Last week, Banana Kick, in partnership with Leeds BID and Business Desk, launched the first inaugural Business of Sport event at Aspire in Leeds.
The event provided a forum for passionate sport marketing leaders to share their insight into the relationship between sport and business. From the economic impact of hosting a major international event to maximising commercial revenue in sport, guests had the opportunity to learn valuable wisdom.
We also wanted to allow local marketing professionals the space to connect with like-minded businesses while inspiring future leaders to aspire towards a career that could contribute to the growing culture of sport and business collaboration in Yorkshire and beyond.
For those who couldn’t make the scheduled event on Thursday 17th May, we covered all the action on our owned social media channels with live coverage of speaker interviews and insightful quotes using the hashtag #BoSport18.
A week on from the managing a successful event and we are only just coming down from the buzz received from attendees, speakers and organisers. To celebrate, we thought we’d share some of our favourite take outs from the amazing line up of speakers with you to enjoy.
To introduce our 7 inspirational speakers from some of the countries best known sporting organisations and host the entire event, CEO of Leeds Rhinos, Gary Hetherington, took to the stage first. Gary kicked things off talking about his time at Leeds Rhinos rugby league club and the new sports venue development plans for Headingley Stadium.
Our first speaker was Jon Dutton, the Chief Executive of the Rugby League World Cup 2021. Jon spoke about his vision for the 2021 world cup, their aspiration to be world class and the 6-year project to deliver the tournament in England. He also brought with him the Paul Barriere Trophy, which prompted plenty of photo opportunities for our attendees.
Richard Brinkman, the Commercial Director of Nielsen, was invited on stage next. He discussed the importance of knowing your current landscape in order to plan a successful event strategy. He also expressed the power that event marketing has on the local area and economy, which followed on nicely from questions to Jon Dutton about Leeds being included in the RLWC2021 venue line-up!
Next we had a very motivational speech from Richard Palmer-Jones, Brand Manager & Sales Function for Under Armour Golf. Richard awed us all with the journey and rise of the brand, sharing with us some valuable lessons that he learnt along the way such as picking the right fight, being humble and challenging convention.
Then came the cycling revolution with Peter Dodd, the Commercial Director of Welcome to Yorkshire, shedding some insight on the recent Tour de Yorkshire. Peter shared that it is more than just the cycling and the bike, it’s about the commercial impact affecting everyone living in Yorkshire.
Jonathan Rigby, Commercial Director of British Cycling followed on from this to continue the cycling talk from the ground up. The company’s aim to turn Britain into a cycling nation by overcoming cycling safety fears, creating new places to cycle and making sure more children have bikes had us ready to jump on two wheels and don our helmets.
Next came James Mason, COO of Bradford City AFC. James covered the 4 – 2 Chelsea win which shocked all, and then inspired with insight on how the club created great social media campaigns on a minimal budget by creating the right message to engage with a loyal fan base first, with profit second.
And last but not least was our keynote speaker, Sophie Radcliffe. Sophie has an impressive portfolio of sporting achievements under her belt after choosing to quit her 9-5 in search of more meaning. Having launched ‘Trailblazers’ to help give students free access to sport & exercise programs in schools, she’s working towards giving young people the confidence to do as she has. Sophie rounded up the event with a truly memorable message; it’s possible to do anything you set your mind to.
A first for Leeds’ and Yorkshire
As a region, there’s no doubt that Yorkshire has huge influence on the participation and following of a variety of sports and with so many renowned commercial giants born and bred here, we couldn’t resist grasping the opportunity to bring a network of talented people together and fill a huge gap in the market of forums and networking events.
We’re proud to look back on the hard work that went into launching Leeds’ first business of sport forum and look forward to bringing more of the same next year for Game Changers 2019.
If you’re interested to know more about this event, from concept to production and promotion, read the full case study on our website here.
A little something extra from our speakers –
“Being authentic is doing whatever we say we’re going to do” – Jon Dutton.
“The better events go, the more things happen; more vibrancy in the area, the more the economy grows, more businesses set up and more people want to relocate” – Richard Brinkman