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SPORTPLATZWELT LIVE CONGRESS // ROUND-UP OF THE SLC PRESENTATION "INFRASTRUCTURE & FINANCE: CREATING SCOPE"

Mittwoch, März 20, 2024

Financial resources, sponsoring, regional economic effects and the value of our clubs - SLC Management was able to provide insights into everyday life as a companion to clubs, municipalities, associations and companies at the Sportplatzwelt LIVE Congress

On March 6, 2023, the second edition of Sportplatzwelt LIVE presented by SLC Management took place at the RheinEnergieSTADION in Cologne. More than 250 participants from sports authorities, clubs and associations were able to use the popular sports congress to exchange valuable experiences, gather ideas and engage in lively discussions.

A varied program of specialist lectures, panel discussions and practice-oriented workshops awaited the participants.

As the presenting partner of Sportplatzwelt LIVE, SLC Management once again gave the opening lecture this year with the title "Infrastructure & Finance: Creating room for scope. Secure investments & develop sources of income". Maximilian Madeja (Managing Director SLC Management), Jens Jaschinski (Director Consultancy SLC Management) and Lea Härtel (Research Consultant Amateur and Popular Sports SLC Management) gave an overview of all the options clubs have to find capital, use capital and strengthen their overall financial position.

From feasibility studies for infrastructure projects, regional economic effects of an association and pre-controlling/needs analyses for investment considerations and project plans to the topic of sponsorship - after a welcome address by Prof. Dr. Alfons Madeja (Professor of Business Administration and Sports Management, expert of the German Bundestag on sports), the speakers took the congress participants on a journey through modern, fact-based club management and pointed out valuable opportunities. The content of the presentations was presented using best practice cases and video statements from SLC partners, including Christopher Mainka (City of Duisburg), Andreas Neugebauer & Maximilian Oppel (Post SV Nuremberg) and Alberto Ianes (Macron).

It's a Wrap: An overview of the 4 main topics

Data-based feasibility // Design is nice, numbers are better.
Before investing in projects or infrastructure projects, you should carry out a feasibility analysis. This is not about architectural feasibility, but about functional/economic feasibility, for the following purposes: to help find capital, to plan economic feasibility, to secure refinancing and to use as a functional template for the "design".

Andreas Neugebauer (CEO @Post SV Nürnberg): "For us, the feasibility study by SLC is the basis for all upcoming discussions and negotiations with investors, banks, partners and our members. We recommend that all managers who have to make such important, far-reaching decisions for their club do so on the basis of valid data."
Regional economic effects // Making the value visible to the outside world.
An analysis of the regional economic effects enables an institution to present the value that its activities create for the region to the outside world and make it tangible and usable. This analysis provides a rational, transparent basis for negotiation and decision-making as well as documented value determination.

Christopher Mainka (Managing Director @Duisburger Stadionmanagement GmbH): "In order to find out how and to what extent the city of Duisburg benefits from such major sporting events, we commissioned SLC to investigate the regional economic effects for the ELF football final. The result was a value that exceeded our expectations.
It is important for us that we have received a neutral and independent evaluation from a professional expert, which we can bring into the discussion about future, groundbreaking investment decisions.
Pre-controlling & needs assessment // Fact-based instead of gut feeling.
Investing in a new project without knowing whether it will be accepted and supported by the target group can lead to a misallocation of resources. If this rash action is preceded by a needs analysis or pre-controlling, sometimes by asking the target group, expenditure can be optimized and income increased.

Maximilian Madeja: "With the help of the needs analysis, you know very clearly what the need is and you can then also optimize expenditure during implementation, because the analysis also shows what you can possibly rationalize away. In addition, income can be increased because offers can be optimized or new ones created. In addition, this way you have an open innovation with the members or target groups. People feel involved and identify even more strongly with their club as a result."
Smart Sponsoring Management SSM(c) // Know your value. Use your value
SLC shows how small and large clubs in popular sports can be more successful in sponsoring, in particular by considering the 5 W questions:
What is sponsoring? What goals do sponsors have? What potential does my club have and what are they worth? How can I monetize them?

Maximilian Oppel (Marketing Manager @Post SV Nürnberg): "Sponsorship controlling allows us to gain valuable data that is particularly useful for upcoming contract negotiations. Thanks to the support of SLC, we have almost doubled our sponsorship income since the start of the partnership. Target-oriented sponsorship can therefore make an important contribution to refinancing."

Prof. Dr. Madeja sums up: "Adapting to bottlenecks, such as a lack of funding or staffing concerns, has never been the right approach. We need to eliminate bottlenecks, find ways forward and create prospects. And what better way to do this than a congress like this, where people can come together and exchange ideas?"

The exchange at the trade fair stand following the presentation showed once again that clubs, associations and local authorities are definitely willing to recognize potential and seize opportunities instead of adapting to bottlenecks. The second Sportplatzwelt LIVE was therefore a complete success.FPhotos: Sebastian Bahr

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