Mass Participation Asia – Featuring some of the industry's leading experts from the region and beyond

EARLY BIRD REGISTRATION NOW AVAILABLE

Each registration will contribute towards providing villagers in Tigray, Ethiopia with access to clean, disease-free water - find out more about our charity partner below.

*Group discounts: 10% for delegate groups of 2-3, 15% for groups of 4+
*Discounts would automatically be reflected at checkout

REGISTRATION RATES

Full Access Delegate Pass (3-4 Apr)

Regular: US$599
Early Bird: US$499 (18 Feb - 12 Mar)
Super Early Bird: US$399 (1 Jan - 17 Feb)

Workshops (5 Apr)

Single workshop: US$250
Two workshops: US$400

ABOUT MASS PARTICIPATION ASIA

Mass Participation Asia (MPA) returns in its second year, this time in the boisterous city of Bangkok, Thailand. Themed “Inspiration from Beyond Mass Participation“, MPA17 will also feature leading figures from outside of mass participation to share some key learnings and insights that could be adopted. MPA is the first conference of its kind in the region with key objectives to foster collaboration and drive best practice across the industry.

Relevant Topics

Explore key insights and learn from leaders of this fast growing industry of mass participation sports events. Featuring a wide range of both commercial and operational topics, whether you are an event-based business, sponsor, government body or even an NPO, there is something for everyone.

Keynote Speaker

Following on from the fantastic presentation by our keynote speaker last year Steve Cram, we are delighted to announce John Maclean and Victor Cui as our keynote speakers this year.

Networking Opportunities

MPA will feature a mixture of local and international delegates and will be a fantastic opportunity to meet and connect with an extensive profile of attendees. This year, there will be scheduled networking events for you to participate in!

ADVISORY BOARD

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Chris Robb

Mass Participation Asia

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Craig Dews

Limelight Sports Group

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Gloria Ng

Dirigo Events

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Josh Black

GroupM Content

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Sam Renouf

ACTIVE Network (Sports Market)

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Shoto Zhu

Oceans Sports & Entertainment Inc

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Unmish Parthasarathi

International Cricket Council

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Wilfred Uytengsu

Sunrise Events

SPEAKERS & PANELISTS

Check back for updates as the MPA team continues to confirm speakers and panelists
Last updated 22 March 2017

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Abhinav Gupta

ACTIVE Network

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Andrew O’Loughlin

Limelight Sports Group

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Arthur Lin

Action X

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Ben Slack

Tennis Australia

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Benjamin Pommeraud

Riot Games

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Beth Hodge

OC Sport

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Bjorn Engelhardt

Riverbed Technology

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Boonperm Intanapasat

MUSE Group Asia

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Chris Robb

Mass Participation Asia

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Christine Bowen

Running USA

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Craig Dews

Limelight Sports Group

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Craig Sheridan APM

Sheridan Consulting Group

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David Hansen

SuperSprint Events

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David Murphy

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Eitan Hefetz

Pic2Go

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Gloria Ng

Dirigo Events

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Jack Caress

Pacific Sports LLC

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John Maclean

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Josh Black

GroupM Content

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Larry Barthlow

World Events Network

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Ma Christina Galura “Princess”

Sunrise Events

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Margaret Jin

Xingzhi Group

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Masami Sato

B1G1

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Matthew Leopold

British Gas

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Neil Stewart

Facebook

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Dr. Pavel Toropov

Xingzhi Group

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PJ Roberts

Nielsen Sports

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Ravi Krishnan

Stepathlon Lifestyle

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Ridzal Saat

World Rugby

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Romarique Paquot

Nielsen Sports

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Sam Middlehurst

The Music Run

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Sam Renouf

ACTIVE Network (Sports Market)

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Shoto Zhu

Oceans Sports & Entertainment Inc

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Simon Kemp

Kepios

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Dr. Terence Leslie De Silva

Gleneagles

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Tony Chu

Hong Kong Ultra Marathon Associations

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Unmish Parthasarathi

International Cricket Council

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Victor Cui

ONE Championship

PROGRAM

Registration

30mins

Conference Welcome

Chris Robb, CEO, Mass Participation Asia

10mins

Official Opening

Ministry of Tourism & Sports Thailand

20mins

Keynote Presentation

Campbell Jamieson, General Manager – Commercial, International Cricket Council (TBC)

45mins

Victor Cui

A Case Study of Martial Arts: Uniting a Fragmented Asian Sports Industry

ONE Championship has been covered by media around the world - BBC, CNBC, CNN, New York Times, Forbes and recognised as Asia’s largest sports media property.  Today, the company’s Shareholders include Temasek Holdings (Heliconia), one of Asia’s largest and most prestigious sovereign wealth investment funds, also the boxing legend Manny Pacquiao, plus several other prominent global businessmen.  The company is now on track for a US$1 billion valuation in the next 12-18 months, making it the largest regional sports property in the history of sports in Asia.

Prior to ONE, the Asian martial arts industry was extremely fragmented.  This is a case study on how ONE created a global brand showcasing Asia, united gym owners, connected martial arts federations, and gave athletes a global platform. There will no doubt be some relevant learnings for the mass participation industry.

45mins

Victor Cui

CEO, ONE Championship

Panel Discussion: Participants or Fans?

What lessons can mass participation learn from major sports such as Football, Basketball and Rugby to help turn ad hoc participants into loyal fans.

Engaging with participants in an authentic way can be a challenging and costly exercise and there are a limited number of events and organisers that do it well. In many instances, engagement lasts for 3 to 6 months from launch to perhaps a week or two after the event with little to no interaction during the "off season" gap between races. In this panel, leading marketers from major sports will share their insights into building a loyal fan base with a special focus on how they maintain engagement during the off season.

Panel Members

  • Benjamin Pommeraud, General Manager, Singapore & Malaysia, Riot Games
  • Ridzal Saat, Rugby Services Manager (Asia), World Rugby
  • Ben Slack, Head of International Business, Tennis Australia
  • EPL Club (TBC)
  • Red Bull (TBC)

Moderator

  • Unmish Parthasarathi, Global Head of Digital Sales, International Cricket Council

45mins

Lunch Break

60mins

Ben Slack

A Grand Slam Case Study: Increasing Your Non-Core Fan Base and Engaging Better With Them

On the court, the world witnessed a fairy-tale finish with arguably the greatest showdown in men’s tennis history between Roger Federer and Rafael Nadal, but off the court Australian Open 2017 was a much different story with the most significant line-up of non-tennis entertainment the event has ever seen. The Australian Open attracts fans from all over the world who have interests in food, music, retail and family entertainment.

Join Head of International Business, Ben Slack, as he discusses how Tennis Australia deliberately focus their effort on attracting non-tennis fans to the Grand Slam of Asia-Pacific, as well as how they extend engagement with all fans beyond a two-week event.

45mins

Ben Slack

Head of International Business, Tennis Australia

MPAx: Talks to Run After

Three quickfire presentations by three leaders in their respective industries that leave an impact:

(1) The Power of Small: Leveraging Your Event to Create Positive and Sustainable Change Masami Sato, Director, B1G1

With over 800 carefully selected projects (including the one MPA is supporting), B1G1 is a global giving initiative that helps businesses around the world give back in meaningful ways. From cafes giving access to life-saving water for every cup of coffee they serve to a marathon helping educate a child in need with every entry they sell, Masami will share some practical ideas and unique insights into the world of effective giving and how embedding a real spirit of giving in business activities can not only benefit but transform businesses.

(2) Personal Best Josh Black, Former CEO, GroupM Content

We are living beneath our potential, allowing our doubts and anxieties to close us within an ever-tightening circle of possibility. We are too willing to accept things as they are. Though we might daydream about things as they might be, we do less than we could to realize our potential, to live the life that is available to us if only we will reach out and take it.

In this session, Josh Black, author of Personal Best: Transform Your Life By Thinking Like An Athlete, will challenge your thinking about what it takes to find your own personal best and what it takes to find excellence in your life every day.

Personal Best will help you unlock your potential by pointing you towards the kind of mental strengths that drive the performance of some of the world’s greatest athletes – athletes like Roger Federer, Kobe Bryant and 8 other world champions that Black interviewed over 2 years of research and writing for the book. The 10 championship virtues he found, which cover everything from tenacity and dedication to love and belief, are the mental qualities needed to perform at your best every day. These qualities power elite-level performance, and they can power change in your life.

  (3) The Gift of Disaster Chris Robb, CEO, Mass Participation Asia Drawing on over 30 years' experience including Road Events Supervisor at the Sydney 2000 Olympics and delivering some of the biggest Mass Participation event projects in Asia such as the Standard Chartered Marathon Singapore with 65,000 participants and over 5,000 staff, contractors, and volunteers, Chris will share a number of examples of "disasters" that he has managed and how these challenges can be applied in any event or business.

60mins

Bjorn Engelhardt

Performance Matters – Optimizing Technology to Maximize the Participant Experience

As technology becomes a more critical component of a Mass Participation event, the user experience of engaging with your event often determines the success. Engagement often starts with web and carries through to on-the-day mobile applications through which participants and their connections enroll, register and engage on the day of the event - often this engagement extends for a period after the event has concluded.

Understanding how performance matters, where potential issues may arise and monitoring all aspects of your customer engagement has become more complex as a result of the multi-platform and multi-channel access points. Here, Bjorn will share some of his personal lessons gained from large scale corporations that can be applied to Mass Participation events.

30mins

Bjorn Engelhardt

Senior Vice President, Asia Pacific and Japan, Riverbed Technology

Refreshment Break

30mins

Simon Kemp

Our Connected Future: The Role of Digital in

More than half of the world’s population is now online, so brands, businesses, and event organisers everywhere need to ensure they’re taking full advantage of today’s connected opportunities. This presentation by Simon Kemp covers the latest trends in internet, social media, and mobile use around the world, and explores how changes in people’s behaviour, new devices, and evolving technologies like AI are shaping every aspect of business – as well as our daily lives.

45mins

Simon Kemp

Founder, Kepios

Romarique Paquot

The Sponsorship Challenges for Mass Participation Events

Nielsen Paper

20mins

Romarique Paquot

Sport Consultant Asia, Nielsen Sports

Sport Singapore

30 mins

Christine Bowen

Running USA: American Road Race Data and Trends

Christine Bowen, Vice President of Running USA, will speak on the trendlines in American road racing and recreational running.

After a 20-year growth spurt, the sport has seen some fallback in participation over the last three years but remains among the most popular athletic activity for Americans of all ages to engage in fundraising, community building, and staying fit.

Running USA is the national organization working in support of the distance running industry and was established as a non-profit in 1999.

30mins

Christine Bowen

Vice President, Programming & Operations, Running USA

Panel Discussion: Temperature Check – The Current State of Mass Participation in Thailand

The appetite for mass participation events in Thailand has surged in recent years, backed by successful events such as City Relay, The Kop Run and the recently launched Bangkok Midnight Marathon.

The Bangkok Midnight Marathon is the ideal example of a collaborative effort between the local government and the private sector, with one ultimate goal in mind - developing Thailand into a formidable sports tourism destination.

With this in mind, the panel will analyse the sporting landscape in Thailand and the opportunities and challenges it faces in the Kingdom's pursuit to become the preferred sports tourism destination in the region, if not the world.

This panel, consisting some of Thailand’s industry leaders, will share their views and how they expect the local mass participation landscape to evolve in the coming years.

Panel Members

  • Ministry of Tourism & Sports
  • Thai Health Promotion Foundation (ThaiHealth)
  • Tourism Authority of Thailand

Moderator

  • Boonperm Intanapasat, Muse Group Asia

*Note: this panel discussion will be conducted in Thai.

30mins

End of MPA Day 1

10mins

MPA Cocktail Party

Wind down after the first day with some casual drinks and finger food at the MPA Cocktail Party. The evening reception is the perfect opportunity for delegates, presenters and sponsors to get together, network and foster collaboration.

45mins

Panel Discussion: Opportunities and Challenges of Mass Participation in China

Chinese panelists TBC

  • Margaret King, Exploring

Moderator

  • Shoto Zhu, CEO & Founder, Oceans Sports

45mins

Eitan Hefetz

Boosting Sponsorship Using Participants’ Experience-Sharing Technologies

Times are changing in the world of endurance events sponsorship. The rapidly evolving technological landscape, together with participants' desire to share their race experience – are opening new opportunities for a more effective and engaging sponsorship.

30mins

Eitan Hefetz

CEO, Pic2Go

Sam Middlehurst

The Music Run – A Case Study on Creating an Event Brand

In less than 3 years The Music Run has become one of the fastest growing mass participation event series in Asia, with 18 events held in 9 countries. Is music and running simply the silver bullet, or is there more to creating and launching a successful event brand than meets the eye?

The founding partners of The Music Run bring to the table a powerful mix of experience in brand creation, business consulting and event management. Co-Founder and Commercial Director, Sam Middlehurst, will talk about how this experience has helped bring The Music Run to life and will share some of the learnings faced on the journey to date.

45mins

Sam Middlehurst

Co-Founder & Director, The Music Run

Neil Stewart

Insights. Activation. Service

For those running a mass participation event, or sponsoring one, digital platforms are a critical channel for communication. Neil Stewart from Facebook will be sharing some of the insights and learnings that everyone can access to better understand and market their event. New solutions like Facebook Live and Instagram Stories will be showcased – adding reach beyond the day of the event itself. And finally we will explore how participant service could be improved and automated on messaging platforms like Messenger and WhatsApp.

30mins

Neil Stewart

Head of Agency APAC, Facebook

Lunch Break

60mins

David Murphy

Boston Marathon – A Case Study of Sustained Community and Economic Impact

In April 2015, adidas and the Boston Athletic Association (B.A.A.), in partnership with retailer Marathon Sports Inc., launched the Boston Marathon® adidas RunBase. This exciting concept was the first running community experience of its kind in the U.S., and is now is a unique resource for runners living in or traveling to Boston.

RunBase celebrates the history and traditions of the Boston Marathon® 52 weeks a year with a menu designed to increase running community participation and support local economic impact. This includes inspirational displays, a changing room and showers, regular community runs, guest speaker seminars, elite athletes visits, and premium adidas seasonal and official marathon running gear selections.

45mins

David Murphy

Independent Sports & Outdoor Industry Brand Builder

Panel Discussion: Where is the Next Generation of Consumers Coming From?

How well is mass participation nurturing its grass roots?

Organising events for kids is filled with additional challenges. Whilst there are a few standout successes such as IRONKIDS, Australia's Weet-Bix Kids TRYathlon and the Kids Dash element of the various Standard Chartered sponsored marathons it seems that most children's events are a bolt-on "optional extra" rather than linked to a specific strategic plan. Panelists from event organisers and brands will share the opportunities and challenges of targeting the future generation of participants.

Panel Members
  • Andrew O'Loughlin, Managing Director, Limelight Sports
  • Gloria Ng, Director, Dirigo Events
  • Princess Galura, Ironkids
  • Ravi Krishnan, CEO & Co-Founder, Kids Stepathlon

Moderator

  • PJ Roberts, Vice President of Sales for Southeast Asia and Greater China, Nielsen Sports

45mins

Matthew Leopold

The Power of Mass Participation Sponsorship to Create Impact for Brands & Events

Matthew has a long history working on mass participation events in a range of roles. For the last 10 years, he has led the medical provision on finish line of the London Marathon - ensuring all runners get rapid and appropriate medical care.

However, not only does he have first hand operational experience of mass participation events, he also leads sponsorship for one of Britain's biggest brands.  In this role, Matthew has been responsible for the sponsorship of a number large of mass participation events all across the country.

Following the London Olympic Games in 2012, Matthew wanted to change the strategic direction of the sponsorship.  He struggled to find an event or activation that would support his new brand and sponsorship objectives.  As such, working with a number of specialist agencies, he conceived, developed and executed a brand-owned mass participation event.  Matthew will explain the rationale behind creating this event and share the consumer insights he used to ensure it met his desired objectives.  He will demonstrate the importance of understanding your sponsor's key objectives and how you might be able to make your events even more impactful.

45 mins

Matthew Leopold

Head of Partnership & Sponsorship, British Gas

Refreshment Break

30mins

Cape Argus (TBC)

45mins

John Maclean

How Far Can You Go

During fitness training near his hometown in June 1988, John was hit by an 8 tonne truck as he rode his bike. The impact resulted in John suffering multiple breaks to his pelvis and back, a fractured sternum, punctured lungs, a broken arm, and left John a paraplegic. It took astonishing courage and determination, but somehow this near-fatal accident was the making of him. Despite the grief of what he had lost, the excruciating physical pain and the challenges of daily life in a wheelchair, John decided he would become bigger and stronger than ever. “In business and in life, we all face obstacles and crossroads. While my story seems like an extreme account of setbacks and facing up to them, the message is not about those obstacles, or how they got there, more about learning to see challenges, or adversity if you like, and welcoming it as a fuel to feed off. Any of the great people I have met have harnessed adversity and turned it into an energy that allows them to achieve so much more. All of us can do that, we simply have to make that choice.”

60mins

John Maclean

Wrap Up

Chris Robb, CEO, Mass Participation Asia

15mins

End of MPA17

45mins

Jack Caress

The Biggest and Least Talked About Secret of the Mass Participation Industry: Permits

In this presentation, Jack Caress will share some of his top tips on navigating relationships with government agencies, venues, and race sites while balancing sponsorships, participants, and the event. He will discuss the relationships, case studies, and horror stories plus the current environment for event producers.

45mins

Jack Caress

CEO, Pacific Sports LLC

Destination Thailand: A Mass Participation Paradise

Sports Authority of Thailand

30mins

Panel Discussion: Risk Management Implications in the Current Global Environment

Detailed Risk Management - An Essential Element of Every Mass Participation Event

With the increased and ever present risk of terrorism, the massive surge in numbers of inexperienced participants entering events and the often extreme climatic conditions in Asia, there are many layers to an appropriate risk management plan. The panel including experts from police, medical services and organisers will discuss the key elements of risk assessment and management and share a number of event case studies.

Panel Members
  • Arthur Lin, CEO, Action X
  • Craig Sheridan APM, Managing Director, Sheridan Consulting Group
  • Dr Terence Leslie, Consultant Emergency Physician, Gleneagles

Moderator

  • Chris Robb, CEO, Mass Participation Asia

45mins

India Panel

Facilitated by Ravi Krishnan, Co-Founder, Kids Stepathlon

30mins

Lunch Break

60mins

David Hansen

The Power of Corporate Participation: How a Business House Triathlon Became a Sold Out Phenomenon in Australia

45mins

David Hansen

Founder, SuperSprint Events

ACTIVE Report White Paper

Abhinav Gupta, Senior Sales Manager, ACTIVE
Sam Renouf, General Manager (Sports Market), ACTIVE

45mins

Panel Discussion: Pushing the Boundaries – The Growing Appeal of Ultra Endurance

With the documented decline in marathon participation and the massive growth in short format and novelty events, one may assume that consumers, as with our increasingly instant gratification and snackable format world, are looking for shorter events. This would overlook the huge growth of ultra endurance which has been attracting participants desiring to tick off often life-changing achievements, whilst at the same time reconnecting with nature and the outdoors.

The panel will explore the increasing appeal of ultra endurance events such as trail running, desert runs, mountain bike challenges and the like and highlight both the obstacles and opportunities that this section of the industry faces.

Panel Members
  • Beth Hodge, Cycling Strategic Development, OC Sport
  • Dr Pavel Toropov, Senior Analyst, Xingzhi Group
  • Tony Chu, Executive Director, Hong Kong Ultra Marathon Associations

Moderator

  • Josh Black, Author

45mins

Refreshment Break

30mins

Cape Argus (TBC)

45mins

John Maclean

How Far Can You Go

During fitness training near his hometown in June 1988, John was hit by an 8 tonne truck as he rode his bike. The impact resulted in John suffering multiple breaks to his pelvis and back, a fractured sternum, punctured lungs, a broken arm, and left John a paraplegic. It took astonishing courage and determination, but somehow this near-fatal accident was the making of him. Despite the grief of what he had lost, the excruciating physical pain and the challenges of daily life in a wheelchair, John decided he would become bigger and stronger than ever. “In business and in life, we all face obstacles and crossroads. While my story seems like an extreme account of setbacks and facing up to them, the message is not about those obstacles, or how they got there, more about learning to see challenges, or adversity if you like, and welcoming it as a fuel to feed off. Any of the great people I have met have harnessed adversity and turned it into an energy that allows them to achieve so much more. All of us can do that, we simply have to make that choice.”

60mins

John Maclean

Wrap Up

Chris Robb, CEO, Mass Participation Asia

15mins

End of MPA17

45mins

MPA WORKSHOP SERIES

*Click on the images to enlarge

MPA is excited to announce a workshop series in conjunction with the conference on 5 April 2017. The series will feature several prominent presenters from the conference, covering critical operational and commercial aspects of mass participation sports. These workshops generally go for thousands but are offered at a special rate for delegates. Seats and info available at checkout of your delegate pass.

For more information, please email info@massparticipationasia.com.

VENUE

World Ballroom

Centara Grand & Bangkok Convention Centre at CentralWorld

999/99 Rama 1 Road, Pathumwan, Bangkok 10330, Thailand

ACCOMMODATION OPTIONS

Enjoy special discounted rates and packages when you put up at one of our hotel partners. Complete your delegate registration and you will receive a special link in your email to enjoy the discounted rates.

Centara Grand

From THB4,900. Hotel website.

Hilton Sukhumvit

From THB4,250. Hotel website.

DoubleTree by Hilton Sukhumvit

From THB3,450. Hotel website.

CHARITY PARTNER

Water is an essential element at any mass participation event and a basic human necessity. With this in mind, MPA will donate a portion of delegate sales this year to help villagers in Tigray, Ethiopia gain access to clean, life-saving water. Each registration will provide a family of 4 with clean water for a year.

To find out more about the cause, visit our charity partner B1G1’s page. Sign up for the conference here.

PARTNERS

Official Government Partner

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Charity Partner

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