瑞士洛桑--国际体育大会（SportAccord Convention）于近期公布了聚焦于“未来营销和赞助”的主论坛议程。
一份由尼尔森体育新近制作的报告发现，全球范围内的干扰/创新现象，因为其在政治、社会和技术领域产生的影响，正在史无前例地影响着体育。这些因素正在影响着体育投资从哪里来、内容是如何被制作和分发的、以及版权方赞助商和粉丝之间的关系。
因为体育正在经历着最具挑战的阶段之一，#SAC2018的主论坛将审视体育运动和赞助商可如何通过影响力营销和创新，来聚拢全球各地多样化的观众群体，并让粉丝们一直有可消费娱乐的内容。
第一个议题将聚焦“影响力营销的力量”。参会代表们将会听到嘉宾们如何利用实时体育内容、代言、举办活动、粉丝网站和营销工具来使用重要的影响力人物，以便扩大影响力、传播原创内容、以及影响整个体育生态系统。
和科技进展有关的“增强赞助商形象”的议题，将会探讨增强现实技术可如何帮助品牌在场馆中、家中以及任何的设备上变得生动起来，获得新的观众、提供新的体验。参会听众还会听到一个国际单项体育协会讲述他们是如何利用创新来在营销和赞助活动中获得新突破的。
“有社会责任感的营销”，将关注选择商业合作伙伴时需要注意什么，例如道德、透明度、环境问题、赌博、行为模范等，以及体育运动、赛事和运动员是否应该把什么对社会是最好的囊括进考虑的范围中。
有一个圆桌讨论将会关注由于迅速变化的科技和分裂的媒体领域，体育运动和赞助将会面对的主要挑战。嘉宾们将畅聊如何区别于竞争对手、如何一直对观众保持吸引力。
更多论坛信息可参考主论坛网页，该网页包含2018年主论坛的议程，上一届大会主论坛的精彩视频集锦，包括：阿里巴巴集团——利用创新让体育到达一个娱乐和粉丝互动的新层面、尼尔森体育——了解观众消费和媒体使用习惯的变化趋势、国际桑博总会——让你的数字资产发挥最大作用。2018国际体育大会已经开始报名注册，优惠票价限时有效。
国际体育大会将于2018年4月15日-20日在泰国曼谷举办，这是一次体育行业领袖和体育商业领域关键决策者们交流的独特机会。每年一次的6天的会议由所有的国际单项体育协会出席，期间举行各个体育组织的全员大会，并受到国际奥委会支持；会议有一个三天的展览、一个讨论范围非常全面的论坛议程，官方议程中还包含很多社交机会。
*本文由国际体育大会首席媒体合作伙伴禹唐体育翻译并发布。
国际体育大会是服务于国际体育界的年度优秀高端会议。它专注于在国际范围内推动体育领域的积极改变，致力于联接与体育发展有关的国际体育协会、版权方、组委会、城市、媒体、企业和其他机构。国际体育大会是非营利性组织，每年汇聚100多个与下列机构相关的国际体育协会：世界体育总会（SportAccord/GAISF）、夏季奥林匹克国际协会联合会（ASOIF）、国际奥林匹克冬季运动协会联合会（AIOWF）、国际奥委会认可的国际体育协会联合会（ARISF）和独立认可的体育协会联盟（AIMS）以及相关成员。国际体育大会受到国际奥委会的全力支持。截止2017年已举办15届。
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英文原稿：
SAC2018 PLENARY CONFERENCE TO EXAMINE HOW SPORT AND SPONSORS can UNITE A complex GLOBAL AUDIENCE for the future
LAUSANNE, Switzerland – SportAccord Convention today offered new details for the Plenary Conference programme focused on ‘Marketing and Sponsorship for the Future’. A recent Nielsen Sports report found that ‘global disruption’ is having an unprecedented effect on sport due to political, social and technological impacts. These factors are affecting where sports investment is coming from, how content is created and distributed, as well as the relationships between rights holders, sponsors and fans.
As sport is facing one of its most challenging periods yet, the #SAC2018 plenary conference will examine how sport and sponsors can unite a complex global audience through influence marketing and innovation, as well as keep fans entertained around the clock.
The initial plenary session will focus on ‘The Power of Influence Marketing’. Delegates will hear how a panel are using key influencers through live sport, endorsement, agents, event hosts, fan websites and marketing tools, to extend reach, deliver original content and influence the entire sports ecosystem.
Other sessions will include a technology update on ‘Augmenting the Sponsorship Profile’ and look at how augmented reality can help a brand to come alive, reach new audiences and deliver new experiences, both in stadiums, at home and on any number of devices. Delegates will also hear from an international sport federation on how they are using innovation to break new ground in marketing and sponsorship initiatives.
A further panel session covering ‘Socially Responsible Marketing’ will focus on what needs to be addressed when choosing commercial partners such as ethics, transparency, environmental issues, gambling, and role models; and whether sports, events and athletes should take into account what is best for society.
A round table will look at the main challenges that lie ahead for sport and sponsorship as a result of rapidly changing technology and the fragmented media landscape. Participants will discuss how to stand-out from competitors as well as keep audiences permanently entertained.
Further information can be found on the webpage Plenary Conference including the 2018 plenary conference programme, highlights from last year’s Plenary sessions including Alibaba Group – using innovation to drive sport to a new level of entertainment and fan engagement; Nielsen Sports – understanding the changing trends in audience consumption and media habits; and the International SAMBO Federation – making the most of your digital assets. Registration for SportAccord Convention 2018 is open for delegates with discounted rates available for a limited period only.
Taking place in Bangkok, Thailand from 15 – 20 April 2018, the SportAccord Convention World Sport & Business Summit is a unique opportunity for industry leaders to engage with key decision-makers involved in the business of sport. The 6-day annual Convention is attended by all the international sports federations and hosts all the General Assemblies, is supported by the IOC, and features a 3-day sell-out exhibition, an extensive Conference programme, and offers many social and networking opportunities as part of its Official Schedule.