Show Preview: ESA Congress and Future Sponsorship - October 2006  

The European Sponsorship Association’s (ESA) annual flagship industry event is fast approaching and continues to grow with a fantastic blend of brands, agencies, rights holders and suppliers already registered to attend. The conference has been newly-styled for 2006 and has attracted some of the world’s leading sponsorship and marketing practitioners to push industry debate forward and shape the future of sponsorship.

Fernando Rodes, CEO of Havas Group, was recently unveiled as the opening keynote speaker. As head of one of the world’s largest advertising and communications networks, Rodes will set the tone for the two day conference by sharing his views on the challenges faced by the industry, the shifting focus of marketing communications and the role that sponsorship will play in this new landscape. Richard Moore, Chairman of the ESA Education & Training Committee said: “Rodes’ participation and the full speaker line-up at Future Sponsorship reflect ESA’s commitment to provide sponsorship and marketing practitioners with insight into the latest developments across the industry. What Future Sponsorship will bring is an interactive environment where ideas are exchanged and senior industry figures can work together to develop and shape future trends.”

Cherry-picking

The conference will be anchored by a series of keynote presentations but will regularly branch out, inviting delegates to cherry-pick from a full menu of interactive, outcome-based sessions including round-table breakfast meetings and panel debates. By introducing streamed workshops, delegates will join targeted debates:

· As a brand, can buying an ‘off-the-shelf’ sponsorship really achieve all your objectives or should you look to create your own bespoke events? Can you beat tapping-in to the passions of an existing audience or are you just another distraction for fans?
· As a rights holder, what are the ‘Ten Commandments’ for driving revenue and satisfying sponsors? How should rights holders package rights and what are the industry guidelines to ensure the correct valuation of sponsorship rights?
· As an agency, what can you learn from planners about the value of research and understanding your consumer? How can sponsorship agencies play a key role at the heart of the marketing communications mix?

Alongside strategic discussions, Future Sponsorship will also aim to address the pitfalls and challenges which face the sponsorship industry as a whole. The subject of sponsorship evaluation, for example, and its standing against that of other marketing communications disciplines continues to be a prime discussion point. With repeated calls to develop some standardised industry guidelines, ESA’s Evaluation Committee will further the debate by imparting their latest findings in the quest to find a relevant sponsorship evaluation model for the industry. Marjolijn Vencken, Communications Advisor for Heineken, will also be joining the highly anticipated prohibition debate at Future Sponsorship. As the EU Commission review their stance on pan-European alcohol sponsorship and the US Congress close the net on the US online gaming industry, Future Sponsorship will lead the debate about the wider implications on the sponsorship industry: What does the future hold for online gaming and alcohol sponsorship? What impact will legal judgements in the US have on the European sponsorship industry? Will these judgements set a precedent for soft drinks and fast food sponsorship?

European flavour

The premise of staging Future Sponsorship in Brussels is to give it a European flavour and as an industry gathering which aims to develop pan-European working relationships, ESA have consciously built in a series of inspired and creative networking opportunities. Features include the T-Mobile Chat Room where delegates will be able to post notices, check emails, arrange meetings with fellow delegates and add their company profiles to the conference presentation system. Delegates are also invited to attend a Champagne Reception after the opening day. Due to be held in the Concert Noble, a magnificent 19th century period building in the heart of Brussels, the Champagne Reception will serve as a refreshing change from the business content of the day by offering an evening of relaxed interaction and sophisticated entertainment with a touch of intrigue and secrecy to mystify guests!

The full programme at Future Sponsorship has been carefully designed to accommodate rights holders, corporate brands, agencies and suppliers, spanning public and private, sports, arts, leisure, events, media, entertainment or non-profit sectors. Space is limited - To book your place at Future Sponsorship, please go to www.esaineurope.com

For further information, please contact The European Sponsorship Association on +44 (0) 208 390 3311

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