Thank you to J.P. Terrasi for contributing to this report.
The 2013 IMG World Congress of Sports presented by SportsBusiness Daily/Global/Journal saw the leaders in the world of sports come together in Naples, Florida to share their expertise and experiences with attendees. Some of the biggest names and brands in sports were at the event. Obviously soccer is always on our mind and apparently that was also the case for the organizers as the beautiful game was widely represented.
“Examining the New Wave of Sports and Entertainment Marketing” saw leaders from across the spectrum, including JP Morgan Chase and Coca-Cola.
But talking about FIFA 13 and the FIFA brand was right up our alley. EA Sports Executive Vice President Andrew Wilson talked about “thinking bigger than just video games.” This included tying the game into social networks and engaging fans in the ad campaign. It just makes sense to pair the world’s largest football fans with the world’s largest clubs.
“The Globalization of the Beautiful Game: Building Brands Beyond Borders” brought ESPN, Liverpool FC, and AS Roma to the forefront along with MLS and the New York Cosmos. It was a diverse and impressive panel that showcased the diversity and the truly global reach of the game we all cherish.
Cosmos Chairman Seamus O’Brien talked about rebuilding and growing a famous brand.
“This is a business for us. We intend to build the Cosmos as a viable business.”
Growing a brand globally is also on the mind of Liverpool FC, a team that has benefited from overseas tours, the Being: Liverpool series on FOX, and massive popularity in emerging markets like Asia.
“Our owners want to grow and build a sustainable business,” LFC Managing Director Ian Ayre added. “Our overall revenues have gone up.”
MLS Commissioner Don Garber and ESPN analyst Julie Foudy talked even more about the game here in the States.
“We must protect the integrity of the game or we’ll all be out of business,” Garber exclaimed.
He also listed priorities for MLS as a New York team as the 20th franchise, getting better TV deals, and growing the fan base in local markets.
Foudy had a lot to say about the women’s game, particularly the previous two attempts at a professional league.
“There were good intentions, but the original management just didn’t know how to run a business.”
But she remains hopeful for the women’s game in America. Hopefully the NWSL will have much better luck with the helf of the USSF.
It is easy to see that this event was first-class in every sense.
