Jam-Packed Agenda

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.

Round Table Discussions

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
  • Associations

    Stacey Goldberg, ESP Properties
    Larry Albus, ESP Properties
  • Causes

    Elizabeth Manley, ESP Properties
    Jennifer Swaim, ESP Properties
  • Festivals, Fairs & Events

    Kristen Pelachyk, ESP Properties
    Jessica Parr, ESP Properties
  • Military

    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.

High Risk-High Reward: How Citi Bike Created a New Level of Engagement with Citi’s Consumers

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.