Addressing the fourth annual Sports Marketing 360 conference in London in October 2010 , Nally declared : “ Conventional advertising is dead and conventional sports sponsorship is dead . The world is digital . ” Having , for much of his career , seen the sports business come increasingly to be dominated by large advertising , marketing and talent representation agencies , Nally is outspoken in his anticipation of a future in which new media has replaced conventional controlling interests . “ The era of dominant agencies is gone , ” he told '' SportBusiness Magazine '' in 2003 : As with Japan ’s 2022 World Cup bid , Nally is an ardent supporter of non-traditional sponsorship methods that enhance the immediacy of sport as live action experience . “ Sport has a tremendous ability to galvanise people . It is instant drama and instant theatre and it makes for the perfect live events , ” he has said . “ People want to be part of the event , they want instant connectivity and instant access . ” As live events play an ever more crucial role in marketing , Nally argues that new media can provide powerful opportunities to revolutionise traditional methods of activating brand-connection within any sport 's audience . Recalling his early success in transforming the ways in which sports federations market their product to the world , in a 2003 interview Nally lamented what he saw as the industry ’s failure to respond sufficiently to the increasing needs of sponsors within a rapidly evolving media marketplace : “ The creation of the product was what fascinated me and it fascinates me that it has n’t really gone on much further , ” he avowed , “ but it could . ” Throughout his career , Nally has consulted on a range of aspects pertaining to sport as collective , immediate , live action experience , from stadia environment and venue design to the technological enhancement of audience appreciation systems . He helped popularise magazine-style sports TV programming , alongside pioneering the use of big screen technology within stadia by introducing Mitsubishi ' Diamond Vision ' screens to Wembley Stadium in 1984 . A decade later , he was involved in the planning stages of the watershed redevelopment of England 's national stadium which reopened after a four-year reconstruction in March 2007 . Alongside his sports marketing activities , Nally has also secured sponsorship for major music events including The Rolling Stones ' 1982 European Tour , the David Bowie Serious Moonlight Tour , Duran Duran 's 1984 UK Tour , Leonard Bernstein 's 1986 series of Anniversary Concerts sponsored by Swiss watchmaker Ebel , The Three Tenors ' 1990 concert in Rome , and the 2007 Tribute Concert to Maria Callas at the Acropolis . In addition to serving diverse companies in music , leisure and live entertainment , Nally has himself produced several theatrical musicals , notably '' Casper : The Musical '' based on the animated cartoon series Casper the Friendly Ghost , which ran at the Shaftesbury Theatre in London 's West End from 1999 to 2000 , and '' Theatre of Dreams '' , chronicling the history of Manchester United from the emergence of the Busby Babes to the Munich air disaster to the arrival of Alex Ferguson , which premiered in 2001 at Manchester 's Bridgewater Hall and was a financial disaster
Munich air disaster
Munich air disaster
Patrick Nally