does an effective marketing strategy for developing women’s sport look like? Should women’s sport be marketed separated to the men’s side of the sport, or together? Should IFs focus more on marketing the elite level of women’s sport or the grassroots? And how can IFs ensure that any strategies they oversee are also prioritised by the National Federations?

This Seminar looked at different marketing strategies that IFs have used in developing women’s sport, hearing from an IFs that hastried and tested distinctly different approaches, and a marketing agency with special experience in this area.

Speakers at this Seminar:

• Stéphane Missier, Global Strategy Director, Wieden & Kennedy

• Kayleigh Grieve, Women’s Football Marketing Manager, UEFA

Artificial intelligence: what are the implications for IFs?

The world of sport is continually changing over the years, and the impact of technology on sport has perhaps never been so acute – both on and off the field of play. On the field, technology has greatly helped coaches and athletes to constantly improve performance. But technology’s impact has also completely changed the dynamics of fandom. Nowadays, fans use technology to enhance their sports consumption, gather more information about their sport, and improve interaction with other fans.

In this context, Artificial Intelligence (AI) plays a very important role on how sports are changing. International Federations (IFs) must be aware of the last trends of AI and the potential impact of its application. Artificial intelligence is transforming - and will continue to transform - the way sports are consumed and practiced.

But, with many different definitions, what exactly is AI, and what are the implications for IFs? How can AI enable IFs to work more effectively? How can artificial intelligence enhance the spectator experience through technology? And what are the current and potential future applications of AI in sports?

This Seminar provided participants with some key insights about the use of AI in sports. Experts from this field provided their insight into what AI is, and how it can be used to help IFs achieve their goals. Participants also heard from an IF case study, helping to show how AI can practically be implemented to a federations’ benefit.

Speakers at this Seminar:

• Jean-Sebastien Merieux, Head of Products, Dartish

• Johan Vounckx, Senior Vice President of Technology and Innovation, EVS Broadcast Equipment

• Nicolas Chapart, Head of Digital, FIBA

Good financial governance: what does this mean for IFs?

The financial management of international sports federations (IFs) today remains one of the hot topics of the international sports world. In a world where sport is scrutinised more than ever, financial departments must ensure they are sufficiently transparent, efficient, and of course, effective.

And with this ever-intensifying spotlight, and a myriad of procedural options, a challenge of financial departments is ensuring that they are keeping up with the latest trends in financial governance, upholding the reputation of their IF as a result.

But what are the tools and mechanisms that International Federations should be aware of when improving their financial governance? To what extent should IFs be transparent with their financial information? And which accounting principles (IFRS/GAAP) should be applied, and when?

This Seminar provided participants with some key insights about the different techniques and philosophies that IFs should be considering, hearing from renowned experts with experience of working directly alongside sporting and non-sporting bodies in this field.

Speakers at this Seminar:

• Serge Clément, Audit Engagement Partner, EY

• Bojan Radovanovic, Audit Manager, EY

‘The International Testing Agency: What are the Implications for IFs?'

An introduction into the Independent Testing Authority and the implications for the IFs. Including a presentation by the ITA’s new Director General, Ben Cohen, and Q&As with participants.

‘Match Fixing: The Biggest Threat to Sport in the 21st Century?’

Fair and honest competition is something that is so fundamental to sport. The very essence of the beauty of sport relies on it being a clean competition. And while the fight against doping in sports seems to be well-established and widely reported upon, there is perhaps one area that is not so well-recognised at this point in time – match-fixing.

Match-fixing, the manipulation of sporting events for purposes of gaining illicit funds through betting, does not appear to be going away. Already examples have had major repercussions in high-profile sports such as tennis, cricket, football, equestrian and snooker, and a major challenge for IFs has been to development appropriate governance structures and procedures against it, with limited investigation capacities and sanctions at their disposal.

So, what can International Federations do to combat match-fixing in the modern era? Should their focus be more on education of athletes against widespread match-fixing, or on effectively monitoring the situation and finding appropriate punishments? And which sports are most at risk of match-fixing issues?

The seminar explored these questions by examining the practices that IFs can adopt to prevent match fixing within their sport. The session combined a presentation from Ramune Bistrickaite, Head of Public Affairs, Integrity Services at Sportradar, with an open floor discussion, stimulating fresh debates and opening up new insights into this important area.

Speakers at this Seminar:

• Ben Cohen, Director General, International Testing Agency

• Ramune Bistrickaite, Head of Public Affairs, Integrity Services, Sportradar

Working together with International Organisations: What, Why and How?

With such close proximity between the world of international sport, centred around Lausanne and the Canton of Vaud, and the world of International Organisations (IOs) mainly based on Geneva, on the surface there appears to be great opportunities for collaboration in order to achieve common goals.

But with varying priorities and agendas, developing this collaboration can be somewhat challenging to achieve. Sports organisations are often – rightly – focused on the development of their sport, with international organisations rightly more focused on their own priorities, notably the attainment of the Sustainable Development Goals (SDGs).

Such differing priorities have historically meant that the short distance between international organisations and international sport hasn’t necessary resulted a close working relationship. So what are the areas of common ground between the IFs and IOs? Why should IFs consider SDGs important in their work? And how can partnering with organisations such as WWF and UNICEF practically develop your sport?

The seminar explored these questions by taking an in-depth look into the opportunities for collaboration between IFs and IOs. The session combined presentations from Geneva-based IOs as well as IFs, presenting their own case studies, opening up new insights in this topic and providing all IFs with practical tips for their future development work.

Speakers at this Seminar:

• Giovani Di Cola, Special Advisor, Office of the Deputy Secretary General, International Labour Organisation (ILO)

• Delphine Schmutz, Office Manager, Taekwondo Humanitarian Foundation

• Gloria Scarano, Sustainability Coordinator, International Climbing and Mountaineering Federation (UIAA)

How Can IFs Improve Working Alongside Host Cities?

The selection of host cities, and the partnership that must follow between IFs, the city and the organising committee, is fundamental to the success of any sporting event, and the sport of a whole. Done well, it can result in a smooth organisation that focuses on the priorities of the IF in an efficient and effective manner.

But for many years now, the selection of host cities has been something of a challenge for IFs, no matter what their size or demands on potential host cities. So new ways are being tested, blurring the line between bidding and hosting. What are the new challenges that this creates for IFs?

This Seminar explored how IFs can further consider their new approach to how they select and work with host cities, offering a unique environment to share knowledge and experience with one another in an enclosed environment.

Speakers for this Seminar:

• Greg Curchod, Director, Burson-Marsteller Sport

• Jerome Lacroix, Business Development Manager, International Cycling Union (UCI)

• Ian Logan, Director General, Organising Committee for the Lausanne 2020 Youth Olympic Games.

New Investment Models in Sport – What’s the Impact for IFs?

Recent developments in the world of sport show a trend towards new investment models in sport. This includes public – private partnerships, notably including the recent International Tennis Federation partnership with Kosmos for the reform of the Davis Cup.

New investment models also mean a new level of thinking is required by IFs and their legal departments. While such models can offer key commercial benefits to IFs, there are also several legal matters and implications that IFs must consider.

So what are the real benefits and drawbacks for IFs reforming their investment models? How best can sports bodies adapt and prepare for a new type of investment model? And how does reshaping such a model impact upon key issues of integrity for an IF?

This Seminar explored these questions by examining the various elements that IFs should consider regarding new investment models in sport, using the recent high-profile case of the ITF-Kosmos partnership, and a wider consideration of the legal implications for the international sports world.

Speakers for this Seminar:

• Nic Couchman, Partner, Charles Russell Speechlys

• Darren Bailey, Consultant, Charles Russell Speechlys