Agenda • FBIN - Football Business Inside

FBIN Marketing Excellence Summit 2026

Monday, May 25

Location & Time	Info
NH Hotel 18.30-21.00	Exclusive Welcome Evening & Marketing Excellence Awards Presentation Exclusively for Speakers, Partners and attendees with a Premium Ticket. Limited to 70 attendees.

Tuesday, May 26 – Press Room Stage

Time	Session	Speaker
8.30	Doors open
9.30- 9.40	Opening Words
9.40- 11.20	Track: Marketing Strategy & Campaigns
9.40- 10.00	The Magic of the Derby: When Football Entered the Cinemas	Kamil Veselý CMO, AC Sparta Praha
10.05- 10.25	Creating an Identity & Staying Memorable as a Football Club Samsunspor FC’s Strategy in Marketing & Campaigns	Zeycan Rochelle Yildirim CMO, Samsunspor Himmet Alp Arslan Karaca Sports Marketing and Corp. Communications Manager, Samsunspor
10.30- 10.50	Bringing FC Hradec Králové 120 Years Back – and Making It Work.	Michal Grečl Project Manager, 2Score
10.55- 11.20	Panel Discussion Small Budget, big Impact Moderated by Asger Munkholm, munkholm strategy studio	Mathijs Booy Marketer Public Affairs, Sparta Rotterdam Martin Kovařík Head of Marketing & Communications, FK Teplice Andrea Previati Strategic Revenue Manager Sport & Esports, Como 1907
11.40- 12.15	Networking Break
12.150- 13.55	Track: Data, CRM & Fan Intelligence
12.15- 12.35	Understanding FC Zürich’s Fan Personas: Engagement, Growth & Monetization	Nikolas Hachmann International Business Developer (DACH), Arenametrix Dario Buff Digital Marketing Manager, FC Zürich
12.40- 13.000	From Local Story to CRM Strategy: How Lincoln City Turned Heritage into Stakeholder Intelligence	Jason Futers Chief Growth and Innovation Officer, Lincoln City FC
13.05- 13.25	The Behavioral Fan Engagement Playbook: How to Turn Loyalty into Revenue	Marcin Dyguda Head of AI Innovation, Open Loyalty
13.30- 13.55	Panel Discussion Connected Fans: Unifying Ticketing, CRM & Digital Identity Moderated by Marcel Yildiz, FBIN	Dag Frode Algerøy TicketCo, VP Sales Nordic Dario Buff Digital Marketing Manager, FC Zürich Jan-Georg Streletzki CEO, Unidy
13.55- 15.00	Lunch Break
15.00- 16.10	Track: Brand Identity & Evolution
15.00- 15.20	Small Resources, Big Results – How Mjällby AIF Redefined Success in Allsvenskan	Jacob Lennartsson CEO, Mjällby AIF
15.25- 15.45	VfB Stuttgart Moving Forward: A Unique Rebrand Rooted in Tradition	Afram Kakur Director Brand & Experience, VfB Stuttgart
16.40- 17.15	Networking & Drinks.

The Press Room Stage is moderated by: Marcel Yildiz, FBIN

Tuesday, May 26 – Restaurant Stage

Time	Session	Speaker
8.30	Doors open
10.30- 11.40	Fan Experience & Touchpoints
10.30- 10.50	Fireside Chat How Mid-Size Clubs Can Win Through Digital	Jorge Frias Rocha COO, Famalicão FC Interviewed by José Pedro Dias, Blocksport
10.55- 11.15	Segmenting the Stadium: Driving Attendance Growth in a Traditional Football Ground	Scott Gormal Director Strategy & Growth, Aberdeen FC
11.20- 11.40	Bratwurst Beats Cookies How Real Stadium Touchpoints Turn Fan Actions into Valuable Data	Miroslav Opatrný Business Development, simply-X
11.40- 12.15	Networking Break
12.40- 13.55	Track: Content & Storytelling
12.40- 13.00	More Than 90 Minutes: Inside Swansea City’s Content Playbook	Sophie Davis Deputy Head of Media, Swansea City FC
13.05- 13.25	If Shirts Could Talk	Bálint Timár Head of Marketing, Ferencváros
13.30- 13.55	Panel Discussion Building Club Identity Through Storytelling Moderated by Jaime Dominguez, ballketing	Sophie Davis Deputy Head of Media, Swansea City FC Mikael Mäkinen Board Member, Ilves Football Kamil Veselý CMO, AC Sparta Praha Jesse James Wahlberg Head of Communication, Mjällby AIF
13.55- 15.00	Lunch Break
15.25- 16.40	Track: Fan Relations & Community Building
15.25- 15.45	One Fan at a Time: How Brentford FC Puts Fans at the Heart of the Club	Hayley Carson Fan Experience Manager, Brentford FC
15.50- 16.10	From Zero to Engaged: Growing Your Fanbase	Daniel Telemann Commercial & Marketing Director, Aris Limassol FC
16.15- 16.40	Panel Discussion Fan Relationships: From Engagement to Belonging Moderated by Scott Goodacre, FBIN	Hayley Carson Fan Experience Manager, Brentford FC Scott Gormal Director Strategy & Growth, Aberdeen FC Kamil Veselý CMO, AC Sparta Praha
16.40- 17.15	Networking & Drinks.

The Restaurant Stage is moderated by: Jaime Dominguez

Details are subject to change.

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