Archive for July 1st, 2018

July 1, 2018

Headless chicken.

The Hockey Revolution or running around in circles like a ….

The announcement of the appointment by the FIH Executive of the latest CEO was made in March 2018 as follows:-

The tone of the announcement of the departure of Mr.Weil from FIFA was quite different:

Projected revenues of $5.65 billion over a four year cycle, which is an average of $1.4125 billion per year. Let’s put that in perspective. This is the income and expenses page from the audited accounts of the FIH in 2016. The figures below are in Swiss francs which at present are about on a par with the US dollar. 1SF = $1.01


The full accounts can be seen here:-


I need now to turn to the advertisement by the FIH of the post that Mr.Weil applied for. Please search carefully for any mention of how hockey is to be played.

(I originally posted a picture of the ad but it was deleted – which is possibly an FIH reaction to this article (but I don’t know that). The ad did have a FIH logo on it so the pretense for the deletion (which would have required communication between the FIH and WordPress) may be a copyright issue. I have been unable to post the picture a second time, so I present instead the text of the ad – don’t think the deletion unbelievably petty, it’s standard behaviour, even not contacting me to let me know what they were doing is normal FIH communication. The FIH desperately need – or needed – a Communications Director, maybe they still do).

Marketing 8: Cornmunicatilons Director — FIH 8 May

The International Hockey Federation (FIH) is seeking to appoint a Marketing and Communications Director who is ready to enter the fast-
paced world of hockey and demonstrate the FIH core values of being: inclusive, optimistic, progressive and dynamic-

With 137 member Nationa| Associations and millions of fans around the world, hockey enjoys a strong global profile and following. You will become part of a talented team aiming to build upon this exposure with a mission to grow the game globally through targeted development work as part of F|H’s dynamic 10-year ‘Hockey Revolution’ strategy.

With further game-changing developments in the pipeline. including the introduction of a new portfolio of events in 2019, it is certainly an exciting time to be joining the FIH.

The successful applicant will lead the FIH Marketing and Communication steams. reporting directly to the FlH CEO-Marketing 8‘ Communications is responsible for all marketing campaigns, communications activities, digital and social

Job Description

Marketing 8: Communications Director— FIH (International Hockey

The International Hockey Federation (FIH) is seeking to appoint a

Marketing & Communications Director who is ready to enter the fast-
paced world of hockey and demonstrate the FIH core values of being
inclusive, optimistic, progressive and dynamic-

With “137 member National Associations and millions of fans around the

world. hockey enjoys a strong global profile and following. You will become part of a talented team aiming to build upon this exposure with media activities, international relations, event on—site media operations, image and branding

Overall responsibility:

Responsible for planning, development and implementation of all the FlH’s marketing strategies, marketing communications and public relations activities both external and internal.

Directs the efforts of the marketing and -communications staff and -coordinates at the strategic and tactical levels with the rest of the Leadership Team.

Key Responsibilities, Tasks and Activities:

– Responsible for creating, implementing and monitoring the FIH marketing and communications strategy to raise the profile, engage and grow the sport.

– Responsible for widening the FlH’s international influence through high quality stakeholder engagement. PR and international relations activities

– Responsible for ensuring that. hockey is a leading sport that meets ambitious targets in terms of online presence, fan experience and digital communities

– Drive strategy behind website, social media and new technology platforms to ensure that we remain number one choice for hockey content

– Implement. highly recognizable brands that deliver a compelling glo-bal image and signifi cantly in-crease market share

– Direct campaigns for FIH event.s and activities through FIH owned channels and partner channels

– Develop ongoing consumer insights programme to inform decision making and measure progress

– Broaden relationships with media and other key internal and external stakeholders to ensure seamless and positive communication between the FIH and these groups

– Responsible for the achievement of Marketing and Communications -goals objectives, within budget

– Work with the leadership team to develop and maintain strategic perspective (based on marketplace needs and satisfaction) in organizational direction a.nd decision–making

– Ensure effective management within the marketing, communications and digital function

– Lead and manage agencies and freelance resources

Requirements, Education and Experience:

– Demonstrated experience, skills and knowledge of marketing, communications and digital at a strategic level.
– Comprehensive understanding of power of -content (video, data, etc)

– Strong: track record of establishing: an-d managing brands

– Proven experience of risk and reputation communication management and working with international media. both re–
actively and proactively

– Experience developing and managing budgets

– Experience overseeing the design and production of print materials, digital materials and publications

– Commitment t.o working with shared leadership and in cross-functional teams

– Strong: oral and written communications skills

– Ability to manage multiple projects at a time

– Travel is required

Skills and Knowledge:

– Leadership qualities, with character and a sense of humour and well presented

– Capable of setting high standards of professionalism;

– Strategic thinker, capable of -contributing to- the big: picture

– Highly creative

– High level of honesty and integrity, discrete and ethical

– Strong negotiation, -conflict management and problem solving skills

– Positive, flexible and optimistic approach, able to quickly adapt to the changing: nature of work
– Well-organized, strong time management skills

– Provide managerial and administrative leadership, capable of building a high performing team

The FIH is an equal opportunity employer and welcomes applications from all qualified candidates. We thank all applicants, but only those considered for the position will be contacted-

FIH ad

After that lengthy introduction I now turn to the release, on the 29th June 2018, of interview notes, from the FIH Press office, which prompted me to write this article. I don’t have much to say following this.

Reflecting on his first three months in charge, new International Hockey Federation (FIH) CEO Thierry Weil gives his first interview in which he reflects on his move from the world’s largest international sports federation, FIFA, to head of a sport that has been working hard to innovate and grow in recent years.

One of his first observations has been the passion that people within the FIH have for their sport. This, he considers, is both a blessing and challenge. He explains:“From the President to the Executive Board to the office staff, there is a passion for the sport that comes from lifelong involvement. For some people, they have been in hockey their entire lives and their parents were involved in the sport before them.”

For Weil, this is somewhat at odds with the concept of a ‘Hockey Revolution’. ‘The term ‘revolution’ means dramatic change, so for me, as an outsider, a revolution within the sport is an exciting prospect but it’s not easy to implement because the passion for the sport makes it difficult to introduce too much radical change.‘

‘The Hockey Revolution is an ambitious mission but it opens a lot of possibilities in view of new initiatives and different approaches.‘

But being an outsider and a newcomer to the sport has its advantages. ‘I can ask stupid questions or have crazy ideas that would actually fit in with the idea of a Hockey Revolution. They are the questions that those within the sport would never dream of asking. It means I can have conversations that at least will open people’s minds to new ideas.‘

For Weil, the three words that drew him to the role of CEO were ‘FIH Pro League‘, and his views on this are outlined in the second part of this interview to be published shortly. However, not surprisingly for someone brought up in the world of football, while the FIH Pro League is a thrilling initiative, it is the World Cup that remains the number one event.

‘I see the World Cup as the pinnacle. It is the biggest event. The Olympics is also big but the World Cup is an FIH event and so must be the top. And it has so much commercial value —two World Cup events in a year is great commercially as well as for the sport’s profile.‘

Reflecting on the Hockey Revolution, how dramatic will it be under its new leader?

‘The Hockey Revolution is an ambitious mission but it opens a lot of possibilities in view of new initiatives and different approaches,‘ says Weil. “I think that the way to increase the popularity of the game is to make it simple to play
and easy to understand.‘

Weil cites two areas, aside from the FIH Pro League and the Hockey Series, in which the game can grow commercially: the development and spread of the short-form version of the game, and the introduction of exhibition matches in
cities, so that people can just turn up and watch the sport as they are walking around town.

These initiatives will help increase the fan base and participation rates, which in turn will have a positive knock-on effect on FlH’s ability to find commercial partners. To back up these ambitions, in 2018 and 2019 FIH will invest more than ever in its dynamic broadcast and content strategy, with the aim of raising the quality of coverage. This will include features that will help spectators understand the game better.

Three months in and Weil is a huge fan of the sport. He says hockey has great potential to grow, develop and lead the way in innovation. At its heart is the fact that it is both a team sport and a sport that is enjoyed and played equally by men and women, of all ages and ability.

“Hockey has already taken a big step forwards over the past few years,‘ says Weil, and, while it might not be a revolution in the strictest sense of the word, he is excited to be leading hockey into the brave new world of commercial sport.

The FIH obviously hired Mr.Thierry Wield to obtain money, particularly Tournament sponsorship money, for the FIH (that is very clear from the job description). With a total operating income of around $11,000,000 the FIH Executive would  ‘prostrate themselves on the ground’ before a man they thought might be able to perhaps double that amount, and he is a man who is used to securing large sum long term sponsorships. But it bears repeating that FIFA had a $500,000,000 sponsorship shortfall in the last four year cycle and an operating loss of $122,000,000 in 2015. We are not told in the articles what the total sponsorship revenue of FIFA was in that or any other, year.

What Thierry Wield is not, and this is also very clear, is somebody who knows anything at all about field hockey. His remarks about the passion participants have for the game and the fact that it is played over a great age range by both genders, are the level of research that could be done in a few hours on Google or Wikipedia by an elementary school pupil writing a project essay. It is likely that prior to his application to be CEO of the FIH he had never seen a hockey match played. Yet he appears to want to be involved in making hockey simple to play (even though that is not part of his job description) obviously other people must undertake this task if it is considered necessary – but who?. Is it necessary or desirable to make hockey easier to play? I don’t think this is a priority, like tennis, hockey requires a basic level of competence which players must work hard to achieve if they are to enjoy playing the game. The development of a high level of skill is an ideal that is aspired to by younger players (there are ‘stars’ to emulate), not an impediment that stops them taking up the game. Players who do develop the necessary skills are proud of their achievements and want constantly to improve upon them. The presence of these skills is one of the main reasons people follow hockey.

Thierry Wield has picked up the ‘Hockey Revolution’ jargon but has no more idea what it means than any of the rest of us who have been subjected to the term have. I have absolutely no idea what it means, other than going around in circles.  I must profess to ignorance but other than ‘Back to hockey’, the development of ‘Walking hockey’ and ‘One Thousand Hockey Legs’ (the latter two both initiatives by individuals), I can’t point to a new example of the ‘Hockey Revolution’ in action that the FIH could be proud of or one that is creating revenue. The Pro Hockey League is floundering and Hockey 5’s is not yet established (will Hockey 5’s really be the face that hockey presents to the world at future Olympic Games? I believe that any suggestion that soccer be presented as a five-a-side game at future Olympics would ‘take off’ like a lead balloon and hockey should reject it for the same reasons soccer would). Five-a-side is a useful tool for introducing the game at school level (it’s economical because it uses small pitches and that makes it viable /attractive for the wide-scale introduction of hockey into schools. particularly State schools, which is something that desperately needs to be done) but I would not like to see 5-a-side replacing the present full pitch game.

How do we make the game easier to understand? Simple: ensure that it is played to the Rules of Hockey published by the FIH Rules Committee, while also ensuring that those Rules are consistent and sensible – but that is were I came in about twenty-five years ago. Describing the task is easy, achieving it is proving very difficult.