A recent Nielsen Sports report found that ‘global disruption’ is having an unprecedented effect on sport due to political, social and technological impacts. These factors are affecting where sports investment is coming from, how content is created and distributed, as well as the relationships between rights holders, sponsors and fans.

As sport is facing one of its most challenging periods yet, the #SAC2018 plenary conference will examine how sport and sponsors can unite a complex global audience through influence marketing and innovation, as well as keep fans entertained around the clock.

The initial plenary session will focus on ‘The Power of Influence Marketing’. Delegates will hear how a panel are using key influencers through live sport, endorsement, agents, event hosts, fan websites and marketing tools, to extend reach, deliver original content and influence the entire sports ecosystem.

Other sessions will include a technology update on ‘Augmenting the Sponsorship Profile’ and look at how augmented reality can help a brand to come alive, reach new audiences and deliver new experiences, both in stadiums, at home and on any number of devices. Delegates will also hear from an international sport federation on how they are using innovation to break new ground in marketing and sponsorship initiatives.

A further panel session covering ‘Socially Responsible Marketing’ will focus on what needs to be addressed when choosing commercial partners such as ethics, transparency, environmental issues, gambling, and role models; and whether sports, events and athletes should take into account what is best for society.

A round table will look at the main challenges that lie ahead for sport and sponsorship as a result of rapidly changing technology and the fragmented media landscape. Participants will discuss how to stand-out from competitors as well as keep audiences permanently entertained.

Further information can be found on the webpage Plenary Conference including the 2018 plenary conference programme, highlights from last year’s Plenary sessions including Alibaba Group – using innovation to drive sport to a new level of entertainment and fan engagement; Nielsen Sports – understanding the changing trends in audience consumption and media habits; and the International SAMBO Federation – making the most of your digital assets. Registration for SportAccord Convention 2018 is open for delegates with discounted rates available for a limited period only.

Taking place in Bangkok, Thailand from 15 – 20 April 2018, the SportAccord Convention World Sport & Business Summit is a unique opportunity for industry leaders to engage with key decision-makers involved in the business of sport. The 6-day annual Convention is attended by all the international sports federations and hosts all the General Assemblies, is supported by the IOC, and features a 3-day sell-out exhibition, an extensive Conference programme, and offers many social and networking opportunities as part of its Official Schedule.