The Secrets Behind Bringing Real Madrid To Melbourne: CEO of TEG

The Secrets Behind Bringing Real Madrid To Melbourne: CEO of TEG
SHARE
THIS



“Australia is a country that consumes big events very well, we have a desire to see the world’s best in our backyard”; Geoff Jones, CEO of TEG, discusses how the company brought the world’s biggest soccer team Real Madrid to Australia and what attendees can learn from him at the upcoming Ministry of Sports Marketing conference.

TEG is Australia and New Zealand’s only integrated live entertainment organisation connecting Ticketing, Live Content Touring, Research and Data Analytics. TEG is the overall company for Ticketek, Softix, Allphones Arena, TEG Rewards, live entertainment company TEG Live and Eventopia.

“We live in a global marketplace where the media dictates that wherever you are in Australia you can see and consume big sporting events or music events. That then dictates that once you start consuming those, you want to see them in your own backyard.

“At Ministry of Sports Marketing, I will be speaking about- how we get them in our backyard, what we create around them in terms of fan engagement and trying to make it a sustainable and ideally repeatable operation. I’ll be talking about bringing superstars to Australia, I’ll give examples of things that we’ve done and how the star power attracts people.

“Should the superstar actually make it down to Australia, nothing is ever guaranteed, but it’s a really good recipe for success. It creates big events, it’s not just about people paying to see the sporting event or watching it on television, it’s the media, the social hub that you create, other forms of activation. Ultimately what it becomes is the economic impact of the game on the state it’s held.

“Recently we brought down a little team in football called Real Madrid. They are the number one team in a lot of metrics- number one sporting team in the world, one of the biggest players in the world Cristiano Ronaldo. We sold two games where Real Madrid played at the Melbourne Cricket Ground, where Ronaldo played at both; we sold 225,000 tickets to the three games of football at the MCG, including 99,365 tickets to the game between Real Madrid and Manchester City.

“The economic impact for Melbourne was amazing, because just over 50 per cent of those people came from interstate or overseas. So you can imagine what that generates for the economy- which i’ll quote at the conference. The learnings are European Football clubs have great traction with an Australian audience, that superstars attract a whole range of different people- we had die-hard football followers, as well as the casual observers who want to see the superstar and wouldn’t normally go.”

An example of the hoopla around Real Madrid’s games in Melbourne included the #RonaldoWatch where fans sneaked photos of the superstar around the city:

Jones will be speaking at the breakout session ‘Creating The Big Event’ at the upcoming Ministry of Sports Marketing conference to be held at Sydney’s iconic Randwick Racecourse on 19th July. The MSM conference features amazing international speakers like: Nike Golf global senior brand director, John Hess; leading US sports agent Kelli Masters and World Rugby head of broadcast, commercial and marketing Murray Barnett.

There is also fantastic local speakers like: Rebekah Horne, chief digital officer at the NRL; the new general manager of the NBL, Jeremy Loeliger; chief digital officer at Seven West Media, Clive Dickens CEO of Bastion Collective Marketing ANZ, Jack Watts and Ben Slack, head of international business at Tennis Australia.

Plus more to be announced!  Check out the program for the big day here. Use the code BANDT to save $100 on tickets. Offer ends at 5pm 8th July 2016. 

It’s going to be a cracker of a day and evening. So give this little link a click and find out more about Ministry of Sports Marketing conference coming up on July 19. Follow the social pages – B&T’s Twitter, MSM Conference’s Twitter and Facebook – for more information and updated stories.

Thumbnail MSM Sponsors

Please login with linkedin to comment

New developments

Latest News

Study: 80% Of Aussies Now Access Newspaper Sites (With SMH Favoured By Men, News.Com.Au By Women)
  • Marketing
  • Media

Study: 80% Of Aussies Now Access Newspaper Sites (With SMH Favoured By Men, News.Com.Au By Women)

A new study into the news media habits of Australians has found that 78 per cent of the population (15.7 million Australians aged 14-plus) access news or newspaper websites in an average four weeks. According to Roy Morgan’s Single Source survey, Australia’s most popular news website is News.com.au which is visited by nearly 5.9 million Australians in an average […]

by B&T Magazine

B&T Magazine
Q&A With Cannes Chairman Terry Savage
  • Advertising
  • Media

Q&A With Cannes Chairman Terry Savage

If you mistakenly thought this was an interview with Kojak's Telly Savalas, as it turns out, it's even better than that.

Optus To Phase Out Virgin Mobile Brand
  • Marketing

Optus To Phase Out Virgin Mobile Brand

Didn't much fancy that Telstra story above? Well, perhaps B&T could tempt you with this tasty Optus tickler instead.

by B&T Magazine

B&T Magazine
HubSpot Unveils New Slack Integration
  • Technology

HubSpot Unveils New Slack Integration

HubSpot unveils a new slack integration that, as you'll read here, has nothing to do with a pair of old man's trousers.

AKQA R&D Teams Up With Google For Semi Permanent 2018
  • Media

AKQA R&D Teams Up With Google For Semi Permanent 2018

AKQA R&D in collaboration with Google has developed a process called Somesthetic Transfer. It uses machine learning to take both the style and texture of an artwork and apply it to another image to be 3D printed with a UV printer. The works will be displayed at Semi Permanent 2018 in Sydney from Thursday 24 […]

WPP’s Health & Wellness To Unveil ‘How Design Can Save A Life” For Vivid
  • Marketing
  • Media

WPP’s Health & Wellness To Unveil ‘How Design Can Save A Life” For Vivid

Design students from Torrens University’s Billy Blue College of Design have partnered with WPP AUNZ’s Health & Wellness division to decode clinical data on ‘Medicinal Marijuana in the Treatment of Epilepsy’. Their creative solutions will be presented at a Vivid Ideas Exchange titled ‘Design can save your life: how can creativity improve comprehension of health data?’ […]

Diversity Case Study Series: The Royals
  • Advertising
  • Marketing
  • Media

Diversity Case Study Series: The Royals

If you read one diversity case study on B&T today, make it this one. Not that there's any others to choose from, really.

by B&T Magazine

B&T Magazine
Cricket Australia Finds New Major Sponsor
  • Marketing

Cricket Australia Finds New Major Sponsor

B&T was going to insert a homage to Sherbert's classic "Howzat" here before realising it was naff and showed our age.

by B&T Magazine

B&T Magazine
PHD Wins HSBC Global Media Account
  • Media

PHD Wins HSBC Global Media Account

ICYMI, PHD has FTW the HSBC business IRL. It's not so much a LOL or NSFW, but a TL;DR. Ahh, forget the whole thing.

InMoment Accelerates APAC Expansion With Key Acquisition
  • Media

InMoment Accelerates APAC Expansion With Key Acquisition

Customer experience (CX) intelligence platform, InMoment, has expanded into Australia and New Zealand with the acquisition of customer experience agency, brandXP and appointment of Claire Fastier as its APAC business head.

Marketers Need To Focus On Voice Search Right Now
  • Opinion

Marketers Need To Focus On Voice Search Right Now

In this opinion piece, Performics Australia performance content account director Steve Robinson (pictured below) dives into the hazy relationship between marketers and voice-activated technology. From settling family disputes, (“Hey Google, are fossil fuels really made from dinosaur bones?”) to running a household, (“OK Google, add toothpaste to my shopping list”), voice-activated systems are becoming more […]

Opinion

by B&T Magazine

B&T Magazine
SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance
  • Advertising
  • Media

SpotX Launches Online Resource Library For Publishers Seeking GDPR Guidance

Video advertising and monetisation platform SpotX has announced the launch of an online resource library for the European Union’s General Data Protection Regulation (GDPR). The library can be found on the company’s website and is part of a wider educational initiative by SpotX – which is headquartered in the US and has an office in […]

Daylight Agency Opens Government Division, Hires Legal & Political Expert
  • Marketing

Daylight Agency Opens Government Division, Hires Legal & Political Expert

Integrated communications firm Daylight Agency has cemented its presence in the government and political arena with the appointment of industry veteran David Begg. A practising solicitor for over 28 years, Begg (pictured above) will head up the agency’s new government division. He has extensive experience working with large commercial clients on high-profile regulatory and legal […]

Frost Design Unveils New Look For John Holland
  • Marketing

Frost Design Unveils New Look For John Holland

Frost Design has shown off its comprehensive rebrand of iconic Australian infrastructure and property business John Holland, based around the brand idea of ‘Transforming Lives’. John Holland CEO Joe Barr said Frost was the only branding business who understood that the impact of the rebrand was just as important internally as it would be externally, […]

Women In Media Profile: Jill Johnston
  • Media

Women In Media Profile: Jill Johnston

We've got an absolute cracking Women in Media profile today. Not to say it's approved by the Chiropractors' Association.

by B&T Magazine

B&T Magazine
First Lady Michelle Obama and President Barack Obama Dance Together at the Presidents Ball
  • Media

Netflix Secures Producer Deal With The Obamas

It seems former US president Barack Obama and former First Lady Michelle Obama aren’t quite done with the international spotlight just yet. The Obamas have officially signed a multiyear deal with Netflix, which will see the power couple producing films and series with the streaming giant. According to Netflix, “The Obamas will produce a diverse […]

How To Spot A Trend Versus A Fad
  • Opinion

How To Spot A Trend Versus A Fad

One need only view our editor's hot pink leg warmers today to realise he's neither fad nor trend.

Opinion

by B&T Magazine

B&T Magazine
Why Engagement Is The New Rule Of Content
  • Opinion

Why Engagement Is The New Rule Of Content

And why is B&T running a photo of an engaged couple for this content engagement article? It was either that or a carrot.

Opinion

by B&T Magazine

B&T Magazine
Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles
  • Media

Fairfax Media Recruits 20 Trainee Journalists Across All Its Titles

Fairfax Media has today announced the recruitment of 20 trainee journalists to join the newsrooms of The Sydney Morning Herald, The Age, The Canberra Times, The Australian Financial Review, Brisbane Times and WAtoday. This represents one of Metro’s largest trainee intakes in years and underlines the commitment of the mastheads to fostering a new generation […]

Sydney Australia - November 7, 2011. An extreme close up of an American express card issued by the Australian bank Westpac.
  • Media

AMEX Launches Global Media Review

Are there not enough hours in the day? Are you cheek-by-jowl with your co-workers? Well, hopefully you won't win this.

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic
  • Campaigns
  • Marketing

Sydney Water & Republic of Everyone Create Vinyl Records Made Of Recycled Marine Plastic

Sydney Water has pioneered a way to create records from marine plastics and, in doing so, encourage more people to join the movement of local clean-up groups rolling up their sleeves every weekend to clean plastics, litter and other pollutants from the city’s beaches and waterways. Plastics are collected by volunteers, then cut in pieces […]

Credit Card Compare Names Its First Head Of Marketing
  • Marketing

Credit Card Compare Names Its First Head Of Marketing

Aussie credit card comparison site Credit Card Compare has announced the appointment of Caroline Raffan as its inaugural head of marketing. Raffan (pictured above) has over 10 years’ experience in brand strategy, campaign development, digital marketing, events, public relations, content creation, market research, advertising, stakeholder management, social media marketing, and project management. She joins Credit […]

Why Programmatic Needs To Become A Branding Machine
  • Advertising
  • Marketing
  • Opinion
  • Technology

Why Programmatic Needs To Become A Branding Machine

In this opinion piece, Phil Murrell (pictured below), country manager for Australia and New Zealand at Sizmek, argues that programmatic ad spend needs to move up the branding funnel. When I started in digital advertising way back in 2004, we got our media insertion orders via the fax machine. We relied on that machine to […]

Opinion

by B&T Magazine

B&T Magazine
An Apology To Salmat’s Karen Lewis
  • Media

An Apology To Salmat’s Karen Lewis

Whoops! B&T's stuffed up and this certainly comes with our sincerest apologies for any offence caused.

by B&T Magazine

B&T Magazine
Adland Execs To Be Locked Up
  • Media

Adland Execs To Be Locked Up

Continuing adland's fascination with prison when it comes to charitable causes comes this latest trip to the slammer.

Australian Directors’ Guild Announces Mentorship Winners
  • Campaigns
  • Media

Australian Directors’ Guild Announces Mentorship Winners

Now in its second year, the Australian Directors’ Guild’s (ADG) Commercial & Content Directing Mentorship program announced its next round of eight mentoree recipients. The winners were announced at a special event held last night at FINCH, Sydney and attended by members of the screen and advertising industries. Acclaimed director, and ADG President, Samantha Lang, […]