Brand Innovators Sports Marketing Upfronts
November 12, 2020
November
12
-
,
Hosted by
(completely virtual event)
(completely virtual event)
Co-Chair: Justin Toman, Head of Sports Marketing & Partnerships, PepsiCo
Co-Chair: Nick Kelly, Vice President, Partnerships, Beer Culture & Community, Anheuser-Busch InBev
Ricardo Marques, Vice President Marketing, Michelob ULTRA, Anheuser-Busch InBev
Ricardo Marques, Vice President Marketing, Michelob ULTRA, Anheuser-Busch InBev
Chris Davis, Chief Marketing Officer, New Balance
Chris Davis, Chief Marketing Officer, New Balance
John Evans, Senior Director, Global Sports Marketing, New Balance
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
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
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
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
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
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
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
Co-Chair: Justin Toman, Head of Sports Marketing & Partnerships, PepsiCo
Co-Chair: Nick Kelly, Vice President, Partnerships, Beer Culture & Community, Anheuser-Busch InBev
Ricardo Marques, Vice President Marketing, Michelob ULTRA, Anheuser-Busch InBev
Ricardo Marques, Vice President Marketing, Michelob ULTRA, Anheuser-Busch InBev
Chris Davis, Chief Marketing Officer, New Balance
Chris Davis, Chief Marketing Officer, New Balance
John Evans, Senior Director, Global Sports Marketing, New Balance
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
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
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
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
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
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
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