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.

Download the agenda

Tuesday, April 19

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, or one Workshop and one Round Table.

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

  • Authentic Targeting: Staying True to Your Brand

    Scott Nenninger, Life Time - The Healthy Way of Life Company
  • Awesome Brand Activations at Festivals

    David Hazan, DLH Marketing
  • Building Strategic Global Partnerships

    Mark Giovino, A.S. Roma
  • Co-Creation: Managing a Paradigm Shift in Cultural Organizations

    Jon Severson, Science Museum of Minnesota
  • Emerging Sponsor Categories & How to Sell Them

    William Chipps, IEG and ESP Properties
  • Enhancing Fan Experiences with Tech Partners

    Lindsey Eckhouse, NFL
  • Everything You Wanted to Know about Renewals but Were Afraid to Ask

    Amy Potter, BMO Harris Bank
    Megan Grabowski, Chicago Bulls
  • Getting Started with a New Sponsorship: Must-Do Steps

    Craig Stacey, Thrivent
  • How Your Brand Can Impact Education

    Jon Chapman, EverFi, Inc.
    Brian Cooley, EverFi, Inc.
  • Lessons from a Serial Disrupter

    Justine Siegal, Baseball for All
  • A Perfect 10: Proven Ideas to Keep Your Sponsors Coming Back for More

    Gail Lowney Alofsin, Newport Harbor Corporation
  • Projecting & Managing Sponsorship and Activation Budgets

    Seth Fishbein, Liberty Mutual
  • Seven Must-Haves to Deliver Social Impact, Marketing Impact & ROI with Nonprofit Sponsorship

    Mark Giordono, FIRST
    Garrett Ponder, Qualcomm Technologies, Inc.
  • Successfully Buying & Selling Multiplatform Programs: What You Need to Know

    Archie Dixon, BET Networks
  • Successfully Selling Sponsorship to New, Niche Properties

    Laurie Kirby, AboutFest
  • Upselling Your Current Partners

    David Jessey, Jessey Sports
  • Using Sponsorship to Build Relevance Among Mexican-Americans

    Marques Jackson, MillerCoors
  • Using Sports, Arts & Culture for Economic Growth & Innovation

    Susan Missner, Consultant
  • What a Prospective Sponsor Wants to Know

    Steve Leland, Accenture

Workshop: Going Beyond the Event: Content Creation Case Study

Anika Grant, Associate Sponsorship Director, Essence Communications Inc.
Whitney Headen, Senior Digital Marketing Manager, Essence Communications Inc.
Regine Moore, Senior Marketing Manager, Walmart
This session will explore how properties and brands can create greater scale and engagement with consumers by partnering to create custom content. Anika and Whitney will present a detailed case study of how Essence created a year-long, multi-channel campaign with a sponsor through a custom content program. They will share how Essence developed strategies to meet shared goals and objectives, resulting in unique, shareable content for both brands. Examples of the live executions and videos will provide attendees with a step-by-step guide of how to best leverage an event platform to maximize their event’s assets and ultimately maximize sponsorship opportunities. Key takeaways will include: 1) Thinking beyond the event and extending the conversation through content pre- during and post the live experience; 2) Partnership vs. sponsorship (listening vs. selling); and 3) Knowing what will resonate with your audience (audience research; sponsor and event KPIs).

Workshop: Meeting in the Middle: Building a Partnership that Ensures Value for Both Sides

Justine Fedak, Senior Vice President and Head of Brand, Advertising and Sponsorships, BMO Financial Group, North America
Scott Sonnenberg, Vice President of Corporate Sales, Chicago Bulls

Workshop: Securing the Rights You Need to Deliver Value to Partners in a Digital World

Nikki Bhargava, Associate Attorney, Winston & Strawn LLP
Jason Gordon, Associate Attorney, Winston & Strawn LLP
Navigate the legal issues of sponsorship, promotions and events, as Nikki and Jason provide you with the do’s and don’ts of sponsorship marketing, watch-outs in new and social media, and tips for contract drafting.

Keynote Address10:15 am to 11:00 am

Marriott’s Virtuous Circle: Begin with Customers, End with Relationships

Jennifer Utz, Vice President, Buzz Marketing & Global Partnerships, Marriott International, Inc.
Facing changing consumer expectations and business-model disruption, Marriott International, home to 19 brands, has responded with a host of customer-centric marketing innovations focused on adding value to its guests’ lives and lifestyles. Jennifer will show how global partnerships are key to this strategy, particularly the company’s new deal with Universal Music Group, which grants guests opportunities to experience their favorite artists around the world, and unique activations around its longstanding sponsorship of the NFL.

Presentations11:15 am to 12:15 pm

Building a Global Sports Brand While Maintaining Local Relevance

Brad Sims, Senior Vice President and Chief Revenue Officer, Cleveland Cavaliers
Professional sports teams were long referred to as “single-market properties,” but the reach of digital and social media has made that phrase obsolete. With millions of Cavs fans, viewers and followers in places such as China, Australia and Brazil, Brad will discuss how the team is poised to capitalize on its international presence while not losing sight of the importance of its home market and local support.

Philanthroship: Designing Partnerships That Build Communities, Arts Organizations & Brands

Curt Mosel, Senior Vice President of Marketing & Corporate Partnerships, ArtsQuest
As a leading events-presenting organization that offers the majority of its programming for free, the nonprofit ArtsQuest has created a successful model of developing community-focused events that fill major arts and cultural needs in the community while also exceeding sponsors’ goals and objectives. In this workshop, you will discover: 1) Dynamic ways to custom-tailor partnerships for unique experiences that benefit sponsors, audience and the community; 2) How to create inventory that partners want while remaining true to your mission; 3) How to leverage your digital, social & experiential assets to enrich your partners and your community.

Putting Partnerships to Work for Business-to-Business Marketers

Margaret Connor, Senior Manager, Sponsorships & Alliances, Hewlett Packard Enterprise
Having managed the company’s entertainment sponsorships prior to the split of HP’s personal computing and printing unit from its enterprise technology business, Maggie will outline how a pure B2B company approaches partnership opportunities and activation programs.

Disruption / Coherence: Creating "Buzz" that builds the Brand

Winfried Daun, Group Head Advertising, Brand Strategy & Media, UBS AG
UBS recently relaunched its brand globally through a campaign featuring a series of Annie Leibovitz photographs and is sponsoring her world tour. The exhibition is the latest addition to a portfolio of cultural and sports partnerships that UBS uses to forge closer relationships with clients and prospects. Winfried will discuss the strategy behind the company’s sponsorships, how it evaluates opportunities and measures success.

Networking Lunch and Keynote Address12:30 pm to 2:30 pm

Plumb the knowledge and experience of delegates who sponsor, sell or manage specific types of sponsorship – or have expertise in a particular discipline – by sitting at one of the special-interest tables at lunch. Seating is on a first-come basis. Discussion occurs during lunch, prior to the keynote address.

The Power of Partnerships to Fix the Future

Dean Kamen, President, DEKA Research & Development Corp., Founder, FIRST
Dean is best known for inventing the Segway, the Coca-Cola Freestyle vending machine and the Slingshot portable water purifier in partnership with Coke. He also founded FIRST, an organization dedicated to motivating the next generation to understand, use and enjoy science and technology. This visionary inventor and entrepreneur will offer an inspirational look at what’s coming, what it means and how innovative partnerships have the ability to change our world for the better.

Presentations3:00 pm to 4:00 pm

Adapting to 21st Century Needs: Shifting from the Biggest to the Best Sponsor

Eelco van der Noll, Vice President, Experiential Marketing, Anheuser-Busch InBev
AB has historically been one of the biggest sponsors in sports. But has it been the best? Are AB and its flagship brands, Budweiser and Bud Light, ready for the future? How are they adapting to 21st century consumer and fan expectations? Eelco will discuss how the biggest brewer in the world has evolved and is evolving its sponsorship strategy.

Exploiting the Digital Opportunity: Maximizing the Value of Your Non-Live Rights and Content

Andy Wasef, Managing Director, Digital & Consulting Strategy, ESP Properties
Peter Tortorici, Executive Advisor, ESP Properties
Find out how properties of all types are creating and distributing content to reach and grow their audiences, as well as provide brand partners more valuable ways to interact with fans.

Lessons from Future Goals: How the NHL Is Driving Interest in Hockey and STEM Education

Moderator: Jon Chapman, Founder and President, EverFi, Inc.
Panelists: Brian Jennings, Executive Vice President and Chief Marketing Officer, NHL
Pete Hassen, Senior Executive Director of Marketing, Chicago Blackhawks
Jay Feaster, Executive Director of Community Hockey Development, Tampa Bay Lightning
The NHL and NHLPA were in pursuit of a unique, league-wide educational initiative that could drive student interest in STEM and also ignite interest in hockey. In partnership with education specialist EverFi, they developed the Future Goals program that has scaled to reach 750k students in its first eighteen months. The session will focus on the genesis of this initiative, program metrics, and key guidelines for working collaboratively with schools. Panelists will also share insights on how corporations and sports enterprises can develop similar educational programs that support their communities.

Winning with Social Media: How to Successfully Plan and Execute Social-First Sponsorship Activation

Monique Giroux, Vice President, Sponsorship Marketing & Strategic Partnerships, CIBC
CIBC flawlessly executed its FIFA World Cup association (through official partner Visa) by developing a social media campaign that allowed it to compete with an overwhelming amount of digital content produced by global partners of the event. Monique will share how the “Fan Inside Us All” platform leveraged three pillars—creating and showcasing live moments through on-site activations; offering incentives to engage with the brand; and creating participation platforms for fans to express their passion—to outperform bigger-spending cosponsors and deliver tangible business results for its card-focused program.

Keynote Address4:15 pm to 5:00 pm

Applying Innovation to Partnerships to Meet Consumer Expectations

Chris Brandt, Chief Brand & Concept Officer, Taco Bell Corp.
Whether it’s the Live Mas Student Section during College Football Playoff games, NBA Buzzer Beater social videos, or the near-iconic “Steal a Base, Steal a Breakfast” World Series promotion, Taco Bell knows what it takes to engage young adult consumers. Chris will share how the company delivers relevant content and experiences “on demand” by staying nimble and a step ahead

Cocktail Reception5:00 pm to 6:30 pm

Join your colleagues to relax and recap the ideas, innovations and inspirations of the conference’s first two days. Share what you’ve learned, hear others’ insights and deepen those peer-to-peer connections.

Download the agenda. Schedule subject to change.