Jam-Packed Agenda

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.

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.

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.

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.

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.

During his meteoric rise from ticket and sponsorship sales rep to leading an NFL franchise, Al has been involved in the opening of AT&T Stadium and Levi’s Stadium, and the architect of innovative partnerships across not only the tech sector, but a wide range of categories. He joins us to share his unique perspective on what it takes to build successful organizations that have securing, retaining and ensuring return for sponsors at their core.

What began as a sponsorship between Bayer’s Crop Science division and Country Music Association Entertainer of the Year Luke Bryan’s Farm Tour three years ago has grown into a partnership serving multiple Bayer enterprises and encompassing charitable and social media components through ties to Feeding America and #HeresToTheFarmer campaign. The panel will discuss the origins of the partnership, the objectives of both the Bayer brand and Luke’s organization, and how and why this partnership continues to deliver for Bayer, Luke and country music fans.

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.

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. Dan 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.

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.

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.

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.