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Sports Properties Embrace A New Purpose-driven Model
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00:00Niel, nous sommes très agiles, parce que nous sommes dans un monde de l'innovation,
00:06nous attendons un peu plus pour notre chère sport ministre, qui est venu dans 25-30 minutes.
00:16Et nous allons maintenant welcomeer l'autre stakeholder qu'on n'a pas parlé, qui est le right-holders.
00:23Le right-holders, yep.
00:24And I would like to ask to welcome on stage Guy Laurent Epstein, from UEFA,
00:33and Mia Dolling, from IOC, if you are ready,
00:40to join Niel for a conversation regarding how right-holders really change their strategy and approach with purpose in mind.
01:01So, an exciting session coming up.
01:04Now, we're very mindful or intentional about the people that we invited to come and join us,
01:09from the IOC and from UEFA.
01:13And two examples of huge properties that are starting to take purpose seriously.
01:19and I'm really excited to speak to them now and to get them to share with you
01:22how this change in the business model in sport is starting to show up in their everyday lives.
01:28So, to welcome on stage, first of all, from the IOC, Mia Dolling.
01:41From UEFA, Guy Laurent Epstein.
01:54And our young sportsmaker on our panel today, Gauri Agarival, all the way from New Delhi in India.
01:59Give her a big hand.
02:07Grab a seat and grab a microphone.
02:15So, before we get started, let's do a few introductions.
02:19And, Maya, if you wouldn't mind kicking us off within 30 seconds,
02:22telling us who you are and what you do at the IOC.
02:26Absolutely, and I'm very happy to be here.
02:28My name is Maya Dolling.
02:30I work at the International Olympic Committee,
02:31and I lead all of our purpose-led marketing work.
02:34So, how we best integrate our commercial partners
02:37into everything that we do at the IOC
02:39to make a better world through sport.
02:42Thanks, Maya.
02:43And Gilo?
02:45Hello, everyone.
02:46My name is Gauri, and I'm a young sportsmaker,
02:49class of 2023 from India.
02:51And happy to be here on stage with experts,
02:54you know, to talk about a great topic.
02:58And the best to last, maybe.
03:00I'm Gilo Epstein.
03:01I'm the marketing director at UEFA,
03:03looking after all the business matters for the organization.
03:08And Gilo, if you could put the mic right up next to your mouth.
03:11Should I start again?
03:13Yeah.
03:13So, my name is Gilo Epstein,
03:15and I'm the marketing director at UEFA,
03:19looking after all the business matters,
03:21including, of course, the subject matter of today,
03:24sponsorship and purpose-driven sponsorship.
03:27So, let's get this conversation started.
03:29And it's a very different one to the one that we would be having
03:32if we were sitting here even three years ago, four years ago.
03:36Things are changing really quickly.
03:40I assume you heard the previous conversation,
03:43or some of it at least.
03:45I'd be really interested to understand
03:46how some of the shifts and changes that we spoke about
03:50are starting to show up at the IOC
03:52in terms of your interactions with partners
03:55and potential partners, Maya.
03:57And obviously, with reference to the top program.
04:01And maybe just tell us a little bit about
04:03how Purpose is starting to become a feature
04:04in the work that you're doing.
04:06It's been a really interesting, I think, evolution and journey
04:09that we've been on for about four years now.
04:13And we started to see,
04:15as we've had conversations with our commercial partners
04:18as part of what we call our top partnership program,
04:21on the types of values that they wanted to bring
04:24to the heart of the partnership.
04:25And so, I think when we started seeing that
04:28and having that join the conversation,
04:30we really wanted to take a deep dive
04:32into what does this mean
04:33and how does this drive value,
04:35not only for the IOC,
04:36but also for our commercial partners.
04:38And so, joining the IOC about four years ago,
04:42I helped spearhead that journey.
04:44And essentially, what we did was
04:46really wanted to ground everything that we do
04:48into what the IOC hopes to do
04:51as an organization
04:53and match that up
04:54with what our commercial partners hope to do
04:57and the experience that they have
04:59in the marketplace of working on purpose-driven causes.
05:04And what we saw in a very short amount of time
05:07was the amount of value
05:08that that was starting to bring to our program.
05:12And so, I think as you've seen the last somewhere between four and five partnership deals
05:21that we've signed,
05:22purpose is the key pillar to those programs.
05:24And it sits front and center from the announcement
05:27all the way through how we activate.
05:29And I think that's been a really clear indicator
05:32that this is something that's interesting
05:34and that's interesting to people.
05:36And what does purpose mean to the IOC?
05:39It's a big word that means lots of different things to different people.
05:42What does it mean to the IOC?
05:43I mean, to the IOC, how we define it is
05:46why an organization exists,
05:49who it wants to be to its core stakeholders
05:52and the lasting impact that it hopes to lead.
05:55And so, I think the IOC has always had a history
05:59of being more than just sport
06:01and really trying to understand the lasting legacy
06:05that we want to leave behind as a sports organization.
06:07And so, to be able to very clearly show that in everything that we do
06:13from our mission to building a better world through sport
06:18is how we really kind of define what purpose means
06:22and how we integrate that into our partnerships.
06:26And so, it's more than just about sustainability or social impact
06:29or any of those things.
06:31It's all of them.
06:32It's all of them, in particular.
06:35And it's, again, it has to be embedded into the core of what we do.
06:41So, it's how we show up at the Olympic Games.
06:44It's how we show up as an organization.
06:46It's how we lead the Olympic movement at large.
06:49It has to be and live and be true in every single thing that we do.
06:54And how's that different from how it used to be?
06:57Well, I think, you know, I benefited a lot from the IOC changing how we structure what we say that
07:06we do.
07:07And so, we have what we call Olympic Agenda 2020 plus 5, which is our roadmap to say,
07:14these are the tangible ways that we are building a better world through sport
07:18and the tangible actions that we are taking.
07:23We had Olympic Agenda 2020, which started in 2016, got us through 2020, and now we have our next five
07:30-year roadmap.
07:31And so, being able to define that very clearly to say, these are the SDGs that we are specifically focusing
07:37on.
07:38These are our impact targets that we hope to meet.
07:41Then, we were able to say, that is what we want to do as the IOC, and we can find
07:46commercial partners that can amplify, support, and make that even bigger together.
07:51Right.
07:52Thank you, Maya.
07:54So, Gila, moving on to UEFA now.
07:56Another huge organization, right, that has, for years, done a lot of good.
08:05I mean, we know that UEFA has done a lot of good in the world.
08:08But it's only recently that I've, anyway, seen that starting to come together as part of the commercial program for
08:15UEFA and be part of the offering that you're making to the world.
08:18Do you think that's a fair comment?
08:21Yes.
08:22Well, I think sport is clearly, and football particularly, I believe, is a reflection of society.
08:31And society, obviously, is moving very much into the need to improve the environment and to improve the social impact.
08:44There is a strong need to move.
08:46And, of course, football has a leadership role to take in this direction.
08:51And we have implemented a lot of things in the last few years in order to contribute to the change
08:59socially or environmentally and also in terms of governance with via education.
09:05But I strongly believe that this purpose-driven strategy has to be authentic.
09:15So it has nothing to do to start with partnership.
09:18It has to do what we want to, how do we want to impact society with our actions and ultimately
09:25being able to amplify our actions together with partners that have the same goals and that share the same values.
09:33So it has evolved from one direction that we took from an institutional perspective towards partnership because, obviously, partners and,
09:48I guess, all the responsible companies in the world have a vision and a willingness to contribute to a better
09:53world.
09:54And so, do you find that the conversations you're having with partners and potential partners today are different than they
10:01were five years ago in terms of the value that they're looking from UEFA?
10:04Yeah, I think the purpose part of the discussion is an important element of the discussion today.
10:11Of course, you have partners that have an easy connection to enhance our actions.
10:23I mean, you can talk of people delivering drinks or food in concessions at stadiums.
10:30There is an obvious zero-waste approach to it and a way to optimize the way you manage the stadium.
10:36But it's in the art of a lot of companies and the first subject to be discussed in many meetings.
10:45Again, authenticity is key to the success and we cannot just plug a purpose exercise with our partners that will
10:55not make it.
10:55We are not into greenwashing, basically.
10:57We are there to make it work.
10:59Did I hear you right that you said it's often the first topic of discussion?
11:04After the fee.
11:08Now, it is an important topic of the discussion.
11:10Maybe not the first, but an important one.
11:12Okay.
11:13And five years ago, that was less of an issue?
11:16Well, five years, I think it was already starting.
11:20But ten years ago, obviously, it was not part of the discussion at all.
11:24Okay, we are going to move on a little bit now and talk about some practical application of all of
11:29this stuff.
11:30So, you have already told us what the mission of the IOC is.
11:35And the piece I love about that is to put sports at the service of humankind.
11:40And I think that, for me, is what gets me up in the morning.
11:44It's the idea that we can actually use sport as a vehicle to make the world a better place.
11:49It's not necessarily about making Olympic sports better.
11:52It's about making the world a better place.
11:55So, can you give us some examples, Maya, of how, in practice, you're helping your partners to be part of
12:02that story,
12:02but also, in turn, helping to amplify their purpose through the Olympic movement and through the work that you do?
12:09Absolutely.
12:10And I think these are the things that get me excited as well.
12:13And I think we're, again, as we, even in the last few years of doing this, are seeing how to
12:20do it in a more impactful way and to think about, you know, what we traditionally see as marketing activations
12:28in a new way.
12:28So, looking at opportunities both in the near term, thinking, you know, in about a little less than a year
12:35and a half, we have the games in Paris 2024,
12:38but also the fact that our top partnership deals are 10, 15 years in length.
12:45How do we think about the long-term impact that we can have together?
12:49So, one of the areas that we've been seeing is really diving into a core area and showing all of
12:57the different ways that pieces can ladder up to the ultimate goal.
13:01We have our partner, Allianz, who has their campaign in a broader area that they've worked in for years, which
13:09is getting more youth involved in sport.
13:11We saw that as a great opportunity because, obviously, that ladders very closely to our ambitions under Olympism 365 of
13:19getting more youth globally involved in sport.
13:21It can start with something as turnkey as youth camps, but it also can also develop into areas what we
13:31call thought leadership.
13:33So, long-term research studies of what are the long-term impacts of getting youth involved in sport?
13:39Why is this what we're doing together and the types of impact that two global organizations can have to really
13:45change the way that governments work with children
13:49and getting them involved in sports, sports organizations, and all of these different players that can really make a difference
13:56in getting young people more active?
14:00Gilo, you've just come back from Istanbul, the Champions League final, and you've got another example there with Pepsi of
14:07how a partner really helped you to deliver the event in a more responsible way.
14:12Yeah, I think that's a very good example, as mentioned earlier, about how to amplify some environmental activities where we
14:21have put in place with Pepsi for the Champions League final,
14:24but also with Justin Takeaway and with Eineken for the Women's Championship final, around the circular economy, whereby we make
14:37sure we approach a zero-waste food and zero-waste packaging approach at football matches,
14:46and with under a slogan which is about reducing, reusing, and recycling, and it's been quite efficient on-site, I
14:59must say, and it will be amplified in the years to come.
15:02And there are more and more examples like that with Just Eat and…
15:06Yeah, I mean, the environmental, we have very good partners.
15:09We have an interesting topic that came for the Women's Euro last year, where we identified that there was an
15:15issue with online abuse of players.
15:18And we put in place a tool, or we wanted to put a place in tool to clean this online
15:24abuse, and Visa joined us to finance the project,
15:28because they also are partners with a lot of athletes directly, and so it's more about a social impact here.
15:36But we put in place this online abuse, anti-online abuse campaign, which has been extremely successful during the tournament,
15:44and Visa was helping us financing and amplifying this campaign.
15:49So that's more on the social impact, but lots of partners are joining us in those campaigns.
15:55Right.
15:56Agar, you've been sitting here very quietly.
15:58We're not going to let you off the hook.
15:59I know you have a question for Maya.
16:01Yes, I do have a question.
16:03So a bit earlier, we were talking about, you know, the vision and the mission, you know, a better purpose
16:08and also a better world through, you know, football.
16:12So, and then we talked about practical examples.
16:15So a common question to the both of you, considering sponsorships and, you know, partnerships,
16:22and you have a clear vision aligned, you know, UEFA and the IOC, but the partnerships and the sponsors also
16:30do have a certain set of things they want to accomplish through the partnership, a set of expectations.
16:36So ultimately, how does this integration work?
16:41And, you know, how does this actually formulate and, you know, it actually gets finalized?
16:47Maybe a little bit on that.
16:52Great question.
16:53And I think it's always great to get kind of from theoretical to very practical.
16:58I mean, I think as, you know, many of us who are in this space are working on purpose partnerships,
17:04authenticity is key.
17:06And so being able to understand how to truly create partnerships and programs that are authentic, that create impact, is
17:14a difficult exercise.
17:15And I think one of the things that we do at the IOC is really find a way to match
17:22the ambitions and the objectives of both organizations.
17:25It does not take a week.
17:27It does not take even a few weeks.
17:29And it really takes a long time to understand what are the core areas that there's significant overlap between the
17:35organization's objectives and their matching their visions.
17:39And so we go through a lot of due diligence to try to figure out how those things overlap and
17:44then how that will live again in the near term as well as the long term.
17:50Great.
17:50Well, do you have something to add specifically?
17:54Just to answer very, very briefly, the partners have a lot of different objectives that are not necessarily only purpose
18:01driven.
18:02So there are topics that you can cover very quickly in the discussion because there is a direct return on
18:07investment for them because at the end of the day, they're still what they're looking for.
18:10It's true that the purpose aspect is taking longer to define and to craft because it's very specific.
18:16It has to be very authentic and it is more and more complex to really identify, to make sure that
18:22it's tackled in the right way.
18:24Great.
18:25Well, thank you all very much.
18:26It's been a great conversation.
18:28I've learned something listening today and I hope you all have too.
18:32And I think just to summarize what I would say from having listened to the last hour of conversation is
18:38that purpose is here.
18:40It's not going anywhere.
18:42You know, there's a saying that started to emerge in the tech sector now that says that the next unicorns
18:47will be the tech companies that are solving the world's biggest problems socially and environmentally.
18:52And I think that the winners over the next five to ten years in sport will be those properties that
18:58place purpose at the center of their organization and use it as a key strategic driver to drive better outcomes
19:04for people, planet and for everybody.
19:07We'll meet back here in five years' time to see if I'm right or wrong.
19:10But I think that's what we're going to see happening.
19:12So thank you very much.
19:13We're going to go on to our next session now, but it's been great to have you here.
19:17Thank you for listening.
19:18And until next time, I've been told.
19:20Thank you.
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