Category Archives: MESGO VI

The MESGO in London for the sixth session

The sixth session of MESGO VI edition dedicated to Strategic Marketing and Communication took place in London from 28 February to 4 March 2022.

Directed by Roman Putsch, Head of Marketing Activities at UEFA, the objective of this session was to present various means of value creation linked to sports marketing, from the perspective of sports federations, brands and broadcasters.

Roman Putsch, session Director and Head of Marketing Activities at UEFA

During this week, MESGO participants had the opportunity to attend the presentations in the following locations across London:

  • Lord’s Cricket Ground
  • Chelsea FC
  • Tottenham Hotspur Stadium
  • Brentford Community Stadium
  • The Shard
At Chelsea FC: Digital Marketing – how you can grow fandom and evolve the business model presented by Richard Ayers
At Tottenham Hotspur Stadium: Panel discussion about the perspective of global brands on the future of sponsorship with the participation of Colin Strawson, Kieran Nokes, Ralph Straus, Oliver Hicks and Annie Panter,
At the Shard: Workshop about Communication in action directed by John Bailey

MESGO sessions are also an opportunity for participants to share special moments. Several team-building activities took place during the week, including a dinner, football game and a ping pong activity.

The next MESGO session will take place in New York from 26 to 29 April 2022 and will be dedicated to the American model of Sport. Then, the participants will travel to the West Coast for a session dedicated to Leadership and Innovation.

The MESGO team in Barcelona for session 5

MESGO VI participants visited Barcelona last week for the fifth session of the programme. Francesc Solanellas, professor in sports management at Institut Nacional d’Educació Física de Catalunya (National Physical Education Institute of Catalonia) organised the session, which took place from 24 to 28 January and was dedicated to sports events and participation.

Various topics and issues were tackled during the week, in particular :

  • Bidding strategies;
  • Governance models and main stakeholders;
  • Implementation of the event, with a focus on risk and crisis management;
  • Post-event issues (legacy, knowledge transfer and economic impact);
  • Strategies implemented by national and international federations to increase participation.

We would like to thank all the speakers that contribute to this session: Lars Haue-Pedersen, Managing Director (Sports Practice, Burson Cohn and Wolfe); Jordi Bertomeu Orteu, CEO (Euroleague Basketball); Roser Queraltó, Chief Business Development Officer (Euroleague Basketball); Eduard J.Scott, International C-Level Sports Business Leader (Freelance); Xavier González, former CEO  (International Paralympic Committee); Jeremy Cottino, Director of Strategy and Projects Execution (AS Monaco); Josep Lluis Santamaria, Director (Circuit de Barcelona-Catalunya); Marc Saurina, Commercial Partnerships Senior Director (Dorna Sports); Philippe Furrer, Founder and Chief Engagement Officer, (insPoweredBy) and Co-Founder and Chief Impact Officer (The SHIFT); Patricia González, Group Leader Talent Development Programme (FIFA); Miguel Crespo, Head Participation and Education (International Tennis Federation); Gerard Figueras, former General Sports Secretary (Generalitat of Catalunya); Dr Holger Preuss, Professor (Johannes Gutenberg University of Mainz);  Gilbert Felli, Former Chief Executive Officer (IOC); André Fläckel, Head of Gaming and Esports (Infront Sports).

It was also an opportunity for the participants to listen and discuss with key representatives of MESGO sports partners: Robert Rieblinger, 3X3 Development Manager and Florian Pasquet, National Federations and Sport Senior Manager (FIBA) ; Lukasz Wojtowicz, Head of CEO office, Barbara Storaci, Project Manager, Andrea Brighenti, Head of Football Planning and Services and Peter Dennis, Licensing Manager (UEFA).

The MESGO team is very grateful to all of them for their availability and willingness to share their experiences.

At INEFC: presentation about “Bidding for UEFA events” by Andrea Brighenti
At INEFC: presentation about “Bidding for UEFA events” by Barbara Storaci
At Real Club de Polo Barcelona: presentation about the EuroLeague model by Jordi Bertomeu Orteu
At Real Club de Polo de Barcelona: presentation about Turkish Airlines Final Four by Roser Queralto
At Circuit de Barcelona-Catalunya: presentation about “Risk management for sports events” by Jérémy Cottino
Online: Robert Rieblinger, expert for FIBA 3X3 case study
At Emilio Sanchez Academy: presentation about “The current esports landscape” by André Flackel
At Emilio Sanchez Academy: presentation about “UEFA EURO 2020 eTournament” by Peter Dennis

As usual, a team-building event was organised during the week, in this case, participants competed against each other in a kart racing competition.

The next MESGO session will take place in London from 28 February to 4 March 2022 and will be dedicated to Marketing and Communicaton.

A MESGO week dedicated to ethics in sport

After having previously attended their sessions and webinars online, the MESGO VI participants were finally able to meet face-to-face in Mainz, Germany for Session 4 of the programme.

The five-day session, jointly directed by Dr Holger Preuss, Volker Bernardi and Dr Mathias Schubert from the Johannes Gutenberg University (JGU) in Mainz, covered several topics related to ethics in sport, such as corruption, sport for disabled athletes, diversity in sport and environmental sustainability.

A different academic institution hosted and presented each session over the five days: Johannes Gutenberg University, Mainz (MESGO partner); Kupferbergterrasse (event location); Mewa Arena (Mainz 05 Stadium); Bootshaus Mainz (event location).

On Friday, the participants returned to the Johannes Gutenberg University to defend their first paper which makes up part of the MESGO thesis; an important and mandatory step towards the completion of their Executive Master’s degree in Global Sport Governance.

The MESGO team at Mewa Arena (MAINZ 05 Stadium).

We would like to take this opportunity to thank all the speakers that contributed to this session!

In the evenings, the participants had the opportunity to discover German culture and gastronomy, a particular highlight of the week being a guided tour of the Kupferberg wine cellars followed by dinner at the Kupferberg restaurant.

Visit of the kupferberg museum.

The next MESGO session will take place in Paris from 22 to 26 November 2021 and will be dedicated to Competition design and financial sustainability.