Very high attendance at the II SocialNetSport 2.0 Day

Very high attendance at the II SocialNetSport 2.0 Day. The world of sports in social networks, held on 16 April 2013 in the Barcelona School of Management’s Auditorium. Almost 200 people attended the event organised by the Barcelona School of Management, TrustSportManagement, isportsfactory.com and the Master in Sports Management and Direction.


"Alternadd, Alfredo Cano"

"The importance of Social Networks in Sports Marketing" by Mr. Carles Murillo, Director of the Pompeu Fabra University’s Master in Sports Management and Direction, was the opening address of the day. In it, the Director of the master’s programme underlined an evident fact: “The social networks are not a passing fashion but rather an established reality.” He defined the use of the social networks as an opportunity for the company to “Interact, share, communicate and give visibility to certain values.”

Alberto Arias, Manager of Sportwist, then talked about “The Twitter effect in the World of Sports”. Arias demonstrated the communication strategies, the trends and what the emergence of a Social Network such as Twitter has represented in the world of sports and how both sportspeople and sporting bodies use it to interact with their followers.

“Twitter is the social network most used, most well-known and most important in the world of sport. It has revolutionised the communication system as it places the spectator in the same position as the journalist” Arias proclaimed. The world 2.0 is moreover being transferred to real life. This is true to such an extent that Arias illustrated it with several cases: “teams which have the twitter account or the hashtag that they use visible on the pitch at their ground, players who have their twitter account printed on their shirt, etc.”

“The Use of Social Networks in Federations” was the title of the talk by Laia Tutzó, Director of the International Sailing Centre, Sports Director of the Catalan Sailing Federation and alumna of the Pompeu Fabra University’s Master in Sports Management and Direction.

Tutzó explained how the Federations use the Social Networks to improve the communication with their members and Clubs, in addition to being an opportunity to find new forms of sports sponsorship. According to the yachtswoman, the future challenges in social networks are “e-commerce: that the users end up buying a sailing course, and gamification: the simulation of experiences in virtual environments”.

The Deputy Director of VallPark and alumnus of the Pompeu Fabra University’s Master in Sports Management and Direction, Oriol Molina, talked about “The Importance of Social Networks in the Promotion of Sports Facilities”.

“Aspects such as attracting members, advertising activities, etc., are some of the actions that Facilities can carry out in the Social Networks”, according to Molina.

After a break that the participants used to carry out networking, the participants in the event attended the talk by Albert Bosch, adventurer and entrepreneur, entitled “Communication 2.0 in extreme adventures”.

Bosch expressed the importance of constructing an “ambitious project which covers everything” and added that “online communication is very important for minority sports” such as his challenge of crossing the Antarctic solo from the coast to the South Pole.

Oscar Ugaz, Regional Director of Phantasia Wunderman and ex-Digital Business Manager of Real Madrid, spoke about “Digital Business and Sports: How to resolve the dilemma of the innovator”. Ugaz spoke of the challenges of innovation in sports marketing, content creation, the new sales channels and the relations with the sponsors as the central theme of the talk. Ugaz backed contents against commercial messages, which do not work. “The distribution of good contents generates traffic and this means money”.

At the end of the day those attending were able to attend a final round table with the speakers, moderated and led by Mr. Pere Solanellas, Managing Director of the Áccura Group and Co-Director of the Pompeu Fabra University’s Master in Sports Management and Direction.

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