Converting Brand Strength into Commercial Success
It is becoming increasingly important for clubs, no matter what their size, to recognise the value of their brands. With increased broadcasting revenues and limited match day potential, brands are often overlooked as an opportunity to maximise commercial revenues and subsequently enable improved on the pitch performance. The Brand Finance Football 50 study is the only study of its kind to analyse and rank football clubs by the value of their brands, giving us a deep understanding and appreciation of the opportunities and challenges facing the industry.
How are clubs leveraging brand in an effort to become financially sustainable? What are the brand attributes that make for an attractive sponsorship proposal and how can both sponsors and clubs use brands for commercial benefit.
At the Brand Finance Football Forum we will be hearing from cutting edge thinkers, Directors of leading football brands and of large corporate sponsors. We hope that you come away with a better understanding of why brands matter in football and what they can do for you.
|17:30 - 18:00||Registration & Refreshments|
|18:00 - 18:05||David Haigh, CEO, Brand Finance plc|
|18:05 - 18:15||Richard Haigh, Managing Director, Brand Finance plc|
|18:15 - 18:25||David Radford, Brand Director, Allianz|
|18:25 - 18:35||Richard Kenyon, Marketing & Communications Director, Everton FC|
|18:35 - 18:45||Max Hamilton, Consultant, Sportsrisq Capital|
|18:55 - 19:15||Panel Session - Q/A|
|19:15 - 19:45||Drinks & Networking|
David is the Chairman and CEO of Brand Finance Plc – the world’s leading brand valuation consultancy. He has worked in the area of branded business, brand, and intangible asset valuation since 1991. He specialised entirely in the field after becoming the Director of Brand Valuation for Interbrand in 1995. He subsequently left Interbrand in 1996 to launch Brand Finance which is celebrating 25 years in business this year.
David represented the British Standards Institution in the working parties responsible for crafting international industry standards: ISO 10668 on Brand Valuation in 2010 and ISO 20671 on Brand Evaluation in 2019.
David is a passionate writer and has authored many articles on brand valuation, published in numerous marketing and finance newspapers and magazines, such as: Financial Times, Accountancy Age, and Marketing Week. He has also lectured on the topic of brand valuation for Harvard, Chicago, and London Business Schools.
David graduated from Bristol University with an English degree, qualified as a Chartered Accountant with Price Waterhouse in London, and obtained a postgraduate diploma in Marketing from the Chartered Institute of Marketing (CIM). He is a Fellow of The Royal Institution of Chartered Surveyors (RICS) and has a practising certificate with the Institute of Chartered Accountants in England and Wales (ICAEW).
David is Chief Marketing Officer for Allianz Insurance plc, part of the global insurance and investments company Allianz SE.
Allianz is well known for its iconic sports stadia partnerships around the world and sponsorships with teams such as FC Bayern Munich and FC Barcelona. Allianz is also active in: Formula 1, as a sponsor of the Mercedes Petronas Team and as the FIA’s safety partner; golf as partner at St Andrews; rugby as team sponsor of Saracens; and para sport with the International Paralympic Committee and ParalympicsGB.
David’s current responsibilities include marketing and communications. His specialism is strategic brand development. As Group Marketing Director at the leading UK mutual, Liverpool Victoria, he led the successful rejuvenation of the brand as LV=, an award-winning business transformation, brand re-launch and engagement case study.
Previously David was Marketing Communications Director at Barclays and was UK Marketing Director at Canadian brewer Labatts.
David has a BSc in Economics, an MA, is an FRSA, FCIM and Freeman of the City of London.
Richard Kenyon was appointed Director of Marketing and Communications at Everton Football Club in 2014.
He arrived from Kenyon Fraser which, initially as Managing Director, and then as Chief Executive, he built into a leading marketing and communications agency in the North West region and one of the fastest-growing in the UK.
A lifelong Evertonian, his current role at the Club involves him overseeing marketing, insight, corporate communications, PR and media functions. Fan engagement, delivering best-in-class service for partners and ensuring the continued positive development of the Club’s reputation are key objectives, and recent recognition of this work has come in the form of a number of prestigious awards.
Richard’s passion for sports has shaped his career, with previous roles including Director of Development (UK and Europe) for Major League Soccer (Camps and Training).
In 2012, he was elected as a Fellow of the Chartered Institute of Marketing and has since achieved Chartered Fellow status. He is a regular speaker at marketing and sports seminars across the UK and internationally.
Max Hamilton is Managing Partner of Sportsrisq, sports finance specialists based in the city of London.
Max's background is in the sports marketing industry, having led commercial and marketing teams for the National Basketball Association (NBA) in EMEA and the Football Association of Ireland, following a successful career in advertising with TBWA internationally.
On returning to London 2015, he joined Sportsrisq as a consultant, and is now leading Sportsrisq's new football venture.
Max is a graduate of Trinity College Dublin and Smurfit Business School.
Richard is the Managing Director at Brand Finance. He has lectured at universities and business schools, including London Business School, on topics surrounding brand valuation and management.
From his expertise with global clients in various sectors including banking, telecoms, airlines, sport, media, food and more, Richard has been able to advise our clients about their Brand Hierarchy, and has devised and recommended methods for them to improve their Brand Architecture, Portfolio Management, and Brand Positioning.
Richard also has a BA in Mathematics from the University of Oxford, qualified as a Chartered Accountant (ACA) and became a member of the Chartered Institute of Marketing with Brand Finance.