Brand Innovators Sports Marketing Upfronts

Presented by

November 12, 2020

November

12

-

13

,

2020

(completely virtual event) NOTE: The Sports Marketing Upfronts events are private, and access is exclusively reserved for qualified brand side marketers in addition to league side partners and team side members.

Featuring

AGENDA

Day 1 – November 12, 2020

9:30am

Welcome Remarks

David Teicher, Chief Content Officer, Brand Innovators

Co-Chair: Nick Kelly, Vice President, Partnerships, Beer Culture & Community, Anheuser-Busch InBev

Co-Chair: Justin Toman, Head of Sports Marketing & Partnerships, PepsiCo

9:35am

Fireside Chat

Danielle Lee, Chief Fan Officer, National Basketball Association (NBA)

Moderated by: Nick Kelly, Vice President, Partnerships, Beer Culture & Community, Anheuser-Busch InBev

10:15am

Opening Keynote

Ricardo Marques, Vice President, Marketing, Michelob ULTRA, Anheuser-Busch InBev

10:40am

Fireside Chat

Ricardo Marques, Vice President, Marketing, Michelob ULTRA, Anheuser-Busch InBev

Moderated By: Jim Tricarico, President of Sales, Chief Revenue Officer, Cadent

11:00am

Keynote - Performance Partnerships & The Keys To Effective Sports Marketing

Chris Davis, Chief Marketing Officer & Senior Vice President, Merchandising, New Balance

11:20am

The Future of Sports Marketing & Cultural Relevance

Chris Davis, Chief Marketing Officer & Senior Vice President, Merchandising, New Balance

John Evans, Senior Director, Global Sports Marketing, New Balance

Moderated By: Courtney Burgess, Vice President of Brand Partnerships, Minute Media

11:40am

Property Valuation Post-COVID

Throughout this Covid-19 Pandemic, all brands took a hard look at what is truly necessary in their partnership and in a world without fans in stands, what assets are necessary to drive value in today’s environment. This session will focus on the recalibrated value of the live event, importance of innovation, and how brands will look at their asset mix moving forward.  

Frank Nakano, Managing Director, Sports & Entertainment Marketing, JPMorgan Chase

Dan Pincus, Assistant Vice President, Sponsorships & Promotions, MetLife

Anne Ristau, Head of Global Sponsorships, Dell Technologies

Moderated By: John Tatum, President and Chief Executive Officer, Genesco Sports Enterprises

12:15pm

Leveraging Sports Properties & Athlete Relationships For Brand Building

Erick Dickens, Co-Founder & Chief Executive Officer, Kadenwood

1:00pm

Content Remains King

Hear how teams, athletes and brands have used their time at home to engage fans, grow their brands, and drive conversation. Which of these trends and tactics will stick around when sports return to normal and what can partners do to help organically integrate brands into their owned channels.

Dan Fleetwood, Vice President, Global Sponsorships, SAP

Rogelio Magana, Director of Marketing & Advertising, North America, Burger King Corporation

Marissa Solis, Senior Vice President, Core Brands, Partnerships & Media, Frito-Lay

Moderated By: James Denis, Vice President, Global Partnerships & Strategy, Vox Media

1:40pm

A Winning Combination: Success Story

A successful brand campaign that leverages various partnership assets is extremely challenging to bring to market, but when a brand does it right, it can be magical. In this session we’ll walk through case studies with AT&T and Turner Sports to better understand their process to bring these to market and how they used these successes to shape future campaigns and partnerships.

Seth Cole, Senior Vice President, Brand Partnerships, Turner Sports

Shiz Suzuki, Head of Sponsorships & Experiential Marketing, AT&T

2:20pm

The Backstory of Transforming a 40-Year-Old Event to Digital Experience in Days: Success Story

The future of live events is here, whether you’re ready or not! This year the world stopped, and everything changed, leaving SAP with hundreds of previously programmed events, numerous sponsorship engagements and one global marquee event to transform. Siddharth Taparia, head of Corporate Marketing at SAP will talk about how the company pivoted its entire customer engagement strategy to digital in a matter of weeks, the game time decisions they faced and the twists and turns they experienced along the way.

Siddharth Taparia, Senior Vice President, Global Head of Brand & Experience Marketing, SAP

2:40pm

Fireside Chat

Siddharth Taparia, Senior Vice President, Global Head of Brand & Experience Marketing, SAP

Moderated By: Ari Mark, Senior Vice President, Head of Partnership Development, Drone Racing League

3:00pm

How Sponsorships & Media Work Together

Katie Haniffy, Head of Media, Beverages, PepsiCo

Nick Kelly, Vice President, Partnerships, Beer Culture & Community, Anheuser-Busch InBev

Paolo Provinciali, Vice President, Media & Data, US, Anheuser-Busch InBev

Justin Toman, Head of Sports Marketing & Partnerships, PepsiCo

Moderated By: John Feyrer, Vice President, Brand Partnerships, OUTFRONT

3:30pm

A Winning Combination: Success Story

United Airlines became the official airline of the Golden State Warriors in Fall 2016. Since then, the two globally known brands have teamed up to support each other’s efforts to make the San Francisco Bay Area a better place to live and work. The projects the partners have pursued include rehabbing a basketball court in one of San Francisco’s poorest neighborhoods, and encouraging girls and African-American youth to pursue careers in STEM and aviation.

Rahsaan Johnson, Director, Sponsorships & Brand Activation, United Airlines

Mike Kitts, Senior Vice President, Partnerships, Golden State Warriors

3:45pm

Fireside Chat

Rahsaan Johnson, Director, Sponsorships & Brand Activation, United Airlines

Mike Kitts, Senior Vice President, Partnerships, Golden State Warriors

Moderated By: Nikki Ambrifi, Vice President, Sales Partnerships, fuboTV

4:00pm

When Repackaging Goes Wrong

Many times properties will repackage an asset, or suite of assets, based on their previous partners objectives or to meet a target value. The problem is, each partner has a different objective and how they perceive value varies greatly. In this session we’ll hear from brands on how to better understand your current or potential partner’s goals and how they vary by industry, season and market. 

Rob McQueen, Head of Strategic Sponsorships, Verizon

Jim Peters, Brand Content & Alliances Marketing Manager, Ford Motor Company

Lisa Woodward, Director of Sponsorships, Anheuser-Busch InBev

Moderated By: Rich Calacci, Chief Revenue Officer, Overtime

4:30pm

The Good, Bad, and Ugly of Make Goods

As we look back at the thousands of dollars in missed value and make good conversations over the course of the last six months, there has been a lot of debate on the ability to deliver in this new environment. In shortened seasons and neutral locations, new inventory was made available, but did it deliver the necessary value? Do brands actually want or value it? Can you fit a six month season into two months? These are just a few examples as brands share how they approached these discussions when sports came back, just in a slightly different format.

Kieran Foley, Head of Partnerships, Brand & Strategy, Danone

Cindy Nguyen, Senior Vice President of Enterprise Programs, Bank of America

Justin Toman, Head of Sports Marketing & Partnerships, PepsiCo

Moderated By: Deirdre Lester, Chief Revenue Officer, Barstool Sports

5:00pm

Using Brands to Drive Your Message

Every team is under pressure to sell tickets, keep their fans engaged and drive revenue, but rarely do properties look at their brands as a vehicle to help. We’ll take a look at ways partners have worked together to co-create a campaign that delivers a win for both sides.

Lance Evans, Senior Vice President, Sports & Entertainment, MGM Resorts International

Kheri Tillman, Vice President, Global Brand Development, HARMAN International

Lindsay Ulrey, Vice President, Global Sports Experiences and Partnerships, American Express

Moderated By: Sandy Brown, Commissioner, Major League Lacrosse

5:30pm

Virtual Cocktail Reception + “Vent Session”

Day 2 – November 13, 2020

12:30pm

Welcome Remarks

Emily Agate, Manager of Content & Community, Midwest, Brand Innovators

12:40pm

Athletes as Influencers: The Ins & Outs of Talent Partnerships

Dan Goldstein, Vice President, Marketing, The Skills

Traci Mason, Vice President & General Manager, Kadenwood

Moderated By: Doug Shabelman, Chief Executive Officer, Burns Entertainment

1:15pm

Doing More with Less: Challenger Brands in Sports

Ryan Eckel, Brand President, Tracksmith

Tara McRae, Chief Marketing Officer, TB12

Todd Meleney, Vice President, Marketing, NOBULL

Moderated By: Andrew Cohen, Senior Vice President, Group Account Director, The Strategic Agency

2:00pm

Private RoundTables

Breakout Session #1: Opportunities in Gaming & Esports

Breakout Session #2: Charting The Future of Sports Marketing

AGENDA

Day 1 – November 12, 2020

9:30am

Welcome Remarks

David Teicher, Chief Content Officer, Brand Innovators

Co-Chair: Nick Kelly, Vice President, Partnerships, Beer Culture & Community, Anheuser-Busch InBev

Co-Chair: Justin Toman, Head of Sports Marketing & Partnerships, PepsiCo

9:35am

Fireside Chat

Danielle Lee, Chief Fan Officer, National Basketball Association (NBA)

Moderated by: Nick Kelly, Vice President, Partnerships, Beer Culture & Community, Anheuser-Busch InBev

10:15am

Opening Keynote

Ricardo Marques, Vice President, Marketing, Michelob ULTRA, Anheuser-Busch InBev

10:40am

Fireside Chat

Ricardo Marques, Vice President, Marketing, Michelob ULTRA, Anheuser-Busch InBev

Moderated By: Jim Tricarico, President of Sales, Chief Revenue Officer, Cadent

11:00am

Keynote - Performance Partnerships & The Keys To Effective Sports Marketing

Chris Davis, Chief Marketing Officer & Senior Vice President, Merchandising, New Balance

11:20am

The Future of Sports Marketing & Cultural Relevance

Chris Davis, Chief Marketing Officer & Senior Vice President, Merchandising, New Balance

John Evans, Senior Director, Global Sports Marketing, New Balance

Moderated By: Courtney Burgess, Vice President of Brand Partnerships, Minute Media

11:40am

Property Valuation Post-COVID

Throughout this Covid-19 Pandemic, all brands took a hard look at what is truly necessary in their partnership and in a world without fans in stands, what assets are necessary to drive value in today’s environment. This session will focus on the recalibrated value of the live event, importance of innovation, and how brands will look at their asset mix moving forward.  

Frank Nakano, Managing Director, Sports & Entertainment Marketing, JPMorgan Chase

Dan Pincus, Assistant Vice President, Sponsorships & Promotions, MetLife

Anne Ristau, Head of Global Sponsorships, Dell Technologies

Moderated By: John Tatum, President and Chief Executive Officer, Genesco Sports Enterprises

12:15pm

Leveraging Sports Properties & Athlete Relationships For Brand Building

Erick Dickens, Co-Founder & Chief Executive Officer, Kadenwood

1:00pm

Content Remains King

Hear how teams, athletes and brands have used their time at home to engage fans, grow their brands, and drive conversation. Which of these trends and tactics will stick around when sports return to normal and what can partners do to help organically integrate brands into their owned channels.

Dan Fleetwood, Vice President, Global Sponsorships, SAP

Rogelio Magana, Director of Marketing & Advertising, North America, Burger King Corporation

Marissa Solis, Senior Vice President, Core Brands, Partnerships & Media, Frito-Lay

Moderated By: James Denis, Vice President, Global Partnerships & Strategy, Vox Media

1:40pm

A Winning Combination: Success Story

A successful brand campaign that leverages various partnership assets is extremely challenging to bring to market, but when a brand does it right, it can be magical. In this session we’ll walk through case studies with AT&T and Turner Sports to better understand their process to bring these to market and how they used these successes to shape future campaigns and partnerships.

Seth Cole, Senior Vice President, Brand Partnerships, Turner Sports

Shiz Suzuki, Head of Sponsorships & Experiential Marketing, AT&T

2:20pm

The Backstory of Transforming a 40-Year-Old Event to Digital Experience in Days: Success Story

The future of live events is here, whether you’re ready or not! This year the world stopped, and everything changed, leaving SAP with hundreds of previously programmed events, numerous sponsorship engagements and one global marquee event to transform. Siddharth Taparia, head of Corporate Marketing at SAP will talk about how the company pivoted its entire customer engagement strategy to digital in a matter of weeks, the game time decisions they faced and the twists and turns they experienced along the way.

Siddharth Taparia, Senior Vice President, Global Head of Brand & Experience Marketing, SAP

2:40pm

Fireside Chat

Siddharth Taparia, Senior Vice President, Global Head of Brand & Experience Marketing, SAP

Moderated By: Ari Mark, Senior Vice President, Head of Partnership Development, Drone Racing League

3:00pm

How Sponsorships & Media Work Together

Katie Haniffy, Head of Media, Beverages, PepsiCo

Nick Kelly, Vice President, Partnerships, Beer Culture & Community, Anheuser-Busch InBev

Paolo Provinciali, Vice President, Media & Data, US, Anheuser-Busch InBev

Justin Toman, Head of Sports Marketing & Partnerships, PepsiCo

Moderated By: John Feyrer, Vice President, Brand Partnerships, OUTFRONT

3:30pm

A Winning Combination: Success Story

United Airlines became the official airline of the Golden State Warriors in Fall 2016. Since then, the two globally known brands have teamed up to support each other’s efforts to make the San Francisco Bay Area a better place to live and work. The projects the partners have pursued include rehabbing a basketball court in one of San Francisco’s poorest neighborhoods, and encouraging girls and African-American youth to pursue careers in STEM and aviation.

Rahsaan Johnson, Director, Sponsorships & Brand Activation, United Airlines

Mike Kitts, Senior Vice President, Partnerships, Golden State Warriors

3:45pm

Fireside Chat

Rahsaan Johnson, Director, Sponsorships & Brand Activation, United Airlines

Mike Kitts, Senior Vice President, Partnerships, Golden State Warriors

Moderated By: Nikki Ambrifi, Vice President, Sales Partnerships, fuboTV

4:00pm

When Repackaging Goes Wrong

Many times properties will repackage an asset, or suite of assets, based on their previous partners objectives or to meet a target value. The problem is, each partner has a different objective and how they perceive value varies greatly. In this session we’ll hear from brands on how to better understand your current or potential partner’s goals and how they vary by industry, season and market. 

Rob McQueen, Head of Strategic Sponsorships, Verizon

Jim Peters, Brand Content & Alliances Marketing Manager, Ford Motor Company

Lisa Woodward, Director of Sponsorships, Anheuser-Busch InBev

Moderated By: Rich Calacci, Chief Revenue Officer, Overtime

4:30pm

The Good, Bad, and Ugly of Make Goods

As we look back at the thousands of dollars in missed value and make good conversations over the course of the last six months, there has been a lot of debate on the ability to deliver in this new environment. In shortened seasons and neutral locations, new inventory was made available, but did it deliver the necessary value? Do brands actually want or value it? Can you fit a six month season into two months? These are just a few examples as brands share how they approached these discussions when sports came back, just in a slightly different format.

Kieran Foley, Head of Partnerships, Brand & Strategy, Danone

Cindy Nguyen, Senior Vice President of Enterprise Programs, Bank of America

Justin Toman, Head of Sports Marketing & Partnerships, PepsiCo

Moderated By: Deirdre Lester, Chief Revenue Officer, Barstool Sports

5:00pm

Using Brands to Drive Your Message

Every team is under pressure to sell tickets, keep their fans engaged and drive revenue, but rarely do properties look at their brands as a vehicle to help. We’ll take a look at ways partners have worked together to co-create a campaign that delivers a win for both sides.

Lance Evans, Senior Vice President, Sports & Entertainment, MGM Resorts International

Kheri Tillman, Vice President, Global Brand Development, HARMAN International

Lindsay Ulrey, Vice President, Global Sports Experiences and Partnerships, American Express

Moderated By: Sandy Brown, Commissioner, Major League Lacrosse

5:30pm

Virtual Cocktail Reception + “Vent Session”

Day 2 – November 13, 2020

12:30pm

Welcome Remarks

Emily Agate, Manager of Content & Community, Midwest, Brand Innovators

12:40pm

Athletes as Influencers: The Ins & Outs of Talent Partnerships

Dan Goldstein, Vice President, Marketing, The Skills

Traci Mason, Vice President & General Manager, Kadenwood

Moderated By: Doug Shabelman, Chief Executive Officer, Burns Entertainment

1:15pm

Doing More with Less: Challenger Brands in Sports

Ryan Eckel, Brand President, Tracksmith

Tara McRae, Chief Marketing Officer, TB12

Todd Meleney, Vice President, Marketing, NOBULL

Moderated By: Andrew Cohen, Senior Vice President, Group Account Director, The Strategic Agency

2:00pm

Private RoundTables

Breakout Session #1: Opportunities in Gaming & Esports

Breakout Session #2: Charting The Future of Sports Marketing

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