JUNE | SECTOR FOCUS
CASE STUDY: BETTING ON
FOOTBALL CONFERENCE
2019
Event Brief
Sports Betting Community
(SBC Events) organises some of
the largest international events
for the sports, sports betting
and gaming industries, with
a focus on inspiring content,
information, networking and new
business for senior executives.
Stamford Bridge has been the
chosen venue for four consecutive
years, offering multiple transport
links.
The Event
Betting on Football Conference
2019 was the 6th annual edition
of the largest international
sports and football betting
trade conference, which was
held from 19-22 March 2019 at
Stamford Bridge. It is the only
trade conference that brings
together decision makers
from international operators
to address recent issues and
opportunities in the sports
betting industry.
1,500 senior executives were
in attendance, hearing speeches
delivered by 200 expert speakers
across over 55 keynote sessions.
These sessions were punctuated
with plenty of business and
networking opportunities
between operators, key suppliers,
top affiliates and sports clubs and
organisations.
In addition, attendees also
participated in multiple 1:1
meetings, an exhibition which
held 40 exhibitors in the
venue’s blank canvas, 1,400sqm
space the Great Hall, as well
as participating in dedicated
networking events and
personalised, behind the scene
tours of the stadium.
As the event had such a
comprehensive agenda, one of the
challenges Betting on Football
faces is to ensure visitor traffic on
the event floor. Several changes
were made in 2019 to facilitate
this, including creating two
conference rooms in temporary
structures attached to the West
Stand by building a 20m by 20m
marquee (see photography).
In addition to the marquee,
the event took over much of the
venue’s conference and events
facilities including the Great
Hall, Harris Suite, Drake Suite,
Tambling and Hollins Suites,
Level 2 executive boxes, Directors’
Lounge, and Frankie’s Sports
Bar & Grill, with many attendees
staying in the on-site Millennium
& Copthorne Hotels.
The Great Hall acted as a
media lounge, and the exclusive
Directors’ Lounge hosted a VIP
all day drinks reception for the
main sponsor – Golden Race.
Frankie’s Bar & Grill was used by
event sponsor, Trustly, for three
consecutive days for meetings,
a buffet for selected guests, plus
private and networking drinks,
where guests enjoyed a selection
of spirits, beers, wine, cocktails
and soft drinks.
• Client/Brand Name:
SBC Events
• Event Organiser: Paul
Mills, chief operating
officer, SBC
• Event Date: 19-22
March 2019
• Event Name: SBC
Betting on Football
Conference
• Number of delegates:
1,500+
Throughout the event, street
food stations including SW6
Burger, Mexican City Street,
Blondie and Brownie Bar, In the
Dog House, Mac Shack, and Pick
‘n’ Mix offered a wide assortment
of delicious food.
SBC Events worked with
the venue’s AV partner, Peachy
Productions, to cater to all AV and
conference needs, including stage
set up, PA and speaker systems,
and catering to the needs of the
40 exhibitors.
Peachy also managed the
marquee structure and build
– the largest purpose-built
external space in Chelsea history.
The marquee was used for the
main conferences and featured a
curved LED screen from Peachy.
SBC Events and sponsor
branding covered the exterior
of the stadium and was visible
throughout the entrance and
registration areas. The event
spaces and marquees were
dressed with SBC branding,
including signage and digital
screens, as well as table football
and relaxed seating areas
amongst the exhibitor stands.
The Harris and Drake Suites
were used for smaller conferences
and set up with a stage cabaret
style for the comfort of guests and
speakers.
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