The sixth edition of the summit provided another annual update on the best practices in the fast-moving world of sports marketing while giving attendees strategies and new concepts to apply to their basketball clubs and leagues.

"This meeting gives the perfect opportunity for clubs to learn from each other and share their best practices and new ideas," Roser Queralto, Chief Business Development Officer at Euroleague Basketball, said. "For us, as a league, it is great to receive the club's feedback after a long and busy season, and probably the most successful one for Euroleague Basketball in all senses."

A distinguished list of 16 expert speakers and panelists covered a wide range of subjects all designed to help the attendees explore and develop new ideas with which to grow the sport of basketball by connecting well and consistently with fans, sponsors and communities.

On the subject of corporate social responsibility, Tim Frost of Undivided Agency hosted a session that illustrated the values of team building and communication with three real-world examples, the Laureus Sports for Good Foundation, the Intercampus FC Internazionale CSR Programme and Valencia Basket Club's work with One Team, the CSR arm of Euroleague Basketball.

"I really appreciate being part of the CSR session here with One Team. One reason is to share experience, another is to share ideas and a third one is to start new projects and cooperate in the future in order to be more effective and consistent," Nicoletta Flutti of FC Internazionale's CSR programme. "We have to be open to all other experiences in order to enrich ours and give something back."

"I think beliefs of the organization between Laureus and One Team are very similar in terms of bringing people together using the power of sport to inspire not only business, but to see how sport itself can impact young people around the world," Ned Wills, Director at Laureus Sports for Good Foundation, said.

Market leaders in sports ticketing took the summit stage next to share their expertise on such subjects as customer acquisition and retention, one of the themes that Thorsten Stanko, Senior Sales and Business Development Manager of German-based CTS Eventim AG, Europe’s market leader in ticketing, outlined for the attendees. Marshall Glickman, CEO of G2 Strategic, then moderated an open discussion touching on secondary ticketing, CRM, mobile and digital tickets and professional management structure.

The summit turned next to the viewpoint of sports rightsholders on the developing trend towards brand experience and direct engagement with fans through on — and off-line campaigns, among other avenues. The panelists — Jan Lehmann, Director Strategic Marketing & Product Management, DFL Deutsche Fussball Liga Gmbh; Ferran Juncar, Sponsoring Director, Dorna Sports; and Benjamin Deblicker, Head of International Sponsorship at Ligue de Football Professionnel — LFP — represent rightsholders in football and motorsports, and discussed what works from their perspective now and what they plan for the future.

"It has been very interesting to see how brands, clubs and sports like basketball, football and motorsport package their rights taking the latest trends into account," Mr. Deblicker said. "We can all learn things from each other so an initiative like this is very refreshing."

"Euroleague Basketball is the perfect example of how to soar on a crowded marketplace," Mr. Juncar said. "And being part of today's summit, I realized why: they keep their mind ahead of the curve and like to punch above their weight." The use of digital technologies and social media as key drivers in brand exposure, community-building and social business was next up on the summit agenda. Didac Lee, the Founder & CEO of Inspirit and FC Barcelona Board Member, Technology Area, shared the discussion of how to harness digital for multiple purposes with Enrique Gutiérrez de Ravé Levy, Head Sports @TwitterSpain.

Finally, the 10-hour summit closed with a focus on fans and the ways to unleash their passions by being distinctive in a crowded marketplace. Exclusive keynote presentations on the subject were given by Genevieve Sexton, Business Director at Crispin Porter + Bogusky in London; Laura Abril, VP Youth & Music Brands (South Europe, Middle East & Africa) at Viacom International Media Networks; and Laurence Joslin, Marketing Director EMEA at New Era Caps. All three then headed a panel discussion to explore where marketers need to look in the future in order to build new and lasting relationships with fans.

"Basketball is a vibrant sport, that can talk to the upcoming generation in a new and fresh way," Ms. Abril said. "The things youth cares about revolve around a full 360 experience, and the excitement and fast-pace rythm of Euroleague is a way to talk the youth talk, and to be a force in pop culture."

"Euroleague Basketball is a genuine, world-class property," Mr. Joslin. "It's very exciting to see all minds come together, despite the different cultural backgrounds, and strive to change the current mindset and keep evolving. We are really proud of being in the family, and have Euroleague alongside our other major properties like MLB, NBA and NFL."