SBC Betting on Football Conference – Case Study

SBC Betting on Football Conference
1500+ delegates

Event Brief

Sports Betting Community (SBC Events) organises some of the largest international events for the sports, sports betting and gaming industries, with a focus on inspiring content, information, networking and new business for senior executives.

Stamford Bridge has been the chosen venue for four consecutive years. Offering multiple transport links, the venue is well situated for delegates coming from London and across the UK and overseas. In addition, the venue offers a variety of premium event spaces that are well-connected, flexible and versatile.

The Event

Betting on Football Conference 2019 was the 6th annual edition of the largest international sports and football betting trade conference, which was held over three days at Stamford Bridge. It is the only trade conference that brings together decision makers from international operators to address recent issues and opportunities in the sports betting industry.

1,500 senior executives were in attendance, hearing speeches delivered by 200 expert speakers across over 55 keynote sessions. These sessions were punctuated with plenty of business and networking opportunities between operators, key suppliers, top affiliates and sports clubs and organisations.

In addition, attendees also participated in multiple 1:1 meetings, an exhibition which held 40 exhibitors in the venue’s blank canvas, 1,400sqm space the Great Hall, as well as participating in dedicated networking events and personalised, behind the scene tours of the stadium.

As the conference had such a comprehensive agenda, one of the challenges Betting on Football faces is to ensure visitor traffic on the exhibition floor. Several changes were made in 2019 to facilitate this, including creating two conference rooms in temporary structures attached to the West Stand by building a 20m by 20m marquee.

In addition to the marquee, the event took over much of the venue’s conference and events facilities including the Great Hall, Harris Suite, Drake Suite, Tambling and Hollins Suites, Level 2 executive boxes, Directors’ Lounge, and Frankie’s Sports Bar & Grill, with many attendees staying in the on-site Millennium & Copthorne Hotels.

The Great Hall acted as a media lounge, and the exclusive Directors’ Lounge hosted a VIP all day drinks reception for the main sponsor – Golden Race. Frankie’s Bar & Grill was used by event sponsor, Trustly, for three consecutive days for meetings, a buffet for selected guests, plus private and networking drinks, where guests enjoyed a selection of spirits, beers, wine, cocktails and soft drinks.

Throughout the event, street food stations including SW6 Burger, Mexican City Street, Blondie and Brownie Bar, In the Dog House, Mac Shack, and Pick ‘n’ Mix offered a wide assortment of delicious food, which received great reviews from attendees, and were served on sponsor branded stations.

SBC Events worked with the venue’s AV partner, Peachy Productions, to cater to all AV and conference needs, including stage set up, PA and speaker systems, and catering to the needs of the 40 exhibitors.

Peachy also managed the marquee structure and build which was the largest purpose-built external space in Chelsea history. The marquee was used for the main conferences and featured a curved LED screen provided by Peachy.

SBC Events and sponsor branding covered the exterior of the stadium and was visible throughout the entrance and registration areas. The event spaces and marquees were dressed with SBC branding, including signage and digital screens, as well as table football and relaxed seating areas amongst the exhibitor stands.

The Harris and Drake Suites were used for smaller conferences and set up with a stage cabaret style for the comfort of guests and speakers.

SBC Events also branded the exterior of the Millennium & Copthorne hotel, which was used as the official conference hotel.

The Verdict

Stamford Bridge is a great location to host our conference and exhibition. The event facilities are excellent, and our attendees love the experience of coming to the unique event setting of a premiership football stadium.

This year as well as utilising all of the West Stand’s event spaces we constructed a 400 sqm marquee which connected our mainstage to the exhibition floor. We worked closely with Chelsea’s event team all the way through the process and they provided excellent support to our organising team and our external suppliers, always coming up with solutions to any challenges we faced. This is just one example of the outstanding service we always receive from the events team at Stamford Bridge.

– Paul Mills, Chief Operating Officer, SBC