We are delighted to announce that Niels De Vos, order Chief Executive of British Athletics, capsule | has been confirmed as a keynote speaker at this year’s Sports CRM Summit, and which will take place on Tuesday 16th September at The International Convention Centre in Birmingham.

Presentation Overview

“Research to Revenue leads British Athletics to multi-million pound partnership”

At the start of this year, British Athletics announced that Sainsbury’s had signed a new four year partnership deal with the national governing body and had secured the role as the main partner of the Major Event Series. In this presentation Niels will explain how British Athletics’ data and insight capabilities has helped them to secure major sponsors such as Sainsbury’s and how it helped them to promote one of most successful athletics events of all time in 2013, the Sainsbury’s Anniversary Games, which sold 180,000 tickets in just 75 minutes. 

Commenting on his involvement in the Summit Niels said, “I am delighted to be taking part in this year’s Sports CRM Summit. At British Athletics we have placed considerable focus over the last few years on building up our data and insight capabilities to increase our knowledge of athletics fans and participants. I am looking forward to sharing some of our learnings and strategies with delegates at the Summit in September.”

About Niels De Vos

Niels has been Chief Executive of British Athletics since 2007 and an Executive Board member of the British Olympic Association since 2009. Since 2012, Niels has also been the Chief Executive of the IAAF & IPC World Championships after successfully leading the bid for both in 2011. He was previously CEO of Aviva Premiership Rugby team Sale Sharks, who won the Premiership in 2006. Prior to joining Sharks, Niels was Commercial and Marketing Director of the hugely successful Manchester Commonwealth Games. 90% of tickets were sold – beating the record set by the Sydney Olympics, and the event raised more in commercial sponsorship than any other international sporting event previously held in the UK. The Commonwealth Games was, in the eyes of many, the event that restored Britain’s international reputation for hosting major sporting events and a key factor in winning the right to host London 2012.

Niels will join a host of other speakers from across the sports industry who will share their case studies, knowledge and insight into how sports organisations are continuing to reach out and engage with their fans, participants, sponsors and audiences – including;

– Zarah Al-Kudcy, Marketing Manager, Rugby World Cup 2015

– Nicky Roche, Chief Executive, Tour De France 2014

– Paul Thandi, Chief Executive, NEC Group

– Richard Stock, British Rowing

– Hannah Bodley, Marketing Manager, Silverstone

– Faye Nixon, Marketing Manager, Derby County Football Club

– Tom Gorringe, Brighton and Hove Football Club

– Stuart Cain, The Ticket Factory

The format of the day will feature keynote speakers, panel discussions and tailored workshops, giving delegates the chance to get involved through lively and interactive sessions. The day will be hosted by BBC Radio 5 Live presenter, Jonathan Overend.

Delegate rate is £299 plus VAT. To book online click here.

In partnership with: Eight Feet Tall

Media Partner: iSportConnect