SMW London Round-up: Sport and Social Media, hosted by the BBC, the UK Sports Network and Ogilvy

Sport & Social Media

Social Media Week London generated so much coverage that it’s taken us a little while to pull together all the information. This review brings together the video, reportage and tweets from Sport and Social Media, hosted by:

  • Sophie Brendel, BBC’s Head of Digital Engagement (@sophiebr)
  • Maz Nadjm, Ogilvy’s Head of Social Media (@mazi)
  • and Dan McLaren, Adidas Social Media Lead at Carat (@danielmclaren)

The event looked at how the sports industry and the BBC are bringing social media centre stage, and featured major speakers from across the world of sport and broadcasting.

Four industry showcases were presented (Football, The Ashes, Rugby and BBC & London 2012), showcasing how sports organisations are using social media:

  • Football: London Derby - Chelsea FC vs Arsenal FC - how both clubs are using social media to build and engage with communities.
    • Laura Higginson - Chelsea's Social Media and Mobile Coordinator
    • Luca Massaro - Chelsea's Digital Marketing Analyst
    • Chris Harris - Arsenal's Deputy Editor
    • Ben Ladkin - Arsenal's Content Delivery Manager
  • The Ashes: How the BBC's Test Match Special team covered the Ashes online and via social media, with TMS' Adam Mountford (@tmsproducer)
  • Rugby: The RFU's Digital Media Editor, Tom Hines, on how the RFU and rugby are approaching social media.
  • BBC, Social Media & London 2012: How are BBC sport using social media across sports reporting, commentary and coverage? What are the plans for the future, and what social media plans are in place for BBC's London 2012 Olympics coverage?


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BBC LogoSport and Social Media, hosted by the BBC, the UK Sports Network and Ogilvy took place on Wednesday 9th Feb 2011 at the UK Sports NetworkDesign Council in London.

The session was chaired by Roger Mosey (BBC's Director of London 2012)

Ogilvy LogoThe panel were:

  • Jake Humphrey, BBC Sport presenter (@jakehumphreyf1)
  • Karen Pickering MBE, four-time world champion swimmer, England's most successful Commonwealth Games swimmer and BBC 5 Live pundit (@karen_pickering)
  • Jeanette Kwakye, British 100m champion and only Briton to reach Olympics 100m final in last 25 years (@jnettekwakye)
  • Lewis Wiltshire, Editor of BBC Sport website and social media lead for BBC Sport (@lewiswiltshire)



Amongst the many tweets, here are a select few:

Jerry Newman Tweet

Kalpita Sharma Tweet


Scott Bowers Tweet

Sophie Brendel Tweet


SBG Events Tweet

Photo (c) Simon Green


Sport and Social Media

This was by far the best event of the week. I blogged about it at the time on the common theme of using various social tactics to draw an individual in to the target website for each team. 

James Ainsworth

Community Manager for Social and Web Solutions - Alterian