Client Executive Sport
Group size 1,000
Agency In house
Date 7-8 October 2008
Venue Stamford Bridge
The Brief: Chelsea's conference and events team was asked by Executive Sport to assist in the launch of Leaders in Football on 7-8 October. It aimed to attract more than 1,000 of the game's decision makers from across the world. It also had to appeal to suppliers and delegates from other sports such as F1 and rugby.
Challenges As this was a launch event, Executive Sport needed a high attendance of key decision makers from 45 countries. Given the media interest there needed to be a decision as to whether to allow the press into the meeting or not.
Solution Executive Sport sales and marketing director Simon Lau says: "Ensuring attendance of so many senior players involved securing keynote speakers with global appeal."
These included Premier League chief executive Richard Scudamore and FA chairman Lord Triesman, alongside Major League Soccer deputy commissioner Ivan Gazidis and Frederic Thiriez, president of La Ligue de Football Professionne.
Chelsea's Bluewing meetings and events space, which comprises 21 function rooms, 60 syndicate rooms and two hotels, was chosen as the venue.
A decision was taken to allow only selected partner press into the sessions.
Execution The main conference sessions took place in the Great Hall. Topics included the expansion of the Premier League, the growth of Major League Soccer in the US and the impact of the professional game in Asia.
Most delegates were left to make their own arrangements, while Executive Sport managed logistics for a handful of VIPs.
A concierge service allowed delegates to book a table and spend the first evening in Stamford Bridge's Marco restaurant or organise alternative transport to other venues.
Verdict "Feedback was tremendous," says Lau. "The event generated global media coverage and Chelsea's event facilities are really impressive."
Executive Sport has signed a three-year deal with Chelsea and will return to Stamford Bridge in October 2009.
"I'm certain this is the beginning of a long and successful relationship between the Leaders in Football conference and the events team at Chelsea FC," says Simon Hunter, the club's head of hospitality.