Get inside the minds of decision-makers from a broad spectrum of industries. Discover how to drive growth through content, channels and customer data. Get inspired by leaders who are creating better partnerships and better futures.
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Monday, April 18
Morning Activities6:15 am to 7:15 am
Start your day right with one of the morning exercise options available through our conference partners and exhibitors.
Registration Opens7:00 am
Receive your conference badge, workbook and other materials. The registration desk will remain open throughout the day.
Networking Breakfast7:30 am to 8:30 am
Get a great start on your minimum daily requirement of schmoozing along with fueling up and planning your day.
Workshops, Special-Interest Groups and Round Tables8:30 am to 10:00 am
You may choose to attend three Round Table sessions, one Workshop and one Round Table, or a SIG Meeting.
The small scale of these discussion groups is designed for give-and-take on highly targeted subjects, as opposed to the session leader delivering a presentation. To allow participation in a variety of sessions, attendees may attend three round tables each morning. more
Achieving Results in Complex Environments: Strategic Management of Partnership Activation, Communications & Resources
Darren Sparks, Siemens
Anatomy of a Great Partnership
Holly Turner, Canine Companions for Independence
Shawn Hooker, Merial
Applying Big Data to Your Sponsorship Program
Michael Nolan, Accenture
Brand Citizenship & Sponsorships – A Winning Combination
Jared Melzer, TE Connectivity
Building a Partnership from the Ground Up
Chris Greene, Motivate
Building Effective Corporate/Nonprofit Partnerships
Dennis Duquette, Fidelity Investments
Charitable Marketing Campaigns: Legal Issues & Trends
Sara Chubb, Winston & Strawn LLP
Creating a Compelling Sales Proposition through Storytelling
Brian McCue, Winmo
Engaging Different Demographics through the Same Sponsorship — Millennial & 50-plus
Molly Quinn, Competitor Group
Michael Miller, Humana
Five-Pillar Approach to Making Sponsorships Work Harder & Smarter
Kristi Ellefson, Delta Dental of Washington
Good Sports: Upping ROI by Adding Purpose to Sports Partnerships
Sara Toussaint, Wells Fargo Enterprise Marketing
Increasing the Value of Nonprofit Partnerships
Glenn Weckerlin, Chevron
Managing a High Performance Sales Team
Allen Hermeling, Chicago Cubs
The Nuts & Bolts of Sponsorship Research
Bill Doyle, Performance Research
Recap Reports: What Sponsors Should Expect & Rightsholders Should Deliver
Kevin Cleary, Nestlé Waters North America
Talk Your Way to Success: Must-Have Conversations between Sponsors & Sponsees
Amy Potter, BMO Harris Bank
Megan Grabowski, Chicago Bulls
Un-Siloing: Removing Internal Barriers to Growth
Haley Carlson, Tribune Events Group
Katie Barrons, Tribune Events Group
What a Prospective Sponsor Wants to Know
Chris Riedel-King, Principal
Special Interest Group Meetings
Join a SIG and share ideas with your peers. You can start your discussion online before the conference and continue the conversation during the conference at the SIG group meetings. SIG meetings take the place of the round tables.
Arts & Cultural Institutions
Dan Kowitz, ESP Properties
Katherine Wade, ESP Properties
Stacey Goldberg, ESP Properties
Larry Albus, ESP Properties
Elizabeth Manley, ESP Properties
Jennifer Swaim, ESP Properties
Festivals, Fairs & Events
Kristen Pelachyk, ESP Properties
Jessica Parr, ESP Properties
Matthew Petersen, ESP Properties
Jessi Sanchez, ESP Properties
Permanent Attractions & Entertainment
Tom Perros, ESP Properties
Christopher Castellan, ESP Properties
Sports - Participatory
Shan Riggs, ESP Properties
Eric Del Carmen, ESP Properties
Sports - Professional
Mark Ording, ESP Properties
Nate Walsh, ESP Properties
Opening Address10:15 am to 11:00 am
Partnerships for the Next Generation
Lesa Ukman, Futures Director, IEG and ESP Properties
We are now in an age of self-marketing, where the only way to reach people is to have them reach you. We must create experiences worthy of being shared, of being part of people’s feed rather than disruptive pre-roll. Sponsorship has moved from discretionary to mission critical because it is often the quickest access point for entering the cultural conversation. Through its creation and nurturing of events, talent and ecosystems, brands can take on meaning far beyond the product or service being sold, growing roots in the lifestyle and creative culture. But it is not automatic. Millennials and Gen Z are more discerning and media literate and successfully engaging them requires behavioral shifts. Lesa will identify six new approaches for connecting, not pandering, to younger audiences.
Presentations11:15 am to 12:15 pm
Going Over the Top and Beyond: Reaching and Expanding Your Audience Base through New Innovations
Moderator: Bryce Townsend, Head of Business Solutions, ESP Properties
Panelists: Rick Anderson, Executive Vice President of Global Media, PGA TOUR
Jason Coyle, President, 120 Sports
Neal Campbell, Senior Vice President/Chief Marketing Officer, CDW
Sloane Kelley, Executive Producer, PGA TOUR Digital
As the rapid-fire evolution of technology increasingly impacts fans’ consumption habits, rightsholders have had to develop creative new ways to attract and hold interest. Consequently, audiences have a growing number of options to follow their favorite sports and events. This discussion among new media experts and partners focuses on what the PGA TOUR has done to keep pace, and the partnerships it has forged to create new services and products, such as PGA TOUR LIVE and Skratch TV.
How Avaya Uses Sponsorship to Transform Both Its Brand and the Fan Experience
Peter Thompson, Managing Director, Global Sponsorships, Avaya Inc.
In addition to discussing how Avaya has relied on a portfolio of partnerships spanning sports, entertainment and the arts to position itself as a solutions-oriented digital company, Peter will share examples from Avaya Stadium and other properties that demonstrate technology’s role in creating deeper, more relevant fan engagement platforms for rightsholders and their partners.
More than Dollars: Crafting Cause Partnerships with Meaning
Karen Goldfeder, Vice President, Business Development, DoSomething.org
In addition to being phenomenally successful at engaging young people in effecting social change, DoSomething.org has forged connections for brands such as American Express, H&M, JetBlue, Toyota and others with Millennials, Gen Z and those who think young. Karen will share insights from DoSomething.org’s programs to illustrate that corporate behavior and values are just as important as money, if not more so.
Next-Generation Sales Strategies for Next-Generation Opportunities
Craig Turnbull, Senior Vice President, Marketing & Communications, Olympia Entertainment/Detroit Red Wings
Red Wings owner Olympia Entertainment is doing much more than building a new hockey arena. The Detroit Events Center is part of The District Detroit, a 50-block mixed-use development and revitalization effort. Securing partners that will embrace the vision behind this effort has required a new approach to valuing, selling and structuring multidimensional opportunities. Craig will share how the property has brought opportunities to life for prospects and successfully attracted partners.
Networking Lunch and Keynote Address12:30 pm to 2:30 pm
About half the lunch tables will be reserved for attendees who want to meet and share experiences with others from their industry. Seating is on a first-come basis. Discussion occurs during lunch, prior to the keynote address.
The Priceless Role Partnerships Play for MasterCard
Raja Rajamannar, Chief Marketing Officer, MasterCard
Raja helms a marketing organization that has used partnerships around the globe brilliantly in the last few years—whether partnering with UEFA, Justin Timberlake, Beyonce, SFX, All Blacks, Major League Baseball, PGA Tour, or Stand Up To Cancer. In addition to helping the brand’s “Priceless” campaign evolve to creating priceless experiences connected to people’s passions, sponsorships of electronic dance music and other properties ensure MasterCard stays relevant in a world where the way we pay for things is rapidly changing.
Presentations2:45 pm to 3:45 pm
No Bad Blood: How Comcast Builds Customer Relationships through Sponsorship
Todd Arata, Vice President of Brand Marketing, Comcast Cable
As consumers weigh new options for accessing video content, Comcast’s Xfinity cable TV service has staked a strong claim by partnering with sports and entertainment rightsholders to enhance the viewing experience and offer content unavailable anywhere else. Todd will tell the story of Xfinity’s “couch-to-concert” partnership with Taylor Swift and The 1989 World Tour, including its groundbreaking on-site activation elements, surprise-and-delight promotions and more.
Practical Advice for Growing Nonprofits’ Corporate Revenue
Noreen Major, Associate Director of Development, Shakespeare Theatre Company
Whether you are starting from scratch or needing to improve on existing results, Noreen will provide the latest actionable ideas, tools and resources for locating companies likely to sponsor and getting their attention, as well as strategies to get you in front of the decision-makers.
Sponsorship Sales in Real Time: Interactive Skill Building
Karen Cage, Global Sponsorships, HP, Inc.
Mike Kelner, Senior Director, Sponsorship Marketing, Fidelity Investments
This always popular, completely interactive session features audience participation in the form of brief pitches to the session leaders. In addition to Karen and Mike’s honest, informed and practical assessment of what’s working, what’s not and what’s missing, fellow attendees are also encouraged to offer suggestions.
Taking a Next-Level Approach to Sponsorship Rights and Packages
Dominic Hayes, Commercial Director, Aviva Premiership Rugby
Paul Sherrell, Head of Partnerships, Aviva Premiership Rugby
Jake Jones, Lead Consultant, Two Circles
England’s Premiership Rugby league, already a partner to blue-chip marketers including Aviva, Land Rover, Ricoh and others, is developing a new sponsorship strategy designed to take full advantage of changes in the media landscape—maximizing the value of digital assets while maintaining key benefits tied to mainstream broadcast partnerships. The session will share critical thinking necessary to position properties for success not just today, but tomorrow as well.
Presentations4:00 pm to 5:00 pm
Been There, Measured That: How Audiences Respond to Sponsorship
Jed Pearsall, President, Performance Research
Bill Doyle, Vice President, Performance Research
If it is sponsored, chances are Performance Research co-founders Jed and Bill have watched, studied, measured, and analyzed it. Take away top insights (and understand misconceptions) regarding what audiences think and feel about sponsorship from two global leaders in the field.
Brand Confidential: Sponsor Peer Group Discussion
William Chipps, Senior Content Editor, IEG and ESP Properties
Corporate marketers, in a session exclusively for them, will address their most pressing concerns surrounding sponsorship management, selection, activation and measurement through facilitated small-group discussion and feedback.
Brave New World: What We Can All Learn from Partnerships with Digital Influencers
Steve Ellis, Founder & CEO, WhoSay
Adam Schefter, NFL Insider
Whether partnering with YouTube stars or more traditional celebrities online, brands are
disrupting old-school notions of endorsements and sponsorships. Steve, whose digital media company publishes celebrity-created content across multiple platforms, will discuss the ins and outs of partnering with digital influencers, including the importance of authentic storytelling beyond paid tweets and promoted posts.
Jon Sellman, Senior Vice President, Strategic Marketing, North America Consumer Bank, Citi
Dani Simons, Director of Communications and External Affairs, Motivate
A big bank makes a big bet on a large and controversial new bike-sharing system in New York City. What could possibly go wrong? more
Evening Reception at Soldier Field7:00 pm to 9:00 pm
Sponsorship’s not-to-be-missed annual social gathering provides an unparalleled opportunity to get to know your peers in a fun, relaxed environment. Unwind, mix and mingle with friends old and new.
Download the agenda. Schedule subject to change.