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

Monday, April 9

Registration7 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. Sessions will be posted closer to the start of the conference.

Opening Address10 am to 10:45 am

Go Deep: Creating Value for Audience, Brand & Media Partnerships

In football, going deep is just one option in a large playbook—sometimes the right selection, others not. But for brands and properties seeking to create meaningful partnerships, going deep is not a choice, it is imperative for success. To move your sponsorship programs forward requires looking, digging and thinking deep. Looking far beyond the traditional boundaries that have defined organizations and leveraging technology to act like the content powerhouses that every rightsholder and brand has the ability to become. Digging deep into the data that provides laser-like precision into who your audiences are and personalizing your relationship with each individual. And thinking deep about what you must offer to your partners and your stakeholders, recognizing that maintaining the status quo will leave you far behind.

Jim Andrews, Senior Vice President, IEG and ESP Properties

Presentations11 am to 11:45 am

Cracking the Video Content Storytelling Code

In just its first year, the success story of La Vida Baseball, a TeamWorks Media property produced in partnership with the Baseball Hall of Fame, offers multiple lessons for rightsholders exploring digital publishing. Jeff and Jay will share practical takeaways from the development of the digital media-first content approach that reaches 10 million U.S. Latino baseball fans per month, including recognizing that all video is not created equal and how to balance the goals of reach versus monetization.

Jeff Idelson, President, National Baseball Hall of Fame & Museum
Jay Sharman, Founder & CEO, TeamWorks Media

How a Global Brand Becomes Local through Community Partnerships

In addition to presenting specific examples of successful partnerships and activations from Starbucks’ hometown of Seattle, Erin will discuss what a large corporation looks for from local rightsholders of various types and how decisions are made.

Erin Combs, Senior Manager, Community Partnerships, Starbucks

How T-Mobile’s Sponsorship Portfolio Delivers Results

The session will explore how T-Mobile makes decisions to sponsor properties such as MLB, T-Mobile Arena, music festivals, concert tours and esports, as well as how it activates to support its brand story of market disruption and translates it all into results for the brand and the business.

Meredith Starkey, Vice President, Sponsorship & Events, T-Mobile

Improving Sponsorship Evaluation and Building a Sustainable Strategy

A-B InBev has completed a massive re-engineering of its sponsorship ROI process, introducing improved marketing analytics and measurement tools to quantify ROI, determine the right price to pay, establish the ideal activation strategy, and, ultimately, optimize its investments. Nick will share the reasons behind the overhaul, steps the company has taken and key elements of the model.

Nick Kelly, Senior Director, Experiential Marketing–Sports, Anheuser-Busch InBev

Networking Lunch and Keynote AddressNoon to 2 pm

The Heart of Big Data: Transparency and Action

Working at the intersection of innovation and foresight, Andrew will share his unique take on the meaning of the data revolution, with an emphasis on the shift from Big Data to Big Indicators to Big Instruments—essentially the move from more information to more value—and what it means for enterprises of all types.

Andrew Zolli, Director of Global Impact Initiatives, Planet Labs

Presentations2:30 pm to 3:15 pm

How Artificial Intelligence Is Revolutionizing Live Event Experiences

Cutting-edge tech is enabling properties, partners and fans to make smart, data-driven decisions. But what about “unstructured” data that doesn’t fit into spreadsheets, such as video, crowd noise and facial gestures? IBM is deploying its Watson technology to help partners such as US Open tennis and the Tony Awards solve some of their thorniest challenges. Join Elizabeth to learn how AI is creating smarter, more responsive and personalized live event experiences.

Elizabeth O’Brien, Program Director, Worldwide Sports & Entertainment Partnerships, IBM

What Monumental Sports Has Learned from Its Digital Content Experiment

Under Zach’s leadership, MSE, the parent company of the Washington Capitals, Wizards and other properties—along with MSN, its OTT platform—is disrupting and transforming the business model for delivering the live sports and original programming that fans want in the way they want it. Zach will share his unique insights and lessons learned from MSE’s groundbreaking approach to content distribution.

Zach Leonsis, Senior Vice President of Strategic Initiatives, Monumental Sports & Entertainment

Why Rakuten Chose Sponsorship to Convey Its Vision to Consumers

One of the most intriguing sponsorship stories of the last year is the emergence of Japanese e-commerce giant Rakuten as a major player. Hear the business strategy behind the company’s decision to become the largest sponsor of two iconic sports properties and how these partnerships will not only build awareness but define the company for consumers.

Rahul Kadavakolu, Director of Global Marketing and Branding, Rakuten
Chip Bowers, CMO, Golden State Warriors
Xavier Asensi, Director of New Business Development, FC Barcelona

Workshops and Round Tables3:30 pm to 4:15 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.

Brand Confidential: Sponsor Peer Group Discussion

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.

Rick Penn (Moderator), Director of Global Sales & Sports Partnerships, The Dow Chemical Co.

Monetizing Twitter Content through Personalization and Discovery

Laura, who works directly with brands and content rightsholders in sports and entertainment, will share opportunities for content distribution through the unique platform as well as dynamic strategies for content monetization.

Laura King, Head of Content Sales, Twitter

Evening Reception7 pm to 9 pm

We will take a short trip to a Chicago destination, where you can mix and mingle with newfound colleagues and friends while enjoying great food and drink.

Download the agenda. Schedule subject to change.