The speakers will address the key issues of the world of sport:

The Global Sports Innovation Center powered by Microsoft is leading a wide programme of contents with some of the best international experts that will discuss the present and future of intellectual property and digital trends in sports.

The sessions, grouped in 4 thematic blocks, address two major areas:  management of sport competitions rights and management of the rights of athletes.

IP in sport and training

Key issues:
What is the role of intellectual property in sport? Creation of value through IP and use for sponsors, branding and merchandising.

IP and athletes rights

Key issues:
Exploitation of the image rights of professional athletes. Personal brand and opportunities.

The Distribution of Content and Digital Market

Key issues:
New media. Digital Markets. Trends in content creation and distribution. Big data and business opportunities in IP. Boom in e-Sports and their challenges.


22nd November – 10:00 – 14:00h:

10:00 – 10:10

Welcome to the Sport IP Forum

10:00 – 11:30

The importance of IP in Sport Industry  
Speaker: Fernando GoñiPONS IP – Sport


The role of the new technologies in sports experiences 
Speaker: Sebastián LancestremèreMicrosoft Sport


The future of pay-TV, where are we going?  
Speaker: Ignacio Arrola –New Media and Marketing Director – MediaPro


Time for question and discussion with the speaker
Moderate by: Eugenio Mallol, director suplemento Innovadores de El Mundo

11:30 – 12:00

Coffee Break and Networking in the Stands Area

12:00 – 13:30

Sports Content Distribution: From pay-TV paradigm to innovative mobile experiences  
Speaker: Adrian HerzkovichFormer FOX Executive / CEO of TTSPRTS


KPMG’s Game Scheduling Software to the Professional Sports Leagues, Broadcasters and Grassroots  
Speaker: Ryan McCumber – Director – KPMG’s Global Sports Analytics


Developing a Chinese fan base for international sports clubs/teams opportunities and risks 
Speaker: Tristan CHEN – General Manager – HUPU Sports (Shanghai) Media Co. L.


Time for question and discussion with the speaker
Moderate by: Peter DraperLoose Lips Ltd.

13:30 – 15:00

Lunch and Networking in the Stands Area


22nd November – 15:00 – 18:45h:

15:00 – 16:30

Exploitation of image rights: new trends, new legal challenges, old obstacles 
Speaker: Félix Plaza –Head of the Sports and Entertainment Law Department- Garrigues Abogados


Ambush Marketing / The protection of the brand owner in sports broadcasts 
Speaker: Carolina Pina -Head of Intellectual Property Department and the Sports & Entertainment and Media & Telecom practice- Garrigues Abogados


Rights management on Sail Events – Case study: Volvo Ocean Race 
Speaker: Laura Urrutia -Directora de Marketing- Volvo Ocean Race


Time for question and discussion with the speaker
Moderate by: Luis Villarejo – Director de Deporte Agencia EFE

16:30 – 17-00

Coffee Break and networking in the Stands Area

16:40 – 18:20

Basketball models of management, sale and distribution of rights 
Speaker: Xavier Bidault –Commercial Director- IMG


Key factors in the process of becoming an international property  
Speaker: Joan M. CarrerasACB’s Director of Business Development


IP management on media business in cycling  
Speaker: Andrew Croker – President Global Cycling Network


Time for question and discussion with the speaker
Moderated by: Laura MontoyaPONS IP

18:30 – 18-45




23rd November – 9:30 – 15:00h:

9:30- 11:10

Players and club’s trademarks  
Speaker: Isabel Cortés, Head of International Trademark, Pons IP


Help athletes, and brands maximize the value of their data and technology 
Speaker: Steve Gera -CCO- Gains-Group


Using influencer to maximize partnership activation – challenge for IP management  
Speaker: Miguel A. Hernández –CMO- Primetimesport


Time for question and discussion with the speaker
Moderated by: Marc Menchén, director de Palco23

11:00 – 11-30

Coffee Break and networking in the Stands Area

11:30 – 13:30

Traspaso de Neymar al PSG, ¿Cuál es el impacto del fichaje de una estrella a nivel mundial?  
Juan-Luis Hortelano – General Manager Europe – Blinkfire Analytics


Spanish football clubs – Digital Transformation and fan base management  
Speakers: Héctor ConesaLevante U.D.-, José Luis PastorRethink Marketing-, Enrique GasullaValencia C.F.-, Albert MunetFC Barcelona


Time for question and discussion with the speaker
Moderate by: Manuel Martínez – Director Tablero Deportivo TVE / RNE

13:30 – 15-00

Lunch and networking in the Stands Area


23rd November – 15:00 – 18:15h:

15:00 – 16:30

Digital Media Platforms – IP & Business Opportunity combining raw data and live content 
Speaker: Felix Blank, Director Digital Platforms International – SportRadar


Building to Brilliance: how to create digital content to engage a global fanbase 
Speaker: Lewis Wiltshire -Consulting Partner- Seven League


New video Content Distribution. Multicamera and use the cloud  
Speaker: Miguel Barreiro -CTO- Cinfo


Time for question and discussion with the speaker
Moderate by: Alvaro Díez, Business Development Manager – Pons IP

16:30 – 17:00

Coffee Break and networking in the Stands Area

17:00 – 18:00

European Legal framework on eSports  
Speaker: Joaquín Muñoz Rodríguez -Head of IT & IP Law- Ontier

  eSports, Gamer situation and challenges  
Speaker: Javier Zafra de Jáudenes -Director of Operations and Team manager for H2K


Time for question and discussion with the speaker
Moderate by: Alfonso LeónRuiz-Huerta & Crespo

18:00 – 18:15


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