17. HAMBURG CONGRESS ON SPORTS, ECONOMY AND MEDIA17. HAMBURG CONGRESS ON SPORTS, ECONOMY AND MEDIA

T A L K M E E TI N N O V A T E

WWW.SYMPOSIUM-HAMBURG.COM 04.– 05.09.2017

sponsored by

THE VIRTUAL REALITY OF SPORTS

SPORTS EVENTS 4.0

3

The dynamically progressing digitalization – keyw

ord for new com

munication technologies, com

plex online portals, fast

gathering and exchange of data, the usage of independent algorithms, im

proved sensors and replacement of physical

work through robots – all of this accelerates globally controlled processes in em

ployment, infrastructure, education and

spare time. This creates an artificial, virtual w

orld - which is only perceived through screens and audio-visual aids. The

human being acts less as a physically deciding person, but rather plans, controls, coordinates and m

anages anonymously.

Digitalization has arrived in the w

orld of sports as well. C

ontrolled training, observation of referees and the competition

itself, transmission technologies and rights, new

formats of organizations, sports offers, and traditional organizations

are changing dramatically - im

mense databases are developing and international w

ebsites are marking their place in the

system. Experts expect a radical change in S

ports, possibly resulting in competitions, w

hich can only be attend virtually

and viewed over a screen, and sports, w

hich are controlled through individualized computer program

s. IOC

and FIFA

as well as health insurance com

panies and politics, who deal m

ore explicitly with future scientific research and support,

discuss this possibility.

This annual event “Sports, econom

y and media” is the first scientific congress to address the com

plete range of digital

processes in sports. Just as in the previous 16 congresses, the focus will m

aintain on national and international sports

events considered as the dynamic drive for the general developm

ent of sports and therefore being indicative for sports

itself. This will happen through a close exchange betw

een scientific experts and the innovative executive of the field.

On the first day of congress journalistic and m

edia-entrepreneurial challenges, resulting from faster and m

ore extensive

data flow, w

ill be reviewed. A

nother main em

phasis is the behavior of the audience in correlation of extended technical

possibilities of depiction of sports competitions.

The second day will be focusing on the analysis of the quickly grow

ing market of virtual sports events: e-sport events,

reaching high acceptance rates explicitly in younger age groups and global organization platforms, and international

competitions in drone races and robot football, evaluating their spectators’ response as w

ell. Further topics will be

e-learning, questions about costs and exploitation, rules and rights and future technical opportunities.

The lectures and discussions are framed by an opening and closing presentation, held by tw

o supervisors from the

Germ

an Research C

enter of Artificial Intelligence (D

FKI) P

rof. Christoph Igel (B

erlin) and Dr. C

arsten Ullrich, w

ho are

dedicated to new opportunities of digital learning, and P

rof. Kirchner and D

r. Sirko S

traube (Brem

en), studying the use

of robots in employm

ent and spare time. B

ehind all of this the question remains, w

hether the existing forms of sports

organizations are prepared for the upcoming changes and fully ready to face their im

pact.

the Organizing C

omm

ittee

PREFACE

TALKMEET

INNOVATE

#youchange

München

Stuttgart

FreiburgK

ölnH

amburg

Berlin

Die W

elt verändert sich. Gestalten S

ie

die Zukunft und treffen Sie eine B

erufs-

wahl, die zu Ihnen passt. O

b Bachelor-

oder Masterstudium

– wir begleiten S

ie

und öffnen die Türen für eine erfolgrei-

che Karriere.

Die digitale Zukunft

gestalten.

Hochschule M

acromedia,

University of Applied Sciences

Gertrudenstraße 3

20095 Ham

burgT 040 3003089-0info.hh@

macrom

edia.de

MA

NA

GE

ME

NT

ME

DIE

NM

AN

AG

EM

EN

TJO

UR

NA

LISTIK

DE

SIG

NM

AR

KE

TING

SP

OR

T UN

D E

VE

NT

Hochschule M

acromedia

hochschule-macrom

edia.deS

taatlich anerkannt und akkreditiert durch Wissenschaftsrat und FIB

AA

.

sponsored by:

45

media partners:

Program

Program

PROGRAM

The virtual reality of sports

Monday, 04.09.2017

09:00 am

Arrival and A

ccreditation

09:30 am

Opening by Scientific B

oard and welcom

ing speech by

Christoph H

olstein, Secretary of State at Ministry of Inner A

ffairs and Sport, Free City of H

amburg

10:00am – 10:30am

K

eynote 1: From learning to doing. C

an artificial intelligence and the internet of things im

prove education?

(Prof. Dr. C

hristoph Igel and Dr. C

arsten Ullrich; G

erman R

esearch Center for A

rtifical Intelligence (DFK

I);

Berlin, G

ER)

10:30am – 11:45am

P

anel 1

B

lend it! and turn your event program into one that your participants are

actually interested in!

(Rebecca G

ebler-Branch; G

hostthinker; Augsburg, G

ER)

A

ccountable sports journalism: creating a gatew

ay to showcase ethical codes,

stylebooks, ombudsm

en and beyond

(Prof. aso. José Luis Roja Torrijos; U

niversity of Sevilla; Sevilla, ESP)

C

omm

unicating green motorsport: a fram

ing analysis of environmental

sustainability in live TV coverage of Formula E

(Tim

othy Robeers; U

niversity of Antw

erp; Antw

erp, BEL)

Sum

mary and panel discussion, m

oderation by: Björn W

itte

11:45am – 12:00am

C

offee break

12:00am – 12:30pm

K

eynote 2: Sport, M

edia and Digitalization

(Prof. D

r. Raym

ond Boyle; U

niversity of Glasgow

; Glasgow

, UK

)

12:30pm – 01:45pm

P

anel 2

Virtual reality and 360º video in a local m

edium: a case study of El D

eporte C

onquense in Spain

(Prof. Dr. José H

erranz de la Casa; U

niversity of Castile-La M

ancha; Cuenca, ESP)

B

udget constraints as link between sports econom

ics and e-sports? A

n analysis of the development of H

amburg’s total of attendance to

professional sports and potential lessons learned for e-sports

(Till Wew

er; Leuphana University Lüneburg; Lüneburg, G

ER)

D

igital evolution, digital comm

unities, eSports in sport organisations

(Mario Leo; R

ESULT Sports; B

üdingen, GER

)

Sum

mary and panel discussion, m

oderation by: Prof. Dr. Thom

as Horky

01:45pm – 02:45pm

Lunch break

PROGRAM

The virtual reality of sports

Monday, 04.09.2017

02:45pm – 03:15pm

K

eynote 3: Sports E

vents 4.0 – The Virtual R

eality of Sports

(D

r. Galen C

lavio; Indiana University, IA

CS; B

loomington, U

SA)

03:15pm – 04:30pm

P

anel 3

The “D

igital Stadium” Project at Ferris State U

niversity: engaging undergraduates in authentic research in sport and Social M

edia

(Dr. Sandra A

lspach; Ferris State University, IA

CS; B

ig Rapids, U

SA)

Sport, technology and new

media

(D

r. Ann Pegoraro; Laurentian U

niversity, IAC

S; Sudbury, CA

N)

International A

ssociation of Com

munication and Sport organization overview

. R

esearch on the virtual reality of sports in the U.S.

(D

r. Lauren Reichart Sm

ith; Indiana University, IA

CS; B

loomington, U

SA)

Sum

mary and panel discussion, m

oderation by: Prof. Dr. Thom

as Horky

04:30pm – 05:00pm

C

offee break

05:00pm – 05:30pm

K

eynote 4: Brand S

trategy & D

igital Transformation of H

ertha BS

C

(Paul Keuter; H

ertha BSC

; Berlin, G

ER)

05:30pm – 06:45pm

P

anel 4

D

isruptive sports - Best cases from

Jung von Matt/sports, G

ermany’s m

ost aw

arded sports marketing agency 2014

-2017

(Robert Zitzm

ann; Jung von Matt/sports G

mbH

; Ham

burg, GER

)

The O

lympic C

hannel…because 17 days is not enough

(Sven B

usch; Olym

pic Channel; M

adrid, ESP)

A

lways together: how

soccer clubs want constant connections w

ith fans

(Fernando Borges; Lusofona U

niversity; Lisbon, POR

)

Sum

mary and panel discussion, m

oderation by: Prof. Dr. Thom

as Horky

06:45pm

Closing w

ords

67

For the second time after 2016, the S

enator for Interior A

ffairs and Sport, of the Free and

Hanseatic C

ity of Ham

burg, Mr. A

ndy Grote,

took over the patronage of the congress.

• 1968 born in Erpen• 1974-1978 P

rimary school in B

üsum• 1978-1987 N

orth Sea high school B

üsum• 1987-1989 Tw

o-year service Bundesm

arine, destroyer „H

essen“, Wilhelm

shaven• 1990-1996 S

tudy of Law, U

niversity of Ham

burg• 1997-1999 Legal representative office in H

amburg and

Washington D

.C.

• 2000-2001 Scientific A

dvisor for Federal and European A

ffairs, Building A

uthority of the Free and Hanseatic C

ity of H

amburg,

• Mem

ber of the Ham

burgische Bürgerschaft, tw

ice directly elected in the constituency 1 (H

amburg-M

itte)• 2002-2008 M

ember of H

amburg-M

itte district council• 2002-2012 A

ttorneys at law• 2004-2008 C

hairman of the S

PD

parliamentary group in

the district council• 2012-2016 D

istrict Manager H

amburg-M

itte• since 20. January 2016 S

enator for Interior Affairs and

Sports

Senator for Interior A

ffairs and Sports

And

y Gro

te

• born in Novem

ber 1963• 1993-1998 Journalist,

Schlesw

ig-Holsteinischer Zeitungsverlag

• 1998-2001 S

pokesperson; Ministry of Interior and S

ports• 2001-2004 S

pokesperson, Social D

emocratic P

arty (SP

D),

Ham

burg• 2004

-2011 Spokesperson, S

PD

-Bürgerschaftsfraktion

(regional parliam

ent), Ham

burg• 2011-2015 S

pokesperson; Senat of the Free and H

anse

-atic City of H

amburg; and H

ead of Mediadepartm

ent• since A

pril 17th 2015 State S

ecretary of Sports; M

inistry of the Interior and S

ports; Ham

burg

State S

ecretary C

hristop

h Ho

lstein

host of the conference:

PROGRAM

The virtual reality of sports

Tuesday, 05.09.2017

09:00am – 09:30am

K

eynote 5: E-S

port – Role m

odel for traditional sports or just another hype?

(Prof. D

r. Markus B

reuer; SRH

University; H

eidelberg, GER

)

09:30am – 11:00am

P

anel 5

Should football clubs invest in eSports now

or is it an overrated hype?

(Henning Eberhardt; SPO

NSO

Rs Verlags G

mbH

; Ham

burg, GER

)

The sports of the digital generation

(A

rne Peters; former Vicepresident ESL; M

unich, GER

)

eSports as econom

ic factor

(André Fläckel; Lagardère Sports G

ermany G

mbH

; Ham

burg, GER

)

eSports should be played in school– the ʻeSchoolʼ project by D

GS

(Peter Lem

cke and Dr. Ina W

eh; Ham

burg, GER

)

Sum

mary and panel discussion, m

oderation by: Axel Sierau

11:00am – 11:15am

C

offee break

11:15am – 12:15pm

P

anel 6

U

nleashing your imagination. U

sing innovative aerial imaging technology to

enhance story telling in the field of sports comm

unication

(Prof. Dr. B

arbara Stelzner; DJI G

mbH

; Frankfurt am M

ain, GER

)

D

RO

NEM

ASTER

S - Sports as an innovation driver for an emerging industry

(Frank W

ernecke; DroneM

asters Gm

bH; B

erlin, GER

)

D

rones in academic apprenticeship. R

egarding to expectations and consequences for a up-to-date education in sports journalism

and media

managem

ent

(Prof. Dr. A

ndreas Hebbel-Seeger and Prof. D

r. Thomas H

orky; Macrom

edia University of A

pplied Sciences;

H

amburg, G

ER)

Sum

mary and panel discussion, m

oderation by: Prof. D

r. Hans-Jürgen S

chulke

12:15pm – 01:15pm

Lunch break

01:15pm – 02:30pm

P

anel 7

Intuitive interfacing in robotics and assistive devices by em

bedded brain reading

(D

r. Elsa Kirchner; G

erman R

esearch Center for A

rtifical Intelligence (DFK

I), University of B

remen;

Brem

en, GER

)

PROGRAM

The virtual reality of sports

Tuesday, 05.09.2017

R

oboCup – Its history, future prospects and societal relevance from

a spectator’s perspective

(D

r. Hans-A

rthur Marsiske; author and journalist; H

amburg, G

ER)

The R

oboCup G

erman O

pen competition series

(D

r. Ansgar B

redenfeld; Dr. B

redenfeld UG

; Magdeburg, G

ER)

02:30pm – 03:00pm

K

eynote 6: Robotics &

Artificial Intelligence

(Prof. D

r. Frank Kirchner and D

r. Sirko Straube; Germ

an Research C

enter for Artifical Intelligence (D

FKI),

University of B

remen; B

remen, G

ER)

Sum

mary and panel discussion, m

oderation by: Prof. D

r. Hans-Jürgen S

chulke

03:00pm – 03:20pm

Young S

cience Aw

ard

03:20pm

Closing of the 17. International H

amburg C

ongress

Program

Program

98

sponsored by:

KEYNOTES

Monday, 10:00am

– 10:30am

From learning to doing. C

an artificial intelligence and the internet of things im

prove education? P

rof. Dr. C

hristoph Igel and Dr. C

arsten Ullrich; G

erman R

esearch Center for A

rtifical Intelligence (D

FKI); B

erlin, GER

Monday, 12:00am

– 12:30pm

Sport, M

edia and Digitalization

Prof. D

r. Raym

ond Boyle; U

niversity of Glasgow

; Glasgow

, UK

Monday, 02:45pm

– 03:15pm

Sports E

vents 4.0 – The Virtual R

eality of Sports

Dr. G

alen Clavio; Indiana U

niversity, IAC

S; B

loomington, U

SA

Monday, 05:00pm

– 05:30pm

Brand S

trategy & D

igital Transformation of H

ertha BS

C

Paul K

euter; Hertha B

SC

; Berlin, G

ER

Tuesday, 09:00am – 09:30am

E-S

port – Role m

odel for traditional sports or just another hype? P

rof. Dr. M

arkus Breuer; S

RH

University; H

eidelberg, GER

Tuesday, 02:30pm – 03:00pm

Robotics &

Artificial Intelligence

Prof. D

r. Frank Kirchner and D

r. Sirko S

traube; Germ

an Research C

enter for Artifical Intelligence

(DFK

I), University of B

remen; B

remen, G

ER

Prof. D

r. Christoph Igel is the P

rincipal Re-

searcher and Scientific D

irector of the Edu-cational Technology Lab at the G

erman R

e-search C

enter for Artificial Intelligence (D

FKI) in B

erlin. He

has been a Visiting Professor at the C

ontinuing Education S

chool in Shanghai Jiao Tong U

niversity (China) since 2011,

and since 2015 has held the post of Professor of Educatio-

nal Technology in the Faculty of Com

puter Science at TU

C

hemnitz.

To date, Professor Igel has presided over m

ore than 100 na-tional and international research, developm

ent, innovation and consultation projects on technology-based training and qualification in business, education, science and adm

inistra-tion. H

e advices DA

X companies on staff developm

ent issues in the era of digitalisation, the internet of things and industry 4.0 and is an expert review

er for funding programs run by

institutions such as the Germ

an Federal Ministries of Econo-

mics and Technology and Education and R

esearch and the A

ustrian Federal Ministry of S

cience, Research and Industry.

Since 2013 P

rofessor Igel has been the chair of the ‘Intel-ligent Education N

etworks’ expert group as part of the fe-

deral government’s national D

igital Sum

mit, and w

as in the sam

e year appointed co-chair of the ‘Technology-Enhanced Teaching and Learning in M

edicine’ working group for the

Germ

an Society of M

edical Informatics, B

iometry and Epide-

miology and the G

erman S

ociety for Com

puter Science. S

in-ce 2017 he has been an am

bassador for the National M

INT

Forum and has been com

mitted to education in the fields of

mathem

atics, computing, science and technology.

Artificial Intelligence (A

I) enables learning environments that

adapt themselves to the individual learner to provide on-the-

spot context-dependent assistance and long-term know

led-ge acquisition support. S

ystems pow

ered by machine lear-

ning methods can predict probable learning successes and

failures. Today, however, such system

s are mostly applied in

digital learning environments as it is difficult to transfer the

methods to the analogue, physical w

orld. There, the ongo-ing digitalization enabled by the Internet of Things (IoT) w

ill open up significant new

opportunities for AI-based learning.

Studies say that 2020 w

ill see 20 billion connected devices - devices that gather inform

ation about the world through sen-

sors, interact with their environm

ent through actors, and are connected through the IoT. In their presentation, P

rof. Dr. Igel

and Dr. U

llrich will give exam

ples of AI-based learning envi-

ronments and illustrate the potential of the IoT for education.

AB

STR

AC

T

From

learning to

do

ing. C

an artificial

intelligence and

the internet of thing

s im

pro

ve educatio

n?

Prof. D

r. C

hristop

h Igel

Dr. C

arsten Ullrich is the D

eputy Director of

the Educational Technology Lab and a visi-ting researcher at S

hanghai Jiao Tong Uni-

versity’s E-Learning Laboratory (China). A

s Senior R

esear-cher he is responsible for a series of research projects in the field of technology-based learning and w

ork. Within these

he examines requirem

ents for learners and staff arising from

today’s highly technically complex w

orking environments, as

well as the new

opportunities for support which these of-

fer. Dr. U

llrich’s research tackles technology-based learning, focusing on adaptivity and learner support in the industry 4.0 w

orkplace, medicine, schools and universities. H

e has m

ore than 100 publications covering adaptivity, web-based

learning and mobile learning. D

r. Ullrich com

pleted his doc-torate in com

puter science at Saarland U

niversity in 2008, exam

ining the use of AI technologies to form

alise educatio-nal know

ledge to automatically generate learning m

aterials – his research w

as published in the ‘Springer Lecture N

otes for A

rtificial Intelligence’ series. In the same year he began a

six-year stint as associate professor at Shanghai Jiao Tong

University, w

here he researched web-based and m

obile lear-

Dr.

Carsten U

llrich

ning in adult education. From 2009 to 2013 D

r. Ullrich w

as S

JTU’s representative on the EU

-IP ‘R

OLE – R

esponsive O

pen Learning Environments’, and then in 2013 he returned

to Germ

any to take up the role of Deputy D

irector of the D

FKI’s Educational Technology Lab.

Keynotes

1011

Prof. D

r. Raym

ond Boyle is a P

rofessor of C

omm

unications and Deputy-D

irector of the C

entre for Cultural P

olicy Research at the

University of G

lasgow. H

e has published widely on sports

and media issues and is author/co-author of a num

ber of books on the subject including P

ower P

lay: Sport, the M

e-dia and popular C

ulture (2009). He has also researched the

television and film industries and co author of The Television

Entrepreneurs (2012) and the Rise and Fall of the U

K Film

C

ouncil (2015). He also edited the four volum

es of the Sage

collection on Sport and C

omm

unication published in 2016. H

e works w

ith UEFA

in the delivery of their Certificate in Foot-

ball Managem

ent (CFM

) program to national football associa-

tions across Europe. He sits on the B

oard of Media, C

ulture and S

ociety and on the the advisory boards of Com

munica-

tion and Sport and Leisure S

tudies.

This presentation

examines

how

the com

munication

in-dustries in the digital age have continued to interact w

ith sports and in particular exam

ines how this has changed and

reconstituted the relationship with spectators, fans and m

e-dia consum

ers and citizens. It argues that mediated sport

has been at the forefront of changes in the converging media

content industries ranging from issues of access to national

events to the rise in value of specific sports content across new

platforms forging new

relationships with the m

obile, alw

ays on audience for sports. The drivers of technological innovation and com

munications

restructuring has resulted in media sport often being centre

stage in wider debates around regulation, m

edia rights, citi-zenship and changing patterns of m

edia consumption. The

media sport relationship w

as established in the pre-broad-cast era, and then transform

ed by radio and then television in the analogue age of spectrum

scarcity. The more recent

digital environment opens a new

chapter in the on going re-lationship betw

een sports and the comm

unication industries, a

chapter characterised

by elem

ents of

radical change,

but also aspects of continuity. To what extent is the digital

environment altering various aspects of the sports m

edia relationship, and w

hat are the implications of this for sports

organisations, governing bodies of sport, media com

panies and sports fans?

Sp

ort, M

edia and

Dig

italization

AB

STR

AC

T

Prof. D

r. R

aymo

nd B

oyle

Dr.

Galen C

lavio

Paul K

euter, borned in 1974, is Mem

ber of the Executive B

oard of Hertha B

SC

since Januar 2016. In this position he is respon-

sible for Brand, C

omm

unication & D

igital Transformation.

Keuter joined H

ertha BS

C previously being Tw

itter‘s Head of

Sports (G

lobal Sports C

hair) for 3 years. In the past he has been w

orking as a players agent, amongst others solely being

responsible for 82times national player A

rne Friedrich. Paul

is also looking back on a longer path within the TV Industry,

where he has been w

orking as Editor and Producer (ITV

Studios) before taking on the role of D

irector Marketing and

Business D

evolpment of a TV P

roduction Com

pany. Paul

Keuter has been a contractual football player him

self, who

made it up to the 3rd G

erman division and further considers

himself a connoisseur of S

oul music.

Paul K

euter

Virtual Reality and A

ugmented R

eality have grown from

futu-ristic fantasy to present-day fascination in the past few

years. The advent of faster internet and faster com

puter processing pow

er have allowed technology com

panies to redefine the envelope of consum

er experience. In this new w

orld of virtual and augm

ented reality, sports organizations, media partners,

and event organizers find themselves at a crossroads that is

both daunting and exciting. For the past several decades, the consum

er sport expe-rience has been separated into tw

o separate yet equally im

portant areas: the in-person experience and the televised view

ing experience. Each of those areas presents its own

strengths and weaknesses in the consum

ption of sporting events. The dream

of virtual reality in sports is to combine

the best of those experiences. The technology has shown

a capability of harnessing the mind and the spirit, using a

headset to place a fan in an environment that they m

ight never be able to experience in person. To that end, m

edia com

panies have partnered with sports entities to bring virtual

reality broadcasts of sporting events into people‘s homes.

The NFL, N

BA

, and NC

AA

Am

erican football have all utilized virtual reality broadcasts to provide audiences w

ith unprece-dented view

ing experiences of major events.

Organizations have also adopted virtual reality to revolu-

tionize the process of training athletes. By having athletes

practice plays and read opposition tendencies in a virtualized environm

ent, unnecessary wear-and-tear in physical prac-

tices is reduced, saving athletes from injuries and fatigue and

allowing on-field decision m

akers to visualize defenses in a m

ore realistic environment.

The potential of the technologies has captured the dreams of

sports executives across the world. There are m

any industry challenges to the im

plementation of virtual reality, but just

as many opportunities for grow

th. This presentation explores both, and discusses the present and future of these techno-logies in sport.

Dr. G

alen Clavio, P

h.D., is the D

irector of the N

ational Sports Journalism

Center at Indiana

University, w

here he heads the Sports M

edia program

. C

lavio has recently partnered with Indiana U

niversity‘s Cuban

Center for S

ports Media and Technology to research the im

pli-cations of advanced sports m

edia technology, including Virtual R

eality and Augm

ented Reality, on sports m

edia perception and consum

ption trends among audiences. H

e has authored over 40 peer-review

ed articles on the impact of new

and social me-

dia on the relationship between sports, m

edia, and fans.

Digital transform

ation of a company is basically very extensive.

Paul K

euter will give an insight into the digital w

ay by means of

the repositioning of the Hertha B

SC

brand, focusing on cultu-ral and m

anagement change.

At the G

erman capital C

ity 1. League Club „H

ertha BS

C“

the transformation is seen as a holistic process and goes far

beyond social media and online architecture.

AB

STR

AC

T

AB

STR

AC

T

Sp

orts E

vents 4.0 - The V

irtual Reality o

f S

po

rts

Brand

Strateg

y & D

igital Transfo

rmatio

n of

Hertha B

SC

Prof. D

r. Markus B

reuer studied business adm

inistration, econom

ics and

internatio-nal tax law

in Braunschw

eig, Chem

nitz and H

amburg. S

ince 2014 he is a professor at SR

H U

niversity H

eidelberg and

academic

program

director of

the m

as-ter program

in sport managem

ent. His current publications

cover questions of manipulation in professional sport and the

development of esport in Europe.

Prof. D

r. M

arkus Breuer

In line with M

üller-Lietzkow (2006) E-S

port can be defined as the com

petitive use of computer and video gam

es. Since its

roots in the 1990s E-Sport has developed to a m

ulti-million

dollar business: New

zoo (2015) estimated a global m

arket volum

e of nearly 200 m. U

S-D

ollar in 2014. Deloitte (2016)

predicts revenues of 130 m. U

S-D

ollar in Germ

any in 2020.

AB

STR

AC

T

E-S

po

rt – Ro

le mo

del fo

r traditio

nal spo

rts o

r just another hyp

e?

Schm

idt/Gottschlich/B

ünning (2016) even stated that the trophy m

oney of the DotA

2 championship is in the sam

e range as the trophy m

oney of the NFL S

uperbowl. D

espi-te this im

pressive figures and forecasts E-Sports still im

plies significant econom

ic risks for organizers/suppliers: In early 2017 a new

games fair, A

rcade One in D

ortmund, needed to

be cancelled due to too little demand.

From its beginning on E-S

ports developed its own structures

and did not entirely follow the standard m

odel of European or U

S-A

merican professional sports (B

reuer, 2012). Differences

can mainly be found in i) structures and ii) m

arketing: i) G

lobal E-Sports is dom

inated by for profit organizations; N

PO

s like Germ

an mem

bership corporations or multina-

tional associations do not play an important role.

ii) Digital m

edia are an essential part of global E-Sport and,

thus, marketing is less based on TV but focuses on the

internet. Players build up channels, use online m

edia to com

municate w

ith fans and develop new w

ays to collect revenues.

Next years m

ight be a crucial period for E-Sports. If past

growth rates rem

ain stable or can even be outperformed

electronic sports (and its structures) might becom

e a role m

odel for traditional sports. But even if forecasts are not

fulfilled E-Sports w

ill probably go on being successful in its niche m

arket.B

reuer, M. (2012): der E-S

port – ein drittes Modell des pro-

fessionellen Sports? In: B

reuer, M. (H

rsg.): E-Sport – P

er-spektiven aus W

issenschaft und Wirtschaft, S

. 91-116. D

eloitte (2016): Let’s Play! D

er deutsche eSports-M

arkt in der A

nalyse, Novem

ber 2016, https://ww

w2.deloitte.com

/de/de/pages/technology-m

edia-and-telecomm

unications/articles/der-deutsche-esports-m

arkt-in-der-analyse.html

Müller-Lietzkow

, Jörg (2006): Sport im

Jahr 2050: E-Sport!

organiser:

Keynotes

Keynotes

12

PANEL01

MO

ND

AY, 04.09.2017

Monday, 10:30am

– 11:45am

Blend it! and turn your event program

into one that your participants are actually interested in!R

ebecca Gebler-B

ranch; Ghostthinker; A

ugsburg, GER

Accountable sports journalism

: creating a gateway to show

case ethical codes, stylebooks, om

budsmen and beyond

Prof. aso. José Luis R

oja Torrijos; University of S

evilla; Sevilla, ES

P

Com

municating green m

otorsport: a framing analysis of environ-

mental sustainability in live TV

coverage of Formula E

Tim

othy Robeers; U

niversity of Antw

erp; Antw

erp, BEL

Sum

mary and panel discussion

moderation by: B

jörn Witte

Prof. D

r. Frank Kirchner studied com

puter science and neurobiology at the U

niversity B

onn, G

ermany,

where

he received

the D

r. rer. nat. degree in computer science in 1999. S

ince 1994, he has been a S

enior Scientist at the G

esellschaft für Mathe-

matik und D

atenverarbeitung (GM

D) in S

ankt Augustin, G

er-m

any, and also a Senior S

cientist at the Departm

ent for Elec-trical Engineering from

1998 at Northeastern U

niversity in B

oston, MA

, US

A. In 1999, he first w

as appointed Tenure Track A

ssistant Professor at the N

ortheastern University, and

since 2002 as a Full Professor at the U

niversity of Brem

en, G

ermany. S

ince Decem

ber 2005, he has also been the CEO

of the R

obotics Innovation Center, speaker of the B

remen

location of the Germ

an Centre for A

rtificial Intelligence (DFK

I) and since 2013 S

cientific Director of the B

razilian Institute of R

obotics (BIR

).Frank K

irchner is a leading expert in research on biologically inspired locom

otion and behaviour of highly redundant, mul-

tifunctional robotic systems. For a num

ber of PhD

students he is the principal supervisor and he regularly serves as a review

er for a series of international scientific journals and conferences. Frank K

irchner also is author of more than 200

publications in the field of Robotics and A

rtificial Intelligence.

Prof. D

r. Frank K

irchner

supporters:

In recent years robotics has gained a lot of interest also in the area of artificial intelligence. W

hile systems for a long tim

e have been used as tools to im

plement classical A

rtificial In-telligence (A

I) approaches in the area of object recognition, environm

ent representation, path and motion planning etc.,

researchers now begin to understand that the system

(robot) itself is part of the question and has to be taken into account w

hen teaching AI questions. This talk m

ight survey the state of the art in robotics and outline w

ays to tackle the questi-on of A

I in the light of the systems is an integral part of the

approach. Future milestones and key achievem

ents will be

discussed to how a perspective on how

humans and robots

can collaborate as a team.

Ro

bo

tics & A

rtificial Intellig

ence

AB

STR

AC

T

Dr.

Sirko

Straube

studied neurobiology

and computer science at the A

lbert-Lud-w

igs-University

Freiburg, G

ermany,

whe-

re he received his diploma in biology in 2005. From

here, he studied object recognition in the hum

an brain at the D

epartment of H

uman N

eurobiology, University of B

remen,

Germ

any. A

fter completing his dissertation in 2009, S

irko Straube star-

ted his career as a senior researcher at the Com

putational N

euroscience group

at the

Carl-von-O

ssietzky-University

Oldenburg, G

ermany, and at the R

obotics Group of the U

ni-versity of B

remen, G

ermany. In 2010 he joined the R

obotics Innovation C

enter of the Germ

an Centre for A

rtificial Intelli-gence (D

FKI) leading projects focused on hum

an-machine

interaction, machine learning, hybrid team

s of humans and

robots, and advanced training for companies in robotics.

Since 2015, S

irko Straube is the R

esearch & A

dministrative

Manager (R

AM

) of the Robotics Innovation C

enter, where he

is part of the strategy board of the institute and takes re-sponsibilities for personnel and financial planning. A

s RA

M,

he has the role of the deputy director and is involved in cooperation w

ith public and industrial partners. Since 2017,

he is also heading the software board of the institute, being

responsible for quality managem

ent and transparency in softw

are developments.

Dr.

Sirko

Straub

e

Keynotes

1415

Prof. aso.

José Luis R

ojas To

rrijos

Reb

ecca Geb

ler-Branch

AB

STR

AC

T

AB

STR

AC

T

Rebecca G

ebler-Branch w

orks as the head of M

arketing at Ghostthinker, a H

amburg

based EdTech Com

pany who is w

ell known

as an expert for digital education processes in sports organi-zations. A

fter studying Com

munication and S

ocial Science,

Rebecca received her M

BA

degree with focus on Event-M

ar-keting. A

fter this she worked in the fields of A

rts and Cul-

ture organizing international exhibitions and arts festivals. C

oming from

a creative influenced background she joined G

hostthinker in 2014 with the m

ission to build up Ghostthin-

kers main brand edubreak®

, a special online-video-learning platform

for digital education programs. O

ver the last three years, she has w

orked on a customer relationship program

, that is build upon the idea of m

ixing creative and rather for sports unconventional m

arketing elements w

ith educational ones.

Interaction, inspiration and information – these are the three

main pillars the “B

lended Conference” event-form

at is built on. This form

at is the result of dissatisfaction towards tra-

ditional event and workshop form

ats within our team

. Most

of the time the program

s of conventional formats are based

on a small group of people w

ho decide amongst them

what

topics should be on the agenda. Furthermore, conventional

formats consum

e a huge amount of tim

e to actually get ever-yone them

atically on board in the beginning. And at the end

of the day, they are just finished. But w

hat happens after-w

ards? Usually, there is no follow

up discussion at all. O

ur definition of a contemporary and valuable event-form

at for custom

ers includes creative and valuable involvement of

all participants, relevant inspiration and practical informa-

tion. Additionally, a constant social exchange, discussions

between all participants (including ourselves) regarding ideas

and the agenda as well as new

s are mandatory. This exch-

ange starts way before the actual event and has basically no

finish. “C

ontemporary” for us m

eans to profit from the advanta-

ges of digital media. A

s a company that helps sports orga-

nizations in implem

enting digital media into their education

processes we are w

ell-versed with the teaching and learning

format “B

lended Learning”. We decided to allocate this idea

onto our own custom

er events and this is how the idea of a

“Blended C

onference” was born. H

ow w

e realize that idea and how

our customers respond to it w

ill be part of my pre-

sentation.

Prof. aso. José Luis R

ojas Torrijos is a jour-nalist, a graduate in Journalism

and has a P

hD in Journalism

. He is an adjunct profes-

sor of Journalism at C

omm

unication School in the U

niversity of S

eville and at University C

ampus EU

SA

.B

esides, he is a mem

ber of the teaching staff of seven master

degrees in Sports Journalism

in Spain (universities P

ontificia de S

alamanca, P

ompeu Fabra from

Barcelona, Europea de

Madrid, C

atólica de Murcia U

CA

M, M

arca-CEU

San P

ablo, C

ámara de C

omercio de S

evilla y Universidad de S

evilla) and of the m

aster degree in Innovation in Journalism from

the U

niversidad Miguel H

ernández from Elche).

He belongs to the research group ‘M

edia studies for a quality journalism

’ from the U

niversity of Seville and he has different

lines of research: sports journalism, stylebooks and digital

storytelling. A

uthor of nearly twenty articles and papers on S

ports Jour-nalism

, he has published four books so far: La información

y el deporte (Aconcagua Libros, 2005), Libros de estilo y

periodismo global en español (Tirant lo B

lanch, 2011), Pe-

riodismo deportivo de calidad (Fragua, 2011) y A

lto y Claro.

Guía de pronunciación para la cobertura de grandes eventos

deportivos internacionales (Visión Libros, 2013). M

oreover, he is the editor of the collective book Periodis-

mo deportivo de m

anual (Tirant, 2017), manual w

ritten by 16 professors from

10 universities from 4 countries, and is

coauthor of the forthcoming Libro de estilo de la C

adena S

ER (C

adena SER

stylebook).H

e also works as a an innovation consultant for the S

panish sports daily new

spaper Marca (R

izzoli group) and is the au-thor of the academ

ic blog Periodism

o Deportivo de C

alidad (http://periodism

odeportivodecalidad.blogspot.com).

Blend

it! and turn yo

ur event pro

gram

into o

ne that your p

articipants are actually

interested in!

Sports journalism

has been characterized by a series of ethical deficiencies that have challenged the norm

ative stan-dards and conventional criteria of the profession. These w

i-despread questionable practices include the blurring of the frontiers betw

een journalistic genres; the pervasiveness of rum

our; sensationalism; the use of w

arlike language; the ine-qualities in relation to gender, race and disability and the lack of variation in the new

s sources employed. A

ll these ethical shortcom

ings have diminished the credibility of the profes-

sionals working in the sports journalism

field.To address these ethical shortcom

ings, sports journalists m

ust gain awareness of their accountability to answ

er for their practice to society at large. A

ccountability instruments

can play an invaluable role in offering guidance and helping journalists and users m

onitor and criticize the quality of

sports content. Thus far, the majority of studies on accoun-

tability have focused on the description of traditional and in-novative tools and no study to date has provided a m

ap of the existing instrum

ents in sports journalism.

To fill this gap, the objective of this investigation has been to identify and analyse the m

ost relevant accountability in-strum

ents in sports journalism. Through the em

ployment of

the snowball sam

pling technique, the fieldwork consisted

of monitoring the Internet during a tim

eframe of 18 m

onths (O

ctober 2015 – March 2017) to locate the m

ost relevant instrum

ents in the field. Once these m

echanisms w

ere iden-tified, the researchers proceeded to exam

ine them using the

qualitative content analysis technique. A

mong the instrum

ents that have been implem

ented within

companies, w

e highlight, on the one hand, the ones pro-duced inside the m

edia (in-house stylebooks promoted by

major sports m

edia, recomm

endations for sports journalists in new

s agencies and general information outlets, om

buds-m

en and online chats), and on the other hand instruments

produced outside media com

panies (external codes, recom-

mendations issued by key stakeholders in the w

orld of sport, the largest publications related to m

edia criticism, as w

ell as several scholars’ and citizens’ blogs).A

ll these instruments are com

piled on the platform “A

ccoun-table S

ports Journalism”

(http://accountablesportsjournalism.org).

Panel 01

Acco

untable sp

orts jo

urnalism: creating

a gatew

ay to sho

wcase ethical co

des,

stylebo

oks, o

mb

udsm

en and b

eyond

Timothy R

obeers is a PhD

student in Com

-m

unication Sciences as part of the M

edia, P

olicy and Culture research group at A

nt-w

erp University, B

elgium, and is currently w

orking as a BA

P

mem

ber of staff at the same university.

Having previously studied G

ermanic Languages (B

A) and Film

&

Visual Culture (M

A), and building on issues regarding m

edia and sustainability w

hich he encountered during his participa-tion in endurance rallying, he started his P

hD in 2013. For this

PhD

project, he is particularly looking at the way in w

hich a diverse range of m

edia represent efforts in auto sport to be-com

e more environm

entally sustainable. As part of his P

hD

project, he is actively engaged with research projects at the

University of G

lasgow (U

K) w

here he undertook a visiting gra-duate research position and at the U

niversity of Stirling (U

K).

In Septem

ber 2014, Formula E, a fully electric racing series

aimed at accelerating general interest in electric vehicles and

promoting clean energy and sustainability took place in the

Co

mm

unicating g

reen mo

torsp

ort: a fram

ing analysis o

f environm

ental sustainability in

live TV

coverag

e of Fo

rmula E

AB

STR

AC

T

Timothy R

obeers

Olym

pic Park in B

eijing. This futuristic series targets primarily

young urban audiences by bringing motorsport to global city

centres and by incorporating environmental sustainability as

one of its core values. The latter constitutes a well-know

n strategy w

hich sporting organizations increasingly adopt to create m

ore socially and environmentally responsible sport

and consequently increases media attention. D

ue to its liveness it provides a background and fram

es what the live

event is about. A previous study into the representation

of environmental sustainability (R

obeers & Van den B

ulck, 2016) on Form

ula E’s website found that ES

was significantly

represented as a core value but did not manage to escape

the claws of com

modification. B

y means of a case study and

framing approach, this paper determ

ines how Form

ula E and Environm

ental Sustainability are fram

ed in ITV’s live televisi-on coverage of the 2014 B

eijing season opening EPrix and

Channel 5’s live television coverage of 2016 H

ong Kong sea-

son opening EPrix and as such, this paper form

s part of a larger study into the m

edia’s representation of environmental

sustainability in contemporary urban m

otorsport. U

sing a mixed m

ethodology, we subjected the transcripts

first to a quantitative content analysis followed by a m

ore in-depth qualitative fram

ing analysis using framing devices and

reasoning devices to determine fram

e packages (Gam

son & M

odigliani, 1989; Entman, 1993). A

lthough data from both

analyses differ in character, they relate to the same topics of

Formula E and Environm

ental Sustainability and consequent-

ly complem

ent each other by providing mutual verification.

Research is still ongoing but prelim

inary results suggest that som

e level of difference in frames applied in the ITV and

Channel 5 live-coverages. The form

er features the dominant

frame ‘link to Form

ula One’, as w

ell as the frame ‘G

reen but cool’ w

hich affirms Form

ula E’s eco credentials as relevant w

ithout hindering traditional motor racing values. The latter

features the dominant fram

e of Formula E as ‘here to stay’

as well as a second dom

inant frame ‘race cars of today –

road cars of tomorrow

’ in which the sustainability aspect lies

inherently embedded. O

ne dominant fram

e seems to em

er-ge in both broadcasts, nam

ely that of Formula E as a ‘m

o-num

ental challenge’ which focuses on the sporting aspect

that the series provides for participating teams and drivers.

Although m

ore analysis is needed, this could indicate that the ITV broadcast put m

ore emphasis on trying to explain

the new series in view

of the well-know

n series of Formula

One and in view

of confirming the presence of traditional

motor racing values to w

hat was effectively a new

audience. In the C

hannel 5 broadcast, audiences have ‘matured’ m

ore to Form

ula E meaning the ‘green card’ as a selling point

needs no explicit referencing as such but is rather subtle included in w

hich clean technologies are created in motor-

sport and their possible future applications to road cars and public transport. This seem

ingly indicates that frames used

in relation to Environmental S

ustainability change depending on audiences but also that Environm

ental Sustainability re-

mains relevant in fram

ing Formula E on TV after tw

o years. This also indicates the ever im

portance of the marketing

process.

Panel 01

16

PANEL02

MO

ND

AY, 04.09.2017

Monday, 12:30pm

– 01:45pm

Virtual reality and 360

º video in a local media: the case study of

El D

eporte Conquense in S

painP

rof. Dr. José H

erranz de la Casa; U

niversity of Castile-La M

ancha; Cuenca, ES

P

Budget constraints as link betw

een sports economics and

e-sports? An analysis of the developm

ent of Ham

burg’s total of attendance to professional sports and potential lessons learned for e-sportsTill W

ewer; Leuphana U

niversity Lüneburg; Lüneburg, GER

Digital evolution, digital com

munities, eS

ports in sport organisationsM

ario Leo; RES

ULT S

ports; Büdingen, G

ER

Sum

mary and panel discussion

moderation by: P

rof. Dr. Thom

as Horky

Bil

dung

s-

Pr

og

ra

mm

Seminare

Workshops

Mentoring

Netzwerke

facebook hochschulsportverbandtw

itter @

adhGERInstagram

adh.deVideo Hochschulsport.TV

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ester 2017/2018

Sem

inar

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Session 05

1819

Till Wew

er studied in H

amburg, Istanbul,

Prague

and Lüneburg.

Currently

he con-

cludes his Master Thesis in the M

asterpro-gram

m P

ublic Economics, Law

and Politics (M

. A. P

ELP/

Staatsw

issenschaften) at Leuphana University Lüneburg. In

2011 he graduated from B

ucerius Law S

chool in Ham

burg (B

achelor of Laws, LL.B

.) and worked in business adm

inis-tration/ H

R in a private com

pany which provides service for

the public. In 2016‘s congress he presented his research on the H

amburg N

Olym

pia Referendum

pointing out explanan-tions and m

otivations including NIM

BY

ism. H

is further field of research is O

pen Governm

ent & D

emocracy in a current

research project at Bonner A

kademie für Forschung und

Lehre Praktischer P

olitik (BA

PP

).

Till W

ewer

All m

y life Sports played a m

ajor role. Being

very active on the pitch in the beginning, af-ter a crucial ligam

ent injury more in coaching

and supporting roles. I enable my career through the passi-

on of sports. C

omm

unications Engineering Degree, w

ith a focus on satelli-te and m

obile comm

unications I experienced life in Germ

any, the U

nited Kingdom

, U.S

.A., A

ustralia, Malaysia and returned

back to Germ

any in 2004. W

orking in Mobile Value A

dded Services S

pace until 2006, follow

ed by a spell in the educational industry from 2006 to

2008 until founding RES

ULT. Initially a C

onsulting Com

pany, but from

2010 the platform “R

ESU

LT Sports” w

ith its sole dedication to the evolution and services of D

igital Media in

Sports. P

ublisher of magazine “D

igital Sports M

edia” and host of “D

igital Sports &

Entertainment” C

onference annually held in B

erlin. Speaker at events, conferences and author of

Course B

ooks for Digital M

edia in Sports.

Mario

Leo

Prof. D

r. Herranz de la C

asa de la Casa does

have a PhD

in Journalism from

the Univer-

sidad Com

plutense de Madrid. H

e has wor-

ked in the sports journal MA

RC

A and in the C

atholic Uni-

versity of Avila and the U

niversidad Miguel de C

ervantes. In addition to being a teacher, he has been responsible for com

munication at both universities.

Actually he is w

orking as a professor of the University of

Castilla-La M

ancha in the Faculty of Journalism of C

uenca. H

is scientific research work focuses on com

munication and

transparency in NG

Os, business and organizational com

-m

unication, social responsibility and innovation and speciali-zed journalism

(Sport and Environm

ent). His special interest

belongs to comm

unication in virtual reality, imm

ersive journa-lism

and 360 video called “Encuentra en Cuenca”.

Find examples of his research publications and presentations

at workshops and congresses in the past on R

esearch Gata

and OR

CID

.

Traditional media are constantly evolving thanks to the In-

ternet and all kinds of digital tools. Virtual reality could soon becom

e a successful new journalistic narrative. This techno-

logy offers the user the possibility of positioning himself as

the first person of the action, in the place where the events

take place, without being there. A

nd if these contents are consum

ed through a VR glasses, the im

mersive sensation

is complete.

In this panel we present the first results of a research project

about the use of virtual reality and 360º videos in the field of sports journalism

in local media. The case study of El D

e-porte C

onquense, a local sports news w

ebsite in the city of C

uenca (Spain), offers a chance to reflect on the possibilities,

strengths and weaknesses of virtual reality and 360 in local

media.

At a local level, the opportunities are enorm

ous because this technology establishes a greater em

pathic connection with

its audience. How

ever, are local audiences really prepared to consum

e this kind of contents in Spain? H

ave 360 videos m

ore engagement potential than other new

s stories publis-hed by the sam

e medium

? There are some m

edia outlets like Fox S

ports or corporations like NextVR

that are working and

testing in this area, but what about local new

s? Our research

team (@

EncEnCuenca) has produced som

e features in 360 video about sports like fencing, handball, golf, canoeing or volleyball for the past six m

onths and has studied their reach and engagem

ent in the website and in social m

edia. In the next future, a qualitative analysis w

ill ask local media consu-

mers about their experiences w

ith 360 video and VR glasses

Virtual reality and

360º video

in a local m

edi-

um: a case stud

y of E

l Dep

orte C

onq

uense in S

pain

AB

STR

AC

T

Prof. D

r.Jo

sé Herranz d

e la Casa

organiser:

sponsored by:

host of the conference:

Panel 02

The aim of this research is to initiate the know

ledge transfer from

Sports Econom

ics to E-Sports based on lim

ited Bud-

gets and the following question: C

an an interconnected Bud-

get Constraint be derived from

the Total of Attendance to

Professional S

port Teams in H

amburg in the last 10 years?

Sports Econom

ics especially for the US

A have show

n that additional S

upply in Sports Entertainm

ent does not barely create additional D

emand for leisure activities, but rather

leads to a shift within the region due to B

udget Limitations

in terms of m

oney or time (B

aade/ Sanderson 1997; R

osen-traub 1997; S

chwester 2007). A

dditional stadium capacities,

for example, m

ight lead to an increase in spending related to its visit, but w

ill most certainly decrease spending for res-

taurants etc. in other parts of the town (B

aade 1996; Coats/

Hum

phrey 2001). Thus, a public strategy or public support should not focus only on the Im

pact (direkte Wirkung) of a

new offer, but as w

ell on its overall costs-and-benefits (Aus-

wirkungen).

This research will analyse the developm

ent of the Total of A

ttendance to Ham

burg’s Professional S

port Teams based

on the official (descriptive) statistics. The Ham

burg case is interesting, since several team

s went out of business lately

(Handball, Ice H

ockey, Volleyball), while others w

ere started from

the scratch or increased capacities (Football, Basket-

ball). Thus, it is assum

ed that an (strong) interconnection can be found that furtherm

ore indicates the overall Budget C

ons-traint for (com

parable) leisure activities within the region.

The aim of this research is not only to add the argum

ent of interconnected attendance to the public discussion. B

ut to initiate based on budget lim

itations the knowledge transfer

Bud

get co

nstraints as link betw

een spo

rts eco

nom

ics and e-sp

orts? A

n analysis of the

develo

pm

ent of H

amb

urg’s to

tal of atten-

dance to

pro

fessional sp

orts and

po

tential lesso

ns learned fo

r e-spo

rts

AB

STR

AC

T

Digital M

edia in Sports has seen an ever increasing im

-portance in sports organizations. A

s distribution channel for new

s updates, comm

unity building, internationalization and subsequently w

ith Digital M

arketing activities a revenue generator. Therefore entering eS

ports is an organic evolu-tion to enable new

target audiences. Mario Leo w

ill share the evolution, status quo and provides a global overview

of digital m

edia in sports.

Dig

ital evolutio

n, dig

ital com

munities,

eSp

orts in sp

orts o

rganizatio

ns

AB

STR

AC

T

from S

ports Economics to E-S

ports. Since an increase in

Supply of E-S

ports will not only have an independent im

pact, but as w

ell decrease the Dem

and for competing offers, like

potentially cinemas, concerts or fun sports. Thus, a public st-

rategy should not only focus on those who profit but include

measures for those w

ho will be disadvantaged and should to

try to get those concerned to participate.

Panel 02

21

Dr. S

andra Alspach com

pleted a BA

in Eng-lish at M

iami U

niversity (Ohio) and taught

public school for 15 years before earning a

doctoral degree

in C

omm

unication at

Ohio

University.

During her high school teaching years, she earned a M

asters in Theatre H

istory and Dram

atic Literature at Ohio U

niversi-ty and taught college courses at O

hio University-Lancaster

Cam

pus. She perform

ed in, wrote, and directed plays in the

public schools and in the comm

unity theatre. She directed

high school speech and debate competition activities. U

pon com

pletion of the Ph.D

., with a focus on collective bargaining

in public education, she taught an array of Com

munication

courses at Hope C

ollege in Holland, M

ichigan for six years. S

he continued to coach forensics (speech and debate) at the college level. In 1993 she m

oved to Ferris State U

niversity in B

ig Rapids, M

ichigan. From 2007 to 2009 she served as

President of P

i Kappa D

elta national forensics honor society. A

t Ferris State, she has advanced to P

rofessor with S

ports C

omm

unication as her teaching specialty, and currently ser-ves as a M

ember of the B

oard for the International Associa-

tion for Com

munication and S

port. She has authored text-

books in Com

munication Theory and P

ublic Speaking and

contributed extensively at conferences especially in the area of C

omm

unication pedagogy. Besides S

ports Com

munica-

tion, she is well-versed in the teaching of courses in diversity

and intercultural comm

unication. S

andy‘s husband Greg recently retired from

40+ years as a public school teacher. Their daughter Lydia continues the fa-m

ily tradition, teaching Special Education in W

isconsin. They dote on their grandson W

ill who is an avid gam

er and a blue belt in karate. They enjoy travel and have taken students on S

tudy Abroad trips to S

cotland, Ireland, and England since 2001. They look forw

ard to spending time in the sum

mer at

their cottage in northern Ontario.

The “D

igital S

tadium

” Pro

ject at Ferris State

University: eng

aging

underg

raduates

in authentic research in spo

rt and S

ocial

Med

ia

Dr.

Sand

ra Alsp

ach

AB

STR

AC

T

The undergraduate program in S

ports Com

munication has

existed at Ferris State U

niversity (Michigan U

SA

) since 2011. The keystone course S

ports Com

munication introduces stu-

dents to career opportunities in the Sports industry and fea-

tures a project-based learning pedagogy consistent with the

mission of the U

niversity. But w

e felt the need to prepare students for research as w

e became increasingly aw

are of opportunities for advanced study in the field. The explosion of research on sport and social m

edia offered an accessible w

ay to engage students in doing actual research by studying the com

munication tools they w

ere already using to engage in sport fandom

.

Dr. A

nn Pegoraro is an A

ssociate Professor

and the Director of the Institute for S

port M

arketing at Laurentian University. D

r. Pego-

raro is the Vice-Chair of the International A

ssociation for the C

omm

unication of Sport (IA

CS

). She is an active researcher,

who has presented at international conferences and publis-

hed in refereed journals in the areas of marketing, com

muni-

cation, digital media and sport m

anagement. H

er research focuses on the intersection of sport and new

media, par-

ticularly social media.

In the realm of sport, scholars have identified the rise of digital

media platform

s such as Twitter and Facebook as disruptive

comm

unication in sport (Pegoraro, 2014) w

hile also arguing that this disruption provides an innovative new

avenue to de-velop relationships betw

een fans and sporting entities inclu-ding team

s and athletes (Kassing and S

anderson 2009). This presentation w

ill cover the author’s trajectory of research into the nexus of sport and digital m

edia including topics such as branding, consum

er behavior, fan interaction, fan negotiation of scandals (e.g. m

urder; corruption) and social issues (e.g. child abuse; gender) related to organizations and athletes. The presentation w

ill highlight how organizations and individuals

(sport fans) create content and organic framew

orks on digital m

edia platforms. The results presented provide a rich delve

into the world of sport and digital m

edia.

Dr.

Ann P

ego

raro

Sp

ort, techno

log

y and new

med

ia

AB

STR

AC

T

We created a research project in the S

ports Com

munication

course to introduce students to the process of collecting and analyzing data. A

t the 2014 Sum

mit of the International A

s-sociation for C

omm

unication and Sport (IA

CS

) in New

York C

ity, two seniors reported our pilot study in w

hich the class analyzed Tw

itter use by athletes and athletic organizations. In 2016, w

e advanced the research project to a higher level by inviting students w

ho were taking the S

ports Com

munica-

tion course concurrently with the R

esearch Methods course

to address a fresh research question and to authentically attem

pt to answer it.

The result of this collaboration has been the establishment

of a research agenda we call the “D

igital Stadium

Project.”

The first report of this project, “The ‘Digital S

tadium’: S

ocial M

edia and the Influence of Fandom on A

thlete Perform

ance,” w

as presented at the 2017 IAC

S S

umm

it in Phoenix. W

e lear-ned that the potentially disappointing result of a null finding actually contributes to our know

ledge and it also stimulates

student interest in conducting authentic research. Returning

students have already begun work on “D

igital Stadium

.2” analyzing professional A

merican basketball.

MO

ND

AY, 04.09.2017

Monday, 03:15pm

– 04:30pm

The “Digital S

tadium” P

roject at Ferris State U

niversity: engaging undergraduatesin authentic research in sport and S

ocial Media

Dr. S

andra Alspach; Ferris S

tate University, IA

CS

; Big R

apids, US

A

Sport, technology and new

media

Dr. A

nn Pegoraro; Laurentian U

niversity, IAC

S; S

udbury, CA

N

International Association of C

omm

unication and Sport organization

overview. R

esearch on the virtual reality of sports in the U.S

. D

r. Lauren Reichart S

mith; Indiana U

niversity, IAC

S; B

loomington, U

SA

Sum

mary and panel discussion

moderation by: P

rof. Dr. Thom

as Horky

PANEL03

Panel 03

2223

Dr. Lauren R

eichart Sm

ith (Ph.D

. 2010) is an assistant professor of sports m

edia. She

previously served as an associate professor and the associate director for public relations at A

uburn Uni-

versity. As a form

er television producer, she worked in both

the Atlanta and B

irmingham

television markets, and recei-

ved an Emm

y nomination in 2005. S

he earned her B.A

. from

Fairfield University, her M

.A. from

the University of A

labama-

Birm

ingham, and her P

h.D. from

the University of A

labama.

Lauren‘s main research area lies in m

ediasport - the inter-section betw

een sports and mass m

edia. Her research en-

capsulates both mass m

edia and social media. This focus

has enabled her to complete research that focuses on issues

of gender, race, and national identity. She prim

arily analyzes how

athletes are portrayed in the media, as w

ell as how new

technologies enhance a fan‘s enjoym

ent of a game.

Lauren is currently the chair of the International Association

of Com

munication and S

port.

This presentation will focus first on introducing the Interna-

tional Association for C

omm

unication and Sport (IA

CS

), the m

ission and goals of the organization, the current reseach and pedagogy being done w

ithin our mem

bership, and the organi-zation’s overall goals for further internationalization. S

econdly, Lauren w

ill focus the remainder of her tim

e on an overview of

her research on social media, noting past trends, and discus-

sing future avenues of research in social media that include

both psychological measures and effects studies.

Dr.

Lauren Reichart S

mith

Internatio

nal Asso

ciation o

f Co

mm

unication

and S

po

rt org

anization o

verview. R

esearch o

n the virtual reality of sp

orts in the U

.S.

AB

STR

AC

T

media partners:

MO

ND

AY, 04.09.2017

Monday, 05:30pm

– 06:45pm

Disruptive sports - B

est cases from Jung von M

att/sports, G

ermany’s m

ost awarded sports m

arketing agency 2014-2017R

obert Zitzmann; Jung von M

att/sports Gm

bH; H

amburg, G

ER

The Olym

pic Channel…

because 17 days is not enough S

ven Busch; O

lympic C

hannel; Madrid, ES

P

Alw

ays together: how soccer clubs w

ant constant connections w

ith fans Fernando B

orges; Lusofona University; Lisbon, P

OR

Sum

mary and panel discussion

moderation by: P

rof. Dr. Thom

as Horky

PANEL04

City meets Science

As university of the Built Environment and M

etropolitan D

evelopment the H

afenCity University H

amburg (H

CU)

is unique: It combines all aspects of construction

with respect to planning and design, engineering

and natural sciences as well as cultural and social

sciences. All disciplines are consequently brought

together in an interdisciplinary and integrated manner.

In 2014, the HCU

Ham

burg moved into its new

build ing in H

amburg’s H

afenCity and thus created the foun-dations of interdisciplinary research and teaching w

ith a high practical relevance. Today, 2.300 stu-dents and 250 em

ployees work together in the

HafenCity, a special location in Europe’s largest

inner-city development project.

2425

After a stint as a U

S correspondent for the

international news agency dpa S

ven Busch

became editor-in-chief for Eurosport in P

a-ris. The G

erman native then sw

itched to being a presenter and com

mentator for Eurosport and P

remiere before accep-

ting an offer as head of sports for dpa. He currently w

orks as duty editor for the O

lympic C

hannel.

Robert Zitzm

ann is Head of S

ponsoring & N

ew B

usiness at the Jung von Matt/sports

Gm

bH since 2015 and G

eneral Manager at

the Sheffield FC

Foundation since 2012. In his current po-sition he w

as a.o. responsible for the DK

B H

andball Wor-

ld Cup Live-S

tream, the C

enter Court at the D

üsseldorfer R

heinkirmes and the global com

munication for the W

orld‘s First Football C

lub (Sheffield FC

). B

eyond that, Robert consults som

e of the biggest JvM-cli-

ents on their sports and sponsorship strategy, from plan-

ning to rights aquisition and activation. Before joining JvM

/S

PO

RTS

, Robert w

orked was responsible for m

arketing and consulting at the U

FA S

ports Gm

bH. B

efore that he worked

for the media departm

ent of the UEFA

Cham

pions League and the ATP

Masters S

eries in Madrid, after graduating from

the U

niversity of Bayreuth as D

ipl. Spoec in 2010 (S

portö-konom

ie).

JvM/S

PO

RTS

has executed some of the m

ost shareable and recognised sports m

arketing projects over the last recent years, creating significant value for clients like D

KB

(Digital

Livestream of the H

andball World C

hampionships 2017), In-

tersport (I run VR you /w

Red B

ull) or Sportstadt D

üsseldorf (C

enter Court at the D

üsseldorfer Rheinkirm

es).

The O

lymp

ic Channel…

because 17 d

ays is no

t enoug

h

Disruptive sports - B

est cases from Jung

von Matt/sportsS

PO

RTS

, Germ

any‘s most

awarded sports m

arketing agency 2014-2017

Ro

bert Z

itzmann

S

ven Busch

AB

STR

AC

T

AB

STR

AC

T

Fernando Borges is a researcher at C

PES

- C

enter of Research and S

ocial Studies at

Lusófona University, in Lisbon. H

e is cur-rently at his last year of his P

hD, at U

niversité Panthéon-A

s-sas (P

aris 2), where he research Football C

lub´s own M

edia C

hannels, comparing 3 organisations: B

enfica-Por; P

aris S

aint-Germ

ain-Fra, Botafogo-B

ra. H

is doctorate was fundend by C

AP

ES Foundation, M

inistery of Education, B

razil.

The aim of this research is to analyze the w

ay soccer clubs engage w

ith their fan base. Following the digital revolution,

direct comm

unication between public and organizations be-

came easier and less expensive. Thus, soccer clubs invested

in their own m

edia and comm

unication channels to reach their fans, in order to enhance their connection. In theoretical term

s, we w

ant to frame our research inside

mediatization theory (H

jarvard, 2008). Now

adays, it is no lon-ger possible to separate the m

edia from the social fabric.

We live inside the m

edia, and we are constantly consum

ing m

edia anytime, anyw

here and from any device. W

e live in a tim

e where organizations have to find constant new

ways to

draw attention to their m

essages. Despite the fact that live

sports are one of the few things that still has its m

ain value at the tim

e when it takes place, the explosion of entertainm

ent options m

ake more difficult to attract fans.

To be media savvy and to have visibility is an im

portant factor for success. M

ediatization is a social phenomenon w

here the m

edia logic influence society and organizations. Following

the perception that comm

unication and media, especially

new digital technologies, are im

portant tools, sports orga-nizations change their structure, becom

ing more com

plex, and also their behavior to m

atch their aspirations (Frandsen, 2015).M

ediatization must be placed alongside w

ith other social process, such as globalization, com

modification and indi-

vidualization. Mediatization helps to optim

ize interactions – m

ore interactions simultaneously -, and also increases

virtualization, allowing organizations to detach from

territo-ries and reaching distant fans.A

s part of the entertainment industry, soccer is a good ex-

ample of the Experience Econom

y (Pine and G

ilmour, 1998).

For the past decades, symbolic elem

ents became im

port-ant inside organizations: brand building and storytelling tools becam

e key elements for econom

ic success. Thus, sports organizations have to put in place m

arketing and comm

uni-cation strategies to enhance the fan experience (D

esbordes and R

ichelieu, 2011) to stablish a more perennial connection.

For this project, we use a “ethnographical-interview

” approach

Alw

ays tog

ether: how

soccer club

s want

constant co

nnections w

ith fans

AB

STR

AC

T

Fernando

Bo

rges

(Beaud and W

eber, 2010). Our field w

ork was done at three

different soccer clubs, Benfica, B

otafogo and Paris S

aint-G

ermain, in three countries, P

ortugal, Brazil and France,

where w

e interviewed content and m

edia professionals from

the clubs. Our goal w

as to understand the organizations, business m

odels, objectives and work routines of the club

TV channels and their strategies. These professionals offer an inside look of those organizations that are usually very closed.O

ften, soccer clubs represent comm

unities, so being very linked to their local territory and population. H

owever, com

-m

ercialization and professionalization of the game pushed

away these traditional links. R

ationalization and professiona-lization are im

portant aspects inside the sports organizations. A

s these process advances, the organization become m

ore com

plex and become capable to invest in different aspects

of the sports field. At the present, clubs are able to control

the flux of comm

unication, employing m

edia consultants, pu-blic relations and producing their ow

n content. Television is a vital factor of success. B

roadcasting rights are one of the m

ost important source of revenues for sports. A

lso, visibility provided by TV pushes com

mercial contract and even ticket

sale. To be capable to control the comm

unication flux is em-

powering for soccer clubs to negotiate new

contracts.Taking into account the soccer clubs view

point, we w

ant to discuss the reasons they decided to invest in their ow

n m

edia and comm

unication channels. After our analyses, w

e identified that soccer clubs aim

s to booster the emotional

and mediated connection w

ith fans, creating a strong com-

munity.

Sports consum

ption happens in three phases: before, du-ring and after the m

atches. Media have a key role before

and after (with new

s, game analyses, interview

s, etc.) and an accessory role during the gam

e (second screen or Wi-Fi

at the stadiums). S

o, by investing in the production of sports content, soccer clubs try to engage w

ith fans all the time.

Analysis of the content produced (nostalgia videos and past

glorious matches, intim

ate mom

ents for players and staff, dressing room

s and training grounds, youth team m

atches) m

ay offer a view that the strategy includes past, present and

future connection.Finally, w

e consider that the media channels ow

ned by the clubs have a phatic function. For the sake of interaction, these channels serve to form

and sustain a comm

unity of fans spread over a country or the globe. They identify w

ith a specific club, but this relationship m

ust be nurtured virtually, based on m

ediated interactions.

Where the G

ames never end! The O

lympic C

hannel is a digital-first, m

ulti-platform global m

edia destination where

you can experience the power of sport and connect w

ith the O

lympic M

ovement all year round. A

nytime, anyw

here, and on any device.

organiser:

sponsored by:

Panel 04

Panel 04

27

On

yo

ur

ma

rk

,

ge

t se

t,

sp

orts

!

© Andriy Bezuglov/fotolia.com

Ov

er 8

0 d

iffere

nt

sp

orts

Tw

o b

oa

tho

us

es

Th

re

e c

am

pu

s g

ym

s

26

TUE

SD

AY, 05.09.2017

Tuesday, 09:30am – 11:00am

Should football clubs invest in eS

ports now or is it an

overrated hype?H

enning Eberhardt; SP

ON

SO

Rs Verlags G

mbH

; Ham

burg, GER

The sports of the digital generationA

rne Peters; form

er Vicepresident ESL; M

unich, GER

eSports as econom

ic factorA

ndré Fläckel; Lagardère Sports G

ermany G

mbH

; Ham

burg, GER

eSports should be played in school – the ʻeS

choolʼ project by D

GS

Peter Lem

cke and Dr. Ina W

eh; Ham

burg, GER

Sum

mary and panel discussion

moderation by: A

xel Sierau

PANEL05

2829

Henning Eberhardt (30) studied science of

sport and media at the U

niversity of Ham

-burg. A

fter his Bachelor degree he w

orked as feelancer and volunteer in several editorial departm

ents.S

ince 2013 Eberhardt is a responsible part of the editori-al staff from

the SP

ON

SO

Rs Verlags G

mbH

in Ham

burg. S

PO

NS

OR

s has successfully been active in the sports bu-siness industry for over 20 years now

. With its S

PO

NS

OR

s (“content”), S

PO

BIS

(“live”) and SP

OA

C (“education”) brands,

it is a major player in the field of inform

ation provision. With

300 speakers and 3,000 participants, the SP

OB

IS event se-

ries (SP

ON

SO

Rs B

usiness Sum

mits) is a m

arket leader in Europe.

BVB

Chairm

an Hans-Joachim

Watzke gave only a curt re-

sponse when asked about his personal opinion of eS

ports at B

orussia’s AG

M in N

ovember 2016: “It’s com

plete shit. Ex-perience has show

n that it is well w

orth not doing everything that FC

Schalke 04 does.“ A

nd so the headline was born.

No tim

e remained for any explanation or even to address the

subject in any greater depth. In contrast, FC

Schalke 04 publicly advocates eS

ports and, in the past tw

o years, has even set up its own eS

ports di-vision. This is unprecedented in the B

undesliga. The ‘Royal

Blues’ are not only investing in P

ES and FIFA

players, but now

also has its very own League of Legends team

. For FC

Schalke 04, eS

ports are therefore clearly far more than just

an innovative experiment. The club w

ishes to use eSports to

reach younger target groups as well as to access the A

sian m

arket and tap into new partner potential. “W

orldwide, 1.7

billion people play eSports and m

any hundreds of millions

of these players are in Asia,” says S

04’s Board M

ember for

Marketing, A

lexander Jobst.A

s the third Bundesliga club, VfB

Stuttgart recently launched

an eSports team

after VfL Wolfsburg and FC

Schalke 04.

Should other football clubs act now

or is eSports an over-

rated hype?

Sho

uld fo

otb

all clubs invest in eS

po

rts now

o

r is it an overrated

hype?

AB

STR

AC

T

Henning

Eb

erhardt

Arne P

eters is responsible for ESLs global

strategic relations

as w

ell as

technology cooperations. H

e‘s been working in the ga-

mes and technology industry for m

ost of his life, serving in m

anagement positions at com

panies such as Intel, cdv, Atari

and Nintendo. A

t Intel Corporation he w

as responsible for the gam

es and content strategy for the EMEA

region, working

with studios and publishers on developing gam

es for the la-test P

C technologies and grow

ing the PC

ecosystem. P

rior to joining ES

L (Turtle Entertainment), A

rne Peters w

as Mana-

ging Director at 505 G

ames and responsible for the G

erman

and Eastern European region.

Arne P

eters

The sp

orts o

f the dig

ital generatio

n

AB

STR

AC

T

Dr. Ina W

eh is physiotherapist, studied cul-ture m

anagement and educational science.

She received her doctor degree in m

edia com

munication w

ith the focus on basics of attitudes towards

play. Currently she w

orks as a school consultant and coa-ches young adults in the transition process from

school to w

orking life.

Peter

Lemcke

founded and

initiali-zed

the “G

erman

Gam

es S

choolmas-

terchip” (D

GS

). This

is a

eSport-C

ompe-

tition for

students throughout

Germ

any. H

e is also the managing director of the com

pany that or-ganizes

the com

petition. Lem

cke is

active as

chief edi-

tor for the Polygram

group as well as director at the thea-

ter, on television and film. H

e is the founder of the Germ

an G

ames M

useum in C

hemnitz (S

axony). Moreover he w

orks as lecturer and gam

es author.

Dr.

Ina Weh

eSp

ort b

elong

s in schoo

l - the pro

ject „eS

choo

l“ by D

GS A

BS

TRA

CT

Peter Lem

cke

eSports are rapidly gaining in im

portance: this is where the

globally connected free world is com

ing together to play. As

opposed to the situation in Sw

eden, the United S

tates and A

sia, there is still a fierce debate going on in Germ

any about w

hether and when to recognise it as a sport and w

hen it will

receive non-profit status. We go one step further and dem

and that eS

ports will becom

e a part of the school curriculum.

It is uncontested that in our everyday reality we all benefit from

the interaction w

ith games and sports. B

ecause the gaming

reality makes current areas of conflict open for “paradoxical

interventions“ – for actions from a new

and unexpected per-spective. A

bove all, it stimulates inform

al learning processes, allow

ing people to evaluate themselves and their environm

ent better and to gain em

otional stability. Even simulations of vio-

lence, as critically as they are observed, can have positive ef-fects on the players. These sports com

petitions foster the idea of fair play and help m

aking players fit for living together in a peaceful, heterogeneous and m

ultipolar society.N

owadays the interesting areas of conflict appear in global

digital networks. C

onsequently, challenges like eSports are

important to stim

ulate informal learning processes.

The “eSchool project“ takes the value-generating potential of

sports into schools. Because future com

petitiveness as a mul-

tiplayer in digital societies is based on education and sports-m

anship.B

ut the setting of digital online games also includes the risk

of losing the interaction with reality. First, biophysical m

otiva-tional factors have a particularly strong effect - and second, the fascination is often view

ed with suspicion by the fam

iliar environm

ent of family and school.

Integrating eSports into daily school life should thus also pre-

vent teenagers from becom

ing isolated in a phase of particular em

otional instability. That way, interfaces for com

munication

remain active, increasing the possibility to transfer the acqui-

red skills to successful actions in everyday real life.A

s the initiator, DG

S advocates for a better understanding of

eSports throughout society and to m

ake it independent from

comm

ercial intentions.P

eter Lemcke and D

r Ina Weh w

ill give a dialogue lecture about the basic idea of “eS

chool“, its operative aspects, the scientific background and perspectives.

While esports m

ay still lacking wide acceptance by m

any sports traditionalists, it seem

s to offer everything that the di-gital generation regards as being „their“ sport and form

of entertainm

ent.W

hat makes esports so different and successful? The talk

will discuss the rise of esports - how

it got started and where

it‘s heading. It‘ll explain why and how

esports will not only

survive the current hype, but grow into som

ething even big-ger. A

nd it‘ll also look into the ever important role of the com

-m

unity and players.

André Fläckel, born in 1989, has been w

or-king in the eS

ports department since January

2017. His w

ork focusses on brokering part-nerships and planning cam

paigns. Working together w

ith the four-person eS

ports team, he is responsible for m

arket entry and the expansion of the eS

ports business area for Lagardè-re S

ports. Fläckel studied marketing m

anagement at the B

ie-lefeld U

niversity of Applied S

ciences for SM

Es and has been at Lagardère S

ports since October 2013. H

e started his ca-reer in the sports m

arketing agency’s digital unit, where he

was prim

arily involved in setting up the digital marketing for

rights holders in football and worked on projects for team

s like B

orussia Dortm

und, Hertha B

SC

, and Eintracht Frankfurt as w

ell as for CA

F, the Confederation of A

frican Football“. In addition to m

arketing for club websites and m

obile apps, he w

as also responsible for social media activities.

And

ré Fläckel

eSp

orts as eco

nom

ic factor

AB

STR

AC

T

Whether you’ve noticed it or not, gam

ing is deeply ingrained in pop culture today. N

ot a day goes by on without new

headlines and clichés for and against G

aming and its profes-

sional area of sports, eSports.

eSports is going to get m

ainstream – so m

uch so that, according to gam

ing trends analyst New

zoo, it’s one of the m

ost-watched content categories on the internet today.

This presents a big opportunity for brands, game-related or

not. Gam

ers are a highly engaged and influential audience. It’s a young, intelligent and digital driven target group that can’t be reached via TV anym

ore.B

ut what does it all m

ean to you? In our talk, we w

ish to provide you w

ith some answ

ers – not by merely repeating

the same biased opinions and presenting dull theory, but

rather with concrete facts, ideas and approaches on how

to approach eS

ports from your point of view

.

Topics covered: •

How

does the eSports business w

ork?•

Why should I invest in eS

ports?•

Who are the eS

ports fans and what do they w

ant? •

How

do I reach this target group?•

What tim

e frames and prices can I expect in eS

ports sponsoring

Panel 05

Panel 05

31

PANEL06

TUE

SD

AY, 05.09.2017

Tuesday, 11:00am – 12:15pm

Unleashing your im

agination. Using innovative arial im

age techno-logy to enhance story telling in the field of sports com

munication

Prof. D

r. Barbara S

telzner; DJI G

mbH

; Frankfurt am M

ain, GER

Drones in academ

ic apprenticeship. Regarding to expectations

and consequences for a up-to-date education in sports journalism

and media m

anagement

Prof. D

r. Andreas H

ebbel-Seeger and P

rof. Dr. Thom

as Horky; M

acromedia U

niversity of A

pplied Sciences; H

amburg, G

ER

DR

ON

EM

AS

TER

S - S

ports as an innovation driver for an emerging

industryFrank W

ernecke; DroneM

asters Gm

bH; B

erlin, GER

Sum

mary and panel discussion

moderation by: P

rof. Dr. H

ans-Jürgen Schulke

Prof. D

r.B

arbara S

telzner

Prof. D

r. Barbara S

telzner is Corporate C

om-

munication D

irector, EMEA

for DJI, a global

leader in developing and manufacturing in-

novative drone and camera technology for personal and pro-

fessional use. Until 2017, she w

as Vice Dean of the M

edia S

chool at Macrom

edia University w

here she taught Media

and Com

munication M

anagement. B

efore joining Macrom

e-dia, B

arbara Stelzner spent her career in G

reat Britain and

Ireland as an editor and presenter at the BB

C W

orld Service,

European Business N

ews and S

ky New

s Ireland. Until 2010,

she was Vice P

resident and Director N

ews and P

rogramm

ing at C

NB

C Europe, the London-based European spin-off of

the US

economic channel.

Barbara S

telzner studied Art and Film

History, G

erman Lite-

rature and Modern H

istory in Bonn, Frankfurt am

Main and

London. After her M

asters degree, she earned a Diplom

a in Film

and Television Studies at the P

olytechnic of Central

London, before she completed her P

hD w

ith a dissertation on youth propaganda film

s in the Third Reich at the U

niver-sity of B

onn.

Sports com

munication, w

hether PR

- or journalism-related, is

increasingly picture-led, be it in the form of stills or in the form

of m

oving images. Im

ages taken by still or TV cameras do-

minate, but a new

technology has entered the field: footage provided by civilian drones. D

JI is a global leader in developing and manufacturing civilian

drones, aerial imaging and cam

era stabilization technology for personal and professional use. The C

hinese company’s

revolutionary products and solutions have been chosen by custom

ers worldw

ide for applications in filmm

aking, const-ruction, em

ergency response, agriculture and conservation, am

ongst others. The pioneering status of the company is

reflected in research showing it to have a m

arket share of approx. 70%

in its field. S

ports comm

unication is another important cornerstone of

DJI’s activities. They include sponsor-/ partnerships of and

with the W

orld Rally C

hampionship (W

RC

), the 24-hour race at N

urburgring, the FIS Freestyle S

ki & S

nowboard W

orld C

hampionships 2017, football clubs and other sports part-

ners. This presentation w

ill elaborate, from a m

anufacturer’s per-spective, on how

drone technology can push image-led

sports comm

unication to the next level.

Unleashing

your im

aginatio

n. Using

innova-

tive arial imag

e technolo

gy to

enhance story

telling in the fi

eld o

f spo

rts com

municatio

n

AB

STR

AC

T

Prof. D

r. Andreas H

ebbel-Seeger is teaching

Media M

anagement at the M

acromedia U

ni-versity of A

pplied Sciences at C

ampus H

am-

burg. He studied Educational S

cience, Sports and G

erman

Language Science at the U

niversity of Ham

burg. After com

-pleting his state studies and P

H.D

., he first completed his

internship in the debt service and then joined as a university lecturer at the D

epartment of S

ports Science at U

niversity of H

amburg. Later he becam

e professor for digital media at the

University of A

ugsburg at the Institute for Media and Educa-

tional Technology and worked as a m

edia consultant for the „A

pplication Com

mittee U

niversiade Ham

burg 2015 Gm

bH“.

His m

ain focus in research and teaching is on the use of digi-tal m

edia for teaching, learning and marketing purposes. The

main focus w

ill be on the conception, implem

entation and reflection of usage scenarios in virtual w

orlds in the context of m

ovement and sport.

Prof. D

r. Thomas H

orky, born 1965, is a P

rofessor for

Sports

Journalism

at the

Macrom

edia University of A

pplied Sciences

in Ham

burg. After studying sports science, journalism

and linguistics he w

orked as a trainee journalist for the Germ

an press agency dpa and as a freelance journalist for sever-al m

edia. He w

as research assistant at the Departm

ent of S

ports Science at the U

niversity of Ham

burg and the Ham

-burg Institute of S

ports Journalism as w

ell as a lecturer at the Institute of S

ports Journalism at the G

erman S

ports Univer-

sity in Cologne. S

ince 2009 he is working for the M

acrome-

dia University of A

pplied Sciences in H

amburg. The H

ead of M

edia School and H

ead of Research is m

ember of the edi-

torial board of some international journals (C

omm

unication & S

port, International Journal of Sport C

omm

unication, Global

Sport B

usiness Journal, Modern S

port Com

munication). H

is m

ain research projects are quality of journalism (international

comparison), m

ediasport and staging and sports journalism

and entertainment. H

e wrote several international contribu-

tions concerning sports and media, som

e books and is edi-tor of the G

erman book-series „S

portkomm

unikation” and „S

port & K

omm

unikation”.

Prof. D

r.A

ndreas H

ebb

el-Seeg

er

Prof. D

r.T

hom

as Ho

rky

Dro

nes in academ

ic app

renticeship. R

egar-

ding

to exp

ectations and

conseq

uences for

a up-to

-date ed

ucation in sp

orts jo

urnalism

and m

edia m

anagem

ent

AB

STR

AC

T

Video drones not only offer new perspectives but also an

extension of the ways in w

hich stories can be told in sports and event com

munication can be operated. O

n the one hand

Panel 06

32

Frank Wernecke

Frank Wernecke is founder and C

EO of D

ro-neM

asters Gm

bH, a B

erlin based incubator for

drone related

business. W

ith D

RO

-N

EMA

STER

S M

eetUps, he has created one of the largest

networks consisting of experts from

business, science and public sectors, w

ho are actively shaping the development

and the use of drones, beyond traditional industrial and sec-toral boundaries.H

e organized the first major indoor drone race in G

ermany

with around 100,000 visitors at C

eBIT and invented the w

or-ld’s first D

ronathon, a drone marathon for industrial drones.

In Septem

ber 2017 he hosted the first DR

ON

EMA

STER

S

Kids D

rone Race in B

erlin. His m

ain concern is the accelera-tion of change. For m

ore than 20 years he has been working

at the crossroads of digitization, sustainability and comm

uni-cations. A

t the age of 26, he founded his first company.

Today, he also runs the business of laf.li, a digital agency and jkcam

paign, a Berlin based cam

paigning company. H

e is founder of the betterm

ap foundation, a non-profit foundation to localize P

oints of Social Im

pact, mem

ber of the research group E

thical-Ecological R

ating at the Goethe U

niversity Frankfurt am

Main, partner of the steering com

mittee of

TED

xBerlin and founding partner of the entrepreneur net-

work katapult: N

OW

.

Sporting com

petition and record-breaking is a major driver of

technical progress. Drones are only at the beginning of their

technological development. S

porting competition like drone

races can serve as a driver for development and for the ver-

ification of record-breaking flights. Thus, sports can play a m

ajor role in this emerging ecosystem

by providing globally accepted standards for the com

parability of technological achievem

ents within a fram

ework of sporting com

petitions.The presentation w

ill highlight the rapid development of dro-

nes, provide an overview of the short history of drone races

and the current state of the international drone racing scene as w

ell as an outlook to the upcoming future of drone racing.

DR

ON

EM

AS

TE

RS

- Sp

orts as an inno

vation

driver fo

r an emerg

ing ind

ustry

AB

STR

AC

T

organiser:

perceptual psychological

mechanism

s, w

hich are

already w

ell-known from

the production of films (such as, for exam

ple, the pow

er and overview suggestive from

the top to bottom

view), have an effect. O

n the other hand, the view from

the top of a sports event also provides new

information that can not

be generated otherwise and w

hose use significantly changes the staging of sports, sports reporting and sports training. O

n selected examples from

different sports we show

that the exploitation of surplus values in the sense m

entioned above does not only depend on the increased cam

era po-sition. R

ather it is crucial to capture and understand the dom

ain-specific peculiarities of a sport in order to profitably exploit the freedom

degrees of a drone deployment, taking

into account the respective profile of requirements and the

intended comm

unication target. It is a question of whether a

sporting event should unfold below a drone hovering on a fi-

xed position or the drone should follow an athlete or an overall

situation. It depends on the extent and distance of the drone deploym

ent, whether and in w

hich angle a movem

ent path is crossed or an event is encircled, etc. A

n up-to-date education in media m

anagement as w

ell as in sports journalism

must not only enable students to tap and

understand the profile of requirements in sports and their

concretization in the competition but also to take into account

the possibilities of comm

unication extended with the use of

video drones as well as for spectators, for a live audience and

for media-m

ediated comm

unication. In doing so, aesthetic, journalistic and econom

ic aspects must be taken into account

as well as data- and security-legal concerns and psychologi-

cal effects.

sponsored by:

ww

w.stud

iere

nde

nwe

rk-hamb

urg.d

e ↷

Esse

n ↷

Cate

ring und

Veranstaltung

en

Konferenzservice, Buffets, Menüs

Equipmentverleih und w

eitere Serviceleistungen

Panel 06

35

PANEL07

TUE

SD

AY, 05.09.2017

Tuesday, 01:15pm - 02:30pm

Intuitive interfacing in robotics and assistive devices by embedded

brain reading D

r. Elsa Kirchner; G

erman R

esearch Center for A

rtifical Intelligence (DFK

I), U

niversity of Brem

en; Brem

en, GER

RoboC

up – Its history, future prospects and societal relevance from

a spectator’s perspective D

r. Hans-A

rthur Marsiske; author and journalist; H

amburg, G

ER

The RoboC

up Germ

an Open com

petition seriesD

r. Ansgar B

redenfeld; Dr. B

redenfeld UG

; Magdeburg, G

ER

Sum

mary and panel discussion

moderation by: P

rof. Dr. H

ans-Jürgen Schulke

Dr. Elsa A

. Kirchner born in 1976, studied

from 1994 to 1999 B

iology at the University

of Brem

en, Germ

any. In 1999 she received her D

iploma (D

ipl. Biol.). H

er diploma thesis w

as the result of a cooperation betw

een the Brain R

esearch Institute I: Be-

havioral Physiology and D

evelopmental N

eurobiology of the U

niversity of Brem

en and the department of Epileptology at

the University H

ospital of Bonn, G

ermany. From

1997 to 2000 she w

as fellow of the S

tudienstiftung des Deutschen

Volkes. During her studies she received several other scholar

ships. With the help of the S

tiftung Familie K

lee award she

was able to w

ork as a guest researcher at the Departm

ent of B

rain and Cognitive S

ciences, MIT in B

oston, US

A, from

1999 to 2000. S

ince 2005, she is staff scientist of the Robo-

tics Lab at the University of B

remen, G

ermany, leading the

Brain &

Behavioral Labs. S

ince 2008, she leads the team

Interaction and since 2016 the extended team S

ustained In-teraction and Learning, at the R

obotics Innovation Center of

the Germ

an Research C

enter for Artificial Intelligence (D

FKI

Gm

bH) in B

remen, G

ermany. In 2014 she graduated (D

r. rer. nat) in C

omputer S

cience at the University of B

remen.

Her scientific interests focus on hum

an-machine interaction,

cognitive architectures, neuropsychology, and electrophy-siological m

ethods. She supervised several D

iploma, B

.Sc.

and M.S

c. students and served as reviewer of international

journals and conferences. She also is author of m

ore than 60 publications in peer-review

ed international journals and of three book chapters.

Future robotic systems require advanced interaction approa-

ches and devices that make a robot m

ore human like in its

appearance and interaction or to enable a system to alm

ost read the intention of a user as it is the case for rehabilitation robotics. A

better insight and understanding into a person is needed and can be provided by future em

bedded multim

odal interfaces. The talk w

ill report on the relevance and require-m

ents on design and function of such interfaces in robotics, to enable not only intuitive but also inherently save hum

an-robot interaction. A

basis requirement is that they m

ust be able to decipher the hum

an’s intention and to infer on her or his up-com

ing interaction behavior. A person’s behavior is observable

from the outside and can be used for active input to a robot.

Alternatively, naturally occurring behavior can passively be

monitored and interpreted by the interface as an input. S

uch overt behavior is sensitive to individual, cultural and societal factors. The interpretation of an individual’s behavior m

ight not be transferable for another person. This is especially true

Intuitive interfacing in ro

bo

tics and assistive

devices b

y emb

edd

ed b

rain reading

AB

STR

AC

T

Dr.

Elsa K

irchner

Dr. H

ans-Arthur M

arsiske, born 1955, stu-died S

ociology at the University of H

amburg

and earned his PhD

in Social and Econom

ic H

istory for his research on Wilhelm

Weitling, the first propo-

nent of comm

unism in G

ermany. H

e published several scien-tific books and articles on 19th century social m

ovements as

well as on the relevance of film

and audiovisual media in his-

torical research, before turning to journalism. S

ince 1990 he w

orks as a freelance writer, covering film

as well as science

and technology, mainly space research, robotics, and artifici-

al intelligence. He is follow

ing RoboC

up from the very begin-

ning of the initiative in 1997, has visited a lot of other robot com

petitions since then, and wonders w

hy he still seems

to be the only reporter worldw

ide who uses this invaluable

resource of information on the state of the art of robotics.

Since 1997 R

oboCup offers the unique opportunity to learn

about artificial

intelligence and

robotics and

follow

the developm

ent of these technologies in real-time by sim

ply wat-

ching the action on the playing fields and arenas. During these

20 years the landscape of robotics has changed dramatically,

while R

oboCup still rem

ains the most im

portant robot compe-

tition allowing not only outstanding insights into the state-of-

the-art of technology but at the same tim

e offering a forum to

reflect upon its societal and cultural aspects as well. I w

ould like to present you the history of R

oboCup from

my personal

perspective as a news reporter, trying to argue w

hy robot com

petitions in general and RoboC

up especially are an extre-m

ely important institution to prepare our societies for the rise

of the robots.

Ro

bo

Cup

- Its history, future p

rosp

ects and

societal relevance fro

m a sp

ectator’s

persp

ective

AB

STR

AC

T

Dr.

Hans-A

rthur Marsiske

for passively observed naturally occurring behavior. Here, the

usage of covered psychophysiological data has shown to be

a better option. Therefore, interfaces should not only combine

active and passive input modes, but m

ake use of overt and covered data of the hum

an to allow reliable interpretation of

the human’s intention.

To enable inherent safety, that is required since human w

ill in the future interact m

ore and more closer w

ith humans and w

ill even physically cooperate, interfaces m

ust be developed that are deeply em

bedded into the control of the robotic system.

Examples w

ill be given for different applications, ranching from

teleoperation or human-robot cooperation to rehabilitation ro-

botics and assistive devices.

Panel 07

3637

When he w

orked as director of the Departm

ent of Sports

and expert of sport of the Senate from

the city of Ham

burg, he w

as responsible for the application of Ham

burg for the O

lympic G

ames and the participation from

the conference of sports m

inisters at the FIFA W

orld Cup in 2006.

Until 2015 H

ans-Jürgen Schulke w

as professor for media m

a-nagem

ent at the Macrom

edia University of A

pplied Sciences

at Cam

pus Ham

burg. He supports the H

amburg C

ongress on sports, econom

y and media in the S

cientific Board.

Prof. D

r. Hans-Jürgen S

chulke studied Edu-cational S

cience and Sports at the U

niversity of H

amburg. A

fter this he worked as educa-

tion officer for the Ham

burg Sport Youth. A

fter completing his

state studies and PH

.D., he w

orked as university lecturer for S

port Science at the U

niversity of Brem

en. In 1987 he founded the Institute for H

ealth, Sport and N

utri-tion and in 1998 the Institute for S

port Managem

ent. From

1991 until 1995 he was the general secretary for the G

erman

Gym

nastics Festival (Deutsches Turnfest), the w

orld‘s big-gest m

ass sports event.

Jörg Förster took the position of the General

Managing D

irector for the University S

port H

amburg in O

ctober 1, 2015, and there-by got back to his form

er workplace, after four years at the

Freie Universität B

erlin as the Director of the U

niversity Sport

Service, w

here he repositioned the institution, especially in the area of internationalization and occupational health m

a-nagem

ent. From 2003-2011 he w

as a mem

ber of the team

of the „Hochschulport H

amburg„, at that tim

e responsible for elite sport consultancy and dual career m

anagement at

Ham

burg universities and event managem

ent, especially in the students‘ com

petition sport. D

uring this period, he was responsible for, am

ong other things, the organization of about 25 G

erman university cham

-pionships in 12 sports, one W

orld University C

hampionship

and one European University C

hampionship.

Since 1998, he has also been involved in various national and

international comm

ittees for the further development, quality

managem

ent and political positioning of university sports as an integral part of the university education. H

e took several positions at the Germ

an University S

port Fe-deration (adh), the European N

etwork of A

cademic S

ports S

ervices (ENA

S), the European A

thlete as Student N

etwork

(EAS

), and

the European

University

Sports

Association

(EUS

A).

Within the scope of various lectures (U

niversity Ham

burg, M

acromedia

University

Ham

burg, U

niversity of

Applied

Science A

nsbach, University of A

pplied Science W

ismar), he

has dealt with the them

e complex m

arketing – brand de-velopm

ent – event managem

ent since 2004.

Prof. D

r. Andreas H

ebbel-Seeger is teaching

Media M

anagement at the M

acromedia U

ni-versity of A

pplied Sciences at C

ampus H

am-

burg. He studied Educational S

cience, Sports and G

erman

Language Science at the U

niversity of Ham

burg. After com

-pleting his state studies and P

H.D

., he first completed his

internship in the debt service and then joined as a university lecturer at the D

epartment of S

ports Science at U

niversity of H

amburg. Later he becam

e professor for digital media at the

University of A

ugsburg at the Institute for Media and Educa-

tional Technology and worked as a m

edia consultant for the „A

pplication Com

mittee U

niversiade Ham

burg 2015 Gm

bH“.

His m

ain focus in research and teaching is on the use of digi-tal m

edia for teaching, learning and marketing purposes. The

main focus w

ill be on the conception, implem

entation and reflection of usage scenarios in virtual w

orlds in the context of m

ovement and sport.

Prof. D

r. Thomas H

orky is teaching sport journalism

at the Macrom

edia University of

Applied S

ciences at Cam

pus Ham

burg. He

studied Sport S

cience, Journalism and Language S

cience. A

fter this he worked as a trainee for the G

erman P

ress A

gency dpa and as freelance journalist. He w

as research assistant at the U

niversity of Ham

burg and at the Institute for S

port Journalism in H

amburg. H

e also taught at the Ger-

man S

port University C

ologne. His m

ain focus in research and teaching are the quality features of sport journalism

, the m

edia production of sport as well as sport journalism

and entertainm

ent.

Prof. D

r.H

ans Jürgen S

chulke

Jörg

Förster

Prof. D

r.A

ndreas H

ebb

el-Seeg

er

Prof. D

r.T

hom

as Ho

rky

Organizing Committee/Scientific Board

Since 1997 D

r. Bredenfeld has been involved

in robotic competitions m

ainly in RoboC

up. In the beginning w

ith an own robotics team

and in the year from

2001 to 2007 in a Germ

an Coordinated

research action of DFG

on RoboC

up (SP

P-1125). In the con-

text of this program, the R

oboCup G

erman O

pen was started

in 2001. Dr. B

redenfeld is coordinator of the RoboC

up Ger-

man O

pen since 2001. In 2010, he started a SM

E focussing on robot com

petitions and educational robotics projects for various custom

ers. He w

as associated chair of the RoboC

up w

orld championship 2016.

RoboC

up is a prominent com

petition for intelligent robots and one of the w

orld‘s key technology events for universities and research institutes. R

oboCup offers an interdisciplinary

long-term research task covering broad areas of artificial in-

telligence and robotics. The landmark vision of R

oboCup is

The R

ob

oC

up G

erman O

pen co

mp

etition

series

AB

STR

AC

T

Dr.

Ansg

ar Bred

enfeldto play and w

in with autonom

ous robots against humans by

the year 2050. This vision guides roadmap developm

ent for research and developm

ent in many scientific disciplines. C

om-

petitions are the means to fasten, to com

pare and to share the state of the art developed by the research team

s. In addition, the goal of R

oboCup is to already m

otivate young people to discover the field of robotics for their personal developm

ent. The focus of R

oboCup Junior is not only on acquisition of

technical knowledge and com

petence but especially on team

work and participation in an international com

munity.

Since 1997 the international R

oboCup Federation organizes

as central competition the R

oboCup w

orld championship

each year in summ

er. In addition, regional RoboC

up comm

it-tees organize local open com

petitions focused on their regio-nal com

munity. The R

oboCup G

erman O

pen is the best esta-blished R

oboCup O

pen event which w

as held for the first time

in 2001. The RoboC

up Germ

an Open follow

s the RoboC

up strategy now

for 16 years. In the beginning, only soccer-playing robots w

ere presented but the spectrum of leagues

was broadened over the years to also target application-orien-

ted topics in robotics. The competition is open to tw

o sort of team

s - international Major League team

s and national Junior team

s. The presentation will give an overview

of the develop-m

ent of the RoboC

up Germ

an Open and its R

oboCup Junior

qualification competitions.

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3839

Axel S

ierau studied sport science at Germ

an S

port University C

ologne and economics at

the University of C

ologne. From 1995-2008

he was m

ember of the Institute of S

port Economics and

Sport M

anagement of G

erman S

port University C

ologne. His

last main focus w

as to or-ganize the Germ

an Sport Econo-

mics C

onferences. Since 1998 he is entrepreneur in the field

of (sport-) marketing and events.

As a handball player he w

as also responsible for the team of

Cologne U

niversities and with it successful in 2006 and 2009

as Germ

an Cham

pion as well as in 2008 on third P

lace in European C

hampionships in N

is/Serbia.

From 2008 to 2013 he w

as initiator and co-founder of ent-erprise “S

port Meets C

harity” (CS

R in sports). S

ince 2012 he is lecturer at M

acromedia university of applied sciences

in Cologne in the topic fields of m

anagement in econom

ics, journalism

, sports, events, fairs and conferences.This year already for the sixth tim

e he was responsible as

organizer and speaker for the Club M

anager Sem

inar of European H

andball Federation in the time before the final4

weekend in C

ologne at the beginning of June. Since A

pril this year he is m

ember of EH

F Scientific N

et-work G

roup of S

pecialists. C

urrent he is project manager and fundraiser of foundation

“mem

ory of city” in Cologne. D

oing this he is developing pro-jects w

ith Britta H

eidemann (O

lympic cham

pion in fencing) and soccer first league team

1. FC K

öln.Furtherm

ore since June 2017 he is CEO

of SportTreff coope-

rative. They are organizing net-working events in the topic of

sports and business.

Axel S

ierrau

Since

2008 B

jön W

itte w

orks as

Senior

Consultant for H

oeppner Sport- und M

ar-kenkom

munikation G

mbH

. In this position he is responsible for sport m

arketing and business develop-m

ent. His special interest is the D

igitalisation and this impact

for brands and companies.

Beside his job he take part at the M

aster program M

BA

Ent-repreneurship and innovation m

anagement at the O

stfalia, U

niversity of Applied S

cience. After his diplom

a at the Euro B

uisness College H

amburg, he got a B

achelor in manage-

ment and adm

inistration from the N

ew C

ollege Durham

and U

niversity of Sunderland.

Bjö

rn Witte

Panel Host

organiser:

sponsored by:IM

PRIN

TJörg Förster

Universität H

amburg, H

ochschulsport Ham

burg w

ww

.hochschulsport-hamburg.de

Turmw

eg 2 – 20148 Ham

burg

EDITO

RIA

LJörg Förster, A

ndreas Hebbel-Seeger, Thom

as Horky, H

ans-Jürgen Schulke, Juliane Bötel

LAYOU

T & D

ESIGN

Elga Voss; Kontor 36

TITLE/ILLUSTR

ATION

Andreas H

ebbel-Seeger

host of the conference:

Wer Sport liebt,muss uns

super fi nden!

sporting hamburgsetzt Zeichen für den Hamburger Sport. Monatlich, kostenlos –alles gut!

Wer will, ruft uns an:040/432084520

oder schreibt ’ne Mail:info@sporting-magazin.de