Brand Innovators Sports Marketing Upfronts

November 12, 2020

November

12

-

,

Hosted by

(completely virtual event)

Brand Innovators Sports Marketing Upfronts

November 12, 2020

No items found.
Hosted by

AGENDA

10:00am

Welcome Remarks

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

Co-Chair: 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

11:00am

Keynote - Performance Partnerships & The Keys To Effective Sports Marketing

Chris Davis, Chief Marketing Officer, New Balance

11:20am

Fireside Chat - The Future of Sports Marketing & Cultural Relevance

Chris Davis, Chief Marketing Officer, New Balance

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

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.  

Anne Ristau, Head of Global Sponsorships, Dell Technologies

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

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

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

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

1:40pm

A Winning Combination

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, Turner Sports, and United Airlines to better understand their process to bring these to market and how they used these successes to shape future campaigns and partnerships.

Success Story #1

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

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

Success Story #2

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

3:00pm

Digital Experiences: Converting Physical Experiences to Virtual Ones

Success Story #1

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

Success Story #2: The Backstory of Transforming a 40-Year-Old Event to Digital Experience in Days

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. 

Lisa Woodward, Director, Sponsorships, Anheuser-Busch

Nick Kelly, VP, Partnerships, Beer Culture & Community, 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.

Cindy Nguyen, SVP of Enterprise Programs, Bank of America

Justin Toman, Head of Sports Marketing & Partnerships, PepsiCo

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

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.

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

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

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

5:30pm

Virtual Cocktail Reception + “Vent Session”

AGENDA

10:00am

Welcome Remarks

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

Co-Chair: 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

11:00am

Keynote - Performance Partnerships & The Keys To Effective Sports Marketing

Chris Davis, Chief Marketing Officer, New Balance

11:20am

Fireside Chat - The Future of Sports Marketing & Cultural Relevance

Chris Davis, Chief Marketing Officer, New Balance

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

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.  

Anne Ristau, Head of Global Sponsorships, Dell Technologies

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

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

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

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

1:40pm

A Winning Combination

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, Turner Sports, and United Airlines to better understand their process to bring these to market and how they used these successes to shape future campaigns and partnerships.

Success Story #1

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

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

Success Story #2

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

3:00pm

Digital Experiences: Converting Physical Experiences to Virtual Ones

Success Story #1

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

Success Story #2: The Backstory of Transforming a 40-Year-Old Event to Digital Experience in Days

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. 

Lisa Woodward, Director, Sponsorships, Anheuser-Busch

Nick Kelly, VP, Partnerships, Beer Culture & Community, 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.

Cindy Nguyen, SVP of Enterprise Programs, Bank of America

Justin Toman, Head of Sports Marketing & Partnerships, PepsiCo

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

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.

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

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

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

5:30pm

Virtual Cocktail Reception + “Vent Session”

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