New constitution adopted by Members - SportAccord Convention

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INSIDE

ISSUE 1 - Tuesday, 19 April, 2016

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City Forum How communication can reduce the risk of over-paying and over-promising PAGE 3

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Borra

Your guide to what’s Coca-Cola exec happening explains why today at sports can’t afford SportAccord to be left behind Convention PAGE 11 in Lausanne

Go is go after Google game PAGE 6

Dazzling opening ceremony Molly Rhone accepts the IWGA Athlete of the Year 2015 award from José Perurena on behalf of Mwai Kumwenda MORE ON PAGE 8

SIX FEDERATIONS BID TO JOIN IWGA New constitution adopted by Members S

ix International Federations have confirmed applications to become new Members of the International World Games Association (IWGA), which adopted its new Constitution after rejecting two ambitious amendments yesterday at its Annual General Meeting at SportAccord Convention. The IWGA confirmed at its AGM at the SwissTech Convention Center that the global governing bodies of basketball (FIBA), cycling (UCI), minigolf (WMF), sambo (FIAS), triathlon (ITU) and wushu (IWUF) had applied to join the IWGA. However, as revealed by IWGA President José Perurena in The Daily yesterday, the Association

delayed making decisions about the applications until the next AGM in 2017 in order to conclude work on the organisation’s constitution this year. Two proposed amendments to the constitution by the International Federation of Bodybuilding and Fitness (IFBB) were rejected at the AGM, with all 37 Member Federations present. Twenty-two IFs voted against a proposal for the Membershipat-large rather than the IWGA Executive Committee to decide the hosts of future editions of The World Games. Additionally, 25 IFs voted against a proposal that every IWGA

Member sport should be included on the programme for the Games. More minor constitutional changes were then adopted by 36 of the 37 Members, with the IFBB abstaining. Attendees at the AGM also saw presentations by representatives of the next two hosts of The World Games – Wroclaw in Poland next year and Birmingham/Alabama in the US in 2021. Wroclaw representatives told attendees that preparations are on track for the city to host an outstanding event, while representatives of the 2021 Games confirmed that its existing facilities are ready to stage the various

sporting competitions in five years’ time. The results of the poll for the IWGA Athlete of the Year 2015 were also revealed, with Malawian netball player Mwai Kumwenda securing more than half of the votes cast (17,910) ahead of Germany’s Flying Disc Mixed Team (9,168) and Russian dance sport sensations Dmitry Zharkov and Olga Kulikova (7,722). The International Netball Federation’s President, the Hon. Molly Rhone OJ, CD, accepted the award from Perurena on behalf of Kumwenda, who dedicated her award to her African supporters in a video message.

Tonight’s Opening Ceremony at the SwissTech Convention Center will feature a dazzling display from students of the internationally renowned Rudra-Béjart school of theatre and ballet in Lausanne. The ceremony will also feature the traditional Swiss Alphorn and flag throwing before the opening speeches from the Convention’s President, Francesco Ricci Bitti; International Olympic Committee President Thomas Bach; Canton of Vaud Head of Economy and Sport, Philippe Leuba; and Municipal Councillor of Sport, Marc Vuilleumier. For more information about the ceremony – which will take place in Hall A, 1st Floor, and will also feature news about the 2017 Convention – check out p12 of today’s edition of The Daily. In these pages you will also find interviews with Don Schumacher and David Eades (p3), who will steer the discussions at City Forum today. We also speak to EventScotland’s Paul Bush and Sportcal’s Mike Laflin (p4), who will participate in the muchanticipated Forum. Today’s edition of The Daily also includes previews of the first Workshop later today, hosted by Repucom (p5), as well as an introduction to Speakers Corner and the Virtual Sports Demo Zone, new additions to the Convention, which both start today (p6). Our big interview today (p11) is with Coca-Cola’s Thierry Borra, who will take part in the Plenary Panel Session, ‘We’re All In It Together’, at 10:00 on Thursday.

2 The Daily Tuesday, 19 April, 2016

Tuesday, 19 April, 2016 The Daily 3

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WADA’s Olivier Niggli (inset) spoke to a room full of attendees from the legal industry at LawAccord

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The Daily is produced by MEDIA Squires Media – Editorial Communications and Publishing for the International Sporting Community www.squiresmedia.com [email protected] EDITOR: Rory Squires PRODUCTION MANAGER: Richard Mulligan JOURNALISTS: Phil Ascough, Simon Redfern, Bradley Rial, Rajan Thambehalli PHOTOS: Getty Images

FEDERATIONS FACING LEGAL BALANCING ACT D

ispute training for International Federations coupled with a willingness in the legal sector to take on more pro bono cases emerged at LawAccord as ideas to help ease the congestion in sports law. The measures were outlined as possible responses by a sporting world which faces rising costs as litigation increases. Stronger partnerships were also advocated, with a key role for LawAccord. Stephen Townley, Conference Co-chair and Head of the LawAccord Conference Programming, said the contributions of two speakers in particular indicated the balancing act which sport faces. In his keynote address, Olivier Niggli, incoming Director General of WADA, spoke of the attractions of a whistle-blower initiative to help with identifying offenders. Michael Lenard, Vice President of the International Council of Arbitration for Sport, raised the questions of how to manage lawyers in sport. Townley said: “Olivier was very

conscious of cost, which is very important to the Federations. How does one pay for those enhanced costs as the WADA programme continues to grow? “The question about how to manage lawyers brings us back to a familiar point. Every pound

‘The best lawyers are those who have a real understanding of the sport in which they are advising’ you spend on a lawyer’s bill is a pound less spent on sports administration.” Townley said the amount of money coming into sport is one factor behind the increase in legislation because it attracts a different level of interest. More lawyers are choosing to practice in sport, but there is a view that lawyers are not necessarily always providing what sport wants. Many IFs want a simplified approach and a long-term

relationship while also controlling costs. Townley said: “Often lawyers can be too complicated in their advice. The best lawyers are those who have a genuine interest and real understanding of the sport in which they are advising, and you can’t just get a law firm from down the road. “There can also be poor communication between a lawyer and a client and better clarity can save money. If a client takes the time to give their lawyer a proper brief they will get better value. “The distinction is always between rich and poor in sport. There are Federations that really need help and Federations that can afford to pay. Any law firm has to figure out that it’s not just a one-way street. If they get the big projects they should find ways to help in the smaller ones and offer pro bono if possible.” A suggestion from Dr Francois Carrard, Chairman of the FIFA 2016 Reform Committee, that the Court of Arbitration for Sport (CAS) be developed was welcomed cautiously by

Townley, who said it would be “an immense challenge”. Townley was more enthusiastic about the idea from Carrard and others that Federations do more to help themselves. He said: “Insufficient effort is going into the strategy of avoiding disputes arising in the first place and there was a view that there should be some sort of training programme for sports federations, recognising that they could self-help.” Townley said LawAccord will look at setting up a directory of specialist sports lawyers and will aim to work with large groups of sports lawyers in the US and the UK while also encouraging academic research. He said: “LawAccord has the potential to bring together the international community. It was not needed in the past, but it is needed now because the issues have become much more complicated and the lawyers’ groups have grown. “The Sports Lawyers’ Association in the US started with 600 members and now has thousands, and there has been similar growth in the UK and Australia.”

Digital will drive the future Digital news consumption is on the rise, and at this year’s MediaAccord, the digital rights environment formed the central theme of a fascinating series of presentations and discussions in front of a room packed full of delegates. The second edition of MediaAccord, following last year’s debut in Sochi, proved hugely popular with Convention attendees, with a stellar line-up of speakers providing valuable insights. Jérôme Martin, Global Sports Corporate Manager from Agence France-Presse (AFP), steered the first case study on how International Federations team up with the agency to deliver digital content across different platforms on a global basis. “Quality live content production, management of social networks, the resourceful AFP network, cost reduction

and distribution to AFP clients are some of the primary reasons why many International Federations link up with AFP,” Martin said. Martin Floreani, Co-Founder and CEO of FloSports, then produced an enthralling insight into how the digital sports media company has adopted a business-to-consumer model. “There is a dramatic change in media consumption habits,” Floreani said. “Production costs are decreasing and content quality is increasing. Stories are at the heart of sports and events. We focus on developing media equity for our clients and consumers by constantly looking for stories that provide context as to why an event matters.” Martin and Floreani were then joined in a roundtable discussion by Ed Hula, Editor

of Around The Rings, and Tingting Zhang, Business Development Manager at Yutang Sports. The panel members discussed the challenges and trends in digital media and why traditional media houses are facing “innovator’s dilemma”. The participants agreed that internet remains “the backbone of digital media’s growth” and acknowledged that digital media itself “is still in its infancy and faces little competition at the moment”. They agreed that it would be years before a “Super Bowl experience” could be established on digital platforms. David Grevemberg, CEO of the Commonwealth Games Federation, wrapped up MediaAccord by sharing the successful story of the media engagement strategy at the 2014 Glasgow Commonwealth Games.

Speakers and panellists at SportAccord Convention can expect to be pushed for “home truths” and “strong discussion” as the man leading many of this week’s conference sessions aims to get to the heart of sport’s challenges and opportunities. David Eades, Journalist and Anchor for BBC World, who is moderating at his sixth SportAccord Convention, said the result should be a series of compelling contributions and conversations which are relevant to all who are interested in sport. Eades said: “We are homing in on ‘The Mission of Sport’. It is a topic which reminds us that sport has a pivotal role in people’s lives: a mission to serve sports fans, to act in the best interest of sport, to help encourage people to get involved in sport at grassroots level and to give people the best opportunity to enjoy sport, from spectating to performing at the highest level.” With his own packed Convention schedule and his experience of having interviewed many key sporting figures live on the SportAccord Convention stage, Eades is not about to start picking personal David Eades favourites, but he admits to being excited and intrigued about some of the themes. He said: “The Conference feels like an exciting departure for us. The Digital Summit is a major commitment to a critical feature of our modern landscape, vitally important to all of us, and with huge opportunities if we make the most of its potential to help us. “The chance to see Virtual Reality TV in action is bound to prick people’s interest in the Sport and Media Session, and there is a visual and active expose of e-gaming – a real challenge to some sports. “There will be more opportunities to ‘touch and feel’ the sporting future than we have ever had before.” He expects to hear some hard-hitting messages from Sir Martin Sorrell of WPP on Wednesday, from a heavyweight cast in the Plenary Panel which Eades will lead on Thursday and from Australian rugby union legend Michael Lynagh, a great sporting influence on and off the field. Eades said: “A good conference session should offer a spark which draws out of speakers and participants some of the ‘home truths’ which need to be addressed in our sporting world. “Panel sessions should be ‘conversations’ among highly experienced, expert and senior figures in their industry, which help to bring out strong discussion among people who really know their business. I like to think we have had innumerable examples in the last few years.” Eades is also confident that interviewees will be stimulated by their surroundings and will enjoy the blend of serious discussion and social interaction. He said: “We are delighted with the standard of speakers we have brought on board, including former sporting stars, and I think it’s great to be in the capital of the sporting world. “The conference is always a terrific challenge as well as an opportunity, so for me the adrenaline is there every time; making sure we deliver stimulating, valuable discussion and presentations – and a wonderful social occasion, where business genuinely does mix with pleasure. That’s a great thing to look forward to!”

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EADES EXPECTS ‘HARD-HITTING’ CONFERENCE

Cities are getting better at sharing their experiences of hosting

Cities find it’s good to talk T

he audience will be called into action ‘The idea is that the when the issues around bidding for more cities talk among major sporting events are examined at City Forum today. themselves, the better’ Delegates will be set the task of working together to analyse the case studies, pick from 13:30 until 17:30, was created as a their way through the problems and then way to provide content of specific interest present answers which could form a to cities, with the idea of getting the cities blueprint for how to approach future bids. talking before the conference begins so Don Schumacher, CSEE, Executive they can continue the dialogue the rest of Director of the National Association of the week. Sports Commissions, is confident the Partnership working has been given growing level of co-operation between a sharper focus this year and potential rivals will deliver audience involvement will be interesting results. He said: “The sought at every step before they international bid city community is begin their deliberations. growing closer together. There are Schumacher said that the City multiple opportunities each year Forum programme has been for cities to talk with one another at designed specifically to engage the industry conferences and events. audience and will reflect the real“It is our hope that information Don Schumacher life issues which encourage cities sharing and industry best practices to work together in an attempt to overcome will work together to make the relationship mounting obstacles. between event and host city more of a He said: “I am looking forward to a partnership than a one-way street.” City discussion on different hosting models. Forum, which takes place in Room 5 BC

Every city or country has its own strategy and it is important to note there is no one way to do things. The programme has been designed to help cities realise the importance of evaluating an event properly before submitting a bid, but it will also share the different approaches taken by different cities during evaluation. “The sessions will make it obvious that cities will do things their own way and they should expect to hear that other cities would take different approaches to the same opportunity.” The cost of bidding is another area of concern and one which increases the appeal of creating an international association of bid cities. Schumacher said: “This long-discussed project has taken on added importance. The idea is that the more cities talk among themselves, the better. Communication should reduce the chances of over-paying or over-promising. It is also very apparent that cities want to learn best practice from each other: what works, what does not work and what kinds of events to avoid.”

AIOWF’S 2018 UPDATE Ricci Bitti set for re-election Relations with the IOC dominate the agenda today as Members of the Association of International Olympic Winter Sports Federations (AIOWF) meet at SportAccord Convention for their General Assembly. The full-day session will be followed by a joint meeting between AIOWF and the IOC. In addition, the AIOWF Council will meet tomorrow with the Council of the Association of Summer Olympic International Federations (ASOIF). Sarah Lewis, AIOWF Secretary General, said the key

focus for the General Assembly will be the receipt of reports around various aspects of the Olympic Games and from WADA. As well as reports from the President and management of WADA, the meeting will hear from the IOC Ethics Department about the Olympic Movement Code Prevention of the Manipulation of Competitions and about its work on good governance principles. Updates will be presented from the Winter Games in PyeongChang 2018 and Beijing 2022, and from the 2020 Youth Olympic Games in Lausanne.

The Association of Summer Olympic International Sports Federations (ASOIF) will receive progress reports from Rio 2016 and Tokyo 2020 when they hold their General Assembly at SportAccord Convention today. The meeting will also hear from the Buenos Aires Organising Committee for the 2018 Youth Olympic Games and will discuss issues to be raised by ASOIF at its joint meeting with the IOC, which follows the General Assembly. Rio 2016, Tokyo 2020 and the distribution of revenue from the Games were all

prominent concerns for the 28 IFs on the Summer Olympic programme when they met last year in Sochi but the discussions brought progress on all fronts. ASOIF Executive Director Andrew Ryan said afterwards that the presence of ASOIF President Francesco Ricci Bitti on the IOC Co-ordination Commission and the establishment of an issue tracker had enabled closer monitoring. Francesco Ricci Bitti is expected to be re-elected unopposed as ASOIF President at today’s meeting.


Cities must look beyond the traditional measurements of success when assessing the impact of hosting sporting events, according to Sportcal CEO Mike Laflin. Speaking ahead of his appearance today on the City Forum programme, Laflin, whose company is a Principal Media Partner of SportAccord Convention, said that it is not enough to look purely at criteria such as economic impact and tourism if regions are to gain a true insight into the success of the competitions they have held. In ‘The Current State of Affairs’ (13:30-14:15), Laflin will introduce Sportcal’s Global Sports Impact Project 2015, which found that 400m spectators attended 50 of the leading world events during the year. However, he explained that hosts and rights-holders can only improve their long-term performance by expanding the scope of assessment. “We are in an ever-changing climate and understanding what the true benefits of hosting major sporting events has become more important than ever,” Laflin told The Daily. “Cities and governments want to know what sport can deliver and sport wants to know what cities want. There is no standard methodology for understanding what the true impact of sport is and this is what the Global Sports Impact Project is trying to achieve. It is trying to help cities understand what sport can deliver and it is trying to help sports understand how better to deliver Mike Laflin their events. “We are looking at a more holistic view of what sport delivers to host regions. Social cohesion and engagement are becoming increasingly important, and we are looking across a broad range of indicators including economic, tourism, sporting, media, sponsorship, social and environmental. “Sport delivers a huge impact every day and we need to tell people about these impacts and explain that there is more to sport than economic benefits. “At the same time sport needs to understand that cities and governments have greater social responsibilities so sport needs to leave a stronger legacy than a one-off event that blows in to town and blows out without really leaving a lasting legacy.” This is a big year for Sportcal, which is celebrating its 25th anniversary with the launch of a new website and its Sports Market Intelligence Centres, which will make the company’s data more accessible for subscribers. “Sportcal has a huge amount of data, but to date it has been hard to analyse it,” Laflin said. “Sportcal will now provide a series of sophisticated analysis tools that will enable subscribers to the Intelligence Centres to analyse Sportcal’s data in a variety of ways with graphical representation and export facilities. “It is going to be an improvement for all subscribers and will provide them with even better market intelligence than before.”

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OPENING UP THE TRUE BENEFITS OF HOSTING


Scotland hosted the 2015 FIG World Gymnastics Championships

Repucom workshop lets IFs ‘take stock’ S

SCOTLAND BUILDING EVENTS REPUTATION S

cotland has gone from strength to strength since successfully hosting the Commonwealth Games multisport event in 2014, according to Paul Bush, Director of Events at EventScotland. Bush will feature on the City Forum programme today when, in a discussion with BBC World Journalist and Anchor David Eades, he will tackle the subject of ‘Evaluation Process: Knowing what to bid for, and when to say no’ (14:45-15:15). Ahead of his appearance at the SwissTech Convention Center in Lausanne, Bush said that he has been encouraged by Scotland’s burgeoning reputation as a go-to place for hosting showpiece events, with 2015 representing another significant year. “Last year was an excellent year for events in Scotland,” Bush told The Daily. “Maintaining the momentum on the back of a landmark 2014, we hosted three World and two European title events, including the World Gymnastics Championships, the World Orienteering Championships, International Paralympic Committee Swimming World Championships, FEI European Eventing Championships and the European Judo Open. “Added to this, Scotland also welcomed

highly prestigious events like the Turner Prize and tennis’ Davis Cup for two key matches. EventScotland also played a pivotal role in refreshing Scotland’s national events strategy, ‘Scotland the Perfect Stage’ (STPS), which was launched in September 2015. “To align more closely with the recommendations of STPS and future-proof the organisation, VisitScotland’s Events Directorate also completed an ambitious restructure, which saw the creation of two new teams to sit alongside EventScotland: Developing the Industry and Business Events. “So 2015 will definitely go down as another landmark year for events in Scotland.” Bush is keen for EventScotland to capitalise on the momentum and he believes that STPS will prove crucial in the ongoing strategy. He added: “We really cannot emphasise the importance of the new national events strategy enough and one of our key priorities will be delivering its recommendations, which specify that we must continue to grow the capacity, capability and sustainability of Scotland’s events industry across the board. “And while the strategy will determine our priority areas for the next 10 years, we have already begun thinking even further ahead.

We’re looking at what events may look like in 20 years’ time and addressing how we will respond to the demographic, economic and social conditions that will face us then.” Bush accepts that there will be bumps along the road, but he remains confident that EventScotland is on the right track. “No country is immune to the economic challenges that are being experienced globally,” he said. “These mean that we have to work even harder to ensure that our funding aids events in achieving real impact in many areas, including generating economic activity and creating legacy benefits. “The opportunities lie in our still untapped demographics. We have an ageing population but this creates some really interesting opportunities in creating events that cater for the interests of this group. “As this group grows in size, so does the opportunity. At the other end of the spectrum, we still believe there is scope to develop events that engage young people, so we’ll be continuing to look closely at both markets in the coming months and years.” EventScotland, a Silver Partner of SportAccord Convention, is part of VisitScotland, the country’s national tourism organisation.

ports marketing research company Repucom, a Delivery Partner of SportAccord Convention, will host a drop-in session this afternoon at the SwissTech Convention Center. The session, entitled ‘Federation fitness check: ensuring commercial health in a changing world’ will take place from 16:00-17:30 in Room 4 BC, will feature Repucom experts and representatives from International Federations examining five key topics central to commercial growth: fans, media, digital, competition and partnership. Repucom Europe’s Chief Revenue Officer, Marco Nazzari, told The Daily that the session will give IFs the chance to “take stock” of the current media landscape. “It’s a complex time to be an International Sports Federation, with all sorts of things to be thinking about – funding models, partner relations, participation levels, a rapidly changing media landscape, new technologies, more competition from other sports and forms of entertainment, and in some cases to change governance structures as a result,” Nazzari said. “Our ‘fitness check’ is an opportunity for Federations to take stock and examine many of these issues in detail and determine how they can best prepare themselves to meet the challenges of a changing world. “We’ll

‘What really matters is hearing direct from the Federations about the issues they face’

also be joined by representatives of several International Federations who will share their experiences and discuss a few bestpractice examples. “Repucom already works with many International Federations in a variety of ways, providing commercial consulting and market research solutions, and social media valuation – all based around an independent source of demographic, attitudinal and behavioural data. “Our truly global footprint allows us to draw on a wealth of industry experts and best-practice tools and solutions required to support federations deal with the many complex challenges they often face in sport. “Many Federations have a solid financial base – those with Olympic status benefit from funding from the International Olympic Committee and most have good commercial programmes already

#ShareYourGoldenMoment

Marco Nazzari

better understand their audience, maximise commercial strategies and develop richer, deeper partnerships,” Nazzari, who also serves as Managing Director of Repucom Italy, added. “This is part of the wider professionalisation of International Federations around their commercial approach, governance structure and sport presentation. “We’re continuing to work hard on building out our offering as part of our Connected Solutions approach. “This includes further developing our global consulting capabilities to enable us to develop deeper, more integrated partnerships with rights-holders, brands and broadcasters with the aim of helping them to maximise their commercial success.”  The drop-in session hosted by Repucom today will be first in a series of workshops to take place at the SwissTech Convention Center this week. On Thursday, SportBusiness Group and 360DIRECT will host a session entitled ‘Effective Event Hosting Planning’ (09:0010:30) before GlobalSportsJobs focuses on ‘The Evolution of talent and development in a digital age’ (14:00-15:30) and Sportcal hosts ‘The Global Sports Impact Project (16:00-17:30)

Visit the UK Reception at SportAccord 2016

Built on a long tradition of sporting participation, the UK has developed an enviable worldwide reputation for organising first-class sporting events. UK companies have demonstrated their experience and have played a leading role in the delivery of some of the highest-profile global events since the 2000 Sydney Olympics. They are innovative and creative suppliers and partners to the wider sports industry, its federations and cities.

Thomas Lund Secretary General Badminton World Federation

in place. But the biggest challenge is finding and then optimising the right strategy in a fast-moving world. “The industry is full of talk about exciting new technologies, emerging markets and new broadcast models, but pinpointing the right options in all these areas requires careful evaluation and thought. “We will be on hand throughout the Convention to discuss how we can help Federations to increase the value of their commercial proposals. Ultimately, we’re here to hear from Federations themselves. “It’s all good and well for us to have a view, but what really matters is hearing direct from them about the issues they face and how as trusted advisers in sport and entertainment, we can help them deal with these with bespoke and best-practice solutions.” Repucom’s client base includes FIFA, football’s world governing body, and the FIA, motorsport’s global governing body, as well as a host of leading sports teams and franchises from across the globe. “We’re seeing International Federations seek more information to

Come and meet UK Trade & Investment and leading UK companies including 4 global, Arup, JLT Specialty, Populous, Sports Grounds Safety Authority (SGSA) and WilsonOwensOwens (WOO), to see how we can add value to your projects. Stand #80 Wednesday, 20 April 17:30 – 18:30 gov.uk/ukti


Gueisbuhler said: “We reached out to all the IFs through organisations including ASOIF, AIOWF, ARISF and AIMS and we also contacted some Associate Members and we got a great response. The result is that we will be able to show a wide spectrum of virtual sporting action, including sailing and bobsleigh, which we just couldn’t get into the Sports Demo Zone before. “Some sports do not lend themselves to physical demonstrations. The video wall provides a great opportunity for all the International Federations who wish to take part to use brilliant imagery, to capture the imagination of the delegates and representatives from the City of Lausanne and the Canton of Vaud.” Pascal Willoughby-Petit, Founder and Managing Director of Penceo, the Virtual Sports Demo Zone sponsor and Silver Partner, said: “We are a proud sponsor of the Virtual Sports Demo Zone as we believe that video is a powerful and exciting way of showcasing your sport through storytelling. “For those organisations who would like to see what can be done and are looking to produce a video for future events, visit the Zone and then come and talk to our team at Stand 39.”

Go gets boost from Google A.I. battle

Lee Sedol considers his defeat against Google’s AlphaGo

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A new video venture will today give International Federations the chance to showcase their sports in style as part of the hightech Virtual Sports Demo Zone. More than 30 IFs have signed up for the opportunity and will combine to present an allaction display when the Zone bursts into life with a video wall at SportAccord Convention. The Virtual Sports Demo Zone powered by Penceo can be found on the Campus/First Floor and was devised to help more sports than ever raise their profile among the thousands of influential visitors to the Convention. The video wall will showcase sport and events from IFs, using the latest technology and production techniques, and will guarantee plenty of air time with repeated broadcasting from today until Thursday evening of content submitted by the sports. Philippe Gueisbuhler, who is responsible for this year’s Virtual Sports Demo Zone, said the idea was aimed at bringing in more sports, and particularly those which could not easily be demonstrated indoors and in the space available. He said the response indicated great enthusiasm for the project.


MIND SPORT IN NEWS AS COMPUTER BEATS CHAMP

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he interest in the sport of Go has increased dramatically in the past month since World Champion Lee Sedol of South Korea was defeated by artificial intelligence (AI) programme AlphaGo at the Google DeepMind Challenge event. AlphaGo won all but one of the five games played, propelling the sport into the global spotlight, with many people now encouraged to explore Go after watching the event, which was shown live across the world from March 9-15. “The story of AlphaGo defeating a human champion on Go – ‘the holy grail of human intelligence’ – was publicised by every major news outlet in the world, in all the major languages, through more than 35,000 articles, and by tens of Hajin millions of views and reads,” Lee

Hajin Lee, Secretary General of the International Go Federation (IGF), told The Daily. “There is a historical surge of interest in Go leading to, among other things, a shortage of Go equipment in the world market. More importantly, a significant challenge has emerged in the limited human and financial resources available to meet the sudden demand of Go instruction and organisation.” The publicity gained from the Google DeepMind Challenge match has opened the door for IGF to expand

into new territories, something that had already been on the body’s agenda. “Our current focus is to promote Go in the West, mainly through online teaching and playing,” Hajin added. “In the 20th century, Go was mostly an East Asian game; yet with the development of live-streaming platforms such as YouTube and Twitch, information exchange has become much more accessible via online broadcasting of Go tournaments and instructions. “IGF is in a unique position to help link the Asian resources with the needs of the West. In the short term, this will be IGF’s major task. “In the coming years, our focus will be on two areas: to expand worldwide outreach through online technology and broadcasting and also to engage young and female players. “The American Go Association, the European Go Federation, and the Russian Go Federation has all started online broadcasting in the last six

‘We want to expand worldwide outreach through online technology and also to engage young and female players’

months, and IGF is providing support to these efforts.”

A

lthough the Google DeepMind Challenge event opened the eyes of the wider world to Go, the sport has quietly enjoyed a successful past 12 months with a number of World Championships having taken place. “In the past year, we continued to sponsor or co-sponsor several World Championship events, including the World Amateur Go Championship, the World Student Oza (King), the International Amateur (Mixed) Pair Go Championship, and the biannual

professional World Championship – the Bailing Cup,” Hajin said. “In addition, IGF has joined our mind sport partners in organising the first International Elite Mind Games, an invitational tournament featuring the world’s top mind-sport players. “This event succeeds a four-year run of the SportAccord World Mind Games and is the most important item on the mind sport calendar. We expect to continue this tournament indefinitely and have already entered into a contract for the next four years. “Separately, to improve the technology base of IGF, we have opened social network pages on Facebook and LinkedIn, published tournament and player databases on the web and initiated an official YouTube channel to stream and share video on Go teaching as well as show matches. “These steps have proven effective in engaging the player base from bottom up and have been very positively received.”

Speakers Corner offers new opportunity to be heard International Federations and SportAccord Convention Partners can this year make the most of a new platform to promote their activities with the launch of Speakers Corner. Many organisations signed up to take advantage of the opportunity as soon as it was announced as an addition to this year’s programme. Any remaining slots are expected to be claimed quickly as delegates and exhibitors look to target the Convention audience. Luis Cantarell, Account Manager, SportAccord Convention, said Speakers Corner was devised to provide IFs with a new marketing opportunity which enables them to show what they do and meet potential

new partners face to face. He said: “Speakers Corner is an attractive and accessible platform for IFs and Convention Partners to provide information and to express their views with other delegates and organisations located in the heart of the SportAccord Convention Café. Its aim is to engage, inform and enrich opinion and, wherever possible, entertain. “The participants will be thrilled to have the opportunity and I am sure the outcomes will be positive. “We have a great variety of presentations already booked by IFs and Partners. “Some are giving speeches, some using powerpoint and others showing video to

promote their organisations. We welcome more participants if they can put together a presentation of up to 10 minutes.” The Speakers Corner schedule enables them to give a presentation of up to 10 minutes on their activities. All equipment and material is provided, such as TV, cables and chairs and there is also a technician onsite to help if required. The presentations begin today and the service will run until the close of the Convention on Thursday evening. The World Confederation of Billiard Sports (WCBS) will open the proceedings today with a presentation from its Vice President Marcin

Krzeminski at 09:30. Dawei Wang, General Manager of the International Weightlifting Federation (IWF), will present at 10:10. Other Federations presenting today will be the International Waterski and Wakeboard Federation (IWWF) at 13:10 and the World Minigolf Sport Federation (WMF) at 13:30. Partners who have booked presentation slots include Around The Rings at 10:30 today, SportBusiness Group at 12:10 tomorrow, Connor Sport Court International at 13:30 tomorrow and at Dow Jones at 15:50 tomorrow.

 IFs and Partners who are interested in appearing should contact Sylvie Michaud at sylvie.michaud@ sportaccordconvention.com or +41 797007747

FIH UNVEILS PORTFOLIO OF ‘BIG, BOLD AND LOUD EVENTS’ The International Hockey Federation (FIH) confirmed yesterday that a new portfolio of events will launch in 2019, transforming the landscape of international hockey. Designed to provide a regular calendar of must‐see events in packed stadia across the world throughout the year, a new annual global home and away league featuring the world’s leading hockey nations will complement the Hockey World Cup and Olympic Games. Under the new league system, international teams will play against opponents once at home and once away each year. Following several months of competition, the top-ranked teams will then qualify for a standalone ‘grand finale’ tournament, which will determine the winners and form part of a three-tier system, identical for the men’s and women’s game. Teams participating in the new home and away league will be chosen based on a clearly defined set of qualification criteria designed to maintain the quality of the league. According to the FIH, the new event portfolio that has been created will enhance media coverage of hockey and create big, bold, packed and loud events, as well as increasing future revenue projections. For those nations not in the home and away league, the next tier of competition will remain similar to the current Hockey World League Round 1 and 2 events, played over two-year cycles. While Hockey World Cup qualification will remain similar to the current system, Olympic qualification will change, pending approval of the International Olympic Committee’s Tokyo 2020 Olympic Games qualification criteria.

The proposals were approved by the FIH Executive Board in Lausanne earlier this month. The decision was made after more than 18 months of consultation, research and development between various stakeholders, overseen by a specially formed working group for this project. Integrated audit, tax, consulting and financial adviser Deloitte provided support in developing the financial model for the new portfolio of events. FIH Chief Executive Officer Kelly Fairweather called the historic decision a “game-changer” for the sport. “More than a year’s worth of work and over 700 people have helped develop this new portfolio of events,” Fairweather said. “Moving from a tournament-based format to a home and away league will considerably increase the value of our sport.” FIH President Leandro Negre added: “When we launched our strategy 18 months ago we knew that drastic measures were required to revolutionise the sport. “This is an exciting opportunity for hockey. A lot of hard work has already been undertaken, but this is only the start. “We need the hockey family to embrace this change now to ensure we reach our 10-year aim of making hockey a global game that inspires the next generation. “This will certainly be a monumental step for the sport as we take it to the next level.” The introduction of the new portfolio of events means that there will no longer be Hockey World League Semi-Finals and Finals, while the last Hockey Champions Trophies will take place in 2018.



Q&A

The Daily: What other notable developments has the organisation experienced over the past year? TK: “The other institutional achievement that we reached almost one year before the forthcoming 2016 Summer Olympic Games in Rio, was when the Kazakhstan NOC started to work with the new management team under a new Executive Committee, which accordingly established a new plan, new objectives, new horizons and new dreams. “We have revised the Charter of the Kazakhstan NOC and all documentation in compliance with the Olympic Charter. The new Charter was further approved and adopted during our Extraordinary Congress in March this year. “As for sporting highlights, I would like to mention Ilya Ilyin’s world records in weightlifting in 2015 and the world title won by Yeldos Smetov at the World Judo Championships last year in Astana. The bronze medal of the 2012 London Olympic Games champion Olga Rypakova in triple jump during the IAAF World

PRESIDENT, NATIONAL OLYMPIC COMMITTEE OF THE REPUBLIC OF KAZAKHSTAN

The Daily caught up with Timur Kulibayev, President, National Olympic Committee of the Republic of Kazakhstan, a Gold Partner of SportAccord Convention. Timur Kulibayev with IOC President Thomas Bach

skating at the Lillehammer 2016 Youth Winter Olympic Games, made her debut last year in adult figure skating competitions. She is a promising young Kazakhstani athlete and we hope she will fulfil her potential at the 2018 Winter Olympics.”

Olympic Family and International Olympic Committee itself. In this regard, international cooperation has been and remains one of the most important areas of focus. We will continue to strengthen cooperation with the International Olympic Committee, the Association of National Olympic Committees, the Olympic Council of Asia, the world’s leading National Olympic Committees, International Sports Federations and organisations. “I believe that steady progress now is impossible without modern approaches, innovation and implementation of proven best practices. “As a part of the Kazakhstan NOC development programme, identification of best practices and benchmarking from the leading NOCs and different organisations, we have already taken several steps forward, starting with a working visit to the US Olympic Committee at their headquarters in Colorado Springs, to gain a better understanding and insight into how sport works in the country.”

The Daily: What are your current projects and areas of focus? TK: “The NOC is an integral part of the

The Daily: What about the organisation’s other priorities? TK: “The development of the Kazakhstani

Championships in Beijing was another highlight, while in tennis, the Kazakhstan men’s team again proved to be one of the strongest national teams in the Davis Cup. “In winter sports, Denis Ten, a bronze medal-winner at the 2014 Winter Olympic Games in Sochi, finished third at the ISU World Figure Skating Championship in Shanghai. Young skater Elizabeth Tursynbayeva, who won a bronze in figure

‘The Kazakhstan NOC has defined in its organisational strategy where it wants to go’

anti-doping system as well as the fight for honest, doping-free sport is a high priority in the NOC’s strategic development plan and another area of focus. “The NOC of Kazakhstan became an initiator of the National Independent Anti-Doping Commission establishment. The newly-created autonomous body will supervise compliance of the Kazakhstani anti-doping system in line with international requirements. “The Commission unites representatives of the sports community, governmental authorities and non-governmental organisations. In February, just after the creation of the Commission, its members visited the Anti-Doping Norway and Norwegian Anti-Doping Laboratory in their headquarters in Oslo to discuss doping controls, education and intelligence activities, research and handling of therapeutic use exemptions with representatives of one of the world’s leading anti-doping organisations. “All these steps helped us to gain first-hand experience, to see issues from a broader perspective, understand the background of good practices already tried and tested and, what is more important, to enhance international cooperation between members of the Olympic Family. “This is a critical time for the Kazakhstan NOC. The Kazakhstan NOC has defined in its organisational strategy where it wants to go and now is the critical moment in defining the best way to get there.” The Daily: What are the current opportunities and challenges for the organisation? TK: “New challenges always open up new opportunities that are materialised by the establishment of specific goals and objectives. Strengthening and developing the Olympic movement in Kazakhstan, enhancing the role of athletes, cleaning up sport and promoting fair play are among the major goals in Kazakhstan NOC’s development roadmap. “Additionally, I would outline the transparency of the organisation, strengthening the diversity of the Olympic Movement in Kazakhstan, while encouraging an inclusive decision-making process by enhancing the role of women in sport. Sport is a true game-changer and, through sports, much can be achieved in a social-cultural sense. “We strive to be the leading organisational reference, not only in sport, but across all Kazakhstan society.”

Rio Games to set new benchmark S

ir Philip Craven, President of the International Paralympic Committee (IPC), believes that this year’s historic Games in Rio, Brazil, will act as a major boost to the Paralympic Movement. Craven is targeting significant increases in broadcast exposure in several markets worldwide, building on the success of the Summer Paralympic Games in London in 2012. “This year is all about September’s Paralympic Games in Rio and building on the momentum of London 2012,” Craven told The Daily. “Latin America’s first Paralympics are a huge opportunity for us to engage new audiences throughout the Americas and especially in the US, where a Summer Games will be shown live on NBC for the first time. “We want to continue growing and improving the Games in terms of athletic performance, legacy, spectator numbers and TV audience figures. “Already we know that Rio 2016 will be the most widely covered Paralympics to date

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The Daily: How do you reflect on the last 12 months at your organisation? Timur Kulibayev: “Last year was quite a prominent one for Kazakhstan Olympic sports and especially the NOC, marked by a number of significant milestones. One of the highlights of the year was the race to host the 2022 Winter Olympic Games. “The cities of Almaty and Beijing were in a tight two-year race to become the host city for the biggest winter multi-sport event in the world. It was a long and adventurous period for our country. By bidding for the Winter Games we were not only granted an opportunity to show the world the significant progress that Kazakhstan has made since its independence, but also the amazing city of Almaty. “This alone is a major victory for our country. The experience we gained from working with the International Olympic Committee and International Federations, the entire process of candidature and the competition with such a strong opponent contributed a lot towards the development of Kazakhstani sports. Once again, we want to thank the IOC and the entire Olympic Family for giving Kazakhstan and Almaty the opportunity to present ourselves to the world and show appreciation for the encouragement, guidance and support throughout the two-year bidding campaign.”

TIMUR KULIBAYEV

with more than 120 countries set to show the Games. For the first time we expect to reach a cumulative TV audience of four billion people.” The IPC will head into Rio 2016 on the back of a positive past 12 months as participation

in – and coverage of – Paralympic sports continues to grow. “Despite the last year not being a Paralympic year it was one of the busiest to date with the IPC alone organising World Championships in seven sports,” Craven added. “We saw good growth in terms of our winter sports and the World Championships in both athletics and swimming drew record TV audiences. “In 2015 we also launched our latest four-year Strategic Plan, which outlines how the IPC aims to continue growing the Paralympic Movement between now and 2018. “Planning also continued for the upcoming Paralympic Games in Rio, PyeongChang, Tokyo and Beijing and, as a result of the three Games scheduled in Asia between 2018 and 2022, we saw our sponsorship portfolio increase with more Asian companies coming on board than ever before. “The Paralympic Movement is also growing apace and the Summer Paralympic Games is our No.1 showcase event where we hope to cement our position as the world’s

Why Lausanne..? “Lausanne is the Olympic capital and home of many world governing bodies and other service providers specialising in sport at an international level. With headquarters in Lausanne, there is the possibility to form a network to share best practices across various levels. Here there is a spirit of collaboration inspired by the Olympic Movement and world sport. At a practical level, in international sport there is the need for an international staff, and Lausanne provides an embracing environment in this regard.” Michael Schmidt, Executive Director, World Baseball Softball Confederation (WBSC)

‘ROLE MODELS’ CRUCIAL TO NETBALL’S PLANS

Clare Briegal, CEO of the International Netball Federation (INF), believes that the sport is leading the way when it comes to embracing new cultures from across the globe. The INF is continuing to raise the sport’s worldwide profile by organising events in countries not traditionally perceived as sporting hotbeds. According to Briegal, the sport’s global outlook – and the fact that its leading athletes are role models for aspiring players – is helping to promote netball to a new audience. “Netball is truly global,” Briegal told The Daily. “The sport embraces the widest variety

Malawi’s Mwai Kumwenda is the IWGA’s Athlete of the Year

of cultures and economies – all united by a love of the sport. “Our regional qualifiers for our first Netball World Youth Cup took place in Asia, which will be followed this year by our other global regions.

“Our inaugural Netball World Youth Cup will be held in Botswana in 2017, where hosting an international tournament represents a massive opportunity and an exciting challenge that the whole nation is rising to.”

Although two countries continue to dominate the sport at International Championships – the last five Netball World Cup finals have been contested by Australia and New Zealand – it was Mwai Kumwenda, an athlete from Malawi who stole the show at last year’s event in Sydney. Briegal was keen to highlight the impact netball players can have as role models, especially in countries where there is huge growth potential. “At the top of the sport, our world-class athletes are powerful and positive role models,” she added. “Mwai was this year voted the International World

Games Association Athlete of the Year. “Mwai is the first African player in the ANZ League, the world’s most prestigious and competitive netball league, playing for Tactix, in Christchurch, New Zealand. “She enjoys an enviable record, and was voted player of the tournament at the Netball World Cup Sydney 2015, where she was the only player to score more than 300 goals. “It’s with great pride that our President, the Hon. Molly Rhone OJ, CD accepted this prestigious award on behalf of Mwai at SportAccord Convention in Lausanne this year.”

top sporting event for driving societal change.” In September 2016, the IPC Academy Campus will take place in Rio de Janeiro, giving stakeholders of major sports events the chance to learn from their peers during the Paralympic Games. Delivered by the IPC Academy – the International Paralympic Committee’s educational division created in 2009 as a partnership between the IPC and the World Academy of Sport – the 2016 IPC Academy Campus will include a Games Experience Programme, Observers’ Programme and Inclusion Summit. These high-level programmes will provide attendees with the opportunity to network with a number of key event organisers from the Organising Committees of the Olympic and Paralympic Games for PyeongChang 2018, Tokyo 2020 and Beijing 2022 among other major sports events representatives. Contact World Academy of Sport Project Coordinator Claire Bennett at cbennett@ worldacademysport.com for further information.

Come and experience Top World Floorball in Lausanne!  The Badminton World Federation has launched a new website for the Chinese market, www.bwfbadminton. cn. Mandarin-speaking badminton fans are now able to keep abreast of news, results, player profiles, photos, rankings and statistics on the website, which will mirror its English-language equivalent, www. bwfbadminton.com. “Not only is badminton huge in China – with an estimated fan base of 250m – but it is also popular among persons of Chinese

background living around the world,” BWF Secretary General Thomas Lund told The Daily.  To mark the construction of the Synathlon building – where the headquarters of the International University Sports Federation (FISU) will be based from January 2018 – a stone-laying ceremony is being held tomorrow at the University of Lausanne’s Dorigny Site. Welcome addresses will be given at 12:15, with the ceremony taking place at 12:30, followed by

cocktails at the Restaurant of Dorigny. Bus transport to and from SportAccord Convention will be provided for media attending the event. The Dorigny Site is a fiveminute journey from the SwissTech Convention Center. One-on-one interviews with FISU President Oleg Matytsin can be arranged for after the ceremony. Media wishing to attend and arrange interviews should contact Anna Manuelian by emailing anna@ jtassocs.com or calling +79 183402753.

match schedule EFT 2016 date

Espace Odyssée Malley Chemin du Viaduc 14 1008 Prilly

teams

time

arena

22.04.2016

17.00

CZE

SWE

Espace Odyssée, Lausanne

22.04.2016

20.00

SUI

FIN


23.04.2016

15.00

FIN

CZE


23.04.2016

18.00

SUI

SWE


24.04.2016

12.00

FIN

SWE


24.04.2016

15.00

SUI

CZE


Free Entrance with the SportAccord Accreditation!



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Keeping your cool 1800 heat is on when the London

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of Cabling

for London 2012

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Helsinki

Temperature control is essential for many sporting events

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he phrase ‘rain stops play’ is something outdoor sports event organisers dread. However, a sudden snowfall or heatwave does not have to derail preparations, according to global power generation company Aggreko, a Silver Partner of SportAccord Convention. Aggreko, which supplies power to many of the world’s major sporting events, is also a major player in temperature control – whatever the weather. Powering events is often an early consideration event organisers, Nearly halfforthe globe but they frequently overlook Watched last minute of their inevitable need for either heat or air FIFA World Cup™ 2014 conditioning, even though they will often need both. However, it is important to remember that temporary control needs can have a serious impact on the

3.5 billion

190 countries

Take the TV Feed for

Dakar Rally There are thought to be 194 countries in the world

12 million

operating conditions for media and overall power consumption of an event broadcast equipment. and therefore ‘smart’ temporary control For the solutions are critical to keeping power Spectators line the route of media and broadcast companies, temperature control has consumption at acceptable levels. become especially critical, because “Challenging outside temperatures *Biggest attended sporting event in the world the technology is evolving so fast and can create serious headaches for event digital equipment is so sensitive to organisers,” David de Behr, Aggreko’s temperatures and humidity. Head of Global Events, told The Daily. With that in mind, perfectly “Obviously you want your athletes or climatised working artists to perform in ideal conditions areas or inside and your spectators and guests to sport venues are enjoy the event key to the success in the most The amount of heat a horse produces in a 160km of bringing a live comfortable endurance race is enough to boil event to television. conditions. “It goes hand “We can create 160km in glove with our those ambient of water power solutions, temperatures, which means we can provide a full regardless of whether it’s -20 or +40 turnkey service and help reduce degrees outside.” overheads for organisers, compared As well as sporting events, Aggreko to appointing separate suppliers for is also a partner of Cirque de Soleil, power and temperature individually,” enabling the world’s largest theatrical De Behr added. producer to perform across the world Aggreko operates reverse cycle and in the most challenging climates. equipment that can provide both “Temperature control solutions allow heating and cooling, allowing for the performers to tour the show during heating in the morning and then the hot summers in Rio de Janeiro cooling later in the day once the sun and biting winters in Moscow and has warmed things up, before dropping everything in between,” De Behr said. back again when it cools off. “We’ve devised a system control Many high-profile global sporting programme that can vary the events take advantage of Aggreko’s temperature according to the very extensive expertise, cost and energy specific temperature needs of efficient temperature control systems, individual structures at any location. including tennis, golf, skating, skiing “Our design also makes the system and American football. The company energy efficient for touring shows also supplies to winter ice skating rinks, and it’s an ideal solution for sporting ice hockey venues, horse racing and venues, whether permanent or motorsport, among other facilities. temporary structures, and wherever “Temperature control is not normally they may be in the world.” high on the list of considerations when Temperature control might include staging major sporting events, though it air conditioning and/or heating for should be, because getting it wrong can arenas to create ambient temperatures have adverse effects on all involved,” for athletes and spectators, refrigeration De Behr said. for catering facilities, and optimal

Tour de France*

770 litres

COFFEE BREAK JUNE 2015

Press with SportAccord Convention Gold Partner

Kit

DID YOU KNOW? It is perhaps little surprise given the warm welcome afforded to SportAccord Convention delegates this year, but Lausanne is home to the oldest hospitality management school in the world. Ecole Professionnelle de la Société Suisse des Hôteliers, which would later become Ecole Hôtelière de Lausanne, was established in 1893 at the Hôtel d’Angleterre on the shores of Lake Geneva.

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 The Educational Courses introduced by the International Surfing Association will prove to be vital in ensuring the continued development of budding surfers across the world, according to Fernando Aguerre, the President of the sport’s global governing body. “It

is vital that we have an industry-wide standard course that allows instructors and coaches to develop their skills and knowledge,” Aguerre told The Daily. “Many people choose to surf recreationally for fun, but it is also important that we have in place a structured grassroots programme.”

FANS ARE THIRSTY FOR NEW SPORTS A Coca-Cola’s Thierry Borra told The Daily that no-one should take their audience for granted

sponsor with few rivals when it comes to pedigree and pride in promoting major sporting events will reaffirm its confidence this week that sport can overcome the challenges to its integrity. But Thierry Borra, Global Director Olympic Games Management for the Coca-Cola the emotion it can bring. I played Company, also warns that the soccer, handball – I was a board ‘old’ sports which drove the member of a handball club for 10 phenomenal development of the years – and played a bit of rugby sector must move with the times. at school. I love mountains and I’m If they fail to embrace innovative passionate about skiing. ideas, they risk falling behind the “Over the last 20 years working ‘new’ sports, with their dynamic for Coca-Cola I’ve had the chance fan-engagement strategies to work in several positions – supported by a robust approach to management, marketing and responsibility. operations – in various countries Borra will expand on his and I’ve been involved comments in the Plenary with the Olympic Games, Panel Session “We’re All FIFA World Cup, IAAF In It Together” in Hall World Championship, A at 10:00 on Thursday. Tour de France and The brief is to examine more.” the ways in which sports, Combining passion athletes and sponsors with foresight, Borra need to adapt, innovate initiated Coca-Cola’s and change to meet the Thierry Borra mentoring programme standards expected of to help Olympians make the a modern business, while also transition from the field of play to a offering a fair, drug-free and new career, just one way in which affordable sporting experience for the company has helped to build a participants and supporters. legacy from every event. He will speak as a top-tier He said: “As an Olympic sponsor sponsor of some of the biggest global sporting events and also as a since 1928, we believe the Olympic Games are a force for good that unite fan and a participant. people through a common interest in He said: “Probably like all of us here, I just love sport, its values and sports, and we have seen first-hand

the positive impact and legacy they leave on every community that has been a host. We support the core values of the Olympic Movement – excellence, friendship and respect – and are proud to continue our role in helping to make the Olympics a memorable experience for athletes, fans and communities all around the world. “Our sponsorships highlight our commitment to making a positive difference in all the communities we serve. We care about leaving each community just a little bit better than we found it after each activation we support.” Borra’s experience working on the international Olympic Torch Relays to Athens 2004 and Beijing 2008 no doubt played a part in developing a great insight into why fans get involved, what they want from sport and how to turn initial interaction into a lasting relationship.

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hat experience will also inform Coca-Cola’s work as the longest, continuous standing partner of the Olympic Games challenges itself to define

the future of its assets strategy. The aim is to use the power of its brands to come together through sport, which in turn helps to grow the business.

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he recognition that sport is not the only promotional game in town prompts a warning, but one which is

‘Our sponsorships highlight our commitment to making a difference in all communities’ delivered with ideas on how to face up to the competition. Borra said: “Brands will look more and more at entertainment as a whole, sport being one passion point. The competition will be even tougher within sport and the ones who will be able to move from passive exposure to genuine fan engagement will be more appealing to brands. “In today’s world, with the power

of digital and social media, ‘new’ sports could take over quickly a share of the ‘old’ sports. “To stay relevant, rights-holders will need to embrace a new era – open themselves to the outside, bring fresh perspective, aim high, define a long-term vision, bring expertise when they do not have it in-house, be creative and challenge the status-quo, looking first at the appeal of their sport, invest in marketing and communications, recruit fans. “In other words, act as real business owners.” Borra expects competition within sport to intensify as brands pursue the key influencers, but he maintains that confidence is key. He said: “Rights-holders will compete more and more with athletes and other talents, and the question for brands will become whether to invest in the sport property and get branded signage on the field or invest in a relationship with somebody who will talk genuinely about the brands to millions of followers. “Embracing this new era also means sports being responsible, setting up the right governance and acting with transparency to manage properly their reputation, and gain confidence from fans and stakeholders.”  Thierry Borra will take part in the Plenary Panel Session ‘We’re All In It Together’ at 10:00 on Thursday in Hall A


TODAY AT A GLANCE Tuesday, 19 April MEETINGS: ASOIF General Assembly (09:00-13:00, 14:00-16:00) AIOWF General Assembly (08:30-13:00, 14:00-16:00) ARISF Council Meeting (09:00-12:00) AIMS Plenary Session (08:00-12:00) IOC/AIMS (14:00-14:30) IOC/IWGA (14:30-15:00) IOC/ARISF (15:00-15:45) IOC/ASOIF (16:00-17:00) IOC/AIOWF (17:15-18:15) CONFERENCE: City-to-City (09:30-12:30) City Forum (13:30-17:30) Repucom Workshop (16:00-17:30) CONVENTION: SportAccord Convention Exhibition (08:30-18:30) Virtual Sports Demo Zone (09:00-18:30) MEDIA: ASOIF Press Briefing (17:30-18:00) SOCIAL: Morning Activity with the International Orienteering Federation, powered by AISTS (06:30-07:30) Lunch (12:30-14:00) Exhibition Showcase Cocktail (17:00-18:30) SportAccord Convention Opening Ceremony (19:00-20:00) followed by Opening Ceremony Cocktail (20:00-21:30) SportAccord Convention After Hours Official Bar – Royal Savoy Lausanne (19:00-23:30)

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he official opening ceremony of SportAccord Convention tonight will fuse sport with art, with young performers from the world-famous Rudra-Béjart school of theatre and ballet in Lausanne set to wow delegates at the SwissTech Convention Center. Forty 16 to 20-year-old students, hailing from five continents, will provide a spellbinding performance to mark the official opening of the 2016 Convention. According to the school’s Director, Michel Gascard, the performance will illustrate the synchronicity between the worlds of art and sport, with performers and delegates each representing a global community. “Our students focus on classical ballet training, the modern Martha Graham technique, music and rhythm, and also an acrobatic style, featuring skills that would be used in martial arts, such as kendo,” Gascard told The Daily. “Our students come from all over the world to share their love for dance and music and also to achieve their dreams. “It is fantastic for them to be performing in front of people from all over the world and to be sharing the stage with other artists that are world champions.” Gascard underlined the point that his school and International Federations share a responsibility – to provide youngsters with guidance and the opportunity of a better future. “International Federations govern sports that help to take kids off the street and

Attendees making the most of SportAccord Convention in Lausanne

Famous ballet school to lead opening ceremony give them the opportunity to get on the right path. It is the same process with our school. We teach techniques that provide a structure for adolescents, allowing them to develop their minds. “The audience tonight and the people on the stage are all part of the same process.” The Opening Ceremony (Hall A, 1st Floor – 19:00-20:00) will

also feature the traditional Swiss Alphorn and flag throwing before the opening speeches from the Convention’s President, Francesco Ricci Bitti; International Olympic Committee President Thomas Bach; Canton of Vaud Head of Economy and Sport, Philippe Leuba; and Municipal Councillor of Sport, Marc Vuilleumier. The Opening Ceremony, which will also feature

exciting news about the 2017 Convention, will be followed by Opening Ceremony Cocktails from 20:00-21:30, with delicious local wine from the Canton of Vaud, tasty local foods from Vaud Terroir and much more to enjoy. For delegates keen on trying out the Swiss Alphorn, the musicians will be on hand to offer a quick initiation.