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The winning formula: sports as brands

  • 08 September 2016
  • 05:00 PM - 06:30 PM
  • 5 Chancery Lane, Clifford's Inn, London, EX4A 1BL
  • Entry: Free

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Following a summer of sports, join us, along with industry insiders, to discuss how sports organisations, teams and athletes are building their brands to transcend sport.

We'll be asking our esteemed panel to reveal their secrets with questions such as:

  • How do sports brands balance their heritage and history whilst focusing on expansion and commercialisation?
  • What are the biggest threats and opportunities for sports brands in the current climate?
  • Are athletes/players and their sporting performance crucial to the success of a sports brand?
  • What happens when a non-sports brand becomes more than just a sports sponsor?

The Panel

Bill Sweeney - CEO, British Olympic Association - A highly accomplished sports business executive with more than 25 years’ experience developing some of the most recognised and successful brands in sport including Reebok, Puma and now Team GB. Bill has worked with brands that enjoy prominence across Olympic sports, rugby, cricket and the America’s Cup and will be reflecting on the power of the Team GB brand post Rio 2016.

Hussein Fahmy - Head of Legal and Commercial Affairs, Team Sky - In his dual commercial and legal role Hussein has a 360 view of all dealings with cycling giants Team Sky. His work covers everything from overseeing commercial and partnership development, brand management and fan engagement programmes to negotiating and drafting rider agreements. Huss previously worked for Sky Sports and will comment on the dynamic of working for a brand-owned sports team.

Luisa Fernandez - Managing Partner, BBH Sport - Luisa is a leading sports marketing executive. She recently joined the newly formed BBH Sport which works with brands such as Samsung, Audi and Under Armour. Luisa has also recently been consulting for rights holders including the LTA and London 2017. Previously Luisa worked for British Airways and led what was generally believed to be the best of the London 2012 sponsors’ activations plans.

The discussion will be chaired on a Chatham House rules basis by Alex Kelham, Head of Lewis Silkin's Sports Business Group and lawyer specialising in commercial rights and marketing matters in sport.

More details...

Registration for the forum will be from 4:30pm and the discussion will start at 5:00pm. The event will end at 6:15pm followed by drinks and canapés.

Event speaker

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Alex Kelham


I am an experienced commercial and IP lawyer, and joint head our firm-wide Sports Business Group. Although I have particular expertise in ...

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