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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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Monday, March 27

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

  • Developing a Sponsorship Sales Plan: Opportunity + Preparation = Sponsorship Luck

    Paula Beadle, Caravel Marketing
  • The Digital Proposition: Building a Direct-to-Consumer Content Business to Drive Value for Brands and Fans

    Andy Thwaite, ESP Properties
  • Emerging Sponsor Categories and How to Sell Them

    William Chipps, IEG and ESP Properties
  • How to Engage/Activate Your Community with Your Brand

    Ira Frankel, EverFi Sports & Entertainment
  • How to Use Live Events to Build Community, Relevance & Revenue

    Giovanni Loria, DTE Energy
  • Investing in Your Long-Term Relationships: Must-Have Conversations between Sponsors & Sponsees

    Amy Potter, BMO Harris Bank
    Megan Grabowski, Chicago Bulls
  • Managing a High-Performance Sales Team

    Allen Hermeling, Chicago Cubs
  • The Nuts and Bolts of Audience Research

    Bill Doyle, Performance Research
  • Outside the Box Ways for Organizations to Maximize Sponsorship Revenue

    Curt Mosel, ArtsQuest
  • Seven Must-Haves to Deliver Social Impact, Marketing Impact and ROI with Touring Events

    Marieke Bianchi, Warner Music Nashville
  • Successfully Buying & Selling Multiplatform Programs: What You Need to Know

    Archie Dixon, BET Networks
  • 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: Arts & Cultural Institutions, Causes, Participatory Sports and Professional Sports. SIG meetings take the place of the round tables.

Keynote Address10:00 am to 11:00 am

Good Is the New Cool: Market Like You Give a Damn

Afdhel Aziz, Director, Absolut Labs
A passionate believer that sponsorships hold the greatest promise in a new era of marketing, Afdhel has led marketing innovation and partnerships for the iconic vodka brand for four years, with a focus on emerging tech and digital media. He has created groundbreaking experiences and activations incorporating virtual reality, augmented reality and other technology as a sponsor of Coachella and more than 100 other festivals globally, as well EDM artists Swedish House Mafia, Lady Gaga and other performers. Afdhel will explore a range of relevant topics, including the three essential considerations for every partnership; how marketers can generate meaning for their brands, their consumers and themselves, and the critical role of nonprofits and culture creators in building value.

Presentations11:15 am to 12:00 pm

Partnership Activation & Results

Achieving Success through B2B Sponsorship

Rick Penn, Director of Global Sales & Sports Partnerships, The Dow Chemical Co.
Having joined Dow after working to secure a partnership with the company while in business development for NASCAR’s Richard Childress Racing team, Rick will discuss how working with committed property partners has led to success in strengthening customer relationships, accessing new sales channels and enhancing the brand, among other results.


Audiences/Data/Engagement: The Keys to Commercial Success

Sam Yardley, Associate Director, Client Services, Two Circles
Insights into audiences is the single biggest driver of commercial revenue growth for rightsholders. This means having access to, organizing and connecting customer data. Although technology plays a part, smart properties approach this not as an IT challenge, but as an opportunity to deliver personalized marketing for your partners.

Partnership Sales & Strategies

Every Sponsor Is Different: Aligning Multiple Partners, Activation and Content with Target Consumers

Vince Cicero, Vice President of Global Partnerships, Feld Entertainment
Keith Hester, Sports & Entertainment Partnerships, Chick-fil-A
Alex Louw, Senior Vice President, Marketing, National Vision, Inc.
Tyler McBride, Event and Engagement Marketing Manager, Toyota North America
Feld Entertainment, whose touring attractions include Ringling Bros. and Barnum & Bailey, Monster Jam, and Disney On Ice, is adept at working with a wide range of sponsors—from experienced to first-timers and across many industries. Including two of the largest retail operators in their categories, this session will explore how a property can meet the needs of partners with different perspectives, communications strategies and target markets.


How to Ace the Opportunities Presented by Social Media

Alexandra Willis, Head of Digital, Communications & Content, The AELTC, Wimbledon
Wimbledon tennis may not be the first brand that comes to mind when looking for cutting-edge examples of using Snapchat, Twitter, Periscope, Facebook and other channels for property marketing. Yet that is exactly what you will find, as the All England Lawn Tennis Club has established a pioneering presence in social media, demonstrating deep understanding of what is relevant and appropriate for each platform. Alex will discuss how Wimbledon has delivered on the promise of making its virtual experience the next best thing to being there, and offer relevant ideas and takeaways for organizations seeking to grow their audiences demographically and geographically.

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

About half the lunch tables will be reserved for attendees who want to meet and share experiences with others from their industry. Seating is on a first-come basis. Discussion occurs during lunch, prior to the keynote address.

Presentations2:30 pm to 3:15 pm

Partnership Activation & Results

Dutch Master: How ING Merged Tech and Culture to Promote Innovation

Tjitske Benedictus, Head of Sponsoring, Events & Activation, ING Netherlands
To support its positioning as an innovative financial services company, ING sought to use its role as sponsor of cultural organizations to spark conversation in traditional and social media. A longtime partner of the Rijksmuseum, home to many paintings of the “Dutch Masters,” ING and agency J. Walter Thompson, Amsterdam struck on the idea of using data and computing technology to create “The Next Rembrandt,” a new portrait “by” the renowned artist. Tjitske will share the story behind the project—which won 16 Cannes Lions in June—lessons learned, and the impact it has had on the bank and its “innovative spirit.”

Partnership Sales & Strategies

Nontraditional Sponsorship Opportunities: What We Can Learn from Esports’ Success

Nathan Lindberg, Director of Global Esports Sponsorships, Twitch
Nathan has worked with many non-endemic sponsors of the world's largest video game live streaming platform, including General Mills, Exxon Mobil, and Procter & Gamble, on effectively reaching a young, enthusiastic audience in ways they will be receptive to. He will walk through case studies of how successful partnerships came to life and are achieving measurable brand visibility.

Partnership Sales & Strategies

Straight from the Decision-Makers: Panel Discussion

Panelist: Marques Jackson, Brand Manager, Sports & Entertainment Marketing, MillerCoors
Panelists: Molly Sapienza, Group Head, Corporate Sponsorships, PNC Financial Services
Kelley Winn, Manager, Brand Sponsorships & Partnership Marketing, Alaska Airlines


What FC Bayern Munich’s Internationalization Means to the Club and Its Partners

Rudolf Vidal, President, Americas, FC Bayern Munich
Loren Angelo, Vice President, Marketing, Audi of America
Luca Lupino, Global Asset Manager North America, Adidas
This past year was a monumental one for the leading German soccer club, which embarked on a successful summer tour in the U.S. as part of the Audi Summer Tour 2016 as part of its international brand building. It also embarked on an ambitious fan engagement project addressing digital channels, social media, mobile apps and other initiatives designed to give greater control and flexibility over the club’s digital content and its delivery. Learn the story behind these strategies and their importance to two of the team’s most important commercial partners.

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.

Brand Confidential: Sponsor Peer Group Discussion

Moderator: Michael Nolan, Senior Marketing & Communications Leader, Accenture
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.

Emerging Technology and Its Potential Impact on Sponsorship Sales

Jon Werbeck, Vice President, AEG Global Partnerships
With more than a decade’s worth of experience creating partnerships for marketers ranging in size from Fortune 500 companies to start-ups and across multiple categories, Jon will share an insider’s perspective on emerging tech and how it's playing out in the sponsorship industry. The session will address taking advantage of technology as a sales tool; trends that are shaping partnerships and altering the experience for on-site audiences as well as those who couldn’t get a ticket; and how to capture sponsors from this new industry.

How Sports & Community Can Power Your Brand

Moderator: Brian Cooley, President, EverFi Sports & Entertainment
Panelists: Jerome Williams, 9-year NBA veteran, (Chicago Bulls, Toronto Raptors, Detroit Pistons & New York Knicks)
Jamal Mayers, 15-year NHL veteran, (Chicago Blackhawks, St. Louis Blues, 2013 Stanley Cup Champion)
Jackie Grimes, Director, Marketing & Communications, United Way of Metropolitan Chicago

Sports can build a community, and a community can deeply impact your brand. How do you combine sports and community to power your brand? Hear perspectives from NBA and NHL legends and the United Way as they share strategies on:

  • How athletes and non-profits view your brand
  • Why partnerships work in the community and how they benefit sponsors
  • How sponsors can maximize their relationship with an athlete or team

ProSocial: The Intersection of Money & Meaning

Lesa Ukman, Founder, Lesa Ukman Partnerships
From the rise of B Corps and social impact investing to the humane economy and the shifting role of brands—from cause marketers and check writers to change makers and stakeholders—the market for good is reaching a tipping point. But for sponsors and rightsholders, it is no longer enough to create social capital. Igniting customers, employees, supply and distribution channels now requires a universal currency to measure the value of the good created. And, not just for one cohort, but for the entire community.

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

  • Aligning Properties' Marketing Assets with What Your Sponsor Needs

    Mark Giovino, Allionce Group
  • Building Effective Corporate/Nonprofit Partnerships

    Dennis Duquette, MassMutual Foundation
  • Co-Creation: Managing a Paradigm Shift in Cultural Organizations

    Jon Severson, Science Museum of Minnesota
  • Creating a Compelling Sales Proposition through Storytelling

    Brian McCue, Winmo
  • Digital Activations That Build Fan Engagement and Sponsor ROI  

    Jeff Jurgella, Minnesota Twins
  • How to Create the Ultimate Fan Engagement Experiences

    Nick Arcuri, Omnigon
  • Increasing the Value of Association Partnerships

    Beth Jabick, Alzheimer's Association
  • Leveraging Digital Influencers to Drive Value

    Jared Melzer, TE Connectivity
  • Meeting a “Chapter” Organization Challenge: Sharing Activation Responsibility Nationally and Locally

    Jason Held, Playworks
  • Selecting the Right Partner for a Successful Activation

    Jane Hawley, Sparks
  • Sweet Spot Activation: Teaming with Partners to Build Mutually Beneficial Solutions

    Craig Sweeney, Louisiana Marathon
    Kellie Duhon, Blue Cross & Blue Shield
  • Take Your Sponsorship Activation to the Next Level

    Anne Ristau, Dell EMC
    Claudia Bernheart, Dell EMC
  • Using Technology to Enhance Fan Experiences and Deliver ROI for Event Organizers and Sponsors

    Stephen Person, FISH Technologies

Evening Reception7:00 pm to 9:00 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.