MIP 1 – Session 5

Session 5 - Strategic marketing - 3 - 6 october 2016 - Amsterdam 
The fifth session of the UEFA MIP programme, dedicated to strategic marketing, took place from 3 to 7 October 2016 in Amsterdam. The session was directed by Peter Willems, Head of Marketing activities and Sponsorship at UEFA.
The main objectives of this week were: to introduce the concept of strategic marketing and the complete marketing mix; to explain the importance of a strong brand; to explain the concepts of football relationship management and fan engagement; to analyse how to optimise commercial rights revenues; to explain the media and digital media environment; to assess how research can help the decision making and measurement process and to improve communication skills.
During this week, UEFA MIP participants had the opportunity to attend the presentations in the following locations across Amsterdam:
  • FIFPro House
  • Amsterdam ArenA
  • Heineken Experience
  • NOS (Dutch Broadcaster)
  • Olympic Stadium
Participants could learn more about the current stakes and challenges in the marketing field thanks to the various experts who were present during this week, such as:
  • Theo van Seggelen, General Secretary, FIFPro
  • Razvan Burleanu, President, Romanian Football Federation
  • Adrian Goldthorpe, Deputy Managing Director, Lothar Böhm Associates London
  • Edwin van der Sar, Marketing Director, Ajax Amsterdam
  • Fiona Green, Director & Co-Founder, WINNERS
  • Richard Ayers, Founder and Chief Executive Officer, Seven League
  • Mark Bradley, Founder & Director, The Fan Experience Company
  • Sissel Gynnild Hartley, Senior Brand Manager of Strategy, The FA
  • Greig Mailer, Head of Marketing & Commercial Operations, Hibernian FC
  • Ben Nicholas, SVP IMG Media Head of Digital, IMG Media
  • Chris Hurst, Development editor, BBC Sport
  • Maarten Hoffer, Head of Marketing, Royal Dutch Football Association
  • Pedro Pinto, Chief of Communication, UEFA
  • Adrian bevington, Former English FA Director of Communications & England national Teams Managing Director
  • Hans Erik Tuijt, Director Global Heineken Sponsorships, Heineken
All along the programme different group works are organised so participants can learn through case studies and real life situations. This time they were asked to write a marketing plan, to present ideas on the field of sponsorship and to participate in a communication workshop.
The next UEFA MIP session – “The manager in action” – will take place in Barcelona from 5 to 9 December 2016. 
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