Hit or Miss? How to Make a Hit Sporting Format
On May 29th, Kelly Logan, Logan & Partners managing partner, together with Richard Tattershaw from Sport Hit Factory delivered an interactive workshop at the International Sports Chamber of Commerce in Lausanne.
Faulty products don’t sell. This is true in any business. And it is true in sport. Most sports are frustrated by lack of commercial interest, yet don’t address the fundamental issue which is their ‘products’ (the commercial expression of the sport) aren’t fit-for-the-market. Plus, with sport facing huge challenges to engage young and old, this is more important than ever.
The simple premise is, if you create what the market wants you will be much more successful in generating viewing figures, engagement, excitement and revenue.
Hit Factory’s Matthew Osmon (ex FIBA Commercial Director) and Richard Tattershaw (ex FIH Commercial Director) did this at basketball and hockey with great success.
At this workshop, participants learned about the secrets of smash hits such as Tough Mudder, Big Bash and the All Blacks. Additionally, they learned how to think like The Market.
With insights from lawyers Kelly Logan and Georg Punkenhofer , they also learn how to create value from intellectual property rights and whether one an ban players/officials for playing in ‘unofficial competitions’
Kelly and I developed the ‘Hit or Miss, How to Create a Sporting Hit?’ workshop which explores the ideas, structures and legal ownership of popular sports properties. During this process I found Kelly to be an excellent partner and co-creator. His input and energy made the workshop valuable and fun for the participants.
Mairi and I would like to thank you for the event we were part of, it was for once a true event in which we did not only learn new things but in which we did participate, engage under your dynamism. We liked it, a lot, and we can only invite everyone involved into the sport industry, no matter their role, to attend it. Participant will find new ways to approach some challenges, another focus and angle, that in our case, opened up new thoughts and perspective on how we should approach some elements of our business we are dealing with.
I attended the Hit or Miss: How to Make a Hit Sporting Product workshop hoping to improve my knowledge of making an outdoor activity a sure hit… Not only was the workshop both fun and innovative in its format but Kelly’s interaction with the audience made it a direct HIT to improving my knowledge (business, marketing and legal) in such a short time which was invaluable. He was enticing and the solid contend of the workshop not only made me think but inspired me. I can only speak highly this workshop…
Kelly’s presentation skills and team work with other presenters made for a refreshing and entertaining change in the way one engages with a “typical” workshop. Hit or Miss broke the mold for your standard workshop with the combination of entertainment and information making for a perfect recipe which will definitely bear fruit for all involved.
I was lucky to take part in this original and fun workshop. Instead of the often dry sports presentations and “workshops”, this entertained as well as communicating some key messages. Thereby keeping the attendees attention up. I look forward to the next one!
The International Sports Chamber of Commerce – Lausanne Chapter hosted in partnership with Logan Partners a seminar entitled: Hit or Miss: How to Make a Hit Sporting Product. I was very impressed by the format, the energy, the audience participation coupled with learning outcomes. The feedback we received from our members has been excellet and the best compliment I can give Logan Partners that we will certainly be partnering with them some time soon.