Announcement Brands event iSportconnect London Masterclass

SAP, Aston Martin & Häagen-Dazs To Speak At 2018 Brands Masterclass in London

July 16, 2018

We are delighted to announce that SAP, Aston Martin and Häagen-Dazs & Nature Valley have joined the speaker line-up for iSportconnect’s 2018 Brands Masterclass, taking place in London on September 18, 2018. Contributing top-level insights to the highly interactive sessions will be Lars Lamadé, the Head of Sponsorship, Europe & Asia for SAP, Gerhard Fourie, Director of Marketing and Brand Strategy for Aston Martin and Arjoon BoseMarketing Head UK & Northern Europe at Häagen-Dazs, Nature Valley and Fibre at General Mills.

Lars Lamadé is responsible for all SAP sponsorships partners in Europe and Asia. His main duties include managing sponsoring activities and partner relationships, as well as organizing and conducting a variety of events and projects, mainly in the Sports and Entertainment area. Lars’ team supports the SAP sponsorships partners in the regions with international and local events, co-innovation projects and strategic technology collaborations.

Gerhard Fourie is responsible for global marketing, launch planning and the definition and evolution of the Aston Martin and Lagonda brands. Before joining Aston Martin in 2017, he was the general manager for global brand strategy for Nissan Motor Corporation, a position he held for six years. During this time, Gerhard also led global sponsorships and the creation of a global portfolio that included partnerships with the UEFA Champions League, the 2016 Rio Olympics, the International Cricket Council and the City Football Group.

Arjoon Bose manages the Häagen-Dazs, Nature Valley and Fibre One team of highly talented marketers and cross-functional brand finance, customer/trade marketing, net revenue management and category management teams. Across several countries, they deliver the P&L, share growth and brand equity via a breakthrough innovation pipeline and a ‘modern luxury’ communications strategy through the line. With over 13 years of consummate experience in consumer goods across personal care products such as L’Oréal Paris and food and beverage products, Arjoon hopes to leverage in helping establish or grow the market for brands and create stakeholder viability.

More than ever, brands are at the heart of the business of sport. This exclusive event will engage thought leaders in a challenging and ever-changing global industry.

The programme for discussion will feature topics such as Embracing Transformational Tech, Brands & the eSports Phenomenon and Making New Deals & Making Them Work.


To register your interest in attending the 2018 Brands Masterclass, please contact

Invitation Policy: The 2018 Brands Masterclass is a complimentary event for iSportconnect members who are from governing bodies, sports teams, brands and broadcasters. There is no fee to become an iSportconnect member. No sports agencies, professional service providers & suppliers are allowed to attend.

For limited partnership opportunities, please contact


Announcement Brands event iSportconnect London Masterclass