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3963 5098/81

EDC.hsmc.edu.hk

EDC@hsmc.edu.hk

Invest & Engage in the Sports Business - from Investment Value to Revenue Models &

Brand Building to Sponsorship Impact

EDCHSMC

EDC HSMC

7 December, 2017 (Thursday)

Course Overview: Through lectures, discussions, and case studies, this course aims to provide participants with the practical frameworks of the principles of sports business, the value chains, its key revenue models and the latest global trends. Participants will also gain knowledge and understanding from a wide magnitude of the behind-the-scenes marketing, sponsorship and financing of major sports properties, and obtain insights on the role media/social media play in the sports business. Case studies of several English Premier League clubs (Manchester United, Liverpool and Tottenham Hotspur) will be cited and discussed. References will be made to the balancing acts of building a team and nurturing a star in many sports teams, and how this can be applied to talent management in the business organisations and to sponsorship impact for a brand. Upon successful completion of the course, participants will obtain a “Certificate of attendance”. As a participant in the CFA Institute Approved-Provider Program, Executive Development Centre (EDC) of Hang Seng Management College (HSMC) has determined that this program qualifies for 6 credit hours. If you are a CFA Institute member, CE credit for your participation in this program will be automatically recorded in your CE tracking tool.

Learning Outcomes:

Understand key practices and commercial models of the business of sports

Learn how games and brands are promoted behind the scenes with smart marketing and financing plans

Be able to cross reference the principles of sports businesses with everyday businesses

Target Participants: Business executives, sports event organisers, brand promoters, sponsors of sports, and enthusiasts who are interested to engage in the sports business; alternative investments; portfolio management and wealth planning and corporate finance; suitable for middle to senior management

Date & Time: 7 December 2017 (Thursday) 10:00 am – 5:00 pm

Medium of Instruction: English supplemented with Cantonese (Course materials in English)

Course Outline: The principles of sports as a business

Size of markets

Value chain

Key players

Marketing and Financing Key revenue models

Three pillars: Commercial vs tickets vs Media

Event models

League models

Brands models

Global trends

New arenas

New sports (E-Sports, E-Formula)

Impact of Sponsorship, Media and Social Media/technologies

Engagements (Coverage and Depth)

Changing mix

New streams Buying and Selling of Talents/Properties

Transfer: pricing and market

Agents, players and the plays

Billion-dollars question Talents management and organization matrix

HR and motivation

Scouting & Team building

Leadership

Organization and Economics

* Guest speakers include Mr Adrian New, Director of AIA Football Initiative, Mr Panos Pavlakis, Former Director of Birmingham City's board and Mr Sunny Wong, Executive Director of Tibet Water Resources Ltd.

Recommendations:

“Overseas TV distribution is a key area for the Premier League and Asia is a key component. This programme is a fitting addition.”

– Mr Chris Skudder, former Sky News Journalist and Broadcaster

“Sports marketing is a macro trend. This is really a timely programme!”

– Mr Spencer Wong, CEO and Creative Chairman of McCann & Spencer and Chairman of The Association of Accredited Advertising Agencies of Hong Kong

Trainers’ Biography:

Mr Alvin Ho, CFA, CPA, EMBA

Mr Alvin Ho is the honorary guest lecturer of HSMC-EDC and is

currently the Managing Director of an investment company. He is also

the Independent Non-Executive directors of several listed companies.

Mr Ho has over 19 years of working experience in private equity

investment and finance.

Mr Ho was awarded an EMBA degree from Tsinghua University and a

Master in Finance from the London Business School. He is also a

Chartered Financial Analyst (CFA) charter holder and a Certified Public

Accountant (CPA).

Mr Ho is the author of “誰偷走了紅魔”, a book covering the business of

sports and the financial maneuvers behind. He is currently working on a

second book. Mr Ho speaks in seminars and events, as well as on the

radio (Metro Radio), and writes columns for master-insight.com, HKEJ,

and the Football Weekly, mostly relating to the business of sports, in

addition to a recent contribution to the Guardian (UK).

Director of the AIA Football

Initiative

~ Share with you AIA’s

experiences in the sponsorship

of Tottenham Hotspur (THFC)

Mr Adrian New – Guest Speaker

Mr Adrian New is a guest speaker of HSMC-EDC and the Director of the

AIA Football Initiative. He has worked in the sports business since 1992

and has spent the last 15 years in Asia. He has a comprehensive

background, with experience working on the brand side (AIA, Visa), the

agency side (World Sport Group) and the rights-holder side (Chelsea

FC).

Whilst in Asia, Mr New helped to develop the first residential Soccer

School in China and built nine other Soccer Schools around the region.

During his time with Chelsea, he worked on some of the largest

sponsorship deals ever concluded in the EPL. At AIA, he has now

activated Tottenham Hotspur promotions in 11 different countries in

Asia.

Mr New has been involved in the following sporting events and

organisations - the Olympics, the Rugby World Cup, the World Athletics

Championships, IPL cricket, the Asian Golf Tour, the OneAsia Tour, the

Commonwealth Games, the Asian Champions League, the Asian Cup

and the English Premier League. His major roles have been to develop

and manage large-scale activation, hospitality and Ambassador

programs, as well as promote sponsorships and manage relationships

across a wide variety of stakeholders.

Former Director of Birmingham

City's board

~ Share with you transfers and

talent management in football

industry

Mr Panos Pavlakis – Guest Speaker

Mr Pavlakis is a guest speaker of HSMC-EDC. He recently resigned

from the Birmingham City's board of Directors after three-and-a-half

years of services at Blues. Mr Pavlakis was initially appointed as the

Club’s parent company representative at St. Andrew’s to help resolve

various complex financial and legal issues associated with the previous

regime. He became a Blues Director in January 2014 and emerged as

the Club’s recognizable figurehead as his duties widened to include

football as well as business and executive matters. He helped initiate the

voluntary but bold move that brought in receivers to eventually smooth

fractious parent company affairs, which subsequently led to fresh

investment and the Club's new owners. Under his watch, Birmingham

City FC had a top-10 finish at the Championship table for 2 consecutive

years having utilized the smallest budget in the division.

Apart from his recent football experience, Mr Pavlakis has more than 10

years working experience in the financial industry in London and Hong

Kong. Previously he worked in London for Bloomberg LP in the areas of

mutual funds, hedge funds analysis and then business development. He

did involve in a number of corporate actions and other capital raising

activities in Hong Kong for Chinese and international companies;

ranging from coordinating and running IPOs to executing several

secondary offering deals such as placements of shares, warrants, and

convertible bonds.

Executive Director of Tibet

Water Resources Ltd

~ Share with you Tibet Water

Resources Ltd in the

perspectives of the sponsorship

of Liverpool FC (LFC)

Mr Sunny Wong – Guest Speaker

Mr Sunny Wong is the Adjunct Professor, Department of Management,

at HSMC and the Executive Director of Tibet Water Resources Ltd. He

was Chairman of Carlsberg Greater China and then senior advisor to

Carlsberg Asia during September 2011 to November 2014.

Apart from the role as Chairman and CEO during the period from 2006

to 2014, Mr Wong was also the chief of the M&A team. He set the

strategic M&A plan for Carlsberg’s long-term development in China and

led a team from identifying potential targets, negotiation, closing of deals

to post-acquisition activities. The team has since 2002 successfully

acquired 59 breweries in twelve provinces in China and increased the

production plants from 1 to 60, with a total workforce up to 15,000.

Mr Wong has a strong and successful background of more than 30

years’ experience in the China FMCG industry, of which more than 25

years’ experience was spent on the China beer market, for top

international companies Carlsberg and Bass Brewers.

Registration:

We accept payment by cheque or by bank transfer. For details, please refer to the enrolment form.

Venue: HSMC campus Website: EDC.hsmc.edu.hk

Fees:

HK$2980 (Lunch and refreshments are included)

Address: Executive Development Centre Hang Seng Management College Room N402, Block N, Hang Shin Link, Siu Lek Yuen, Shatin, NT, HK

Email: EDC@hsmc.edu.hk

Tel: (852)3963 5098/ 081

LinkedIn: EDC HSMC

Facebook: EDCHSMC

Special Offers:

Early Bird Registration

Two weeks before

commencement of the course

HSMC/HSSC* alumni, Friends of EDC-

Corporate^ or Friends of EDC-Individual

can enjoy 15% discount

Other applicants can enjoy 10% discount

HKD $2533

HKD $2682

After Early Bird Registration

HSMC/HSSC* alumni, Friends of EDC-

Corporate^ or Friends of EDC-Individual

can enjoy 10% discount

2 applicants from the same company or

applicants who apply 2 courses at the

same time can enjoy 5% discount

HKD $2682

HKD $2831

*Hang Seng Management College / Hang Seng School of Commerce.

^Please refer to EDC website for a list of organisations under “Friends of EDC-Corporate”.

Remarks: Each participant can enjoy only one discount offer.

Categories of EDC’s Corporate Training and Executive Courses:

Banking, Insurance and Finance

China Culture and Knowledge

Communication and Soft Skills

e-Marketing

Leadership and Management

Mediation