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Euro Football Finance 2000
14 February - 15 February 2000
Euro Football Finance 2000
Euro Football Finance 2000 will cover major current trends in the football business in Europe and the UK.

There will be a strong drive towards looking at how these trends impact on the financial management and bottom line of football clubs. Several of the world’s biggest football clubs will give presentations to illustrate the way forward to success in the football business.

Our programme includes : (a) Football finance case studies from ten football clubs in nine countries; (b) three focused football business workshops on: ‘Creating new revenue challenges though foreign collaboration with football clubs in emerging nations’ by Pro-Organ Sports Consults ‘Utilising sports psychology to increase competitiveness of football clubs’ by Aspects Psychology ‘Football player valuation model for wages and transfers’ by Strategic Sport Management; (c) a range of critical issues including: global football sponsorship, the first UK football ticket securitisation, collaboration between football clubs, enhancing competitive performance on the field, managing a football club profitably, marketing a top football club, new player finance models, player transfers, football clubs and community development, database marketing at football clubs, commercial usage of football club websites and football broadcasting rights.

Please register now to guarantee your place at the very first football finance conference of the new millennium.

Conference agenda

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8:30

Registration & Coffee

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9:00

Introducing the player valuation model

  • Why player valuation has become critical to a club’s financial management
  • Some recent examples of player valuations
  • Analysing the current transfer market
  • Current buying and selling patterns in clubs
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    10:00

    Benchmarking player wages

  • Overview of player wage levels and wage inflation
  • Why player wages are threatening the financial stability of some football clubs
  • What are the benchmarks for player wages?
  • What should happen to get player wages under control?
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    10:45

    Morning Coffee

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    11:15

    Demonstrating the Soccer Transfers software package

  • How the package was developed
  • Its exposure so far, e.g. clubs, the Money Programme, media coverage
  • Using the package effectively
  • How to keep the player’s transfer fees in line with club’s budget
  • Applying the model to wages and bonuses
  • Valuation for insurance purposes
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    12:00

    Introducing the sale-and-leaseback model

  • The business need driving the model
  • How it works in practice
  • The benefits of the sale-and-leaseback scheme
  • Possible future uses of the scheme
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    12:30

    Close of workshop

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    13:45

    Registration & Coffee

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    14:00

    The driving forces behind the trend in collaboration between football clubs

  • Explaining why and how collaboration between football clubs started
  • How widespread has collaboration become in European football?
  • How big will this trend become?
  • The key benefits of collaboration
  • Possible areas of collaboration
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    14:00

    The role of sports psychology in improving performance

  • Does sports psychology work? What are the typical results?
  • A brief overview of the history and role of sports psychology
  • The key benefits of sports psychology
  • Introduction to the position of sports psychology in UK football today
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    14:45

    Different types of collaborative arrangement

  • Informal arrangements between clubs
  • Contractual issues in collaboration
  • The steps taken to set up collaborative arrangements
  • Who the key players are in the negotiations
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    14:45

    Increasing competitive performance on the field

  • The relation between the mind and physical performance
  • The latest principles of sports psychology
  • The steps to take to apply techniques of mental application
  • What’s happening to psychology in football?
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    15:15

    Morning Coffee

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    15:30

    Looking at opportunities for collaboration in emerging nations

  • Where are the big opportunities for collaboration at the moment?
  • Opportunities in Africa
  • Opportunities for collaboration in Nigeria
  • How to select the best opportunities
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    15:30

    Case study material: the impact of sports psychology on actual performance

  • Case studies from sports other than football
  • Sports psychology success stories from football
  • What practical tips can we learn from this case study material?
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    16:15

    Financial rewards and challenges of collaboration

  • Costs involved in setting up a collaboration
  • Challenges to face
  • The financial rewards and savings of investing in collaboration
  • The long-term place of collaboration in the future of the game
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    16:15

    Working out the financial rewards of increased on-the-pitch competitiveness

  • What is the cost of not optimising the psychology of the players and teams in today’s competitive football arena?
  • The financial rewards of investing in sports psychology
  • Implementing a comprehensive sports psychology strategy at a football club
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    17:00

    Close of Workshop

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    8:30

    Registration & Coffee

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    9:00

    Chairman’s Opening Remarks

    Gerry Boon

    Gerry Boon, Head of the Football Industry Team, Deloitte & Touche

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    9:10

    CASE STUDY

    Bernd Maas

    Bernd Maas, Finance Manager, Borussia VfL Moechengladbach (Germany)

  • An overview of Borussia’s place in German football
  • Generating revenue at Borussia Moechengladbach
  • Controlling costs at the club
  • Thoughts on the profitability of football clubs
  • Business development at Borussia Moechengladbach: gearing up for the future
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    9:40

    GLOBAL SOCCER MARKETING

    Warren Mersereau

    Warren Mersereau, Head of Global Soccer Sports Marketing, adidas International

  • Looking at football as the major global sport
  • Sponsoring football related opportunities - players, teams, competitions, events, organisations
  • Insights into global soccer marketing gained from experience
  • Are football clubs making the most of sponsorship opportunities?
  • What football clubs can do to enhance relations with sponsors
  • clock

    10:20

    CASE STUDY

    Stephen Schechter

    Stephen Schechter, Managing Director/Head of International Debt Capital Markets, Schroder & Co.

  • An outline of Newcastle United’s £55 million bond issue secured against future season ticket revenue
  • How the bond was structured
  • Typical securitisation structures
  • Which revenues are included in the securitisation?
  • The benefits of securitisation finance to football clubs
  • How widespread are ticket securitisations likely to become in European and UK football?
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    11:00

    Morning Coffee

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    11:20

    CASE STUDY

    Jeroen Slop

    Jeroen Slop, Finance Director, Ajax Amsterdam

  • What is driving football clubs to form collaboration agreements?
  • Ajax Amsterdam’s collaboration philosophy
  • Player exchanges: the benefits to both clubs
  • Ajax Amsterdam’s role in collaboration
  • Other spin-offs for both clubs from the collaboration
  • clock

    12:00

    EUROPEAN FOOTBALL CASE STUDY

    Laurent Fransioli, Director of Finance

    Laurent Fransioli, Director of Finance, Corinne Gensollen, Commercial Manager, Olympique de Marseille (France)

  • The story of Olympique de Marseille - growing the club
  • TV broadcasting rights in France
  • Talking about the fan base at Olympique de Marseille
  • The business activities of the club - building on the brand of the club
  • Plans for increasing the club’s competitiveness
  • Financial management of the club - critical success factors
  • clock

    12:40

    Lunch

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    14:00

    MEDIA & MULTI-CLUB OWNERSHIP

    Kieron Kilbride

    Kieron Kilbride, Media Analyst, Kagan World Media

  • Comparing media ownership regulations in the United Kingdom and in Europe
  • The effects of the blocking of Sky’s £623m bid for Manchester United
  • The UK government’s new guidelines of media ownership
  • What’s happening regarding multi-club ownership in Europe?
  • Are the UK guidelines sustainable in the light of European regulations?
  • Impacts of greater media ownership in European football clubs: does football and business performance improve following acquisition of the club by a media group?
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    14:40

    INCREASING OPERATIONAL PROFITS

    Robert Elstone

    Robert Elstone, Sports Business Consultant, Deloitte & Touche Football Industry Team

  • Overview of the basics of operational profitability: defining profitability
  • Developing a vision
  • Looking at revenue generation - extending the commercial reach of the club
  • If costs are high - either cut costs or generate more income!
  • Cost management issues for football clubs
  • Keeping financial management tight
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    15:20

    Afternoon Tea

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    15:40

    CASE STUDY

    Iain Blair

    Iain Blair, Director of Football Administration & Finance, Scottish Premier League

  • The story of the launch of the Scottish Premier League
  • Feedback on the SPL’s first season: impact on the quality of Scottish football
  • How the SPL operates: structure, business philosophy, operating principles
  • Financing a premier league
  • Critical success factors for the formation of a premier league
  • Looking to the future of premier leagues in Europe
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    16:20

    EUROPEAN FOOTBALL CASE STUDY

    Markus Kraetschmer

    Markus Kraetschmer, Managing Director, FK Austria Memphis (Austria)

  • The story of FK Austria Memphis - positioning the club for the new millennium
  • TV broadcasting rights in Austria’s bundesliga - the role this will play in premiership football
  • Marketing the club - what will the key sources of revenue be?
  • The business activities of the club - building on the brand of the club
  • Treating the fans as customers
  • Areas of business development at the club
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    17:00

    Chairman’s Closing Remarks & Close of Day One

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    17:10

    Informal Networking Drinks Reception for Speakers and Delegates

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    8:30

    Re-registration & Coffee

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    9:00

    Chairman’s Opening Remarks

    Gerry Boon

    Gerry Boon, Head of the Football Industry Team, Deloitte & Touche

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    9:10

    NEW APPROACHES TO PLAYER FINANCES

    Dr Bill Gerrard

    Dr Bill Gerrard, Reader in Economics, Leeds University Business School, Business Consultant, Strategic Sport Management

  • An overview of the spiralling costs of financing football players
  • A model for wage and transfer benchmarking for football players
  • Introducing the player sale-and-leaseback arrangement: how it originated and how it works
  • The current status of the scheme
  • Other approaches to player finances worth considering
  • Is a salary cap necessary?
  • clock

    9:40

    CASE STUDY

    Alec King

    Alec King, Director of Commercial Activities and Marketing, Newcastle United Football Club

  • Brief overview of how community development became a big part of the club’s marketing programme
  • Outlining the community development programme at Newcastle United
  • Some success stories of the community development programme
  • Linking up to Newcastle City Council
  • Does community development increase and extend the club’s fan base?
  • The long-term benefits of a community development programme at a football club
  • clock

    10:20

    FOOTBALL TV RIGHTS

    Simon Banks

    Simon Banks, Soccer Analyst, Soccer Investor

  • The impact of increased football TV coverage - falling attendances?
  • Balancing the live game for match day revenue and increased TV coverage - when is the point reached when there is too much TV coverage of matches?
  • The EC view on cartels controlling TV rights
  • Different structures for TV rights packages throughout Europe
  • What are sponsors saying about both satellite and terrestrial TV broadcasting of football?
  • Models and scenarios for a new premiership TV deal in 2001
  • clock

    11:00

    Morning Coffee

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    11:20

    DATABASE MARKETING IN FOOTBALL

    James McGlynn

    James McGlynn, Systems and Technology Manager, Glasgow Rangers FC

  • The growing role of IT in managing football clubs
  • Developing the supporter data base
  • Integrating data from supporters clubs worldwide
  • Interactive relationship with supporters: using the web-site and email to build the customer relationship
  • Customising the database for the specific needs of marketing a football club
  • Building a platform for smart card use
  • clock

    12:00

    CASE STUDY

    Giuliano Terraneo

    Giuliano Terraneo, Sports Director, Internazionale Milano FC (Italy)

  • How to arrive at the right value for a player
  • Thoughts on the transfer market in Serie A
  • Keeping the costs of transfers down
  • Getting the most out of star players
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    13:40

    Lunch

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    13:40

    FOOTBALL BROADCASTING

    Gary Lovejoy

    Gary Lovejoy, Director of Broadcasting, Eurosport

  • The role of sport in the programming of global media companies
  • The importance of football to television operators
  • The implications of the rising cost of buying football TV rights
  • Looking at programming football coverage and the scheduling of live games
  • Scenarios for football TV rights in the new millennium
  • How football clubs can maximise their television coverage
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    14:20

    EUROPEAN FOOTBALL CASE STUDY

    Eric Leport

    Eric Leport, Managing Director, Football Club Nantes Atlantique (France)

  • The story of Football Club Nantes Atlantique - positioning the club for the new millennium
  • TV broadcasting rights in France - the role this will play in French football
  • Marketing the club - what will the key sources of revenue be?
  • The business activities of the club - building on the brand of the club
  • Treating the fans as customers
  • Areas of business development at the club
  • clock

    15:00

    CASE STUDY

    Takis Kassioulas, Finance Manager, AEK FC (Athens)

    Takis Kassioulas, Finance Manager, AEK FC (Athens), , Cornelius Sierhuis, Chief Executive Officer, Netmed

  • The story of AEK FC - its place in Greek football
  • Generating revenue at AEK
  • Controlling costs at the club
  • Thoughts on the profitability of football clubs
  • Preparing AEK FC for the new premier league
  • clock

    15:40

    Afternoon Tea

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    16:00

    CO-OPERATION AGREEMENTS BETWEEN CLUBS

    Andrew Price

    Andrew Price, Partner, Head of Sports Group, Dibb Lupton Alsop

  • The FIFA UEFA and UK football regulations relating to associations between clubs
  • The growing number of links between clubs, especially in different countries
  • What is driving football clubs to form collaboration agreements?
  • Structuring collaboration between clubs: the range of options from taking equity stakes to informal arrangements
  • Spin-offs for both clubs from the collaboration
  • clock

    16:30

    CASE STUDY

    Fernando Ochoa

    Fernando Ochoa, General Manager, Athletic Club FC (Spain)

  • Building a football club into a business : the case of Athletic Club
  • How important is technology in running a modern football club?
  • What are the major issues facing European football clubs?
  • Thoughts on competing successfully in Spanish football
  • Getting the balance right between on-the-field success and off-the-field success
  • TV football rights in Spain
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    17:00

    Chairman’s Closing Remarks & Close of Conference

    The Grand Amsterdam

    Oudezijds Voorburgwal 197
    Amsterdam 1012 EX
    Netherlands

    The Grand Amsterdam

    HOTEL BOOKING FORM

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    WHAT IS CPD?

    CPD stands for Continuing Professional Development’. It is essentially a philosophy, which maintains that in order to be effective, learning should be organised and structured. The most common definition is:

    ‘A commitment to structured skills and knowledge enhancement for Personal or Professional competence’

    CPD is a common requirement of individual membership with professional bodies and Institutes. Increasingly, employers also expect their staff to undertake regular CPD activities.

    Undertaken over a period of time, CPD ensures that educational qualifications do not become obsolete, and allows for best practice and professional standards to be upheld.

    CPD can be undertaken through a variety of learning activities including instructor led training courses, seminars and conferences, e:learning modules or structured reading.

    CPD AND PROFESSIONAL INSTITUTES

    There are approximately 470 institutes in the UK across all industry sectors, with a collective membership of circa 4 million professionals, and they all expect their members to undertake CPD.

    For some institutes undertaking CPD is mandatory e.g. accountancy and law, and linked to a licence to practice, for others it’s obligatory. By ensuring that their members undertake CPD, the professional bodies seek to ensure that professional standards, legislative awareness and ethical practices are maintained.

    CPD Schemes often run over the period of a year and the institutes generally provide online tools for their members to record and reflect on their CPD activities.

    TYPICAL CPD SCHEMES AND RECORDING OF CPD (CPD points and hours)

    Professional bodies and Institutes CPD schemes are either structured as ‘Input’ or ‘Output’ based.

    ‘Input’ based schemes list a precise number of CPD hours that individuals must achieve within a given time period. These schemes can also use different ‘currencies’ such as points, merits, units or credits, where an individual must accumulate the number required. These currencies are usually based on time i.e. 1 CPD point = 1 hour of learning.

    ‘Output’ based schemes are learner centred. They require individuals to set learning goals that align to professional competencies, or personal development objectives. These schemes also list different ways to achieve the learning goals e.g. training courses, seminars or e:learning, which enables an individual to complete their CPD through their preferred mode of learning.

    The majority of Input and Output based schemes actively encourage individuals to seek appropriate CPD activities independently.

    As a formal provider of CPD certified activities, SAE Media Group can provide an indication of the learning benefit gained and the typical completion. However, it is ultimately the responsibility of the delegate to evaluate their learning, and record it correctly in line with their professional body’s or employers requirements.

    GLOBAL CPD

    Increasingly, international and emerging markets are ‘professionalising’ their workforces and looking to the UK to benchmark educational standards. The undertaking of CPD is now increasingly expected of any individual employed within today’s global marketplace.

    CPD Certificates

    We can provide a certificate for all our accredited events. To request a CPD certificate for a conference , workshop, master classes you have attended please email events@saemediagroup.com

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