STANDS - CONFERENCE

Clubs, brands and cultural communities meet to exchange ideas, share experiences and learn from one another. Expect a full day of inspiring conversations, panel discussions, workshops and much more. What STANDS is all about 1. Fresh perspectives from across football, culture and the world of brands, exploring how the game is evolving and where it is heading. 2. Conversations that go beyond conventional panels – with fireside chats and open exchanges rooted in real-world experiences, bold ideas and practical insights. 3. A carefully curated community of people from clubs, brands and culture – connecting, sharing and learning from one another. --------------------------------------- SCHEDULE | CULTURE STAGE 10:00–10:10 — Welcome to STANDS Ryan McLaughlin, Niko Backspin, Lisa Tellers & Aissu Diallo (STANDS Hosts) 10:10–10:30 — When a Collaboration Becomes Culture Jeff Staple (Founder, STAPLE) & Ryan McLaughlin (Founder, MCL & STANDS Host) moderating 10:35–10:55 — Building Identity Beyond the Badge Rich Orosco (Chief Brand Officer, LAFC), Martin Drust (Head of Brand, FC St. Pauli) & Paul Rayment (PR Lead & Podcast Producer, Footballco) moderating 10:55–11:20 — Room for Change: The State of European Football Governance? Oke Göttlich (President, FC St. Pauli), Gareth Farrelly (Co-Founder and CEO, Union of European Clubs) & Pavel Kolev (Director of Operations, Union of European Clubs) 11:20–11:40 — BREAK 11:40–12:10 — Can Culture Be Built? Afram Kakur (Director Brand & Experience, VfB Stuttgart), Ashish Patel (Chief Marketing Officer, West Bromwich Albion FC), Maggie Murphy (Managing Director, Aston Villa Women), Felicia Mutterer (Managing Director, FC Viktoria Berlin) & Pete Martin (Creative Director, SoccerBible) moderating 12:10–12:40 — Why Do We Still Become Fans? Heiner Kuhlmann (Director Marketing, Spotify), Sunniva Ferri (Manager, Sabally Sisters), Afram Kakur (Director Brand & Experience, VfB Stuttgart), Charlie Copsey (Founder, Underground Fan Club) & Aissu Diallo moderating 12:40–13:10 — When Brands Stop Sponsoring Culture and Start Building It Rogelio Vega (Chief Marketing Officer, Seattle Sounders FC & Seattle Reign), Vincent Brass (Partner, Amsterdam Berlin), Franziska von der Ahé (Founder, GLUTAMAT), Till Jagla (Former Global Brand Executive, adidas / Founder, FFS) & Ryan McLaughlin moderating 13:10–14:20 — LUNCH 14:20–14:40 — Creating Places Worth Belonging To Mick McConnell (Designer, Architect of Culture, Formerly of Airbnb, Samsung, WeWork) 14:40–15:05 — Every Shirt Tells a Story Jan Borgmann (Head of Brand & Marketing, BSC Young Boys), Mat Davis (Founder & Creative Director, Saturdays Football), Claudia Hartung (Project Manager Marketing, SV Werder Bremen), Rogelio Vega (Chief Marketing Officer, Seattle Sounders FC & Seattle Reign) & Asad Raza (Editor-in-Chief, MUNDIAL) moderating 15:05–15:25 — Why Women's Football Is Building Culture Differently Maggie Murphy (Managing Director, Aston Villa Women), Charlie Copsey (Founder, Underground Fan Club) & Lisa Tellers moderating 15:25–15:45 — BREAK 15:45–16:05 — Building a Creative Club Patrick Mushatsi-Kareba (Managing Director, FC St. Pauli), Chantal Ndombasi (General Manager, COLORS) & Niko Backspin (Chief Cultural Officer & MP, Serviceplan / STANDS Host) moderating 16:05–16:30 — When Brands Become Fans Sophie Florian (Head of Sports EMEA, Google), Lars Ofterdinger (Lead Strategic Collaborations & Social Media, smart Europe), Anke Drewicke (Head of Marketing & Mobile, congstar), Rogelio Vega (Chief Marketing Officer, Seattle Sounders FC & Seattle Reign) & Ryan McLaughlin moderating 16:30–16:55 — The New Curators of Football Sophie Florian (Head of Sports EMEA, Google) — 10-min YouTube introduction; Jens Fabian Kirsch (Sports Partnerships, YouTube), Manu Thiele (Football Creator) & Aissu Diallo (Founder & Managing Director, Butter Social) moderating 16:55–17:10 — Beyond the Feed – Safe Self-Expression in the Digital Age Anna Hartmann (Team Lead, Global Influencer Marketing, cosnova beauty), Ann Rheinheimer (CEO & Head of Experience, myProtectify), Josephine Ballon (CEO, HateAid) & Aissu Diallo (Founder & Managing Director, Butter Social) moderating 17:10–17:40 — Football's New Creative Directors Jan Borgmann (Head of Brand & Marketing, BSC Young Boys), Martin Drust (Head of Brand, FC St. Pauli), Felicia Mutterer (Managing Director, FC Viktoria Berlin), Vincent Brass (Partner, Amsterdam Berlin) & Ryan McLaughlin moderating 17:40–17:45 — STANDS Closing Ryan McLaughlin, Niko Backspin, Lisa Tellers & Aissu Diallo (STANDS Host) 17:45–20:00 — Drinks / Community / Networking ------------------------------------- SCHEDULE | COMMUNITY STAGE 11:40–12:05 — Clubs That Build People Marvin Willoughby (General Manager, Hamburg Towers), David Bellion (Head of Culture, Caledonian Braves), Rachel Etse (Expert for Racism Critique & Cultural Change in Football), Malte Schruth (Board Member, Berliner Fußball-Verband) & Lisa Tellers moderating 12:10–12:35 — Who Gets Seen. Who Gets Remembered. Jermain Raffington (Director, Executive Producer & Creative Storyteller) & Micha Fritz (Co-Founder, Viva con Agua) moderating 12:35–13:05 — Can Products Create Culture? Michael Krause (Chief Platform Officer, Zellerfeld), Tobias Pfeiffer-Kropp (VP Commercial, Kapten & Son), Asad Raza (Editor-in-Chief, MUNDIAL), Philipp Bohner (Head of Licensing, Bundesliga) & Niko Backspin moderating 13:10–14:20 — LUNCH 14:20–14:50 — Culture Doesn't Need Permission Christian Hauke (Director Partnerships, Growth Marketing & Media, Warner Bros. Discovery / HBO Max), Michael Kümmerle (Advisor, ex-Global Head of Music Partnership Development, TikTok), Franziska von der Ahé (Founder, GLUTAMAT), Erdem Ağlar (Founder, HYPHEN & Creative Entrepreneur), Edwin Okyere (Global Client Service Director, Jung von Matt) & Aissu Diallo moderating 14:50–15:10 — What Will Football Mean Next? Christoph Köchy (President, International Socca Federation), David Bellion (Head of Culture, Caledonian Braves), Kath Curran (Operating Partner, Monarch Collective) & Pete Martin moderating 15:10–15:30 — BREAK 15:30–15:55 — Football Doesn't Need Permission Ryan Hunn (Co-Founder, STADIO), Musa Okwonga (Co-Founder, STADIO), Liam Miller (Founder, The Culture Division), Trisha Lewis (Founder, Romance FC) & Andrew Weber (Founder, Indie Football Festival) moderating 16:00–16:30 — Who Actually Decides What's Cool? Stefanie Kim (MD, KIMKOM), Tamas Trunk (Founder & Creative Director, Sneakerness), Keane Pearce Shaw (Creative Director, SoccerBible), Mat Davis (Founder & Creative Director, Saturdays Football), Lucas Teuchner (Co-Founder, The Icon League; Managing Director, TWO SIDES & Electric Feel Europe) & Niko Backspin moderating SPEAKERS Jeff Staple Founder & President | Staple + Founder & CEO | Reed Art Department Josephine Ballon CEO | HateAid Ann Rheinheimer CEO & Head of Experience | myProtectify Patrick Mushatsi-Kareba Managing Director | FC St.