IEG's Annual Sponsorship Conference

Pre-conference Seminar

IEG’s fast-track new seminar on peak-performing digital strategies delivers the training sponsors, rightsholders and agencies need to profit from the explosion of opportunities to engage and connect with today’s broadband-empowered, always-on fans and consumers.

You will learn how to measurably increase the value of your sports, entertainment, event, lifestyle and cause partnerships through campaigns on Web sites, mobile phones, DVRs, satellite TV and radio, video game consoles and wireless devices.

For the first time ever, IEG identifies the new, established and emerging tools in the online world to activate partnerships and increase sponsorship’s effectiveness by making it a more engaging tool. You will learn about the many new and established spaces in which to engage and connect online—before, during and after an event—from computer gaming to jamming for the cameras.

Rightsholders, discover how to:

• Build lucrative online communities
• Successfully compete on small numbers by selling engagement rather than reach
• Generate more revenue by creating a MySpace-model Web site
• Use software to deliver the audience your sponsor wants to reach
• Increase the effectiveness of offers to sponsors while adding value to fans

Sponsors, discover the most effective strategies to:

• Not merely create an association by branding content or an experience, but rather amplify your messages by shaping the experience
• Increase relevance, response and ROI with social media and user-generated content
• Access the power of pull using digital enhancements and interactive features
• Negotiate the digital rights that support your broader business goals
• Harness the passions of fans and prospects to build not only awareness, but sales and loyalty.

Agenda

About Your Presenters

Jordan Glazier is the CEO of Eventful, which creates interactive and new media platforms for Energizer, Miller, Guitar Center, MTV and other leading sponsors. A signature strategy is enhancing experiences. For example, Eventful helped Energizer activate its sponsorship of the Vans Warped Tour by giving fans the ability to influence which band played the encore in each of 45 cities. Eventful also creates integrated programs that reach audiences in online social networks (Facebook, etc.), virtual worlds (Second Life, There.com), through widgets and user-generated content. Prior to joining Eventful, Glazier was a general manager at eBay, where he built and managed three of its largest business units, including Consumer Electronics, Computers, and Business and Industrial.

Richard Moore, managing director of Capitalize Ltd., has created award-winning sponsorship programs including Bacardi-Martini’s Bacardi B-Live campaign. His agency also is behind Yamaha’s Moto GP Team and Carlsberg-Tetley’s status as official beer of England Rugby. Other clients include T-Mobile, the Royal Air Force, the British Marine Federation and the British music industry’s Nationwide Mercury Prize.

Jeff Povlo, brand experience specialist for Nokia Corp., oversees Nokia Trends Lab, where aspiring DJs, designers, animators, sound engineers, photographers and other creatives can refine and showcase their multimedia talents and work with established artists. Povlo, who also combined edge and pop to create signature brand platforms that appeal to young adults while heading sponsorship for Heineken, also takes the Lab’s offline partnerships—including Ireland’s Electric Picnic and Berlin Fashion Week—online.

Lesa Ukman is chairman of IEG, LLC, where she and her colleagues create new and better ways for clients to deepen bonds with consumers at all touch points. The IEG Valuation Service is the worldwide standard for calculating the value of online and offline partnerships, and Lesa has worked with the world’s largest sports leagues, entertainment properties and causes to maximize the value of their new media rights for sponsors. Through the IEG Return on Sponsorship service, she is enabling clients to link sponsorship expenditures directly to real investment returns.

Seminar Workbook

The 130-page Seminar Workbook—the first and only in-depth guide to identify the myriad digital options and activation strategies of sponsors and rightsholders—includes case studies of partnerships of all types and sizes. From sports leagues and teams to causes and festivals, it will inform and inspire your ability to tap the new opportunities embedded in new media.