Mihir Bose: Schmid on getting more for less, a winter World Cup and managing social media deluges

Last Sunday Marcel Schmid was at Wembley to watch the New England Patriots play the St Louis Rams. Nothing remarkable in that you may think, some 84,000 others were also there as NFL made its annual foray outside its homeland in an effort to reach a worldwide audience.
But for Schmid, chairman of the International Football Arena (IFA), it provided renewed focus for one of the themes that will dominate this year’s conference in Zurich on November 12-13.