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b'Misha Sher, a sports marketing veteran, author, lecturer with a unique background and great stories from working with Pele to many other big sports properties and brands. We are going deep why brands engage with sports, esports/gaming, women\\u2019s sport and how to activate it, athlete marketing and unpacking his current role as Global Head of Sport, Entertainment and Culture at MediaCom (now called EssenceMediacom and part of WPP\\u2019s GroupM).\\xa0\\n\\xa0\\nKey Highlights\\nBorn in Ukraine, immigrating to the US at the age of 13, culture shock, didn\\u2019t speak the language.\\xa0 Football/Soccer was his language and helped him to integrate\\nDream to be a pro Footballer cut short, first job in Banking in Boston \\u2013 start making a living\\nNext stop Masters Degree in Football in Liverpool \\u2013 back to his passion \\u2013 thesis on Premier League Clubs in North America\\nSoccerex \\u2013 Director of Business Development \\u2013 helping expand to Singapore and new commercial ideas, ie cities paying host fees\\nShort sting as Ranger Football Club as Global Partnership Director \\u2013 some lessons from it\\nEntering MediaCom \\u2013 short intro on the company being part of WPP\\u2019s GroupM \\u2013 managing billions of dollars of advertising money\\nMedia agency investing in traditional media channels, agency starting to offer new services to take \\u201ccustomers\\u201d (Brands) into sport and other entertainment spaces\\nSports marketing agencies and Media Agencies, from partners to rivals\\nPele \\u2013 amazing opportunity to represent him for several years to help build his brand and create commercial opportunities (Pele was 72 at the time).\\nBrazil about to host the FIFA World 2014 and Olympics 2016 \\u2013 most iconic Brazilian sports star \\u2013 building his brand by association with other iconic brands (Coca Cola, Emirates, Hublot, Procter & Gamble, etc)\\nAmazing networking by being around him and meeting Heads of States to CEO\\u2019s\\xa0 - signing multi years, multi million dollar deals for him \\u2013 managing and maximizing his time\\nSome personal stories about Pele, the Legend and the man he was\\nDeploying Clients Money \\u2013 over USD 1 billion in his career across B2C and B2B opportunities -\\xa0 value creation is the key\\nTransactional nature of industry vs \\u201cwhy\\u201d would/should the fan/customer care and what is the best vehicle to achieve the client\\u2019s objectives\\n\\u201cAs a brand, don\\u2019t disrupt what people love, be the thing what people love\\u201d -\\xa0 Eintracht Frankfurt sponsor example (Indeed), perfect alignment with club\\nDiscussion about lack of understanding and budgets beyond the initial budget to buy into a property by many brands \\u2013 ratio spending on activation\\nBalancing risk factors for brands between engagement in athletes, clubs/teams and leagues, different risk vs rewards\\nAthletes and influencers becoming \\u201cmedia platforms\\u201d, huge social media reach and the opportunity for brands\\nGaming/Esport/Web3, where are the opportunities for brands \\u2013 examples and discussion about future growth\\nGrowth of Women\\u2019s sport, the importance and opportunities for brands\\nWorking on new book \\xa0\\u2013 (working title) \\u201cFrom Athlete to Enterprise\\u201d \\u2013 how to build a personal brand and build sustainable future incomes \\xa0\\xa0\\xa0\\xa0\\n\\xa0\\nAbout\\nSenior commercial & marketing executive with more than 15 years international experience developing some of the most iconic brands, rights holders and talent. Having operated at the cross section of sport, media, tech, talent and advertising, have an intrinsic understanding of how to unlock growth to drive commercial and strategic objectives.Have advised on strategic direction, negotiation and execution of more than \\xa31B in partnerships across sport & entertainment in more than 40 markets. Strong business leader, with track record of building and managing diverse teams while operating in a multifaceted global organization. Possess a considerable global network of C-suite executives across sport, music, brands, governments, media owners and agencies.Passionate about embracing disruption and driving industry innovation, with opinions regularly featured in major me'