One of the world’s leading sports marketers is to deliver an authoritative insight into the value and processes of event branding and the relationship between event managers and sponsors at the first International Sports Event Management Conference which takes place in London on November 22 and 23.

Michael Payne, who spent more that 20 years as head of marketing and then broadcast at the International Olympic Committee and who is currently special advisor to Formula One head Bernie Ecclestone, played a leading role in the process of recognising, articulating and realising the value of the Olympic Brand.

His book, Olympic Turnaround, has been published in various languages around the world and has become something of a best seller in China as the country gears up for the Beijing 2008 Olympic Games.

Payne will address the importance of creating a recognisable and meaningful event brand and the role this plays in the commercial and legacy success of the event. He will examine the definition of an event brand, creating a brand, the impact on sponsors and public support.

Michael Payne will be one of a group of specialist speakers who will draw on their hands-on experience of major events to provide valuable insight into the myriad issues around major event management.

The International Sports Event Management Conference (ISEM) is presented by Rushmans, who have organised the successful International Sports Security Summit at the Queen Elizabeth II Conference centre for the last two years.

ISEM has been developed to deliver key information and contacts to all those involved in hosting and managing sports events and the companies which service and supply them.

The programme for ISEM 2006 recognises and reflects the diversity and complexity of modern-day event management and the issues it raises for financing, budgeting, staffing and delivery of excellent services in a broad range of areas from media management and security to accommodation and transport.

The conference will consist of a series of keynote addresses, specialist presentations and panel discussions, each designed to deliver essential insight from participants with many years’ experience in the specialist disciplines involved in the event management process. It aims to highlight leading-edge thinking and promote best practice by sharing knowledge and expertise across the full range of event management disciplines.

The International Sports Event Management Conference is particularly relevant at a time when the political and economic benefits of successfully staging major events are escalating as fast as the complexity of the events themselves.

ISEM 2006 is staged for sports event managers, promoters, International Federations, Local Organising Committees, Governing Bodies and the suppliers of the services, facilities and equipment which make the difference between success and failure. The two-day conference programme has been designed to reflect the diversity of issues facing the sector. Keynote addresses from highly experienced industry leaders will be supplemented by illuminating panel discussions.

A comprehensive exhibition of services and products which supports and enhances the work of sports event managers will run alongside the conference. Breaks and networking sessions will be tailored to maximise exhibition footfall and the opportunities to circulate.