The concept of two-day event, which has attracted more than 80 delegates, is to equip modern leaders with the tools and skills they need to make a difference to their organisation.

New and innovative approaches to revenue generation was the topic for the morning session.

Patrick Nally, founder of West Nally Group, shared his experience about breaking ground in sports marketing and changing the landscape.

Other speakers included Bill King from the International Fundraising Consultancy, David Tomlinson from Thrill Capital and Sean Jefferson from ESP Properties.

“The Academy is a perfect opportunity to learn from the best, so that we don't just do it, but that we do it right," Erdem Sezer, the director of Turkish Swimming, said. 

The afternoon session focused on new ways to engage with sports fans and members and included presentations from Hugo Sharman of Deltare, Global SX Events Johan Lindstrom and Martin Kaswurm from Chaka2t.

Jackie Buckingham, the chief executive of Synchro Canada said: "What is impressing me the most is how this conference is really stretching current knowledge into a sporting context and it gives us a great opportunity to dialogue with colleagues about new solutions to old problems."

The Academy is due to continue tomorrow, discussing how leaders can become more influential, both individually and as an organisation and will include a forum where delegates can share their ideas.

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