The rise of influencer marketing

Global Convention 2017

The Academy | 5 September 2017 | 11:45 AM - 12:30 PM

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Social media has created an environment where brands and sporting organisations can talk directly with their fans/consumers but it has also enabled individuals to emerge whose authenticity of voice gives them an appeal and a credibility that big organisations cannot compete with. The growing influence of these individuals is becoming an increasingly important tool in the marketing arsenal of many brands in the football industry as they look to engage key fan groups. A diverse group of experts will analyse influencer marketing and the opportunities – and challenges – it presents for rights holders, brands and media companies within football.

Suggested for: Broadcasting & New Media


Will Pyne
Brave Bison
Chief Creative Officer

In 2001 Will co-founded Holler, a creative digital agency that would go on to pick up a number of accolades and awards over the years and recently be honoured as BIMA's Agency of The Year. In the summer of 2016, Will was appointed Chief Creative Officer of Brave Bison, taking responsibility for the Slash Football channel. During his relatively short time in the role, Will has overseen its incredible growth, vast potential for influencer content in football and how their network has become one of the most talked about in the game's digital world.

Matt Wilson
Ball Street

Co-Founder of Ball Street, Matt oversees business development and is the driving force behind creative client campaigns. Matt and the Ball Street team have been a huge part of the rise of influence based marketing. A former Sales Director at talkSPORT, Matt has a wealth of experience stretching over 15 years in the industry.

Sean Garnier
Freestyle Footballer

After becoming world champion at the Red Bull Street Style World Finals in 2008, Sean Garnier has gone on to have an extremely successful career as one of the world's best football freestylers. Having played professional football when he was younger, injuries led him to the art of freestyle where he has taken the world by storm. Due to his unique style and personality Garnier has featured in several TV adverts as well as becoming the first RED BULL athlete in freestyle football.

Palmers FC
Content Creator

Smiv is a YouTube content creator who runs 2 channels focused solely around the beautiful game. He paved the way for the ever growing online football scene with his successful Sunday league football series with Palmers FC, as well as travelling around the country celebrating grassroots and lower league football with his On The Road series.

Dan McLaren (Moderator)
Digital Sport
Founder & CEO

Dan is the founder and CEO of Digital Sport, a media business that looks specifically at the impact technology is having on how fans interact with sport. Prior to going full-time on the business, Dan was adidas UK's first social media manager back in 2010 and later worked for We Are Social, Copa90 and Pulse LIve.

Digital Sport covers the latest news and opinion through the website, and monthly networking events. Dan also hosts and edits the weekly Digital Sport Insider podcast where he interviews digital leaders from sports organisations and media companies. You can connect with him on @danielmclaren