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come actually nobody wanted to work with minimal ah well
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i'm i'm the and the logo i in here
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so let's let's to work on us test cool all view has not
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use to their mobile phones during the last two hours hands off
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and you weren't saying or control so everybody please take after mobile phones now and put
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them on like not ah i. c. s. i'm waiting for the month like more
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because you know what i'm going to show that you you can now do two things at all
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uh this is what digital essentially becomes a problem oh you cannot
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consciously multiplied tossed not even the
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ladies i'm sorry yeah um
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actually i i in the since march of this year i was not a candidate for the board of
00:00:58
dining league anymore sign complete characters would start working with
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uh with skills now so with professional skills
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would i think championships in this baker's boxers
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copper just it's absolutely fascinating um
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so what i'm going to speak about is this past and future
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element and i'm not an historian so the only thing
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i can speak about is my personal experience and that personally
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experience is believe it or not actually pretty well but
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i'm going to say some things which maybe not everybody will like so
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as i've also the really in penal uh i have decided to
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start with a disclaimer let me explain what i'm talking about it's rude
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up with video which is going to be launched right now
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one point of view gives one impression that's clearly of that it
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runs away
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from another point of view that deals
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the guy she here of what's going on
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so my view is of course the last one but if somebody doesn't have
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exactly the same view that doesn't mean he's wrong it's just not my
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but this whole thing where it's coming from started from the
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the first thing i can really really remember in sports
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very actively of my childhood was the nineteen seventy to
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eyesight was my family munich in the olympic stadium
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and i saw all energy and then asked lee when the first
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ever uganda metal in olympic games john i keep one winning
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the four hundred meter prudence in world record defect with facts first we called i when you go okay i see
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the uh the second the fact was that every day and i wanted actually
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to be at all the big guy some as an athlete as um
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as a coat as and when i tried of cord doesn't asleep but i'm totally
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and talented so i didn't make it so i tried as a coach
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the olympics was my big ideal that's what i always wanted to be
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um where the olympics today well sometimes the image
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has become a bit different and my perception
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as the cities and and as a tax payer is very
00:03:45
very different from the olympics that i had it
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and forty years ago you you know what i don't seem to be the only one sheridan that you
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and then you look at statistics and you ask yourself well we're all these bits gone
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and and you real nice actually people didn't want them anymore
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they didn't like it anymore they preferred staying at home playing the games and stuff like that
00:04:13
but you you know and that is not even the whole truth because some
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of these had to be replaced so it's actually worse than just that
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let let's go back to history and i'm showing you this image even so actually
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i started as a non football player and unfortunately for me
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my coach at that time was also my school teacher
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he was the goal keeper of the first team of the f. c. if the regular lack
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and he basically started telling us serious stuff about spoke to
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the first thing he said you can never win alone
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what do you do with team sports on individual sports you will always
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need people that you trust in and that trust in you
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so i i don't guess i still believe in it might think
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right that's the really yes i still do believe it
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the wire chief that the whole time not necessarily so
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yeah when i when i work for a fee fine i
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chose this picture which i stroll very often because
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this is the second lesson i learned it's about fair play it's about this or that i'll
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actually when we play and one of us would file an opponent
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i'd i'd only by accident not trying to tackle the ball and then
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slipping into somebody that really foul somebody stopping him from the game
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we would be taken out by our coach immediately because he said that's something you build a little
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there are two day that's a bit different it's actually sell that in
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professional football you'll be criticising east if you don't act on fear
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and if you go to if if you go to see
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matches of eight year old he he's the parents
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i mean this is totally see it nonsense but that's what what actually is happening
00:06:27
so i appeared concur with incense people say let's not gain let's
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don't gain with anything to do with the down but
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at the same time and coverage i would hate to hit
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your opponent in a football game that doesn't realise long
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but that is a bit of the the club made that we're we're seeing in today's sports
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so as i said i i used to work for free find i developed a program which you will see
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on the next slide on the left which i'm extremely proud off i thought that was a great program
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i i know my former colleague mccullough implemented and not off that was sent there
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is and and then and today when i show with everybody starts laughing
00:07:13
yeah because somehow that's not what you associate with fleas friday mark
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and so now the you you know we we knew
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with that the day will preserve football's integrity
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all of your way far that's that's always the top headline when
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you speak about the distribution of revenues from the champions league
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that's how you support the small clubs that's how you support grassroots sports
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so what i really learned is that well what when
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you played for all it was about the t.
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when i'm watch a football day to day and somebody's got worse display or traits like
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how often they turn it to to really complement
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himself in front of the fans why because
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only that will increase his financial value and
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why do i say he's not his or her because actually the girls don't do that
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when you watch women's football there's none of that crap activity
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they go behind they don't to this ugly files it's more fun to what to good
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football game with top when and actually that it is with top meant to that
00:08:37
so going back to my memories nineteen seventy seven nineteen seventy seven what an important here
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for me because in nineteen seventy seven something happened which i could not like i
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had to football clubs that i cheered for one was the essay by the munich because
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that's where my grandparents lived and the other one was the f. c. liverpool
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and that guy moved away most of you are too young to me than all that
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these that's the first international superstar coming out
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of an english really that's kevin keegan
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he was that cool you want the club championships with with the f.
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c. liverpool and then he moved to the humble gauche part time
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that you wouldn't believe it but he started sinking as well and he had records with smokey
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and stuff like that and he was very successful that was the first pop idol we
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had in football but it was one of the first really big big names that moved
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from one clark what it was a big history about the clock to another one
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so i remember at that time and i i'm sure those of you were
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a bit around my age who remember that as well i'm sure calendars
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it was like anything between traitor and um
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some people actually you know they they i i remember one article the was coffin on the front page
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with kevin keegan read normally so that was held we're looking at these kinds of transfers that
00:10:10
but in the same year there was another transfer which was even more desolate
00:10:15
how bright the and i remember that picture i have that picture for ages in any speech i do
00:10:21
why not because i like that guy particularly oh i think it's not not really handsome either uh
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but doesn't yes paul bright or moved back from um re
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out immigrate to i'm craft but i'm sure like
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i'm trapped down shy week ah the time was the only
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german clap that could afford probably i there's transfer
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amount of one point four million porch mark andes and you'll i'm i'm not speaking of a daily salary
00:10:55
like right now voiced his annual salary of four hundred thousand birch mark and how did they do that
00:11:01
this was just start of real advertising commercial advertising in
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sponsorship like i remember it at my days
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this company here called yeah that must it's actually like or
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they went to i pop lounge like here and they change the
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crest of the plot so yes well then the official
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press of the club it was still cold i well that we
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should like but with this crest bay well that to play
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yes was the legal way of making this commercial sponsorship and for those who like me
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or or working in a german speaking world bases do we'll start of commercial sponsorship
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that's only forty years ago before that that was minimum and then it started
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of all writing very very frost have the memories yes nineteen seventy six
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feel better why you couldn't run the fifteen hundred meters so somebody else wanted the because there was the
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boycott about the seventy six point courts were nothing
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compared to nineteen eighty and nineteen eighty four
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first against the russians than the russians against the americans uh
00:12:20
why is that important to me because that was the
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first time we realised that politics can abuse what's
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it and and i mean abuse in the sense of massively massively influenced
00:12:35
it talk almost twenty years for the next political see for
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me to remember when i try to put this together
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jesus when his politics feed into that and then seven they had this
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picture of this gentleman i don't know if everybody of you
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no same he's the record german chancellor helmut kohl and that
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was in nineteen ninety four that was a nice email
00:13:00
he actually had push so hard to be in the
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dog shit bomb this legal t. v. show
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because he promised himself that he would display he would he would
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really display his popular taste i'm a citizen like you
00:13:18
i love football that was the first time i remembered that um
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i i remember analyse why was then in the stadium
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and just starting to work for phase five
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and that was the story gentleman and then i saw that's a room that
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today when i found a picture so that's the pinnacle of sports politics
00:13:41
and uh but i actually you know you know i mean this is a former swimmer uh and for
00:13:49
an olympic swimmer actually uh betraying fee for president this was his successor is the swiss guy
00:13:56
we swiss that normally round the world of sports we're very proud of this
00:14:01
um so if if one person from from dallas
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disappears we immediately take another person in f.
00:14:10
show 'em either i also had you know these these glued memories uh
00:14:16
as i said i'm i was totally free of talent in sports
00:14:20
so i decided okay i can't do it myself i'll become a coach
00:14:24
might be trying to coach was seventeen and on t. v.
00:14:27
i actually did my national college diploma with twenty so
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that that was a long time ago and
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since then i've actually worked in one way or shape or form in sports on
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one of the first things i realised being a young coach he is
00:14:48
you may need volunteers if if you try to do with all commercially
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it becomes very difficult because you move away firms what's into entertainment
00:15:00
i'll say moo when the soft words you you move from sports into your business
00:15:06
so to me i've i probably work more work hours on the one re bases and
00:15:13
i worked on that paid basis in sports during my whole life and then um
00:15:20
as she you off of free for our marketing at the time i developed a
00:15:25
slogan which was probably the best single marketing activity i yeah that the
00:15:30
um those of you who can remember that you've got some cost by form that actually was we're just
00:15:35
about the my name at trying to make friends uh and we we were at the time uh
00:15:42
it was a very legend the re meeting includes the like remembered out and and actually one of
00:15:47
the consultants of the terminals c. trying to steal that but we we protected it and
00:15:53
it it was just beautiful what's what but don't he's had done with
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that determine organising committee developed the hold friendly nuts initiative about it's
00:16:04
and they they started a teaching volunteers they started
00:16:09
to teach try and drivers bus drivers
00:16:12
policeman all over the place and this world
00:16:16
cup actually changed the image of germany
00:16:20
mu what in any of the events since the second world war it it really
00:16:25
make an impact and it showed you how good that could be um
00:16:31
well not bought lawn tearing today if i look at
00:16:34
some of the sports leaders it's more this attitude
00:16:38
uh and and i'm i'm not happy to say that but this is
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what i lived for many years almost on a daily basis
00:16:47
there is many many people in sport let's not fool ourselves that are working with a lot
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of hard with a lot of the motion the higher you get on the latter the
00:16:58
scar so these people are too fine so i you you know then
00:17:05
twenty years later you opened the paper and you read the great thing you date had a lot to do with
00:17:10
some people paying some other kind of monies to other people so i i must say that looking back
00:17:18
i know that my name will never come up here i might be richer actually if it worked
00:17:26
but it would be more difficult to talk about integrity and civil courage to my own sounds
00:17:32
and that is something that i think is is lacking move wouldn't ever today and sport
00:17:39
let let me take a classical example who knows who these people are hands up
00:17:46
you you have literally step but for those who don't know that's is russian whistleblowers
00:17:52
that actually managed to get the uh sorry uh the russian dropping system to from
00:18:00
that's the two individuals that managed
00:18:02
to discover state organised dropping
00:18:08
now probably every metal on or that is available
00:18:14
in any kind of sports should be awarded to them because
00:18:17
they protected thousands of as lead from being cheated
00:18:22
who who knows what is currently the status of these two people
00:18:29
that is very interesting how do you know
00:18:33
can i ask you
00:18:37
oh
00:18:50
you know with the everybody that had their hands up shared yes
00:18:57
well you say that's the news of eight months ago since then they have an official status of
00:19:04
refugee in the united states et cetera but the truth is they are not interesting anymore
00:19:11
they did everything they change their lives to help sports integrity
00:19:17
and the the audio c. in its toll cool great must decide
00:19:22
that they should be rewarded by not let you you around
00:19:26
at the olympic games in real they found some kind of
00:19:30
very weird the rules that we all knew were
00:19:34
not right we think we could afford that i've have union italy for two and a half year
00:19:40
and i can tell you it was a handful of the beginning and it still is a handful now
00:19:45
where is the i. w. f. word european athletics absolutely nowhere
00:19:50
what kind of support are they receiving from these federations nothing
00:19:54
just zero and this is this is we're integrity and civil
00:19:59
coverage on not getting recognised the way they should
00:20:03
and this is this is really problematic and it has
00:20:07
to do with the way the media landscape change
00:20:10
but when i was living as a boy in s. w. lack
00:20:14
the se is the seven t. v. stations we ha
00:20:19
yeah oh so that's uh for those of you who worked too long that's the former force on
00:20:25
before it was state all the uh before it was commercially owned it was still stapled here
00:20:31
but so often do today or falls do and that's a false to hua i hate said
00:20:37
they have remained the same we have no chance of seeing the sir german programs
00:20:41
um we had this to swiss channels there was search with channel
00:20:46
b. italian speaking one but no chance to receive batting estimate
00:20:51
yeah so so today i'm i'm living close to slogan a small city called shrine house and
00:20:58
and i have something like four hundred twenty and t. v. options that i can look at
00:21:04
and you know i'm i'm like most people i use regularly nine to ten
00:21:10
of these t. v. stations and an regularly another four to five
00:21:16
so that's what i've use of this and it's not that much more so
00:21:22
what is that proliferation of t. v. stations like to
00:21:27
actually in europe and now i need to be very specific as
00:21:31
of now i'm talking of europe not the whole world because
00:21:35
the united states is a totally different animal asia is a totally
00:21:39
different animal after check can be somewhat compared to europe
00:21:45
but but actually it's it's very different from continents contains
00:21:50
but in europe the us attorney station of television
00:21:54
has actually led to a mono culture of football on t. v.
00:22:00
and this is why i'm so critical about considering elite football i'm not talking of crossroads football
00:22:06
i'm talking of things like the probably only the champions league et cetera what is the
00:22:11
reality between the champions league t. two day
00:22:15
and drop top was playing football
00:22:18
outside that has nothing to do with the checked this has become pure entertainment and
00:22:24
it has become a commercial product that you move back and forth so
00:22:30
you know football is really as i said that's the bread and circuses of the mobile phones
00:22:36
this is about money this is a time show this is about entertainment
00:22:42
nobody gives a toss in the n. f. l. if
00:22:46
the you should linebackers our goal or not
00:22:49
you know work nobody gives a tops whether elite football
00:22:53
players are talked about this has nothing to do
00:22:57
with the sports i started what's there is no
00:23:01
values in there because if you're not cheating
00:23:05
if you're not die even if you're not filing you're being considered in it it's
00:23:11
so we're really looking at it difference that is happening in sports and by
00:23:18
the way one of the main reasons might be a small culture
00:23:22
is now becoming so powerful is sitting here and not down at the school p. i. m. c.
00:23:28
against all advice is of most of the federation is
00:23:31
not a hundred percent but almost all federation say
00:23:36
if you want giving the way the right specifically in europe
00:23:41
away from the e. b. u. from euro vision from the public broadcasters to commercial broadcasters
00:23:47
we fear that our sports will not be shown any more public t. v.
00:23:52
and guess what that's what happens so we heard today a lot
00:23:57
a lot about digital is asian linear t. v. yes act
00:24:01
the honest answer to the question that we have the full would
00:24:05
be yes that for what reason because the question was biased
00:24:11
like last time i suppose you could uh it why was the bias because it cost about clean your t. v.
00:24:18
i dare say that in many european countries linear t. v. if you speak really
00:24:23
of linear t. v. is already out of wood in switzerland for sure
00:24:29
the t. v. shows up being watched but sometimes it's like ten minutes the lay
00:24:33
five minutes the lay if you go when the replay function et cetera
00:24:38
it the reason why i say it's still i'm not sure back that is
00:24:42
because i have a little bit of the less technical you want it's
00:24:46
fifteen years ago i predicted that the tell coal companies will
00:24:51
not take over the t. v. broadcast the brats
00:24:55
at the time they were not many of us that belief that now it today it's clear they
00:25:02
didn't the big t. v. brian's are still there and they are still getting the majority
00:25:08
my question to you is everything we heard on digital beat yet today
00:25:14
does that help you gain new kids to wean your sports
00:25:20
or is it just the the the already convinced fans with
00:25:26
even more stuff that they want tons all and
00:25:31
as i said i'm trying to provoke a little bitty but the answer is
00:25:35
yeah and it's probably the latter for most sports is the letter
00:25:41
so nineteen ninety one i'd lofts that logo because for many years
00:25:46
i was the only person that knew what it meant
00:25:49
yeah that was developed in geneva nineteen ninety one this was
00:25:52
actually the first logo for the world wide web
00:25:57
and it was designed by one of the two guys that launch that on the sixth of august
00:26:02
i'd like to what off weeks later this was officially launched to the public so
00:26:09
you know some politicians believe they can change the world
00:26:13
the truth is no politician since the last world war
00:26:18
has changed world more significantly than the two guys that long yes
00:26:24
because the estranged everything the way it this this change our way of doing
00:26:30
business some way of of uh getting distribution down et cetera et cetera
00:26:37
um actually if you were a bit clever already quite really
00:26:43
you could say that that predicts that much faster
00:26:47
well i have a message for you that since nineteen ninety
00:26:51
eight assigned iffy funky a contract for free file
00:26:55
and that was the first game contract work i had included online gaming
00:27:01
and not just off line okay because we predicted band that there might be something happening there
00:27:08
and the two thousand and two there was a final of the free far
00:27:13
it was then called virtual getting because the speaker virtual reality that
00:27:17
the fee for virtual going in the semifinals stadium
00:27:21
in in korea for the faithful world cup
00:27:25
at the two finalists a japanese and the call really fourteen years
00:27:30
all likely the korean one because the stadium was full
00:27:34
and i told their say what would have happened so that that is a development that has not
00:27:40
been as fast as many people believe we have seen that to move very fast now
00:27:46
but it's something that actually started fifteen years ago almost um
00:27:54
i said the perception changed you know i i think if
00:27:59
if the digital media the it's something falls all worked
00:28:02
a big it it also to society i yeah as
00:28:06
far as information uptake is a concert it's fantastic
00:28:11
i mean you press on the button and you find almost any kind of information you want
00:28:17
and a certain american presidents can't differentiate would it's fake or not but
00:28:22
if if you have the ability to find out what this fate call not
00:28:26
uh then you get really useful information in a snapshot of time
00:28:32
but at the same time it's massively changed also a way to
00:28:36
conscious you information a way to consume entertainment and a way
00:28:42
to consume sports it's fast it's still important to date it's completely
00:28:48
forgot to more it's shorter important no no no no
00:28:55
couple of hours later it's gone and the the ears
00:28:59
yeah we look to do you put this in that kind of information
00:29:04
you can find it be if you if you really want to you can take that
00:29:10
the headlines is still what counts asked helen
00:29:14
on how important are the headlines of important articles you right sounds work out
00:29:21
you know the more aggressive he makes the headline the move clicks you hassle
00:29:25
but it might not be the most important information but that's simply how it works if i didn't realise that
00:29:33
you know you live in that world and you wanted to one that you live with it if you change but
00:29:38
in two thousand ten you same bold cancelled his appearance intel
00:29:43
classes or it just a couple of weeks before me
00:29:46
we had the media conference which was i was standard media conference will announce that
00:29:50
it was a young journalist radio trade was coming out the microphone beer it ensures
00:29:56
now mister meg here that you saying is not coming out going to cancel the meeting
00:30:03
uh i was i must say i that was one of the first times i had absolutely no
00:30:09
hands and so i thought as i said i will not if and she said yes
00:30:17
and i said you you know there used to be at the cast let's call the thompson if a journalist
00:30:24
could not tell him the right order of the disciplines the decathlon he would not talk to him
00:30:30
can i ask you what is the right order of the disciplines into the castle
00:30:35
and show it it it actually i i got a lot of
00:30:40
positive echoes um from from listeners to that show afterward
00:30:45
but that shows you how you draw things that you may think i'll not me
00:30:51
that important we have all the olympic champion coming all the european champions coming
00:30:57
yes one athlete missing that's no reason to not to meeting but
00:31:02
look at the olympic games in real whether bolt was there
00:31:07
or not may half of the attendance in the stadium
00:31:12
so these people have no idea about the slapstick seemed real but
00:31:16
they went to work out but just for the news content
00:31:20
and that's when you see in the stadium you know all the people with the mobile like
00:31:24
i picture myself they don't want to see they they want to picture themselves
00:31:30
with the cell sleek and show it to their friends i'm there
00:31:34
but that's not sports conceptions that's seven three distribution it's not exactly the same
00:31:42
so yes the weather changed web change so far that actually
00:31:47
today you're not even looking at the way um
00:31:51
things are being brought constant from the transmission me but you're looking at the final outlets b.
00:31:57
b. c. getting panic because everything seems to be covered in these contracts giuseppe i packed
00:32:04
so you're not allowed to watch um these right lamented
00:32:07
events these major sporting events that on the list
00:32:11
on the mobile phone on t. v. but strictly speaking you are allowed
00:32:15
to watch them on the night cat so as long as
00:32:18
a broadcaster that comes from outside you say you only allowed to
00:32:22
watch it on i can't you could circumvent that regulation
00:32:27
so uh i i mentioned something about perception actually one of the jobs i'm doing is
00:32:34
i'm holding lectures which are very much based on neural science and the way
00:32:39
and people should management lead other people from a human point of view and
00:32:46
let me ask you a question the the the human on picks up
00:32:51
ten million bits per second so ten million inputs as seconds how
00:32:58
big is the percentage of these that are
00:33:01
being pick up subconsciously or consciously
00:33:06
what would you think how big is the percentage of conscious processing of the brain off the
00:33:12
bits you pick up perceptions tenderly and that's that's what how they get the contours percentage
00:33:20
twenty thirty
00:33:25
five ah one let me just one that's five hundred thousand
00:33:31
but it's cool i'm sorry guys it's forty not forty percent it's full tidbits
00:33:40
the rest is subconscious and this is why i tell you
00:33:45
if you will the you can consciously modified parts
00:33:49
you simply don't all how the brain is why a human brain channel to that
00:33:55
while i speak here i have you read the text on its and then i asked you questions about what i
00:34:02
said what was written on the text you you don't know what i said or what was with mobile yes
00:34:07
i've never found that i've tried that with hundreds and hundreds of
00:34:11
people i've never found one single person that could do bowls
00:34:16
you roll logically it's not possible to doubles you cannot you the way of processing the information is different
00:34:23
so when we speak of seconds from the second stream is an alternative screen
00:34:29
why do you watch a statistics volume all by and you do not follow what's going on on t. v.
00:34:36
and this is why i'm not that has a mistake for the big
00:34:41
t. v. screen with the noise in each and m. i. e.
00:34:46
optimistic that the mobile phone will further increase
00:34:49
the importance yes absolutely because it's dan
00:34:53
convenient you can take it out anyway you can watch it that separate
00:34:57
but is it the complete alternative i'm not sure about that i think i think rolled mentioned a few times
00:35:03
this is all adults this is not just will completely replace this this is this is our idols
00:35:10
yeah if you actually don't believe me i can forward your brain i'll show it to you um
00:35:16
this is where a is darker but this where they you can say that on the t. v. as well right
00:35:23
i can tell you it is not it has just to do that the context of the
00:35:28
shadow shows you it's different i cut it apart i moved it um it is not
00:35:36
your brain is not able to see the difference i'll show it to you what yeah
00:35:44
this just this is the kind of stuff if you don't really
00:35:47
understand that it's very difficult to construct proper digital strategies because
00:35:53
it has to do with how the brain processes information how
00:35:58
would processes images how much context it needs or not
00:36:03
we all can recognise that record by mouth minding our brain
00:36:08
is clearly helping here what i told you that is
00:36:13
on the head that's not the way we usually two takes out for the image a hundred eighty degrees
00:36:20
for you to tell me almost like if yes the same as the yes
00:36:26
i promise you it it's it's just that a hundred eighty degrees
00:36:30
and i can i can make you a final example that
00:36:33
is to me is is is when you really special and that is this what you might see a ball he
00:36:41
those of you who have maybe seen that before see the cigar and
00:36:46
she's the cigar okay i have to just see the cigar nah
00:36:54
once you have seen the cigar try to look at the left picture and not see the cigar
00:37:01
i it's impossible to do the first reality was just visible
00:37:06
the second reality this is a wall with the cigar and there's
00:37:12
this fantastic historian at the year uh i i don't
00:37:16
know if you've heard his name you val her robbery uh and he just wrote a book called probably us
00:37:24
egg he has this this incredible example which
00:37:28
to me was kind of a revelation because that's how i feel a balcony sports today
00:37:34
you know he has this story about the young english nobleman
00:37:38
that gets cold to the second crusade and um
00:37:43
of course the priest in his church that that that's the smartest guy
00:37:49
he would know because nobody smarter than the priest in that county
00:37:53
most educated person tells him all the time going to that comes i guess the only right thing
00:37:59
to do you need to feel these them mostly is they don't believe in the right call
00:38:04
the right thing to do his patent thinks a friend thinks so
00:38:09
now i'm older ladies in the county that they worship in that used to
00:38:15
when they they fall in law so he's going beer he goes to
00:38:20
maybe syria or palace thing and details other young noble man that
00:38:27
in the name of the only one single bald kill themselves as well so kind
00:38:33
of okay now i guess guy we move when i when to virtual gaining
00:38:39
yeah we moved out a couple of centuries this young man
00:38:43
comes down and meet physically sent a young english nobleman
00:38:48
that works for amnesty international and hell syrian mostly it's
00:38:54
that's shop the question he's cool of them is doing the right thing
00:39:01
in each period in each context e. t. is the right thing
00:39:07
my whole sports is a slight takes in nineteen eighty eight that guy won the olympic
00:39:14
gold and was taken it away school ben johnson for those who don't recognise it
00:39:19
that's still is the biggest scandal in dropping in sports
00:39:24
but before that we call in the world in aesthetics every athlete believed it
00:39:31
was okay to take rods as long as the doctor had prescribed them
00:39:37
now coming back thirty years later and saying
00:39:41
all all the nasty people in the early
00:39:44
nineteen eighties help topic is not correct
00:39:48
because like with our young nobleman we just change perspective and
00:39:54
we cannot totally out of context judge these people so
00:40:00
i have a very hard time with that but this also gives me a second on to something
00:40:05
one i'm standing here and i look about the great leaders it's for it's about
00:40:11
the jenny from t. nulls of this world to thomas back off just work
00:40:16
that's a different planets they'll highly and not on
00:40:21
the same planet my view of what is
00:40:24
good right or wrong seems to be still i'll leave the different then they have you
00:40:31
i care about the sports i did they don't seem to do that at all
00:40:36
you know and the the is great people it's it's that's somehow
00:40:42
they don't seem to be able to access to leadership
00:40:46
um which i'm not a good example i refuse to become
00:40:52
fee for secretary general in two thousand and two uh
00:40:57
maybe i should have taken up that fact but i would've been sacked
00:41:02
six months later so what was the purpose it's a bit
00:41:05
the fact is that uh so where are we going from here
00:41:11
with all what i said i personally believe the importance of
00:41:16
sports in society will continue to roll up grassroots level
00:41:22
much much more import it is already today much more important than it was
00:41:27
thirty years ago and i speak of organised sports why why is that
00:41:34
but believe it or not most of us at my age we
00:41:37
got heavy with time ya would be more not visas children
00:41:42
uh maybe a bit later and it but it but this is a big big big issue
00:41:51
but the truth is that because of organisation because of sedentary lifestyle
00:41:57
do is walk it's they're ever going into the cops sweat
00:42:01
something that's just one of these examples that so everywhere
00:42:05
because the kids don't have a place to run and play with words
00:42:10
they do actually go to class and they need we need they should this safety
00:42:17
in these urban environments especially to fact this is what otherwise they wouldn't be moving at all
00:42:24
and as much as i'm in favour of having fun with e. gaming
00:42:27
as much i'm i'm in favour that's these kids also do move
00:42:32
kept ah we we had this wonderful a speech of kept ah
00:42:36
i was hired by aspire have to me with the simple goal to make sure that that
00:42:43
the amount of diabetics in the and the sixteen
00:42:48
year olds gets real use in calcutta
00:42:52
do you have any idea what percentage and do sixteen year old data i think i'm not
00:42:58
talking all their other nationalities that have been servant
00:43:02
so on their data is has diabetics
00:43:08
it's way over fifty percent more than half and it's a situation which
00:43:14
is being match since last year in the city of but you
00:43:19
so we yes sports will be an important social
00:43:24
driver but the issue is these kids
00:43:28
when they are they and their parents problem and the sports club with five
00:43:33
they will have done it for ten years they're fed up they will certainly not continue
00:43:38
when is active sports they might take a break that they get a
00:43:42
bit heavy with thirty they start again doing house but it's
00:43:47
but what we call the elites what segment is going to die out unless
00:43:52
we do something about that now can you do something about it yes
00:43:58
we had for decades now of focus on infrastructure sustainable we built white
00:44:05
elephants we've invested billions in say yeah that nobody can use
00:44:11
we invested billions in facilities that oh routing but
00:44:17
i i think that's not the way to go to go forward in
00:44:21
every property i was i've tried to to really work on base
00:44:26
you know when i was the general manager of a linking we actually did the lindy sailing too
00:44:33
and we tried to find new young it's waste sailors
00:44:38
on the swiss lakes with that too and when when we beat
00:44:44
for the european championships in aesthetics that we
00:44:47
organised in zurich to says that forty
00:44:51
we decided we need that pretty sustainability not as sustainability flat because
00:44:58
you know on the state sustainability ins woods is an illusion
00:45:03
once the thing happens in today's media landscape eats long so
00:45:09
any saying you have not done to prepare before
00:45:12
or to take care of this will not happen often it's just cool denies that the event will work
00:45:19
right i saw keyword chant digits one of my favourite topics anybody for my sucky here
00:45:25
oh yeah so so they're all that i think that only for the
00:45:30
money yeah so there's no i'll priest inability gives no grassroots event
00:45:36
they are given out whether pays moles and then they organise the track to chip
00:45:41
and you look at how many milwaukee it starts playing ice hockey after that in a complete it's zero
00:45:48
because it's not even part of the federation's why the
00:45:52
only reason to do that used to vermont oh
00:45:56
so they're very good at turning many by the way they have an excellent agency which i highly recommend that but
00:46:04
what we did is we invented a and aesthetics competition
00:46:09
it's it's just recently than sixty meters a ball stroke and a
00:46:13
long john from eighty centimetres so some up from the board
00:46:17
and last year handwritten thirty six i wasn't
00:46:21
participated in that event in switzerland
00:46:26
imagine germany just about ten times more that would be
00:46:29
one point four million young germans doing and aesthetics event once a year
00:46:35
that's a figure not even for people is reaching in in germany
00:46:40
in switzerland this is for one half times higher than the credit suisse football cup
00:46:47
so i did that have an effect yes it beat
00:46:51
in switzerland like in many european countries you need a license to compete in aesthetics
00:46:57
because the license with the license you accept the anti dumping
00:47:02
uh the the anti dumping rules so your name that for twenty seven consecutive years
00:47:09
as like takes lost members license numbers in switzerland we implemented the changes
00:47:15
the two sides then ten and since then since then um
00:47:19
actually the members doing aesthetics in switzerland were
00:47:23
raised by seventeen point five percent
00:47:27
if they were stable it would already be huge success
00:47:31
because in the same time we're having less youngsters every year
00:47:36
that situation will still warm force reuse and this is why big you
00:47:41
to to be aware of the difference between europe and other countries
00:47:47
our number of people turning sixty five years
00:47:52
in the next coming years is bigger
00:47:56
than the number of young people being born in the same time europe
00:48:02
so actually we are not just looking at the market of
00:48:06
young he's drawing we looking of a market of
00:48:10
middle aged man and when getting older as well don't
00:48:15
forget that when you speak about digital age so
00:48:21
it it's not just about the entertainment because there's a real danger you
00:48:27
have two options that are negative word sports could go to
00:48:32
the first one is is this one that historically i referenced doesn't bread and circuses
00:48:39
some people might recognise that figure that's emperor augustus
00:48:44
and probably one of the really important and produce light beer
00:48:49
say that most of you probably know me roll and
00:48:53
august of us and person that's about it so one guy build a lot the other one destroyed everything
00:48:59
uh yes no i actually only became emperor because his
00:49:04
political campaign manager wasn't i called my sense
00:49:08
by history he has been turned into a person that actually supported arts
00:49:15
that's not what he mostly eat most of mess n. s.
00:49:19
money went into when i sing plot yeah ha gangs
00:49:23
all organising people being eaten up by wild animals in the
00:49:28
circus says that's where the power of augustus came from
00:49:32
whenever there was chaos in the play offs blah i would organise
00:49:37
a new mascara and people looked at it and it
00:49:43
this for us what's is not so different from some of
00:49:49
the professional leagues we have in the us today
00:49:52
it's not so different from champions league clubs it's very
00:49:56
different from juniors on the sixteen years of age
00:50:00
but we're looking at some elements offs what's going into that direction
00:50:06
and the other direction and now i speak of olympic sports i don't speak necessarily of ease
00:50:12
what so ever on articles would but the classical olympic sports where will they yet
00:50:22
and i get serious about yes because you know what we're losing our base
00:50:26
everything we talked today about the digital essentially is
00:50:30
right it helps me consume the sport
00:50:34
but where is the key is drawing now that actually do that's worked
00:50:39
and i think it i was so fascinated by the example alex and just gave because
00:50:45
i think that is trying to do something with that day he is and
00:50:49
i showed it before yes b. he's a chance to change that
00:50:54
federations do not just have the power to do that be huh the mission to do that
00:51:01
that's why they are they are and fierce too much talk about just the business side
00:51:07
then about how do you use these great
00:51:09
platforms to actually recreate your old file
00:51:15
because you know what since this figure when ah it's getting
00:51:20
easier to sell i'm just like takes its with some
00:51:24
it's easier we're back on form from swiss television
00:51:28
we're back on t. v. it it really does work and start my last season is ah
00:51:36
war is not lost that i made some real big changes
00:51:41
and trains number one it needs to clean up
00:51:46
and that is directly linked to this strange here
00:51:50
uh as um what's rightly pointed i'm i'm how my father
00:51:55
comes from hungary and in hungary they have the same
00:52:01
they cut off the head it's but the asses we may
00:52:06
and this saying the if we do not change the generation of sports leaders
00:52:13
a that rather in the next couple here is the the next couple of decades
00:52:18
we will definitely see that now you're asking yourselves no wonder why that
00:52:23
guy's not getting a job in sports anymore no actually i i
00:52:28
wanted to get out of there so this aspect let's include let's think link
00:52:34
the card bastions unspoiled let's meet stories about those bars et cetera
00:52:38
you know what for most of those what's this does not work it will
00:52:44
work full balls that goal that but later way that all the
00:52:47
pure entertainment wait for all the others it will only work for those
00:52:53
who are already aficionados that are already hooked up with this what's
00:52:58
you can create a star needs what's with the e. sports community
00:53:04
it's very difficult to create real stars outside of the community
00:53:09
you haven't actually drawing community take advantage of it now
00:53:14
most olympics would need to we roll their community and this is why
00:53:21
copy paste these approaches won't work you actually me to to to
00:53:27
become sort of side actually relevant again as a sports
00:53:31
and if you do not achieve that if we do not get back to re new values if we continue to
00:53:37
create new essex words and we fill them up with seventy year old people
00:53:43
that were asked that compromise as everybody else it would simply no work
00:53:50
i have i've completely lost hope in nineteen forty one in the
00:53:54
united states there was a big belief that the what's going
00:53:59
fact and that the us maybe should not and should not have entered
00:54:04
and the united states government started one of the biggest marketing
00:54:08
complain ever which was schooled rolls the the river to
00:54:14
so i should pop rivets into the aeroplanes that would put them all
00:54:19
it's affected it never happened there's just certain association that you can
00:54:23
say with another big sports manufacture if we try hard enough

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Conference program

Welcome
Emmanuel Bayle, Université de Lausanne
9 May 2017 · 3:08 p.m.
283 views
Introduction to the Sport Future Rendez Vous 2017
François Bussy, Université de Lausanne
9 May 2017 · 3:09 p.m.
Sport and the digital revolution
Emmanuel Bayle, Université de Lausanne
9 May 2017 · 3:13 p.m.
105 views
Introduction of the keynote speaker
Callum Murray, Sportcal
9 May 2017 · 3:18 p.m.
Keynote - 10 guiding principles: Preparing your sport for the future
Claude Ruibal, Infront Sports & Media
9 May 2017 · 3:22 p.m.
467 views
FIBA 3x3 in digital
Alex Sanchez, 3x3 managing director at FIBA
9 May 2017 · 4:04 p.m.
176 views
Interactive discussion led by C. Murray
Panel
9 May 2017 · 4:54 p.m.
Dissertations in 3 minutes
Emmanuel Bayle, Université de Lausanne
9 May 2017 · 6:19 p.m.
Can sport events be sustainable?
Olivier Mutter, UNIL-IDHEAP
9 May 2017 · 6:20 p.m.
145 views
Analyzing trail runners' psychological activity
Nadège Rochat, UNIL-ISSUL
9 May 2017 · 6:25 p.m.
Forensic Intelligence to Identify the Structure of Doping Markets
Alain Schopfer, UNIL-ESC
9 May 2017 · 6:29 p.m.
Running in simulated microgravity
Frederic Stucky, UNIL-ISSUL
9 May 2017 · 6:32 p.m.
Keynote - The Past and the Future of Sport and Olympic Games
Patrick K. Magyar, Interface Marketing AG President
9 May 2017 · 6:37 p.m.

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