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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.

Download the agenda

Tuesday, April 10

Morning Exercise6:15 am

Join us for either a two- to five-mile run led by ESP Properties staff, or H.I.I.T (High-intensity Interval Training) hosted by Life Time Partnership Marketing.

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.

Workshops and Round Tables8:30 am to 9:45 am

You have your choice of attending one workshop or two small-group round-table discussions on a wide variety of topics.

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 each morning.
  • Activation Programs – Don't Forget Your Employees

    Karen Perlman, MB Financial
  • Managing Multiple Partnerships and Multiple Objectives

    Aaron Silvestain, Fifth Third Bank
  • Building Effective Association Partnerships

    Timothy Tlusty, ACHE
  • Building Strategic Regional Partnerships

    Vicki Higgins, Citizens Business Bank Arena
  • Co-Creation: Managing a Paradigm Shift in Cultural Organizations

    Jon Severson, Science Museum of Minnesota
  • Gaining Internal Support for Sponsorship Initiatives

    Tommy Wright, Space Center Houston
  • How to Add Value to Your Sponsorship Offer

    William Chipps, ESP Properties
  • How to Value Social Capital: The Biggest Asset You’re Leaving on the Table

    Lesa Ukman, ProSocial Valuation Service
  • Sponsorship 360 – It’s ALL about the Customers – Sponsors, Attendees and other Stakeholders

    Gail Alofsin, Newport Harbor Corporation
  • Aligning Brands, Goals and Outcomes between Nonprofit and Corporate Partners

    Terry Norton-Wright, Movember
  • Good Sports: Giving Back Through Sports Partnership Programs

    Jessica Worley, Tampa Bay Buccaneers
  • Re-assessing Partnership Value in a Digital World

    Tom Perros, ESP Properties
Session of particular interest to: diamond = sponsors circle = sponsees square = all

Sponsorship Sales in Real Time: Interactive Skill Building

This always popular, completely interactive session features audience participation in the form of brief pitches to decision-makers. In addition to the sponsors’ honest, informed and practical assessment of what’s working, what’s not and what’s missing, fellow attendees are also encouraged to offer suggestions.

Brynn Zech, Manager, Strategic Sponsorships & Social Media, TE Connectivity
Chris Riedel-King, Assistant Director, Sponsorships, Principal

Streamlined & Efficient Sponsorship Activation: How LAFC Built a Sponsorship Division from the Ground Up without a Single Spreadsheet

Whether you are a brand partnering with multiple properties or a rightsholder with multiple brand-partners, how many spreadsheets does your internal activation group use to manage your deals? How many emails and phone calls does your team place each month communicating with partners around activation and fulfillment? There’s a better way...

Join Ryan as he discusses how LAFC built its sponsorship division and portfolio of partners from the ground up with efficiency in mind. When the team was kicking off operations, Ryan and his team sought more efficient ways than email and spreadsheets to manage the excess of tasks, communication and assets for each partner. LAFC has created systematized and efficient internal processes to keep its team and partners organized as the club begins its inaugural season. See how LAFC leverages CRM and specialized sponsorship management software to not only manage the revenue details of each deal, but also oversee the progress of activating each asset in every one of those deals.

Adam Grow, V.P., Customer Strategy and Success, KORE Software
Ryan Bishara, Director, Corporate Partnership Strategy, Los Angeles Football Club

Keynote Address10 am to 10:45 am

Strong Take: Building, Engaging and Monetizing Community

In creating authentic connections with its audience, digital media superstar Barstool has become the paragon of successful fan engagement, not to mention a lightning rod for controversy. Erika will discuss how the content company has built and maintained the loyalty of “Stoolies” and how the organic integration of brand partners such as Totino’s, Bud Light and Dunkin’ into the Barstool ecosystem has earned the type of fan support that all properties and brands aspire to.

Erika Nardini, CEO, Barstool Sports

Presentations11 am to Noon

23 + 29 = Adding Value for Brands through Authentic Experiences and Events

Events—and the brand partnerships they stimulate—are proving to be key growth engines for both traditional and digital publishers as they face challenges to ad-based business models. As media companies become live entertainment producers, this session will explore what it means for them, for sponsors and for others in the event space. Join two industry leaders who are at the vanguard of this evolution: Erica is responsible for conceiving and monetizing brand experiences such as the inaugural Teen Vogue Summit for Conde Nast brands and clients, while Albie has been instrumental in building the successful 29Rooms immersive event for Refinery29.

Erica Boeke, Vice President, Experiential/23 Stories, Condé Nast
Albie Hueston, Creative Director, Experiential, Refinery29

Honey, I Shrunk the Crowd: What Research Can Tell Us about Winning Back Audiences

Organizations of all types are experiencing declines in attendance and participation in the face of competition for the time and attention of their fans, members and other stakeholders. Jed and Bill will share how research can surface insights that go beyond “I don’t have the time” or “I don’t have the money” to address this critical business challenge for sponsors and rightsholders alike.

Jed Pearsall, President, Performance Research
Bill Doyle, Vice President, Performance Research

How a Global Brand Becomes Local through Community Partnerships

Starbucks is committed to creating positive change in the communities where it does business around the globe. Nowhere is that commitment more important than the company's hometown of Seattle. In this session, Erin will share how Starbucks leverages partnerships to create meaningful connections between the global brand and local customers. She will discuss specific examples of sports, arts and cultural partnerships that successfully engaged Starbucks hometown audiences while mutually supporting partnership goals.

Erin Combs, Senior Manager, Community Partnerships, Starbucks

Match Play: Embracing Innovation to Drive Partnership Success

The European Tour is widely recognized as one of the world’s most progressive rightsholders, adopting new ways to engage fans and pioneering new commercial partnership models. With prior experience leading sponsorship programs for Procter & Gamble and Barclays, Nathan will share his unique perspective on the latest developments, smartest approaches and practical tools employed to forge mutually beneficial relationships.

Nathan Homer, Chief Commercial & Marketing Officer, PGA European Tour

Networking Lunch and Keynote Address12:15 pm to 2:15 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 3:30 pm

Getting Hooked: How Swedish Fish Found Success with a Non-Sports Sponsorship

Working with Allionce, the marketing partner for U.S. Zoos & Aquariums, Mondelez’ Swedish Fish brand built a multi-venue partnership that delivered measurable results through live and digital engagement with consumers. Kalshelia and Mark will take you through the program’s origins and how they worked with individual properties to access digital, social and on-site benefits that enhanced guest experiences while boosting the brand.

Kalshelia Lloyd, Associate Director, NA Gum Equity, Mondelez International, Inc.
Mark Giovino, CEO/Founding Partner, Allionce Group

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

How Performance Drives Sponsorship Strategy for Bose

The leading audio brand successfully employs partnerships with the NFL, Mercedes F1 team, Bonnaroo festival and others to connect with end consumers by adding value and transforming experiences. Pat will discuss setting goals, creating strategies and holding partnerships to the highest performance standard possible.

Pat LaCroix, Head of Global Media & Alliances, Bose Corporation

Making the Digital-First Leap

Among other moves to reach fans and immerse them in the sport, the NLL recently launched its own production studio, introduced POV player cams to enhance the viewer experience, established streaming partnerships with Twitter and CBS Sports Digital and invested in tech partnerships. Nick will discuss why the strategy makes sense for smaller properties and plans to drive revenue through digital platforms.

Nick Sakiewicz, Commissioner, National Lacrosse League

Workshops and Round Tables3:45 pm to 5 pm

You have your choice of attending one workshop or two small-group round-table discussions on a wide variety of topics.

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 each afternoon.
  • How to Leverage Sponsorship to Drive Sales & Traffic

    Michelle Adams, Freshii
  • Increasing the Value of Association Partnerships

    Amy Rogaliner, American Bar Association
  • Key to Success: Implementing a Proven Sales Process

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

    Refugio Orozco, Family and Morale, Welfare and Recreation USAG Fort Wainwright, Alaska
  • Shifting from Traditional to Experiential

    Katie Yandell, Professional Convention Management Association
  • The Art of Activation: How Technology is Influencing the Fan Experience & Driving Brand Engagement

    Andrea Bailey, AEG
  • Building Effective Corporate/Nonprofit Partnerships

    Dennis Duquette, MassMutual Financial Group
  • Shifting from Tradition to Experiential in Business Events

    Megan Donovan, Chicago Bulls
    Amy Potter, BMO Harris Bank
  • Increasing Engagement, Cool Factor and Impact of Sponsor Activation

    Grady Lee, GV2GT
  • Understanding the Esports Ecosystem and Opportunities

    Chris DeAppolonio, Triggerfish Partnerships
    Chris Chaney, Infinite Esports & Entertainment
Session of particular interest to: diamond = sponsors circle = sponsees square = all

Marketers Are from Mars; Influencers Are from Venus

Influencer marketing takes advantage of the changing media landscape and is delivering results to brand partners, but success is far from automatic. Learn how to navigate this uncharted territory and forge partnerships that work for marketers, talent and audiences. Get the perspective of one the Internet’s biggest celebrities—canine or otherwise—and two of the most experienced talent negotiators.

Jonathan Cloonan, Vice President of PLAYA, Fullscreen Media
William Finkel, Vice President of Business and Legal Affairs, Fullscreen Media
Jon Huang, Owner, Manny the Frenchie

Technology, Tickets and Live Events: The Future and Impact

Ticket and event technology is undergoing major change. The era of print-at-home and PDF tickets is drawing to a close. Mobile tickets will soon be the only way to access live events. Is your company ready? This session will explore how organizations are preparing for these dramatic changes in client entertainment.

Troy Tutt (Moderator), Vice President, Partnerships, TicketManager
Michael Goldstein (Panelist), Vice President, Global Marketing & Sponsorships, Mastercard
Dave Scarborough (Panelist), Chief Strategy Officer, Ticketmaster
Peter Kent (Panelist), SVP, Tournament Revenue, PGA TOUR
Terrance Richardson (Panelist), Partner, Global Mobility Services, Global Reward Services, KPMG

Cocktail Reception5 pm to 6:30 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.