Brand Innovators Sports Marketing Upfronts

November 12, 2020

November

12

-

13

,

2020

Hosted by

(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.

Brand Innovators Sports Marketing Upfronts

November 12, 2020

No items found.
Hosted by

AGENDA

Day 1 – November 12, 2020

10:00am

Welcome Remarks

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

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

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, CRO, Cadent

11:00am

Keynote - Performance Partnerships & The Keys To Effective Sports Marketing

Chris Davis, Chief Marketing Officer & SVP Merchandising, New Balance

11:20am

Fireside Chat - The Future of Sports Marketing & Cultural Relevance

Chris Davis, Chief Marketing Officer & SVP Merchandising, New Balance

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

Moderated By: Courtney Burgess, VP 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

12:10pm

CMO RoundTable: Talking Fan Engagement and In-Stadium Experiences with League CMOs

12:40pm

Fireside Chat

1:05pm

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 and Advertising, North America, Burger King Corporation

Marissa Solis, Senior Vice President, Core Brands, Media, Sports and Partnerships, Frito-Lay North America

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 and Experiential Marketing, AT&T

2:20pm

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

3:00pm

Digital Experiences - Converting Physical Experiences to Virtual Ones: Success Story

Kimberly Page, Vice President, Brand Communications, AT&T

3:30pm

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, Head of Strategy, Brand and Experience Marketing, SAP

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. 

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

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

Lisa Woodward, Director of Sponsorships, Anheuser-Busch InBev

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, and Strategy, Danone

Cindy Nguyen, SVP of Enterprise Programs, Bank of America

Justin Toman, Head of Sports Marketing & Partnerships, PepsiCo

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

5:30pm

Virtual Cocktail Reception + “Vent Session”

Day 2 – November 13, 2020

12:00pm

Kick Off

12:20pm

Fireside Chat

12:40pm

Athletes as Influencers: The Ins & Outs of Talent Partnerships

Dan Goldstein, Vice President, Marketing, The Skills

1:15pm

Doing Less with More: Challenger Brands in Sports

Ryan Eckel, Brand President, Tracksmith

Todd Meleney, Vice President, Marketing, NOBULL

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

10:00am

Welcome Remarks

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

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

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, CRO, Cadent

11:00am

Keynote - Performance Partnerships & The Keys To Effective Sports Marketing

Chris Davis, Chief Marketing Officer & SVP Merchandising, New Balance

11:20am

Fireside Chat - The Future of Sports Marketing & Cultural Relevance

Chris Davis, Chief Marketing Officer & SVP Merchandising, New Balance

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

Moderated By: Courtney Burgess, VP 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

12:10pm

CMO RoundTable: Talking Fan Engagement and In-Stadium Experiences with League CMOs

12:40pm

Fireside Chat

1:05pm

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 and Advertising, North America, Burger King Corporation

Marissa Solis, Senior Vice President, Core Brands, Media, Sports and Partnerships, Frito-Lay North America

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 and Experiential Marketing, AT&T

2:20pm

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

3:00pm

Digital Experiences - Converting Physical Experiences to Virtual Ones: Success Story

Kimberly Page, Vice President, Brand Communications, AT&T

3:30pm

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, Head of Strategy, Brand and Experience Marketing, SAP

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. 

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

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

Lisa Woodward, Director of Sponsorships, Anheuser-Busch InBev

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, and Strategy, Danone

Cindy Nguyen, SVP of Enterprise Programs, Bank of America

Justin Toman, Head of Sports Marketing & Partnerships, PepsiCo

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

5:30pm

Virtual Cocktail Reception + “Vent Session”

Day 2 – November 13, 2020

12:00pm

Kick Off

12:20pm

Fireside Chat

12:40pm

Athletes as Influencers: The Ins & Outs of Talent Partnerships

Dan Goldstein, Vice President, Marketing, The Skills

1:15pm

Doing Less with More: Challenger Brands in Sports

Ryan Eckel, Brand President, Tracksmith

Todd Meleney, Vice President, Marketing, NOBULL

2:00pm

Private RoundTables

Breakout Session #1: Opportunities in Gaming & Esports

Breakout Session #2: Charting The Future of Sports Marketing

SPEAKERS

SPONSORS

MARQUEE SPONSORS

PREMIER SPONSOR

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