Sports Management Summit

May 9, 2012

The Fairmont San Francisco


May 9, 2012 / Day 1

6:00pm - 9:00pm Welcome Reception & Kickoff Dinner

Lessons Learned From More Than 100 Years of Sports Leadership

Dinner Keynote 

Brian Burke
President & GM
Toronto Maple Leafs
Bill Polian
Former Vice Chairman & President
Indianapolis Colts
Jerry West
Executive Board Member
Golden State Warriors
Ric Bucher
Senior Writer, ESPN The Magazine & NBA Analyst
ESPN, Inc.
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The Global Sports Management Invitational kicks off with an open discussion on lessons learned from three of the most respected and admired executives in the history of professional sports. Stanley Cup Champion Brian Burke, Super Bowl Champion Bill Polian and NBA Champion Jerry West have 11 championships between them and more than 100 years of combined experience as leaders in their respective sports. In this keynote address, they will discuss their experiences, dealing with star players, making big trades, hiring head coaches and maximizing relationships to ensure success. Join Burke, Polian and West in this session moderated by Ric Bucher, as they share their biggest challenges and triumphs during their distinguished and colorful careers as sports executives.

May 10, 2012 / Day 2

8:30am - 9:30am

Registration & Breakfast

9:30am - 11:00am Opening Keynote

Ideas and Insights from Silicon Valley and Hollywood


Joe Lacob
Co-Executive Chairman, CEO & Governor
Golden State Warriors
Peter Guber
Co-Executive Chairman & Alternate Governor
Golden State Warriors
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Two of the most progressive and aggressive owners in professional sports discuss their keys to success in business and their vision for professional sports. Joe Lacob and Peter Guber made history when they purchased the Golden State Warriors for an NBA record $450M, and Peter Guber has done it again as part of a three member group purchasing the Los Angeles Dodgers for a professional sports record price exceeding $2B. In this session, Lacob will share lessons learned and insights from his remarkable career at the world-renowned venture capital firm Kleiner, Perkins, Caufield & Byers. Guber will reflect on his incredible journey in Hollywood as he built Mandalay Entertainment, a highly respected media and entertainment company.

Session discovery topics:

• Identifying and cultivating the entrepreneurial spirit
• What can sports learn from the entertainment industry
• Inspiring and activating success in all the constituencies in professional sports enterprises

11:00am - 11:30am

Networking Break

11:30am - 12:30pm Breakout Sessions

Organizing Data, Verifying Your Gut and Minimizing Mistakes

Executive Discussion 

R.C. Buford
President & GM
San Antonio Spurs
Mike Forde
Executive Director & Director of Football Operations
Chelsea FC
Mark Shapiro
Cleveland Indians
Kevin Pritchard
VP, Player Personnel
Global Sports Summit
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The challenge with player personnel decisions is not just finding the right people, but creating a sustainable framework that incorporates concrete data and the intangibles that affect a player’s performance. Mike Forde, Executive Director, Director of Football Operations with Chelsea FC, says "sometimes it is all about the people you don’t sign” that can make the difference. Forde will be joined by R.C. Buford and Mark Shapiro to discuss how to best incorporate objective data into a reliable decision making process around critical talent acquisition.

The Changing Sponsorship Model – Driving Value, Loyalty and Lasting Relationships

Executive Discussion 

Tom Fox
Chief Commercial Officer
Arsenal Football Club
Tom Wilson
Olympia Entertainment, Detroit Red Wings & Detroit Tigers
Tom Garfinkel
President & CEO
San Diego Padres
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The recent economic downturn has made for serious challenges in selling sponsorships, and what has worked in the past will not necessarily work in the future. Sports teams need to shift old philosophies about sponsorship, understand the value they bring to the customer and how they can leverage that value to help their partners reach their goals. Greg Economou, Tom Fox, and Tom Wilson each bring a different perspective on what it takes overcome the challenges presented in today’s market. Join them in this session moderated by Tom Garfinkel as they share their insights and ideas for creatively activating partnerships and maximizing team assets.

Session discovery topics:

• Creative packaging — selling solutions not assets
• Monetizing your content — creating incremental inventory
• Driving consumer engagement — conversations with your customers

12:30pm - 1:00pm

Networking Break

1:00pm - 2:30pm Luncheon Keynote

Aligning the Franchise for High Performance


John Foley
Former Lead Solo Pilot
Blue Angels
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John Foley has first-hand experience in pushing high performance to the extremes. Foley consistently performed as part of a close-knit team in an intense, high-stakes environment. Using Blue Angels methodology as a model, Foley has developed a unique approach that equips others to make the same journey toward excellence. In this enthusiastic keynote, he discusses high performance teams and ways sports team executives can take their own high performance climb to the next level.

Session discovery topics:

• Aligning teams ops, business ops and ownership towards a common goal
• Building unprecedented levels of trust
• Leading your team beyond the realm of possibility

2:30pm - 3:00pm

Networking Break

3:00pm - 4:00pm Breakout Sessions

The Cutting Edge of Sport Science and Injury Prevention

Executive Discussion 

Bill Maloney, MD
Professor, Orthopaedic Surgery
Stanford University
Jean Pierre Meersseman, DC
Co-Founder, MilanLab & Special Advisor
AC Milan
John Brenkus
Co-Founder, BASE Productions &
Host and Co-Creator, "ESPN Sport Science"
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Ask anyone in the sports business, and they will agree that injury prevention is key to protecting a team’s most significant investment — its players. After paying nearly €15M for a player who then became injured and unable to play, AC Milan decided they would never again make that mistake. This was the beginning of MilanLab. By measuring all aspects of an athlete’s health, the scientists at MilanLab were able to create a predictive model for determining an athlete’s propensity for injury using historical data collected through years of research. In this session, MilanLab co-founder Dr. Jean Pierre Meersseman will be joined by Dr. Bill Maloney to discuss where sport science is headed in the next decade.

Increasing the Value of Your Brand

Executive Discussion 

Stephen Jones
COO, EVP & Director, Player Personnel
Dallas Cowboys
Jack Swarbrick
VP & Director of Athletics
University of Notre Dame
George Foster
Konosuke Matsushita Professor of Management
Stanford University
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Stephen Jones and Jack Swarbrick understand the importance of having a consistent and powerful brand. The teams they represent are among the strongest brands in professional and amateur sports. More importantly, they have been consistent over time. In this session moderated by George Foster, Jones and Swarbrick will discuss the importance of incorporating your brand into every aspect of your business and into the fabric of your organizational identity.

Session discovery topics:

• Building a strong brand — making it part of your franchise DNA
• Managing your reputation and protecting the brand
• Evolving and increasing your brand’s value

6:00pm - 9:00pm St. Jude Awards Dinner

Extending Your Career and Maximizing Your Influence on the Organization

Dinner Keynote  sponsored by: ARAMARK Corporation

Jerry Colangelo
Chairman, USA Basketball
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Jerry Colangelo has succeeded at every major job in professional sports, including head coach, GM, president, managing general partner, CEO and chairman, giving him unique insights into what it takes to have a long and sustainable career. From taking over the expansion Phoenix Suns as the youngest GM in professional sports, to bringing major league baseball to Arizona, to returning USA Basketball to Olympic glory and a Gold Medal, Colangelo has succeeded with passion and persistence. Join Colangelo as he shares his personal experiences and advises how to stay in the game and maximize your influence on the organization.

May 11, 2012 / Day 3

8:00am - 9:15am Opening Keynote

Breakfast with Twitter

Keynote  sponsored by: WILDFIRE

Kevin Thau
VP of Partnerships
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As teams search for ways to increase their fan base and generate new revenue streams, Twitter and other digital media platforms have emerged as powerful marketing tools. Finding the most effective means of fan engagement and capturing the social conversation around live sports events is critical to a franchise’s success. Join Kevin Thau as he talks about the latest sports related data coming out of Twitter and discusses what’s next in the digital space and social news content.

9:15am - 9:45am

Networking Break

9:45am - 10:45am Breakout Sessions

Sport Psychology – The New Way to Evaluate Drive, Desire and Heart

Executive Discussion 

John Eliot, Ph.D.
Performance Psychologist
Stanford University
Dana A. Sinclair, Ph.D.
Partner and Performance Psychologist
Human Performance International
Paraag Marathe
San Francisco 49ers
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So much of talent selection is focused on physical performance that optimal strategy for psychological assessment can easily be underdeveloped. In order to use psychology as a competitive advantage, organizations need to consider the entire package; they need to go beyond standard pencil and paper tests or goal setting sessions. Join Dr. John Eliot and Dr. Dana Sinclair in this session moderated by Paraag Marathe, as they combine their 40 years of experience in professional and collegiate sport to discuss how to assess character, leadership and heart, and maximize a player’s performance during the season.

Session discovery topics:

• Assessing psychological strengths and identifying red flags
• Thriving under pressure and preventing slumps
• Enhancing athlete performance long term

Saving Green by Going Green - Sustainability in Sports

Executive Discussion  sponsored by: Waste Management

Mike Golub
Portland Timbers
Bryan Leslie
Director, Building Operations & Team Up Green
Toronto Maple Leafs
Steve Neff
VP, Strategic Business Development
Waste Management
Martin Tull
Executive Director
Green Sports Alliance
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The benefits of incorporating environmentally friendly practices at major league sports venues extend far beyond doing the right thing for the community. In fact, sports organizations can achieve significant cost savings that drop directly to the bottom line by employing best practices relating to energy efficiency, waste recycling and improving environmental performance. Martin Tull of the Green Sports Alliance will moderate a thoughtful and progressive discussion among trend setting team executives like Mike Golub with the Portland Timbers, Bryan Leslie of the Toronto Maple Leafs and a global leader in recycling initiatives, Steve Neff of Waste Management.

10:45am - 11:15am

Networking Break

11:15am - 12:15pm Breakout Sessions

Optimizing the New Channel in Content Distribution

Executive Discussion 

Ryan Holmes
Director of Digital Media
Brigham Young University
Claude Ruibal
Global Head of Sports Content
Russell Stopford
Head of Digital
Manchester City FC
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There is an increasing need for sports franchises to maximize viewership and find the most efficient ways to increase fan loyalty and ultimately increase revenue. Claude Ruibal and his team at YouTube have been working with sports clubs and leagues across all sports to provide a supplemental distribution channel for team and player content that goes beyond the live event. In this executive discussion, Ruibal will be joined by Ryan Holmes and Russell Stopford to discuss the new avenues available in distribution and how team executives can monetize digital sports content.

Maximizing Revenue Through Innovation in Ticketing

Executive Discussion  sponsored by: Ticketmaster

Tom Garfinkel
President & CEO
San Diego Padres
Rick Welts
President & COO
Golden State Warriors
John Forese
SVP & GM LiveAnalytics
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The revenue lifeblood of every sports organization is still tickets, tickets, tickets. With advances in technology changing the ways in which teams sell tickets, sports teams need to find ways to be more strategic with ticket pricing in order to increase revenue. In this session, Nathan Hubbard will lead a discussion with Tom Garfinkel and Rick Welts regarding issues around dynamic ticket pricing, advantages of the secondary market and digital ticketing. Join them to learn how to address a fragmented market, gain control of your customer data and better target your customers.

12:15pm - 12:45pm

Networking Break

12:45pm - 2:30pm Closing Luncheon

Innovating to Win


Geoff McGrath
Managing Director
McLaren Applied Technologies
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Geoff McGrath has 20 years experience in technological innovation from conceptual engineering design and development to sales and business development for blue chip and start-up companies alike. A mechanical engineer by training, his career has spanned most branches of engineering from mechanical, aeronautical, civil, chemical and petroleum engineering before changing focus to telecom, media and entertainment in the Internet boom, and then back to McLaren Applied Technologies as managing director. McGrath’s current focus is on developing breakthrough performance solutions in fields as diverse as sports, health and wellness, and operations through the application of McLaren technology and design.