http://johancruyffinstitute.com/webinar/marketing-of-football/ The football business has entered the digital age. Clubs are using personalized content as the new driver of media revenue streams. Advanced technologies are opening up new business models and growth strategies. In the digital age, football clubs need to develop new business models and marketing strategies if they want to remain competitive off the field as well as on. A growing generation of football fans has grown up in the digital world. And especially for these “digital natives”, a club’s digital offering will play a crucial role in determining whether they become fans of the club and ultimately remain loyal to it. As the saying goes, “After the game is before the game”: digital technology and media are enabling football fans and clubs to communicate with each other well beyond the 90 minutes of the match. And these technical opportunities are fuelling demand for more content and a personalized user experience. SPEAKERS Steven Adams Steven is the Senior Commercial Acquisitions Manager at The FA. Responsible for new commercial partnerships across all FA assets including England, The FA Cup, Wembley Stadium, St. George’s Park and the Grassroots game. The team has been responsible for recent high-profile partnerships with Emirates, Lidl and Ladbrokes, looking at new ways to build and deliver innovative commercial partnerships. Prior to the FA Steven worked at Facebook, responsible for working with high profile global clients to advise on digital media strategy and spend. Richard Lamb Richard is currently the International Business Director at Inter since July 2015. He is responsible for managing the Club’s business & activities in international markets outside of Europe, including marketing, tours, sponsorships, business development & media. Graduating in Chinese at the University of Sheffield, including as an exchange student at Nanjing University between 1999/2000, Lamb is fluent in Mandarin Chinese and has lived and worked full-time in China since 2002. Richard Denton Richard has been working in the sport marketing and entertainment business since 1989. He has worked for global brands such as Canon, Philips, Omega, ABN AMRO, Heineken and Unilever, across a variety of sport and events including the FIFA World Cup, UEFA Champions League, Formula 1, Volvo Ocean Race, PGA European golf tour, the Ryder Cup, Wimbledon, Roland Garros and the Olympic Games. Richard is now a freelance marketing consultant advising brands and sport organizations and professor of Sport Marketing at the Johan Cruyff Institute in Amsterdam.