Peter Willems, head of marketing activities and sponsorship at UEFA, will host a session entitled "UEFA Euro 2016, Le rendez-vous" on the first day of the show, Oct. 7 at 3 p.m. in the new Brands & Lifestyle Theatre. Willems will discuss the brand’s evolution, its inspiration and how it has been brought to life ahead of the tournament in France in 2016. ?
The session forms part of a sports-themed first day, with the following talks also running:
Keynote presentation: "The story of Team GB from Beijing to London, and the Road to Rio" from Leah Davis, head of marketing, and Simon Massie-Taylor, commercial director, at Team GB, the British Olympic Association, at 1 p.m. in the Licensing Academy.
UEFA Euro 2016 partner, IMG, will also host a seminar entitled "The 10 Rules of Successful Sports Licensing" in the Brands & Lifestyle
The sports theme continues on the show floor, with a 20 percent increase in sports brands participating in this year’s event. Chelsea Football Club is exhibiting for the first time and is joined by Adidas–A.C. Milan, Adidas–Real Madrid, Arsenal FC, FIFA, Dorna Sports, Extreme Sports Company, Team GB, Major League Baseball, Manchester United and Manchester City FC. ?
“In its recent report on sales of licensed products in the U.S. and Canada, LIMA identified sports licensing as a growth area–and this is certainly being replicated in Europe," says ?Darren Brechin, event director, BLE. "We are delighted to welcome UEFA Euro 2016 to the speaker program to round off the sports day, and hope that visitors will gain some useful insights into the evolution of one of football’s biggest and most potent brands.”
BLE 2014 will also play host to a themed Table Dennis charity table tennis tournament, raising awareness of the sport as an effective therapy for those suffering from dementia (in partnership with DC Thomson Consumer Products, Bounce Alzheimer’s Therapy Foundation and Table Tennis England). Championship players from Table Tennis England, together with sports personalities and celebrities, will be invited to take part in demonstration matches throughout the show. ?
Educational sessions are free to attend, and a full program as well additional details on the show can be found at BrandLicensing.eu.
Brand Licensing Europe 2014 will take place at Oct. 7-9 at London’s Olympia.
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