Page 25 - Conference Program 2019

COLISEUM SUMMIT US PROGRAM
12:15 p.m.
Zachary Miles
Associate VP, Economic Dev., UNLV, US
12:35 p.m.
Conference stream: BRAND Development & BROADCAST Strategy
BRAND Development
Over the years, branding has become one of the core strategies of any business. It plays a pivotal role in marketing and business development. In the field of stadium business, it isn’t the stadium alone that needs brand development. In fact, much of the branding strategy involves the sports clubs that the stadiums represent. As clubs go about increasingly looking for international investors, the focus on brand visibility seems to have gained prominence.
Most clubs these days employ a strong squad of international business devel- opment professionals in a bid to come up with innovative and unique branding solutions. After all, branding could be the key difference between striking a deal or losing one. Ultimately, the stadium business sector becomes the true benefi- ciary of such kind of branding exercise. The new funding and revenues gener- ated by brand development is eventually ploughed back into building training grounds and new stadiums.
‘Black Fire Innovation’ to transform hospitality concepts
‘Black Fire Innovation’ brings one of the nation’s top research institutions, University of Nevada, Las Vegas (UNLV) and Caesars Entertainment,
a leading casino-entertainment pro-
vider, together in one space to de-
velop quick-to-market solutions that
will move the hospitality industry
sion will provide an overview of the ‘Black Fire Innovation’ living laboratory, complexities surrounding public-private partnerships, and bringing up a tech- nology hub in a fledgling innovation market.
BROADCAST Strategy
For decades, television broadcasting was the main source of revenue for sports clubs and their associated stadiums. The emergence of Internet and social media is increasingly challenging the broadcasting strategy by transforming sports mar- keting. Internet and mobile technology has created new possibilities for distribu- tion and consumption of media content from sports events. These changes create many strategic challenges and opportunities.
forward. This ses-
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