Why Sports Marketers Should Attend

If you’re seeking a conference experience focused on 1) the critical knowledge and skills you need to increase corporate partnership revenue; 2) how to find, connect and engage with brands; and 3) the latest and most important ideas and trends in sponsorship that will put you ahead of the pack, please join us April 8-11 in Chicago for Go Deep.

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Sessions and Speakers Most Relevant to Sports Marketers

Special Interest Group Meetings

Meet and share ideas with peer-to-peer knowledge sharing for both Teams & Leagues and Participatory Sports. You can start your discussion online before the conference and continue the conversation during the conference at the SIG group meetings.

Keynote Address

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

Presentations

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

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

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

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

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

New Direction: How BBVA Compass Pivoted Its Partnership Strategy

BBVA Compass has been served well in recent years by a major sports sponsorship that helped extend the reach of the banking brand nationally. Now the bank is adding another layer of depth to its evolving portfolio and activation approach to meet new business requirements in a frequently developing financial industry. Sheiludis will share how the brand has diversified its marketing strategy to complement its sports properties. This includes music, culinary and fine arts events that allow the bank to highly customize activations and improve targeting, digital and engagement opportunities.

Sheiludis Moyett, Senior Vice President, Marketing, Strategic Partnerships & Branded Content, BBVA Compass

Anatomy of a Trailblazing Esports Sponsorship: Jack in the Box and Team Envy

With multi-year, multimillion-dollar deals still a rarity in the uber-hot but still evolving esports sector, Adrienne and Mark will outline how the partnership came about, activations and benefits beyond the branding on team jerseys, and what success will look like for both parties.

Adrienne Ingoldt, Director of Marketing Communications, Jack in the Box
Mark Coughlin, Head of Marketing & Revenue, Envy Gaming

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

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

More Than an NBA Jersey Patch: The Convergence of the Brooklyn Nets and Infor

Much has been made of the value of NBA teams’ first-ever jersey patch deals. For sponsorship pros, the question to ask is not just what the exposure is worth, but how this unique asset can open the door to a truly integrated partnership. Chip and Mike will provide the answer with a look at the mutually beneficial alliance between New York City’s largest startup and youngest NBA franchise.

Chip Coyle, Chief Marketing Officer, Infor
Mike Zavodsky, Executive Vice President, Global Partnerships, Brooklyn Sports & Entertainment

Winning the Internet: Lessons from AS Roma’s Stunning Social Success

From uproarious player-signing videos that have become viral sensations to its more traditional but no less successful use of Instagram and other platforms to engage with fans, the Italian football club has established itself as a digital content leader. Paul, the architect of Roma’s digital strategy, will delve into the key considerations for properties seeking to engage with fans through social media and owned digital platforms.

Paul Rogers, Head of Digital & Social Media, AS Roma

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

Adding Digital Sales Skills to a Partnership Sales Operation

From extensive collaboration with the content department to understanding digital monetization to issues of production costs, partner needs and creative control, Doug will share how the NFL team got up to speed to provide digital and social content benefits to partners such as Visa, PNC and others so the Bears can drive revenue while entertaining, informing and engaging Bears fans.

Doug Carnahan, Vice President of Corporate Partnerships, Chicago Bears

And More

Plus scores of sessions where you will hear directly from corporate partners about what they want and need. View the Full Agenda

“IEG is renowned for its diverse pool of challenging speakers and an environment that encourages best-practice sharing between attendees. Sponsorship executives and brands alike benefit from the questions and answers they will consider at this remarkable event, which I recommend for organizations interested in growing and challenging their executives.” Scott O’Neil, CEO, Philadelphia 76ers, New Jersey Devils and Prudential Center

“Great networking opportunity, most sport-specific and relevant conference I've been to in a long time. High energy!” Seattle Sounders FC

“Great conference for networking. And structured so you can take advantage of content that is most relevant to you.” Philadelphia Eagles

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With so many conferences to choose from and limited time and budgets, it’s essential you choose the one that will deliver maximum return on your investment. That’s why we urge you not to miss this year’s IEG conference.