SEAT 2016 LONDON APRIL 20-21, 2016 DIGITAL DISRUPTION IN SPORTS & VENUES

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1 SEAT 2016 LONDON APRIL 20-21, 2016 DIGITAL DISRUPTION IN SPORTS & VENUES SEAT IS THE ONLY PEER-DRIVEN CONFERENCE IN THE SPORTS & ENTERTAINMENT INDUSTRY

2 SEAT EUROPE STEERING COMMITTEE MEMBERS SEAT Steering Committee Members are sports & entertainment industry leaders dedicated to create an incredible conference program for you with the hottest topics, relevant case studies and engaging discussions to provide actionable takeaways for you to implement in your sport & venue organizations! Tom Halls Head of Digital Formula E United Kingdom Victoria Wing Senior Marketing Manager The Football Association, United Kingdom David Jones Vice President, IT AEG / O2 Arena, United Kingdom Joe Morgan Digital Marketing Manager British Olympic Organization / Team GB, United Kingdom Pearse Connolly Director Business Development Norwegian Football, Norway Roger Baugh Founder & Director Set the Pace Sports, United Kingdom Fiona Green Managing Director/ Co-Founder Winners CRM, United Kingdom Steven Ziff Vice President, Marketing & Digital Media Jacksonville Jaquars, United States Damian Smith Head of ITThe England & Wales Cricket Board, United Kingdom Jesper Nyholm Chief of Online & ehealth Gamification Sport One Danmark, Denmark James Tyler Head of Marketing Premiership Rugby, United Kingdom Robert D. Jordan Sr Vice President, Sports & Entertainment Van Wagner Sports Group, Unites States Ben Wells Director Wells Said, United Kingdom Richard Ayers CEO Seven League, United Kingdom Sean Callanan Founder Sports Geek, Australia Christine Stoffel Founder & CEO SEAT Dennis Yu Chief Technology Officer, BlitzMetrics Katee Panter Senior Vice President of Enterprise Technology Madison Square Garden, United States Daniel Brusilovsky Digital Initiatives Lead, Golden State Warriors,

3 FAST FACTS - A QUICK BREAKDOWN OF THE EVENT Attending SEAT will enable you to network with industry leaders and discover valuable new ways to implement innovative technology solutions that empower executives and decision-making professionals working in marketing, CRM/data analyst, digital and social, analytics, BI, fan engagement, sales, ticketing, game operations, business operations, IT departments and sponsorship to create new revenue streams and learn how to market your business with more influence and engaging experiential content for your customers, clients and fans. Where: London, United Kingdom When: April 20-21,2016 Host Venue: Chelsea FC ONE 1/2 DAYS WITH 30+ SESSIONS. 3 TECHNOLOGY FOCUSED AREAS : 1. Venue Technology & Security 2. CRM/ Database Marketing, Loyalty & Analytics 3. Digital Marketing, Social Media, Analytics & Mobile SESSION INCLUDES TOPICS COVERING : Core Venue Technologies Social Tactics Mobile Solutions Cyber Security Social Strategy CRM Venue Physical Security Content Marketing Database Marketing Business Intelligence Measurement Game Operations Digital Marketing Analytics Fan Engagement and discussions on the future of technology as it influences decision-making and revenues. JOIN OVER 300 OF YOUR INDUSTRY PEERS AND TOP-TIER TECHNOLOGY PROVIDERS FOR AN INTIMATE & INTERACTIVE CONFERENCE: Industry Experts & Peer Led Case Study Presentations & Best Practices Tips for Successful Projects Industry Experts & Peer Led Round Table Discussions Sharing Best Practices/Tips & Tricks with the Latest Technologies Improve Success with Fans, Sponsor Activations and Customers Workshops on Data Warehouses, Analytics, Prioritization of Data and Integration Techniques How to Create New Revenue & Improve Current Revenue Streams Hear & See the Latest in Data Visualization, Business Intelligence & Best Practices Leveraging Big Data Best Practices in Database Marketing, Data Management, Loyalty Solutions & CRM Tools Share Expertise in Strategic Technology Road-mapping & ROI Hear Next Gen Technology Strategies & How to Stay www. seatconsortium.com/ conference@seatconsortium.com The SEAT 2015 London Event was a great opportunity to meet and network with people from different areas of the sporting fraternity. The ideas shared and insights given will provide valuable business insight for us moving forward and we hope to attend another SEAT conference again in the future. Tom Gorringe, Brighton and Hove Albion Football Club

4 WHAT YOU WILL EXPERIENCE? NETWORKING The Best Peer to Peer Networking in the Industry. Make priceless professional connections with over 300 industry peers across 15+ countries before, during and after sessions, breakfasts, lunches and receptions. Build life-long friendships and relationships. COLLABORATION Collaborate on strategies, best practices and see case-studies of the latest implementations in your peers stadiums, arenas and venues across the World." Select from over 30 sessions across 3 tracks focused on tactics, strategy, workshops, leadership coaching, analytics, BI, revenues & ROI, best practices and more. ACTION-PACKED AGENDA LED BY INDUSTRY PEER EXPERTS Peer selected content makes the sessions and topics relevant and applicable to every day life." Peer Industry experts create the agenda and with carefully selected vendors make this the most unique conference in the industry. WHO ATTENDS SEAT LONDON EVENTS? INTERACT WITH A DIVERSE GROUP OF WORLD-WIDE SENIOR INDUSTRY LEADERS: Presidents/EVP CIO's/ CTO's Technology Leaders Head of Marketing Head of Digital Marketing Head of Revenue & Venue Operations Chief Operating Officers & Head of Revenue Head of Revenue & Venue Operations CRM Professionals Database Marketing Professionals Head of Fan Engagement Mobile Marketing Professionals Social Media Professionals Organizing Committees Head of Community Relations Just wanted to say thank you for putting on not only the best sports marketing conference I ve ever been to, but perhaps the best conference, period. The way the conference was organised to ensure the caliber of speakers and attendees was as high as it is was incredible it was worth attending for the networking alone, let along the superb schedule coordinated along with after event activities. Thanks again to everyone at SEAT an absolutely brilliant event! Thomas Halls, Head of Digital, Formula E

5 CONFERENCE ATTENDANCE & DEMOGRAPHICS SEAT AMERICA SEAT EUROPE SEAT 2015 SAN FRANCISCO 1098 SEAT 2016 LAS VEGAS 1200 ESTIMATED SEAT 2013 KANSAS CITY 414 SEAT 2014 MIAMI 887 SEAT 2012 BOSTON 323 SEAT 2016 LONDON 425 ESTIMATED SEAT 2015 LONDON 163 ATTENDANCE BY TITLE ATTENDANCE BY FUNCTION MANAGERS [10%] SPECIALIST [5%] REVENUE/OPERATION & SALES [15%] IT/TECHNOLOGY [25%] DIRECTORS [34%] CRM/DATABASE MARKETING DIGITAL/SOCIAL & FAN ROYALTY MEDIA MARKETING CXO/SENIOR EXECUTIVE [25%] [35%] [51%]

6 SEAT EXCLUSIVE MEMBERSHIP INCLUDED IN CONFERENCE PASS Included in your SEAT 2016 Conference Registration is a one year membership to the SEAT LOCKERROOM ROUNDTABLE PORTAL. Value of $375USD BECOME A SEAT MEMBER & COLLABORATE WITH YOUR PEERS ALL YEAR LONG! Exclusive access to the SEAT LockerRoom RoundTable Portal. SEAT Locker Room portal is a forum for sports & entertainment professionals to share, collaborate and discuss industry challenges & solutions with your peers. Access to Webinars Access to Executive Coaching, Leadership & Career Tips Network with Peers across the World. Job Board Access to an industry knowledge based of projects, documents and shared information submitted by your Peers. Access to white papers, best practices and documents. Access to industry profiles, statistics, research and studies. Access to your Industry Peers to ask questions, post surveys to help you gather important information to make decisions on future projects. Access database contact information of your peers to enhance peer to peer networking. SEAT CONFERENCE PASSES & PRICING All pricing in this packet are ONLY available to individuals directly employed with a team, league, organizing committee, entertainment venue, casino or entertainment organization. CONFERENCE PASS EARLY-BIRD OFFER Single All-Access Pass Offer Expires February 28, 2016 Single Pass 3 TEAM MEMBERS ONE PRICE 3 individuals from the same sport or venue organization, qualify for this special discount offer. Group Pass [Conference Passes Are Not Valid for Vendors or Consultants] SEAT is the best gathering of Sports and Entertainment technology professionals in the marketplace. Truly enjoyed the marketing, educational topics and new technologies. Michelle McKenna -Doyle, CIO, National Football League (USA)

7 SEAT EUROPE AGENDA WEDNESDAY APRIL 20, :00 am 8:45 am REGISTRATION OPENS: BADGE PICK-UP, REGISTRATION - BREAKFAST & NETWORKING GENERAL SESSIONS 8:45 9:10 am SEAT Europe 2016 Welcome & Opening Remarks Christine Stoffel - CEO, SEAT 9:15 10:00 am EXECUTIVE KEYNOTE PANEL The Economics of Digital Disruption Panel of industry experts will share their perspectives of the digital disruption taking place across the sports & entertainment industry; the discussion will further into driving economic value from the disruption and steps to take to ensure your organization can best benefit from the changing landscape of IT, Digital, Gamification, Data Analytics & Fan Engagement. Moderator: Jesper Nyholm, Chief of Online & E-Health Gamification, SportOne Danmark / Denmark Olympics Panel Members: TBA, Executive, Chelsea FC Hussain Naqi, SVP International Development, Jacksonville Jaquars Dennis Yu, CTO/ Founder, BlitzMetrics Gartner Industry Expert 10:00-10:15 am EXPO HALL OPEN: MID-MORNING REFRESHMENTS & NETWORKING MORNING BREAKOUT SESSIONS 10:20-11:00 am DIGITAL, CRM & COMMERCIAL SPONSORSHIP LEADERS VENUE TECHNOLOGY, CIO, IT & Session Name Session Description FLIPPING THE MODEL: Why Sports Needs to Think Like an Agency Moderator: Sean Callanan, Sports Geek Panel: James Tyler, Head of Marketing, Premiership Rugby Richard Ayers, CEO, Seven League Ben Wells, CEO Well Said Sean Callanan reinvents the sports digital commercialization model developing digital campaigns for sponsors in the same way agencies do. Sean will break down content, audiences and campaigns to help your team deliver great results for sponsors and increase revenue from digital. You'll learn how to ensure your content is matched with right partner and audience. Additionally you drive more revenue by focusing on how to develop campaigns for your sponsors that deliver results with right tools and advertising options. ROI of Wi-Fi - A Case Study of the O2 Arena David Jones, Vice President IT, AEG Europe/ O2 Arena Brandon McNulty, Sports/Auto Racing Technology Executive (USA) David Jones, VP of IT AEG O2 & Brandon McNulty, prior-cto, ISC, will openly share the good, bad & the ugly of the Journey of their Wi-Fi projects of their separate venues. Each will deep-dive and share how they gather customer demographics through their Wi-Fi systems and the steps they are taking to monetize the fan/customer data. Hear insights, lessons learned & Pitfalls to Avoid to ensure that you learn from their mistakes. SEAT London was a great opportunity to network with colleagues in the industry, meet current and potential vendors, and learn from speakers covering a wide range of digital and technology opportunities for venues and teams. I am looking forward to more of the same in San Francisco. David Jones, Vice President of IT Europe, AEG Europe / O2 Arena

8 SEAT EUROPE AGENDA WEDNESDAY APRIL 20, 2016 MORNING BREAKOUT SESSIONS 11:00-11:50 am DIGITAL, DATA ANALYST, COMMERCIAL SPONSORSHIP & CRM & DATABASE MARKETING LEADERS VENUE TECHNOLOGY, CIO, IT & Session Name 5 Pillars in How We Drive & Measure Sponsor Revenue Value at the Golden State Warriors How to Develop a CRM Data Quality Strategy The Art of the Possible Preparing for the Minnesota Vikings Venue of the Near Future Session Description Daniel B, Golden State Warriors NBA 2015 Champions Dennis Yu, Chief Technology Officer, BlitzMetrics The 2015 National Champions Golden State Warriors in partnership with BlitzMetrics will deep dive and openly share their step by step process of how they drive and how they measure sponsorship revenue through digital marketing and gathering data analytics. Fiona Green, Co-Founder WinnersCRM Victoria Wing,Marketing Strategist Customer data is your most valuable information asset. This workshop will provide you best practice guidance to help you understand the importance of data standards when implementing CRM as a strategy. Minnesota Vikings NFL Club JMA Wireless The Minnesota Vikings will host Super Bowl 52 in their new stadium. The Vikings, in partnership with JMA Wireless will share their current project implementation at the new Vikings Stadium leveraging DAS and FUZE (HetNet technology with integrated Digital Electricity). This session will include steps to measuring "digital ROI", selling tickets, running giveaways, merging social + web + app + audiences & sponsor pitch decks They will also share results from SuperBowl 50 on how DAS improved the fan engagement & fan experience for business case justification & how they are already preparing for Super Bowl 52. Noon - 12:30 pm Session Name DIGITAL, DATA ANALYST, COMMERCIAL SPONSORSHIP & Unicorns Made Real: UGC 2.0 at the Rugby World Cup O2 Social Media Manager Rose Army Fan Member Richard Ayers, CEO Seven League CRM & DATABASE MARKETING LEADERS Case Study To Be Announced VENUE TECHNOLOGY, CIO, IT & Using Single-Sign-On (SSO) to Unify Your IT Systems Damian Smith, Head of IT, England Wales Cricket Board Session Description The value of UGC is mythical... often discussed, rarely seen. In this case study, we examine UGC when it grows up. As part of their massive #WeartheRose Rugby World Cup campaign, England Rugby sponsor O2 asked Seven League to find a way to use digital media best - so the Rose Army was born. groundbreaking use of social and collaborative tech Damian Smith will share a case study from the ECB about using Single- Sign-On (SSO) to unify a number of initiatives for security and operational efficiency. a. Customer b. Single Customer View c Security & Defining legitimate access d. Compliance - Appropriate T s and C s and Privacy Statements e. Risk Management

9 SEAT EUROPE AGENDA WEDNESDAY APRIL 20, :30 1:30pm EXHIBIT HALL OPEN: LUNCH SERVED & NETWORKING - Enjoy an array of food and beverages provided to you as part of the conference during our buffet luncheon provided by our sponsors GENERAL SESSION 1:30 2:30 pm EXECUTIVE KEYNOTE PANEL State of the Stadium Thinking Forward This session is a deeply engaging discussion on how team & club executives, along with venue operators/owners should be focused on securing funds for driving technology forward as the State of Stadium is in the NOW with emphasis on fan engaging experiences, fan loyalty & driving innovation through in-venue technology, digital, data to enhance longterm revenues. Moderator Sport/Venue Executive TBA Panel Members: IBM Executive, Sport Venues Sport/Venue Executive, TBA Sport/Venue Executive, TBA AFTERNOON BREAKOUT SESSIONS 2:40 3:30 pm DIGITAL, DATA ANALYST, COMMERCIAL SPONSORSHIP & CRM & DATABASE MARKETING LEADERS VENUE TECHNOLOGY, CIO, IT & Session Name Native Advertising: Making Content Valuable & Believable Improving Fan Experience and Engagement through Improved Connectivity Moderator: Steve Ziff, VP, Marketing & Digital Media, Jacksonville James Tyler, Head of Marketing, Premiership Rugby Archie Woodhead, InCrowd Sports Jaguars Panel Members: TBD Session Description Native advertising has become an incredibly hot topic, with ESPN broadcasters like Chris Mortensen and Adam Schefter getting reprimanded for posting ads in their social feeds for Domino s Pizza without mentioning that they were sponsored. This session will discuss how has the role of native advertising impacted a pro sports team s sponsorship and digital media departments in working together to create content that benefits advertisers but doesn t compromise their social content strategies. A discussion around how Premiership Rugby took a different approach creating a league-wide fan engagement proposal which will put the fan s match enjoyment at the centre (and it s flexible enough to suit individual club requirements). This session will look at how the App has to be downloaded to improve connectivity amongst fans within the stadium, and then allows an element of control over what the fans can see/do once they re in the stadium.

10 SEAT EUROPE AGENDA WEDNESDAY APRIL 20, 2016 AFTERNOON BREAKOUT SESSIONS (CONT D) 3:30 4:15 pm DIGITAL, DATA ANALYST, COMMERCIAL SPONSORSHIP & CRM & DATABASE MARKETING LEADERS Session Name Think Platforms and Partnerships, not Projects Stephen Bourke, Aspire Academy Announcement Coming Soon VENUE TECHNOLOGY, CIO, IT & Announcement Coming Soon Session Description Panel Members/ Case Studies To Be Announced As the business of sport continues to become technology-based, we are seeing teams, leagues and federations partnering with software companies, often in high profile arrangements. This is happening in all core areas including on-field performance as well as back-office functions that drive commercial, operational and engagement value. Opening the main activities, processes and databases to codevelopment with software partners is delivering greater returns than traditional client-vendor relationships could deliver for sport business. Announcement Coming Soon Announcement Coming Soon This session reviews current case studies to understand the strategy and outcomes behind such partnerships. GENERAL SESSION 4:15 5:10 pm EXECUTIVE KEYNOTE PANEL Participation Drives Consumption Get them to Play will help get them to Pay Co-Moderators: Fiona Green, Winners CRM & Richard Ayers Panel Members To Be Announced Session Description Research carried our across Europe for UEFA shows a strong relationship between active participation in a sport and a higher willingness to pay for tickets, merchandise and media subscriptions. This session will dive into the data and look at how these findings can affect all sports and what we should be doing at elite level to encourage participation at all levels.

11 SEAT EUROPE AGENDA WEDNESDAY APRIL 20, 2016 GENERAL SESSION 5:15 6:00 pm Executive Keynote Case Study From the Console to the Track: How Formula E is leveraging ESports to Gain A Competitive Edge with Millennials Case study by Formula E Head of Digital Tom Halls, Head of Digital, Fia, Formula E Executive Keynote Panel Session Description ESPORTS What are we Waiting For? Moderator: Tom Halls, Head of Digital, Fia, Formula E Panel Members: Pears Connolly, Football Association of Norway Sport/Venue Executive, TBA Sport/Venue Executive, TBA esports are already huge and growing fast. Many of us in the physical sports world are wary of esports in terms of taking away our participants and focus. Why should this be the case? The session will look at ways to encourage a positive approach to esports from the traditional industry and showcase examples of a Digical approach where the reward model is based on a combination of digital and physical engagement. 6:30 9:00 pm DINNER, COCKTAILS & NETWORKING SPECIAL EVENT DETAILS TO BE ANNOUNCED

12 SEAT EUROPE AGENDA THURSDAY APRIL 21, :00 8:30 am BREAKFAST SERVED REGISTRATION OPENS: BADGE PICK-UP, REGISTRATION - BREAKFAST & NETWORKING GENERAL SESSION 8:30 9:15 am Executive Keynote Old Ways Meet New Ways Session Description Alexandra Willis, Head of Digital and Content, The All England Lawn Tennis Club (Wimbledon Championships) Richard Ayers, CEO, Seven League One of the biggest challenges is taking a sports organisation and making it think and act like a global media organisation - especially if it was founded in In recent years, the AELTC tennis championships, known as Wimbledon, has quietly led the way on augmented reality, stadium connectivity and second screen applications. All this against the backdrop of growing an international audience and taking the brand across multiple platforms. Alexandra Willis will share the LTA case study details in partnership with Richard Ayers. This session will dig under the skin of the AELTC and share with the audience to give a deeper understanding how you can make your project a success 9:15 10:30 am Executive Keynote WEARABLES AND IOT Game Changers or Just Another New Set of Distracting Gadgets? Moderator: Pearse Connolly Director Business Development, Football Association of Norway Jim O Toole, CEO, Worcester Warriors Jesper Nyholm, Chief of Online & E-Health Gamification, SportOne Danmark / Denmark Olympics Session Description Sports activities have seen an enormous growth in the use of wearable technology in the past year. Sensors and the Internet of Things are the next wave of development to quantify, analyse and capture everything from a 360 player view to a hill climb on Strava. This session will look at the best example of their use from mass market to elite athlete coaching and ask what we in the industry should be doing about them.

13 SEAT EUROPE AGENDA THURSDAY APRIL 21, 2016 MORNING BREAKOUT SESSIONS 10:40 11:20am DIGITAL, DATA ANALYST, COMMERCIAL SPONSORSHIP & Session Name Fireside Chat - Why the Why is more important than the What Jon Ford, CEO, The Football Association of Wales CRM & DATABASE MARKETING LEADERS Increase Revenues & Ticket Sales Through Integration of Loyalty Programs & an Engaging Web Presence Moderator: Sport Executive TBA VENUE TECHNOLOGY, CIO, IT & Step By Step: How to Create a Business Justification for Your Venue Wi-Fi Project European Sport/ Venue Executive TBA Session Description Richard Ayers, CEO, Seven League Richard Ayers will have an intimate discussion on stage with Jon Ford where they will discuss creative thinking informed by hard data Executive Thunderhead Andres Focil, Managing Director, WebMe Sport/Venue Executive (Omnigon Customer) Panel of industry experts share their organization s experiences & lessons learned in developing a an engaging Web Presence & turning casual fans into loyal fans, ticket buyers; how creating a loyalty program increased revenues, ticket sales, fan engagement & most of all brand loyalty! Cobham Wireless Executive This session will be focused on helping you to create a business justification document to secure funding for your venue/stadia Wi-Fi project.; Increase sponsor activation and sponsorship revenues. CLOSING GENERAL SESSIONS OF SEAT EUROPE :35 12:15pm Executive Keynote Case Study A Case Study - UGP (Ulster Grand Prix) :The World's Fastest Road Race: A Journey from Rags to Riches through Technology Geoff Wilson, Board Member at Tourism Northern Ireland; Sports Marketing Consultant; FIFA Consultant Session Description The UGP is the world's Fastest Road race; over 50,000 spectators and 600 volunteers running the race over Bike Week in August each year. The UGP was part of the world series in the 1970's with famous riders such as Joey Dunlop, Giacomo Agostini taking wins on the famous circuit. In 2008 the event was in massive debt, poor image, less than 10,000 spectators but in 2009 a new strategy was adopted which included; a rebranding project, new communications channels, fans engagement programme, volunteer programme and event management plan all helped to save the famous race from extinction. Hear their journey 12:15 1:00pm Executive Keynote Panel In Venue Technology Platforms:- Pros, Cons, Risks & Rewards Moderator: Mike Morris, CIO, Legends Entertainment Panel Members: TBA Session Description Interactive and engaging panel discussion on the pros, cons, opportunities and risks associated with implementation of In Venue Technology platforms. How can a platform effect the fan experience & help organizations understand their fan s behavior, spending and desires for invenue application functionality. Hear how in-venue technology platforms generate revenue for a compelling ROI model to justify investment.

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