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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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Tuesday, March 28

Key to Session Tracks

Partnership Sales & Strategies Partnership Sales & Strategies
Partnership Activation & Results Partnership Activation & Results
Digital/Content/Media Digital/Content/Media
Audiences/Data/Engagement Audiences/Data/Engagement

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.

Special-Interest Groups and Round Tables8:30 am to 9:45 am

You have your choice of attending a gathering of peers from your sector or attending two small-group round-table discussions on a wide variety of topics. The list of round tables will be posted closer to the conference.

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

  • Aligning Brands, Goals and Outcomes between Nonprofit and Corporate Partners

    Erica Graham, Movember
  • Driving Loyalty through Sponsorships

    Keisha Kelly Thompson, Hilton
  • How Nonprofits Can Answer the Market Call for Employee Engagement while Staying Mission-Focused

    Darcy Brown-Martin, Playworks
  • How to Add Value to Your Sponsorship Offer

    William Chipps, IEG and ESP Properties
  • Keeping Long-Term Partnerships Relevant & Renewable

    Carley St. Lucia, Philadelphia Eagles
    John Derham, iQ Media
  • Key to Success: Implementing a Proven Sales Process

    Paula Beadle, Caravel Marketing
  • Leveraging Partnerships to Create Successful Promotions

    Refugio Orozco, U.S. Army
    Pierre Laxa, U.S. Army
  • Partnering in the Land of Impossible Expectations: How Nonprofits Go Corporate and Keep Their Souls

    Diane Knoepke, The Alford Group
  • Selling Cause and Association Sponsorship: What You Need to Know

    David Jessey, Jessey Sports + Purpose
  • Sponsorship and Event Tools that Drive ROI and Build Data

    Darrell Gehrt, CrowdCompass by Cvent
  • Sponsorships in a Digital Age: How to Stay Flexible and Relevant with Digital Content

    Amy Potter, BMO Harris Bank
    Megan Grabowski, Chicago Bulls
  • Sweet Spot Activation: Teaming with Partners to Build Mutually Beneficial Solutions

    Thomas Pietras, American Family Insurance

Special Interest Group Meetings

Join a SIG and share ideas with your peers. Choose from the following groups: Associations, Entertainment, Media & Digital Content Companies and Sponsors. SIG meetings take the place of the round tables.

Keynote Address10:00 am to 11:00 am

Shared Experiences, Brand Relevance: The Keys to Audi’s Sponsorship Success

Loren Angelo, Vice President, Marketing, Audi of America
Audi of America is a leader in activating sports and entertainment partnerships to forge emotional and meaningful connections with consumers. Loren will share how the automaker leverages digital content, social media, traditional advertising and technology to drive positive return on objectives, whether pioneering the development of engaging content and creating highly visible cultural moments to advance a specific message through its six-year Emmy partnership, or activating its Major League Soccer sponsorship with the MLS Player Index, involving consumers with a brand story—in this case Audi’s focus on innovation—by taking advantage of technology to deliver real-time statistics and improve the fan experience.

Presentations11:15 am to 12:00 pm

Partnership Sales & Strategies

From Banking to Beyoncé: Lessons To Be Learned from a Sponsorship Marketer’s Pivot

Steve Pamon, COO, Parkwood Entertainment
Following a successful run as head of sports and entertainment marketing at JPMorgan Chase—where he was responsible for the company’s global sponsorship portfolio—Steve joined Beyoncé’s management and production company as chief operating officer just over a year ago. Having been intimately involved in Beyoncé’s Super Bowl 50 blockbuster halftime show, the Formation World Tour, the release of the groundbreaking Lemonade and multiple business ventures, Steve will share his insights on this new era for entertainers and entertainment marketing, and what it all means for brands, event producers, distribution channels and other stakeholders.


How the Race to Digital & Social Victory Is Won with Data

Rob Bloom, Group Head of Digital & Social Media, McLaren Technology Group
It is no secret that compelling video content can achieve multiple objectives for rightsholders, as well as their commercial partners and sponsors. But an effective video strategy requires a great deal more than recording footage and putting it online. Rob will discuss how the McLaren-Honda Formula 1 team exposes insights through data that allow it to constantly refine and enhance how it engages with its audience and tells its brand story—as well as those of its partners—across owned channels, as well as Facebook, Instagram, YouTube, Pinterest and other social outlets.

Partnership Sales & Strategies

It Starts with a Vision: Identifying, Owning and Executing Your Organization’s True North in a Hyper-Competitive Marketplace

David Wright, Chief Marketing & Commercial Officer, Minor League Baseball (MiLB)
Beginning with his 15 years at Major League Soccer/Soccer United Marketing and continuing in his current role at MiLB, David has been a key player in developing support pillars for each organization’s vision. From his experiences with these rightsholders—one a true start-up (MLS) and the other a 115-year-old “start-up” experiencing exponential change (MiLB)—David will show how a succinct and ambitious vision, strategic direction and critical support can lead to unprecedented change and sustainable growth; as well as share best practices on how to maximize business potential in a hyper-competitive entertainment marketplace.


Why Rightsholders and Partners Must Increase Their Digital/Content/Media IQ

Andy Wasef, Managing Director, Digital & Consulting Strategy, ESP Properties
Properties that adopt progressive approaches to creating and distributing content will derive a two-fold benefit: protecting sponsorship revenue and staking a claim for brands’ digital media budgets. Explore how to enhance digital assets and maximize their value.

Networking Lunch and Keynote Address12:15 pm to 2:15 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.

Cheat Code: How to Get on the Fast Track to Success

Brian Wong, Founder & CEO, Kiip
Brian is quickly making a name for himself as the founder and head of Kiip, a mobile app rewards platform that lets brands give real-world rewards for in-app achievements. Brian founded Kiip six years ago at age 19, becoming one of the youngest entrepreneurs ever to receive venture capital funding. He will share insights from his just-published book, Cheat Code, focusing on innovation, team-building and people (including insights into new permissions and new norms involved with his generation, the most knowledge-enabled group ever), in addition to media and marketing.

Presentations2:30 pm to 3:15 pm


The Data Win-Win: Building Value for Audiences Returns Value to Properties

Scott Mitchell, CEO, Hamilton Tiger-Cats
As chief executive of the Canadian Football League team, Scott has led a data and digital transformation that is returning large dividends to the club. He will share the story of how improving the Tiger-Cats experience for fans and engaging with them through digital platforms is yielding highly valuable behavioral data that the team in turn is using to support ticket, concession and merchandise sales, as well as partner initiatives. Central to the club’s efforts: a loyalty program that rewards followers for purchases and participation, whether entering a contest, watching highlights or participating in sponsor activations.

Partnership Activation & Results

Empower the Content, Don’t Disrupt It: Storytelling through Successful Brand Partnerships

Mike Bertolina, Vice President of Client Development, Branded Entertainment Network (BEN)
Andrew Winstanley, Senior Manager, Media & Integrations, Zillow
Al Madrigal, Producer, All Things Comedy
Brand integration has emerged as a powerful way for marketers to reach and engage audiences, while also providing critical resources to content creators challenged to produce top-level programming with limited budgets. Join Mike, Andrew and Al as they discuss how to effectively navigate the symbiotic and evolving relationship between marketers and content creators, specific ways to craft a great story, the future of brand integrations and the tools available to connect corporate partners to consumers through the power of entertainment.


Growing Audiences and Revenue through Social Media Live Streaming

Nicolas Chapart, Head of Digital, FIBA, the International Basketball Federation
Nicolas is the architect of a digital strategy that has become the envy of not-ready-for-TV-broadcast properties around the world. As rightsholder for hundreds of international youth basketball games, FIBA is live streaming the competitions through YouTube and Facebook Live and monetizing the asset through advertising income and an increased value proposition for sponsors. Nicolas will share the organization’s plan for investing in and profiting from this new form of content distribution.

Partnership Sales & Strategies

Sponsorship Sales in Real Time: Interactive Skill Building

Moderator: Ryan Smith, Vice President, Sales, ESP Properties
Panelists: Jared Melzer, Director, Strategic Sponsorships, TE Connectivity
Chris Riedel-King, Assistant Director, Sponsorships, Principal
This always popular, completely interactive session features audience participation in the form of brief pitches to sponsor decision-makers. In addition to Jared and Chris’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.

Workshops and Round Tables3:45 pm to 4:45 pm

You have your choice of attending one of the sessions below or two small-group round-table discussions on a wide variety of topics. The list of round tables will be posted closer to the conference.

Gen Next: Crafting Partnerships that Break Through to Reach Millennials and Gen Z

Meredith Ferguson, Managing Director, & TMI Strategy
Building partnerships that engage people is one thing. Creating partnerships that truly drive millennials and Gen Z to action is an entirely different challenge. activates 5.5 million members to drive positive change, both online and off, with partners such as H&M, CVS Health, and ESPN. Meredith will deliver a behind-the-scenes look at the insights and tactics that guide's programs and the strategies that its consulting division, TMI, develops for its clients.

Tapping a Longtime Partnership to Restore a Brand’s Reputation

Mark Brennan, Head of Digital Marketing & Innovation, AIB
Brian Keating, Group Propositions & Brands Director, AIB
If baseball is America’s national pastime, Gaelic Games is Ireland’s, with passion for the sport a part of the Irish identity. As a result of the economic crisis, AIB—one of Ireland’s largest financial services providers and a 23-year Gaelic Games sponsor—saw public trust and sentiment plummet, reaching a record low of six percent. Mark and Brian will detail how the revitalization of AIB’s Gaelic Games sponsorship and the addition of a major new element—underpinned with specialist knowledge of the sponsored property—restored brand trust, delivered on business objectives and is assisting in the journey towards total rehabilitation.

Trumped: When Market Research and Polling Gets It Wrong!

Jed Pearsall, President, Performance Research
Bill Doyle, Vice President, Performance Research
This is not a political discussion, but a review of how flawed market research has misled decision makers into some of the biggest blunders in history. Simple mistakes can impact market research across all categories, including sponsorship in sports, arts, entertainment, non-profits, and just about any partnership where brands, rights holders, and people intersect. Join us for a lighthearted look back at some of the biggest research missteps of all time and a primer on how to avoid these common pitfalls when gathering your own sponsorship insights.

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 two round tables. more

  • Awesome Brand Activation at Events

    Karen Thompson, The Calgary Stampede
  • Building Strategic Regional Partnerships

    Tara Carson, JetBlue
  • Establishing Activation Priorities to Get the Biggest Bang for Your Buck

    Jason Huang, BMW of North America
  • Good Sports: Upping ROI by Adding Purpose to Sports Partnerships

    Jessica Worley, Chicago Fire
  • Increasing the Value of Nonprofit Partnerships

    Glenn Weckerlin, Chevron
  • Projecting and Managing Sponsorship and Activation Budgets

    Alicia Choitz, Maui Jim Sunglasses
  • Proposal Rehab: How to Make Your Offer Stand Out

    Noreen Major, Shakespeare Theatre Company
  • Revive and Thrive: How the Right Partnership Can Revive a Tired Asset

    Kristi Ellefson, Delta Dental of Washington
    Kimberly Aigner, Seattle Sounders FC
  • Selling Solutions: Using Research to Target Prospects & Close Deals

    Jessica Parr, ESP Properties
    Ryan Smith, ESP Properties
  • Sponsorship 360 – It’s ALL about the Customers – Sponsors, Attendees and other Stakeholders

    Gail Lowney Alofsin, Newport Harbor Corporation
  • Sweet Spot Activation: Teaming with Partners to Build Mutually Beneficial Solutions

    Lauren Rothman, Miami HEAT
  • What a Prospective Sponsor Wants to Know

    Chris Riedel-King, Principal

Cocktail Reception4:45 pm to 6:00 pm

Socialize with sponsorship’s best and brightest as you discuss new ideas, check out innovations from our exhibitors and solidify your plans for a great night on the town.

Download the agenda. Schedule subject to change.