14 November in Sochi the Russian International Olympic University started the first international education programme «Brand Building and Communications in sport» addressed to managers who want to raise the level of external contacts for their organizations. The two-week course is to be conducted as interactive classes using new, up-to-date educational methods. The course is run by John Tibbs, one of the most renowned market experts in sports industry.
Global top experts will be guest lecturers for the course. René Fasel (IOC member and IIHF President) will present the case study of Ice Hockey World Championships brand building. David Eades, BBC broadcaster, and Alan Abrahamson, sports journalist and member of the IOC Press Commission will speak about effective information strategy and cooperation with the media. Ukraine NOC Head, IOC member, outstanding athlete Sergey Bubka and EOC President (continental association of 49 NOC) Patrick Hickey will also deliver lectures. Patrick Hickey expressed confidence in the necessity of such educational programmes, saying that «RIOU course will help sports organizations build effective system of communications with different segments of target audience. Today attracting new partners, sponsors, spectaculars, social media users is a question of great concern. I am glad to support such an important initiative».
Participants of RIOU programme «Brand Building and Communications in sport» came from 10 countries including the USA, Great Britain, Bosnia and Herzegovina, Hungary, Armenia, Jordan and South Korea. Due to the EOCs sponsor backing, Ukraine and Serbia NOCs representatives will also participate in the workshop.
Professor Lev Belousov, Chief Executive Officer of RIOU, stated: «We are convinced that the question of external communications and marketing is in great demand nowadays. I am sure the knowledge and experience our participants will acquire through the programme, will largely enrich their professional luggage and help them solve key questions of brand positioning and promoting. For us it is also an important step of development and experience which we will take into account in the University activities and forming its new educational programmes».
