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PANEL PREVIEW: Marketing Trends Across the Atlantic

Is Europe so different?

Sports in North America have pioneered the premium seat business for decades – how applicable is its business model and delivery methods to other markets?

Which aspects of the US model can positively impact teams and venues in different regions?

Our expert panelists moderated by Heather J. Lawrence, Associate Professor at Ohio University, USA will pool their experiences on both sides of the Atlantic to share best practices in the industry.

Your expert panelists include:

  • Bill Rhoda, Principal, CSL International, USA
Heath Harvey, Club Wembley Director, Wembley Stadium, UK
  • Miroslav Siedem, Head of Premium, O2 Arena – Prague

About the speakers:

HLDr. Heather Lawrence is an Associate Professor of Sports Administration, Director of the Professional Master of Sports Administration program, and the Robert H. Freeman Professor of Business at Ohio University.

She earned her Ph.D. in Higher Education Administration from the University of Florida, and also received Bachelor’s and Master’s Degrees in Sports Administration from Florida.




BRBill Rhoda is a Principal with CSL and specializes in providing market and financial advisory services to the sports industry. Over the past 20 years, Bill has consulted on over 350 sports and entertainment projects for professional, minor league, collegiate, high school and amateur organizations.

Bill’s experience over the past decade has included a variety of project types ranging from major league sports projects to international projects.





untitledHeath Harvey career firstly specialised largely in commercial development projects in the UK and internationally, particularly within the golf and leisure industries.

Since January 2010, Heath and his team efficiently delivered record new seat licence sales as well as annual renewal levels of 98%. Highlights of his hospitality delivery includes 4,000 premium packages (£14m+) for the UEFA Champions League Final both within Wembley Stadium and Wembley Arena in 2011 and his team are due to repeat this again in 2013.



MSMiroslav Siedem has more than 30 years’ of experience in the hotel, hospitality and entertainment industry. Miroslav joined The O2 Arena Prague, in 2004, ahead of the new venue’s hosting of the World Ice Hockey Championships, serving as a member of the preparatory and organisational team.

Today, Miroslav is Head of Premium Seat Sales, responsible for selling club and the premium seating capacity of the arena.

He participated in the organization of the world’s major events held in O2 Arena, including Basketball Final Four, Davis Cup Final, Fed Cup Final and NHL Prague Premier.