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PREVIEW: Premium services and major events – legacy and strategy

Hosting a major sport event is not only beneficial to the host city/country; it is also an opportunity for stadiums and arenas to raise awareness of their premium seat offerings.

At Premium Seat Seminar 2013, in Manchester, our Panel Discussion: Premium Seating and Major Events will examine the influence and impact of major events on the sale and long term occupancy of premium inventory.

From Euro2012, Fed Cup, Davis Cup and Roland Garros, how can we best take advantage of such events to help augment our long-term premium seat strategy?

We are delighted to welcome the expert contributions of our panellists Miroslav Siedem (Head of Premium Seating, O2 Arena – Prague), Anna Denysova (Head of Premium Seating, FC Shakhtar) and Francois Ligny (Vice President, Jet Set Sports) as we explore how to drive premium seat business, improve customer service and build loyalty in the highly-competitive sports hospitality market.



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About the speakers:

PSS-AnnaAnna Denysova was born on the 15th May 1984 in Donetsk. She graduated from high school in 2001 and attended Donetsk National University at speсiality Economic cybernetic. She studied economics and mathematics and got her Magister degree in 2006.

After University she started to work in a big Ukrainian Insurance company. She was working as a leading specialist and had to help the Sales director in any questions. After one year the vice-president of the company offered her a new position -the Head of the department of work with banks which she held for 2 years. When Donbas Arena Stadium was built in 2009 she got a job at the Shakhtar football club! At the end of May 2009 they began a huge project of selling corporate hospitality to Ukrainian people. And at the new football season they already could afford to raise prices for VIP tickets.

In 2011 she became the head of department of work with VIP-customers. During 2011 year she working with UEFA teams and she was also selling VIP hospitality for EURO 2012.

PSS-LignyFrancois Ligny is Vice President of Jet Set Sports, based in Lausanne, Switzerland. Francois’s expertise is on the operational and commercial aspects of customer service delivery at sporting events.

Starting in advertising (Interpublic, Publicis) Francois entered in the sport hospitality business for the 2006 FIFA World Cup in Germany. Since then, he has been involved on various positions with the 2007 Rugby World Cup in France, the UEFA Euro 2008 in Austria / Switzerland, the 2010 FIFA World Cup in South Africa, and Roland Garros. Most recently, Francois has joined Jet Set Sports as Vice President. Francois is currently responsible for the strategic overview of all commercial activities across the Jet Set Sports offers (mainly Olympic Games, FIFA World Cup).

The American based company is a leading global provider of hospitality packages and services at the Olympic Games. Jet Set Sports is Official Sponsors of various National Olympic Committees throughout the world and Official Supplier of the Sochi 2014 Organizing Committee.

PSS-MiroslavMiroslav Siedem has more than 30 years’ of experience in the hotel, hospitality and entertainment industry; 20 of those years working for major hotel companies and chains, including InterContinental and Hilton Prague.

Siedem 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 organizational 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, NHL Prague Premier. Besides the standard events program, the venue team is are currently focusing on the preparation of the TOP International Events – World Ice Hockey Championships 2015 and European Indoor Championships in Athletics 2015 held in O2arena Prague.