Incheon, South Korea: September 21, 2014
A one-day masters course on how to supercharge your partnerships. Thought-leading speakers, actionable takeaways and top-flight networking.


Join 300 senior executives at the first-ever OCA Partnership Summit.
Hear from people with a proven track record of turning Olympic sponsorships into assets that build brands and business—social and financial capital. Discover how partnerships deliver against B2B and B2C objectives for category leaders and challenger brands alike. Held Sept. 21, 2014 in conjunction with the Asian Games in Incheon, South Korea under the auspıces of and hosted by OCA president Sheikh Ahmad Al-Fahad Al-Ahmed Al-Sabah, don't miss this opportunity to build your return on your partnerships.

  • About the Summit
  • Agenda & Speakers
  • Why Attend
  • Registration


Delivering the world's youngest, most affluent consumers, OCA member National Olympic Committees are blue-chip sponsorship opportunities. In recognition of the massive opportunity for OCA member NOCs to grow sponsorship, OCA president Sheikh Ahmad Al-Fahad Al-Ahmed Al-Sabah invites you to attend the first OCA Partnership Summit. Held September 21, 2014 in connection with the 17th Asian Games in Incheon, South Korea, the Summit content is customized to the needs of senior executives at OCA member NOCs and NOC sponsors. Get the intelligence and contacts to take your partnerships to the next level. Whether you have 20 or more sponsors/sponsorships, or are in the start-up phase, we guarantee your day spent at the OCA Partnership Summit will not be time spent away from business, but time invested in the business of creating a stronger future for you and your partners.
Organized by sportsarts + AG. Zurich
Curated by IEG, LLC www.sponsorship.com

Each OCA member NOC is invited to send their executive director, top sponsorship executive and up to three sponsors or sponsor prospects. A total of five invitations per NOC.

Each invitation includes

  • Complimentary admission to all Summit sessions on Sept. 21, 2014
  • Exclusive access to the password-protected OCA Partnership Summit Dashboard with all the critical information you need before, during and after the Summit.
  • The easy-to-use platform includes:
  • Speaker Presentation Materials: Takeaway Documents and Videos

  • Attendee Contact Information

  • My Profile: Manage your personal contact information, add your picture, bio, sponsorship materials and more

  • Schedule and News: Including floor plans of the Songdo Convensia Convention Center, site of the Summit

  • Olympic Intelligence from IEG: Research Findings; Who Sponsors NOCs and the Most Active Sponsor Categories

  • Breakfast
  • Lunch
  • Two Energy Breaks
  • Closing Reception.


The schedule enables a completely immersive learning environment. Each speaker has been personally selected by IEG for their expertise, as well as their ability to share their story in an engaging and powerful way. This is world-class executive education at its best: Fast. Smart. Inspiring. Impactful.

Sept. 21, 2014


9:00 am- 9:15 am Welcome & Opening
  • George Taylor, sportsarts+ AG
  • H.E. Sheikh Ahmad Al-Fahad Al-Ahmed Al-Sabah, President, OCA
9:15 am – 10:30 am New Technologies, New Media
  • 9:15 – 9:55 am Trends & How They Increase the Value of Your Olympic Opportunity, Lesa Ukman, IEG
  • 9:55 – 10:30 am How Social & Digital Media Are Transforming Sports Partnerships, Thierry Borra, Director Olympic Games Management,
  • The Coca-Cola Co.
10:30 am – 10:45 am Energy Break
10:45 am – Noon Partnerships with a Purpose: Building Social & Financial Capital (Part 1)
  • 10:45 – 11:25 am How Community Programs Drive Value for Olympic Partners, Sally Hancock, Consultant & Former Director of Olympic Marketing, Lloyds Banking Group
  • 11:25 am – Noon Building Brands and Business through Purpose, Mike Sharrock, Sports Partnership Director, BP
Noon – 12:15 pm Working Lunch Pickup
12:15 pm – 1:15 pm Partnerships with a Purpose: Building Social & Financial Capital (Part 2)
  • 12:15 – 12:45 pm Harnessing the Power of Passion, Luis Carlos Franco, General Manager, Ogilvy & Mather Rio de Janeiro
  • 12:45 – 1:15 pm Purpose Pays, Lesa Ukman, IEG
1:15 pm – 3:15 pm Solutions, Not Sponsorships
  • 1:15 – 1:50 pm Create, Don’t Just Badge, Hans Erik Tuijt, Global Heineken Activation Director
  • 1:50 – 2:05 pm Energy Break
  • 2:05 – 2:40 pm Making Partnership Work for B2B Marketers, Patrick Pierce, Director, Global Marketing & Communications, Aon plc
  • 2:40 – 3:15 pm How to Immediately Increase the Value of Your Olympic Opportunities, Lesa Ukman, IEG
3:15 pm – 3:45 pm Panel Discussion and Q&A Session
  • Moderator: Jim Andrews, IEG. Panelists: Thierry Borra, Sally Hancock, Mike Sharrock, Luis Carlos Franco, Hans Erik Tuijt & Patrick Pierce
3:45 pm Closing Reception


Unlike other conferences, the OCA Partnership Summit has only one agenda, giving you and your partners the information to raise the bar. No sales pitches, no fluff, no self-congratulating presentations OCA Partnership Summit programming is curated by IEG, LLC, creators of the analytics to select, value, measure and maximize ROI on sponsorships of all types and sizes

IEG's annual conference in Chicago is the world's oldest and most renowned sponsorship gathering. For more than three decades, IEG also has produced sponsor summits for top rightsholders including FIFA, NFL International, NBA, NCAA and Cirque du Soleil more info at www.sponsorship.com


Luis Carlos Franco

Luis Carlos Franco
General Manager Ogilvy & Mather Rio de Janeiro

With more than 20 years of marketing experience in both clients and agencies, Luis has coordinated brand repositionings, launches and major local, regional and global campaigns and sponsorship platforms for clients such as Coca-Cola, BAT, BP/Castrol, Michelin, Fiat, Puig, GSK, SC Johnson and FIFA.
Running Ogilvy Rio, he has been responsible for gaining major international projects that brought global visibility and growth to the office.
His skills in marketing and advertising come hand in hand with his love for street culture and traveling, expressed through his hobby of painting.

Sally Hancock

Sally Hancock
Consultant and former Director of Olympic Marketing
Lloyds Banking Group
Chair, Women's Sport and Fitness Foundation

Having played a pivotal role in the analysis and negotiation of the London 2012 Olympic and Paralympic Games banking and insurance partnership for Lloyds TSB, Sally joined the company in July 2007 with the remit of maximising the value of the partnership and ensuring its effective activation over the next five years.
She was accountable for the full delivery of the partnership through the business, the development and implementation of the London 2012 five-year strategic plan, and the management of all external partnerships and internal governance on the project.
The Lloyds London 2012 Partnership has won numerous awards including the accolade of the most successful UK Sponsorship of the last 20 Years at the UK Sponsorship Awards.
Prior to this, Sally was the founder and Chief Executive of Redmandarin, the international sponsorship consultancy company whose clients include Philips, Sony Ericsson, Deutsche Telekom and SABMiller.
Redmandarin quickly established itself as one of the thought leaders in the sponsorship world and has been instrumental in driving a greater strategic and accountable approach within the industry.
Sally was voted UK Sponsorship Personality of the Year in 2012 and has recently been elected Chair of the Women's Sport and Fitness Foundation.
She is currently leading the energy company SSE's Partnership with the Glasgow 2014 Commonwealth Games.

Patrick Pierce

Patrick Pierce
Director, Global Marketing & Communications Aon plc

Patrick Pierce serves as the Director and Head of Global Sponsorships for Aon plc, the world's leading provider of risk management and HR solutions.
Since 2010, Pierce has overseen the firm's sports marketing investments across more than 600 Aon offices in 120 countries. Specific deals have included Aon's shirt sponsorship with Manchester United, and partnerships with the National Football League, McLaren Racing, Chicago Cubs and Team Aon of the Fia World Touring Car Championship.
Prior to Aon, Pierce worked for Allstate Insurance Company where he managed a portfolio of more than 100 sponsored properties, including the Allstate Sugar Bowl, Bowl Championship Series, Southeastern Conference and 70 universities.
He launched Allstate's partnership with the Mexican National Soccer Team and activated deals with NASCAR and the US Olympic Team.
In addition to leading sponsorships, promotions and public relations, Pierce directed numerous creative executions, including the award-winning "Mayhem" and "Bergwood" multimedia campaigns.
Pierce was a senior manager at IEG Consulting before Allstate.
His clients included Corona, Dallas Cowboys, Rockefeller Center, St. Jude Children's Research Hospital and UNICEF to name a few.
He also worked at McDonald's Corporation, where he helped activate global alliances with FIFA, UEFA and the IOC.
Pierce began his career with Jet Set Sports at the Salt Lake Olympic Winter Games, where he serviced the General Mills account. Pierce currently serves as a board member for the Chicago Sports Commission and an advisory board member for the American Football Coaches Foundation.
He earned an MBA from University of Notre Dame and a bachelors degree from Indiana University.

Hans Erik Tuijt

Hans Erik Tuijt
Global Heineken® Activation Director
Hans Erik Tuijt joined Heineken in 1988.

The first 5 years of his career at Heineken he worked in a financial role supporting production and commercial disciplines after which he moved to Portugal were he was Country Manager.
A perfect stepping stone for his move to Brazil in 1995 where he managed a joint venture company responsible for the marketing and sales of the Heineken brand.
In 1999 he transferred to Australia were he took up the position of Managing Director of Heineken Australia.
Today Hans Erik is Global Heineken® Activation Director in the Global Marketing department, based in Amsterdam.
Responsibilities: Sponsorships and Trade Activation
Education Master in Business Economics at the Erasmus University in Rotterdam (1988 )

Mike Sharrock

Mike Sharrock
Sports Partnership Director

Mike's appointment into his current role coincided with the announcement of BP's Tier 1 partnership of London 2012 in July 200
In this role he led all aspects of BP's involvement with the London Games.
Since 2012 he has overseen new partnerships with the British Olympic and Paralympic Associations, with the Glasgow 2014 Commonwealth Games and BP's worldwide partnership with the International Paralympic Committee.
Mike's career with BP spans more than 30 years and has been divided between London and a number of overseas assignments, including Tunisia, the Netherlands, China, Indonesia and Vietnam.
He has worked in a number of diverse roles across the company including oil and gas exploration, gold exploration and production, international oil trading, manufacturing and marketing, retail and M&A. In the early 1990s he was seconded for two years to the UK Government Cabinet Office.
Prior to his return to the UK in 2008, Mike spent four years as BP's head of country in the Netherlands and a member of the European Regional executive team.
Mike lives in Checkendon near Reading with his wife, Marlene and 17 year old daughter, Lara.

Thierry Borra

Thierry Borra
Director, Olympic Games Management
The Coca-Cola Company

Thierry Borra leads The Coca-Cola Company's global partnership with the Olympic Movement, including the Company's association with the Olympic Games, Youth Olympic Games and the Paralympic Games.
In his role, he manages the overall relationship with the International Olympic Committee and the other stakeholders of the Olympic Movement, and build event management capabilities in the respective host countries by providing coaching, subject matter expertise, leadership through a disciplined global event process and transfer of key learnings from event to event.
In addition, Thierry provides stewardship for the successful system-wide activation of global events to extract maximum value and ensure contract fulfillment.
As part of his global responsibilities, he also led the Coca-Cola's involvement with the international leg of the Beijing 2008 Olympic Torch relay.

Lesa Ukman

Lesa Ukman
Co-Founder, IEG, LLC

TLesa Ukman is a marketer, entrepreneur, journalist, professor and author. She created the blueprint for public/private partnerships and the analytics to select, value and measure partnerships of all kinds—sports, arts, entertainment, destinations and nonprofits. The commonality behind all of her experiences is the conviction that in a world of over-supply and commoditization, the needs of business and those of the local and global communities in which they operate, are entwined.
She launched IEG Sponsorship Report in 1982, unleashing the idea that businesses which are a force for good, which deepen bonds with customers, prospects, employees and other stakeholders by partnering with the things they love, outperform their competitors by a huge margin. It caught on like wildfire spawning an industry that today is worth more than $55 billion worldwide and changing marketing for good and forever.
IEG, now part of WPP, is the industry’s leading provider of sponsorship research, analytics, consulting and training.
With unequaled access to both the buy-sides and sell-sides of the business, the company enables sponsors and rightsholders—on a local, national and global level—to maximize partnership investments.
Olympic clients have included NOCs, NGBs, IFs and sponsors—including the U.S. Olympic Committee, Canadian Olympic Committee, Canadian Figure Skating Association, German Equestrian Team, Irish Basketball Association, Swiss Football Association, USA Archery, USA Baseball, IAAF Championships, International Swimming Federation, Samsung and Visa.
Lesa is an avid champion of the industry, interpreting sponsorship’s broader impact on society, including an expanded notion of ROI to capture not just financial outcomes but social ones as well.
She is a professor of sports marketing in Northwestern University’s graduate school and she blogs at www.sponsorship.com

George Taylor

George Taylor
President and Chief Executive Officer, sportsarts+

George Taylor is one of the world’s most experienced, innovative and influential sports marketers.
Since launching his first sports agency with football legend Johan Cruyff in 1979, Taylor has been a rightsholder—for four pro cycling teams and hospitality for 2006 FIFA World Cup-- as well as a sponsorship consultant to global brands such as Panasonic and BP. He partnered with Dentsu and Publicis to launch the first sports marketing practice within an ad agency network; produced events such as FIFA World All Star Games for Charity in NYC, LA and Tokyo; represented athletes in speed skating, figure skating and football; and negotiated sponsorship contracts with the International Olympic Committee, FIFA, UEFA, and Premier League.
George founded Zurich-based sportsarts+ in 2007. He consults with UBS on arts; advises McDonald’s on its global sponsorships of the Olympic TOP program, FIFA World Cup, and UEFA European Championships --a role he has held since 1992; and is senior advisor to SBS, providing counsel on acquisitions of media rights in winter sports, golf, AFC Asian football and more.
His experience extends to entertainment, having served as the CEO of the St. Moritz Art Masters, a 10-day summer festival set in Switzerland’s breath-taking Engadin region.
George graduated from the Netherlands School of Business, attended Bowdoin College and holds an MBA from Ohio’s Kent State University. He is married to Hwi-Sook Koh and enjoys golf, art and classical music.

Ideas shaping the future of OCA partnerships

Whether you are looking to attract sponsors or to engage audiences through sponsorship—new technologies, new intents and new media are reinventing the business. The ability to marry heart and smart—the key drivers of purchase and performance in every category—is now mission critical. The OCA Partnership Summit delivers motivating ideas and strategies, as well as the latest digital and data advances, which together will enable you to power winning partnerships. Don't miss this opportunity to gain the increased agility that comes from harvesting breakthrough ideas and knowledge from the most global, diverse and connected network in the business.

Reserve your space now.

World-Class Executive Training for OCA Member National Olympic Committees and NOC Sponsors

  • Take Control of Your Commercial Destiny
  • Become the Leading Rightsholder in Your Market
  • Build the Value You Deliver to Your Partners
  • Learn from Thought-Leading Olympic Sponsors
  • Obtain Research and Intelligence to Educate Partners and Attract New Sponsors
  • Leave with Actionable New and Best Practices
  • Deepen Relationships with Sponsors via Shared Learning
  • Network with Colleagues Facing Similar Challenges across the Middle East and Asia
  • Harness Cosponsor Cross-Sales and Cross-Promotional Opportunities
  • Leverage Media & Marketing Spends of Sponsors to Build TV Ratings and Fan Engagement
  • Gain Access to the Summit Dashboard, Which You and Your Team Will Refer To Long After the Summit Ends
    OCA Partnership Summit At A Glance
  • Who Olympic Council of Asia and OCA president Sheikh Ahmad Al-Fahad Al-Ahmed Al-Sabah
  • What  world-class speakers for OCA's member NOCs and their sponsors. Five invitations per NOC.
  • Where The Songdo Convensia Convention Center, Incheon, South Korea
  • When September 21, 2014, during the 17th Asian Games
  • Why Grow interest, viewership, sponsorship and ROI of Olympic sports and NOCs in Asia and the Middle East

Ideas shaping the future of OCA partnerships

Each National Olympic Committee is invited to send up to five delegates: the executive director, senior sponsorship executive and up to three sponsors or sponsor prospects

Name :  
Title :  
NOC :  
Email :    
Address :  
Upload C.V :   Support Formats:doc,docx,rtlf,pdf.File size 1MB
Upload Picture :
Passport size picture with blue background
Upload Passport Copy :
6 month valid & color copy

Must be completed for each delegate and send to Mr. Moses Okafur (moses@ocasia.org) along with passport copy, official photo and personal CV.