The COVID-19 pandemic and resulting global governmental restrictions regarding social gatherings, notably the cancellation of sporting events, have inevitably had an impact on the sports industry’s revenue and fan engagement.
To prevent lasting damage to brands, the industry is turning to long-term methods of value creation. In a bid to maintain fan engagement, sports clubs and organisations are exploring creative ways in which to navigate through the disruption, aiming to maintain societal commitment and mitigate the challenges facing their business environment.
What are the opportunities for different sports industry players as we go through the consecutive phases of the pandemic? How is this situation shaping the future of sports? Are we likely to go back to ‘normal’ or will the ‘new normal’ be here to stay?
The webinar invited delegates to explore and discuss these and many other questions with our experts. The online discussion was be led by Declan Ahern, Valuation Director, and Hugo Hensley, Senior Consultant at Brand Finance.
The full recording of the webinar is available to view below:
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The Brand Finance Institute, as the educational division of Brand Finance, is committed to addressing the theoretical and practical issues surrounding brands. The BFI´s purpose is to create and foster an environment for knowledge-sharing and networking among practitioners and experts in the market. In order to do so, we secured a team of experienced industry professionals and developed a wide range of programmes and certifications in collaboration with the most coveted business schools and universities.
Declan joined Brand Finance in 2016 as an Analyst. During his time at the company he has progressed to his current role as a Valuations Director at Brand Finance Plc and a Director of Brand Finance Africa.
Declan leads Brand Finance in Financial Services, with particularly focus on the banking sector. Declan leads the team that produces the annual Most Valuable Global Banking Brands study in collaboration with The Banker magazine (the FT). He has both written and contributed to various industry thought leadership and academic papers, and is regular speaker at various conferences such as the IAA Africa Rising conference.
Declan has extensive experience in market research, brand and business valuation, brand strategy and positioning, sponsorship evaluation and brand architecture. Declan's clients include ABSA, Access Bank, Citi Bank, TD Bank, First National Bank, Royal Bank of Canada, QNB among others.
Declan is a qualified Chartered Accountant with the Institute of Chartered Accountants of England Wales, having previously studied at the University of Cape Town in South Africa graduating with a Bachelor of Business Science in Finance with Economics.
Hugo Hensley is an expert in the business of sport and sponsorship, and has led Brand Finance’s services in this area for 4 years. Hugo has worked with the likes of Liverpool FC, Real Madrid, and Mercedes F1 to help them understand the value of their brands and calculate the value they create for partners through sponsorship. Hugo leads Brand Finance’s research studies into the value of sporting brands around the world, and the fan research studies that form the foundation of these insights.
Hugo has contributed insights and commentary to print and broadcast media, as well as podcasts and industry journals, including The Economist, Bloomberg, BBC World News and WARC (World Advertising Research Centre). Hugo has lectured on the business of sport, branding in sport, and sponsorship return on investment at EmLyon Business School and UNSW Business School.
Hugo qualified as a chartered accountant with Brand Finance, after graduating from Oxford University with a Masters in Engineering.