瑞士洛桑--國際體育大會（SportAccord Convention）于近期公布了聚焦于“未來營銷和贊助”的主論壇議程。

一份由尼爾森體育新近制作的報告發現，全球范圍內的干擾/創新現象，因為其在政治、社會和技術領域產生的影響，正在史無前例地影響著體育。這些因素正在影響著體育投資從哪里來、內容是如何被制作和分發的、以及版權方贊助商和粉絲之間的關系。

因為體育正在經歷著最具挑戰的階段之一，#SAC2018的主論壇將審視體育運動和贊助商可如何通過影響力營銷和創新，來聚攏全球各地多樣化的觀眾群體，并讓粉絲們一直有可消費娛樂的內容。

第一個議題將聚焦“影響力營銷的力量”。參會代表們將會聽到嘉賓們如何利用實時體育內容、代言、舉辦活動、粉絲網站和營銷工具來使用重要的影響力人物，以便擴大影響力、傳播原創內容、以及影響整個體育生態系統。

和科技進展有關的“增強贊助商形象”的議題，將會探討增強現實技術可如何幫助品牌在場館中、家中以及任何的設備上變得生動起來，獲得新的觀眾、提供新的體驗。參會聽眾還會聽到一個國際單項體育協會講述他們是如何利用創新來在營銷和贊助活動中獲得新突破的。

“有社會責任感的營銷”，將關注選擇商業合作伙伴時需要注意什么，例如道德、透明度、環境問題、賭博、行為模范等，以及體育運動、賽事和運動員是否應該把什么對社會是最好的囊括進考慮的范圍中。

有一個圓桌討論將會關注由于迅速變化的科技和分裂的媒體領域，體育運動和贊助將會面對的主要挑戰。嘉賓們將暢聊如何區別于競爭對手、如何一直對觀眾保持吸引力。

更多論壇信息可參考主論壇網頁，該網頁包含2018年主論壇的議程，上一屆大會主論壇的精彩視頻集錦，包括：阿里巴巴集團——利用創新讓體育到達一個娛樂和粉絲互動的新層面、尼爾森體育——了解觀眾消費和媒體使用習慣的變化趨勢、國際桑博總會——讓你的數字資產發揮最大作用。2018國際體育大會已經開始報名注冊，優惠票價限時有效。

國際體育大會將于2018年4月15日-20日在泰國曼谷舉辦，這是一次體育行業領袖和體育商業領域關鍵決策者們交流的獨特機會。每年一次的6天的會議由所有的國際單項體育協會出席，期間舉行各個體育組織的全員大會，并受到國際奧委會支持；會議有一個三天的展覽、一個討論范圍非常全面的論壇議程，官方議程中還包含很多社交機會。

*本文由國際體育大會首席媒體合作伙伴禹唐體育翻譯并發布。

國際體育大會

國際體育大會是服務于國際體育界的年度優秀高端會議。它專注于在國際范圍內推動體育領域的積極改變，致力于聯接與體育發展有關的國際體育協會、版權方、組委會、城市、媒體、企業和其他機構。國際體育大會是非營利性組織，每年匯聚100多個與下列機構相關的國際體育協會：世界體育總會（SportAccord/GAISF）、夏季奧林匹克國際協會聯合會（ASOIF）、國際奧林匹克冬季運動協會聯合會（AIOWF）、國際奧委會認可的國際體育協會聯合會（ARISF）和獨立認可的體育協會聯盟（AIMS）以及相關成員。國際體育大會受到國際奧委會的全力支持。截止2017年已舉辦15屆。

咨詢、報名2018國際體育大會及商務合作，歡迎聯系禹唐體育（國際體育大會首席媒體合作伙伴）。

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英文原稿：

SAC2018 PLENARY CONFERENCE TO EXAMINE HOW SPORT AND SPONSORS can UNITE A complex GLOBAL AUDIENCE for the future

LAUSANNE, Switzerland – SportAccord Convention today offered new details for the Plenary Conference programme focused on ‘Marketing and Sponsorship for the Future’. A recent Nielsen Sports report found that ‘global disruption’ is having an unprecedented effect on sport due to political, social and technological impacts. These factors are affecting where sports investment is coming from, how content is created and distributed, as well as the relationships between rights holders, sponsors and fans. 

As sport is facing one of its most challenging periods yet, the #SAC2018 plenary conference will examine how sport and sponsors can unite a complex global audience through influence marketing and innovation, as well as keep fans entertained around the clock. 

The initial plenary session will focus on ‘The Power of Influence Marketing’. Delegates will hear how a panel are using key influencers through live sport, endorsement, agents, event hosts, fan websites and marketing tools, to extend reach, deliver original content and influence the entire sports ecosystem.

Other sessions will include a technology update on ‘Augmenting the Sponsorship Profile’ and look at how augmented reality can help a brand to come alive, reach new audiences and deliver new experiences, both in stadiums, at home and on any number of devices. Delegates will also hear from an international sport federation on how they are using innovation to break new ground in marketing and sponsorship initiatives.

A further panel session covering ‘Socially Responsible Marketing’ will focus on what needs to be addressed when choosing commercial partners such as ethics, transparency, environmental issues, gambling, and role models; and whether sports, events and athletes should take into account what is best for society.

A round table will look at the main challenges that lie ahead for sport and sponsorship as a result of rapidly changing technology and the fragmented media landscape. Participants will discuss how to stand-out from competitors as well as keep audiences permanently entertained. 

Further information can be found on the webpage Plenary Conference including the 2018 plenary conference programme, highlights from last year’s Plenary sessions including Alibaba Group – using innovation to drive sport to a new level of entertainment and fan engagement; Nielsen Sports – understanding the changing trends in audience consumption and media habits; and the International SAMBO Federation – making the most of your digital assets. Registration for SportAccord Convention 2018 is open for delegates with discounted rates available for a limited period only.

Taking place in Bangkok, Thailand from 15 – 20 April 2018, the SportAccord Convention World Sport & Business Summit is a unique opportunity for industry leaders to engage with key decision-makers involved in the business of sport. The 6-day annual Convention is attended by all the international sports federations and hosts all the General Assemblies, is supported by the IOC, and features a 3-day sell-out exhibition, an extensive Conference programme, and offers many social and networking opportunities as part of its Official Schedule.