Nally, one of the world's leading sports marketing gurus and founding partner of globally renowned public relations agency West Nally Group, will be opening the conference with a keynote address.

Through the work of West Nally, Nally created the blueprint for sports sponsorship that generates billions of dollars for major rights holders to this day.

He helped to define the past of sports marketing and is now shaping the future through continued work with International Sports Federations, as a consultant for UNESCO and as the President of the International Federation of Poker.

He will be sharing his expertise, experiences and insights with participants setting the scene for an action-packed two-day conference.

Nally explained to insidethegames how important the conference should be in shaping the future of the sports industry.

"It's vital," he said.

"It hasn't happened as much as it should have in the past but now it clearly is becoming [more important].

"There are more and more young people getting good qualifications in this sector; there are more academic courses, there are more Masters Courses and things being offered by universities around the world that are making the industry more professional, and making the industry perhaps question that the industry itself needs to have a voice.

"It shouldn't be sitting back, seeing that questions on governance and questions on integrity are being asked about the industry.

"And it's an industry that they're committed to, so therefore we, and all stakeholders, need everybody to be part of the debate to see if things could be better managed than they are.

"Are mega events being organised in the way that's best for sport, the best for Governments, best for fans?

"And who's better to question that than people that have got a commitment to the industry and are leading the future of the sports areas and therefore it's a good forum to have that debate?"

Patrick Nally is considered the most influential figure in the sports business industry and has worked with major governing bodies including the International Olympic Committee, FIFA and the International Association of Athletics Federations ©Wikipedia


He added: "Platforms where we can question and challenge whether things are going as they should, or whether they should be reviewed, means having the opportunity to give one's opinions - it's helpful.

"And the Academy seems to be a good place to do it from."

In joining the Academy team, Nally joins the already impressive list of speakers that have thus far been announced, consisting of various leading experts across a variety of respective fields.

The Academy has reaffirmed its appeal as participants from a range of sports from around the world have registered - including National Olympic Committees and National Federations from countries as diverse as Denmark, Iran, Turkey, the United States, Switzerland and Great Britain.

Sports such as athletics, swimming, archery, wrestling, cricket, and football, among others, are also represented.

The Academy, organised by TSE Consulting, will take place in the Olympic Capital of Lausanne on May 27 and 28.

More information on the conference is available here.

Contact the writer of this story at [email protected]

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