IF Seminars

How to increase your influence on social media?

Social media continues to change the way people engage with organisations and consume information. It has the ability to touch people across the world in a consistent yet tailored manner.

The effective use of such social media represents a unique opportunity for International Federations to reach a broad audience with exciting content, increasing the popularity of both their organisation and the sport at large. In turn, organisations have found that developing a strong social media strategy can lead to stronger partnerships and other commercial benefits.

This seminar considered how IFs can best use social media to ensure the long-term engagement of their audience rather than short-term viewership. Having heard from Matthias Lufkens, Managing Director of Digital at Burson-Marsteller EMEA, the seminar then viewed case studies presented by the International Skating Union, World Bowling, and European Athletics, with participants receiving practical tips to implement within their federations.

Developing the sport is one of the central responsibilities of any International Federation. Indeed, spreading their sport to new regions and strengthening it in existing regions is often one of the primary objectives for federations.

However, to turn such objectives into reality often requires many resources, which are often limited for IFs. Furthermore, such development often requires the support of external parties, notably cities that play host to events and offer programmes and encourage sporting activity.

The question that remains, however, is whether IFs can view these cities as partners for development, as opposed to targets? How can IFs work together with cities to ensure that they are part of the process for development, as opposed to the end goal?

This seminar will explore the concept of IFs truly engaging in a sustainable partnership with different cities, that is mutually beneficial for both in the long-term. It will look at previous strategies adopted by IFs and cities alike in engaging with one another, and consider the key learning points, both positive and negative, from these experiences.

Speakers will include Olivier Mutter from the University of Lausanne.

How can IFs negotiate their host city contracts to protect their rights while being flexible towards cities?

The nature of the events hosting markets has unquestionable changed over recent history. Cities now seek to involve themselves in the process of event planning, and have done so with much success to date.

However, this development brings with it many challenges, notably legal, with IFs needing to find the right balance between being sufficiently open to the ideas of host cities, yet protecting themselves accordingly.

The question is how IFs can ensure that host city contracts provide the rigidity needed to protect their rights yet the ability to address the concerns of cities during negotiations. Finding this balance helps IFs to make the hosting of their events more attractive, without losing control.

This seminar will examine the legal means by which IFs can seek to find this balance, providing practical tips for IFs to take away. The session will combine presentations with an open floor discussion, stimulating debate and the opening up of new insights into this area.