SportHackTag 2016: the first European event focused on digital innovation in the sports world ends with impressive numbers
Friday, 27th May 2016 – SportHackTag, the first European event focused on digital innovation in the sports world, that took place at the Emirates Stadium in London, ended yesterday. The project, developed by GEA World and Minimega Pubblicità, two leading Italian agencies in field of sports business, and well-established in the advertising industry, gave the major players in the sports and digital sectors, the opportunity to meet and analyze a range of best practices, organize one-to-one meetings and eventually develop new business opportunities. The event saw over 250 meetings arranged for clubs and companies, 15 key-note speakers of worldwide importance and from a social media perspective, the twitter account @sporthacktag, had a social reach of 36,000 users and 1.3 million impressions, whereas the hashtag #Sporthacktag was ranked second in the trending topics in the UK on 24th May, with a social reach of 569,000 users and an overall 8.5 million impressions: these figures are clear evidence of the indisputable success of this first edition.
The first day, Tuesday 24th May, featured a panel of participants mainly focused on sports: the opening event saw a panel discussion on the future of digital marketing in sports hosted by the British journalist Ian Stafford and included panelists Annalisa de Luca, Digital Lead Transformation CONI and Adam Hogg, Event Director ATP World Tour Finals. The daily schedule included then the keynote speech of Luis Vicente (former manager of Valencia and Manchester City), entitled “Data, analytics, content, digital, technology, venues & fans – a disruptive cycle for sports?”. Kike Gutierrez de Rave Levy, Media Partnerships Twitter South Europe, followed next, and showed how 55% of live discussions broadcast on Twitter are actually about sports.
The schedule continued with Maurizio Barbieri, Head Of Strategic Sports and Video Services at Samsung Asia PTE Samsung, who spoke about the evolution of virtual reality at sporting events. Later, Federico Palomba, Head of Digital Juventus, took the stand to present the social media strategy of Juventus. The day ended with Federico Smanio, Lega Serie B Digital Area Manager, who explained how to leverage the fans’ stories to increase the community engagement.
On Wednesday 25th May, the second and final day, there were several speeches and presentations from major representatives of the digital world, with companies such as: Simone di Somma, Managing Director INAAS, with an accurate data analysis on Fantacalcio (Fantasy Football), followed by Luca La Mesa, Social Media Strategist Wengage, who focused on how sports fans love to see directly from their idols or clubs any exclusive content that no media can show. Andrea Ghizzoni, Country Manager Tencent, explained how through WeChat, the dominant social network in China, you can reach 800 million active users. Davide Feltoni Gurini, CEO Datalytics, illustrated how they are committed to enhancing brand reputation as well as the engagement of the brands, and finally Gareth Capon, CEO Grabyo, underlined how communicating through videos will become th enorm and dominate by 2020.
The event ended with a speech by Alessandro Moggi, President of Gea World, who stated: “We are hugely proud to be the first Italian company to create such a groundbreaking international format. We took the challenge to innovate amongst the innovators. We are delighted we managed to create business and network opportunities as well as solid relationships between the major players in the digital arena. We chose London and the exclusive location of the Emirates Stadium to launch the first edition of an event which considers the international dimension as one of Sporthacktag’s key milestones. The second edition, is scheduled to be held in Dubai next March 2017, where we hope we will be able to host an even bigger number of participants and industry specialists, reaching a far wider global audience”.