Sports Marketing Symposium

Day 1: Wednesday, October 3

9:00 AM

10:00 AM


Tor Myhren, President & Chief Creative Officer, Grey New York
The E*Trade baby, the Oprah car giveaway, President Obama’s astoundingly viral "Race Switch" poster and making Ellen DeGeneres a CoverGirl at age 50 are some examples of Tor Myhren's culturally relevant work. Myhren will discuss how creativity is the differentiator in both business and sports. And why it could become the most important leadership competency of the future.

10:45 AM          
Marketing Mavericks: Driving Innovation

Experiential marketing, social media platforms, unique sponsorship and activation strategies….there’s certainly been no shortage of marketing innovations over the past decade. This session will feature several marketing veterans who have driven some of these innovations. John Bello, Managing Director, JoNa Ventures; Frank Craighill, Chairman & CEO, Altis Marketing; Mark Dowley, Chairman, DDCD & Partners; Tom Shine, Senior Vice President, Sports and Entertainment Marketing Worldwide, Reebok, and others will examine the changing dynamics of the consumer marketing space -- including the evolving social media element -- and the challenges of cutting through the clutter and maintaining an ongoing dialogue with consumers.

11:30 AM
Marketing from the C-Suite with
Beth Hirschhorn
, Executive Vice President, Global Brand, Marketing and Communications & Chief Marketing Officer, MetLife 

12:00 P
Luncheon hosted by

1:30 PM         
Marketing from the C-Suite with
Tami Erwin
, Vice President & Chief Marketing Officer, Verizon Wireless

2:00 PM         
Athlete Endorsements as a Strategic Marketing Platform    
Athletes today have increasingly positioned themselves as their own brand. And social media platforms -- such as Twitter -- have allowed athletes to market themselves directly to their fans. As a result, many athletes can evoke the emotion and excitement of sports directly to the consumer for the benefit of brand-side marketers. In this session, Rob Candelino, Vice President, Marketing, Skincare; UnileverCullen Jones, Olympic Gold Medalist in Swimming; Matt Mirchin, Senior Vice President, Global Brand and Sports Marketing, Under Armour; Evan Morgenstein, CEO & President, Premier Management Group; Jim Tanner, Partner, Williams & Connolly; and Alan Zucker, Senior Vice President & Managing Director, IMG Talent Marketing Group, will discuss developing a partnership that makes sense for the athlete and the brand; utilizing endorsement deals creatively with social media and digital content; and measuring the brand value and ROI of an endorsement deal.

2:45 PM         
Networking Break hosted by

3:15 PM        
What Sports Can Do for Brands: Measuring and Evaluating the Effectiveness of Sports Sponsorship, Advertising and Marketing

Now more than ever, rights holders that are selling or renewing sponsors need a better understanding of what each individual brand is expecting its sponsorship to deliver and the specific objectives that are behind their sports strategy. In this discussion, Valerie Camillo, Vice President, Team Marketing and Business Operations, NBA; Kurt Hunzeker, Senior Director, Brand Marketing, Rawlings Sporting Goods; A.J. Maestas, Founder & President, Navigate Research; Julie Propper, Senior Director, Advertising Analytics, ESPN; Alicia Rankin, Director, Research and Fan Insights, NFL; John Turner, Vice President & Director, Sponsorships, Sponsorship Intelligence; and Kristin Warfield, Vice President, Partnerships, Churchill Downs/Kentucky Derby will examine rights holder sales strategies, methodologies used to analyze sponsorships and data supplied by both rights holders and sponsors to measure ROI/ROO.

4:00 PM        
Sports Fans Speak Out: A Rare, Real-Time Focus Group

In this focus group-style session, sports executives and fans will discuss and debate topics ranging from the at-home vs. in-venue experience, to the impact of technology on sports consumption, the economics of attending a game, fan engagement and the plethora of entertainment options in today’s marketplace. We’ll hear opinions from Howard Handler, Chief Marketing Officer, MLS; Andrew Judelson, Executive Vice President, Sales and Partnership Marketing; WWE; Alex Michael, General Manager, Entertainment, Living Social; Mike Stevens, Senior Vice President & Chief Marketing Officer, New York Giants; Roger VanDerSnick, Chief Sales and Marketing Officer, IMG College, and several outspoken sports fans.

5:00 PM               
Networking Reception hosted by

Special Appearance by
WWE Superstar John Cena

Day 2: Thursday, October 4

8:00 AM            
Exhibits Open           
Continental Breakfast hosted by

9:00 AM            
An In-Depth Look at Global Sports Sponsorships and Events

The love of sport is a universal one, enabling marketers to create strong emotional connections with fans in any language, anywhere in the world, through sponsorships. And this relationship often provides unique and competitive advantages for brands looking to drive global growth. In the session, Chris Burton, Group Vice President, Global Sponsorships, SAPPeter Farnsworth, Founder & CEO, Foxrock Partners; and Michael Robichaud, Vice President, Global Sponsorships, MasterCard Worldwide, will discuss how a global strategy fits into their overall marketing plans; the deals they have struck and the programs’ objectives and deliverables; emerging opportunities they’re looking at as growth drivers for their businesses; and the acceptance of commercialized sports and the impact it has on execution and activation.

9:45 AM            
Marketing from the C-Suite with
Dustin Cohn
, Chief Marketing Officer, Jockey International

10:15 AM           
Networking Break

10:45 AM          
Marketing from the C-Suite with
Matt Jauchius
, Executive Vice President & Chief Marketing Officer, Nationwide Insurance

11:15 AM          
Sports Media and Sponsorship in a Cross-Platform World

There are more ways than ever to engage sports fans through paid, earned and owned media. And much of today’s investment decisions in paid media centers on cross platform. In recent years, as sports properties have become media companies themselves, they have pushed cross platform as part of their sponsorship deals. In this session, David Abrutyn, Senior Vice President & Global Managing Director, IMG Consulting; Todd Fischer, Manager, Marketing Communications, State Farm; Ken Fuchs, Vice President, Sports, Games and Entertainment, Yahoo!; Tom McGovern, Managing Director, Optimum Sports; Mark Waller, Chief Marketing Officer, NFL; and Mark Wright, Vice President, Media Services and Sponsorships, AT&T, will discuss the multiple paid media platforms – Internet, mobile, TV, radio and print; how sponsors and advertisers make it all work together; and how to accurately measure the effectiveness of cross-platform buying.

12:00 PM          
Closing Remarks  
Symposium Concludes

Social Media & Sports Series

Social Media & Sports Series Presented by:

12:30 PM               
Lunch for Social Media & Sports Series Attendees - 2nd Floor - Times Square Ballroom

1:30 PM
Welcome & Opening Remarks
Richard Weiss
, Publisher, SportsBusiness Daily/Global/Journal
Steve Semelsberger
, Senior Vice President & GM, Social Solutions, Demand Media

Featured Discussion:
Sports Marketing and the Second Screen

Whether you're with a league, team, media property, sponsor or advertiser, finding unique and creative ways to make the second screen work for your business model is increasingly vital. In this session, Evan Krauss, Vice President, Advertising Sales, Shazam; Carol Kruse, Senior Vice President, Consumer Marketing, ESPN; Jacqueline Parkes, Chief Marketing Officer, MLB; Bryan Rasch, Senior Vice President, Digital Solutions, GMR Marketing; Steve Semelsberger, Senior Vice President & GM, Social Solutions, Demand Media; and Shiv Singh, Global Head, Digital, PepsiCo Beverages, will discuss the various ways marketers in different industry categories are capturing the social media conversations, integrating them across all marketing initiatives and engaging and activating audiences like never before.

2:30 PM        
Nationwide Insurance’s Integrated Marketing Campaign for its NASCAR Sponsorship         
Adam Albrecht
, Chief Creative Officer, engauge               
Jennifer Hanley
, Senior Vice President, Brand Marketing, Nationwide Insurance
Nationwide Insurance Senior Vice President Jennifer Hanley will showcase the company’s integrated marketing campaign for its NASCAR sponsorship. The presentation will illustrate how the company bridged the introduction of its new “Join the Nation” campaign by utilizing NASCAR Nationwide Series driver Danica Patrick in social media and digital advertising to launch the 2012 NASCAR season, and how it plans to continue to apply its learnings going forward. 

3:00 PM        
Networking Break hosted by:
3:30 PM         

XFINITY Presents: The Ultimate Sports Social Media Job Contest
Matt Lederer, Director, Digital and Sports Marketing Strategy, Comcast
Austin Schindel of Washington, D.C., is living the dream of many sports fans. Schindel won a nationwide contest to become the voice of XFINITY in the sports social media space and travels to the biggest sporting events nationwide, sharing unique news, insights and vantage points with fans. In this presentation, Matt Lederer, Director of Digital and Sports Marketing Strategy, Comcast, will share the integrated marketing strategy behind XFINITY’s sports social media platform and detail how the brand launched the effort with the “Ultimate Sports Social Media Job” contest. 

Lederer will discuss the content and personal insights Schindel provides via social media (@XFINITYSports), content not covered by traditional media. He’ll detail how XFINITY uses social media to engage sports fans; leverage team, network and online partnerships; and support the brand’s overall strategic positioning as “Your Home for the Most Live Sports.” 

4:00 PM        
Trends in Fan Engagement

Increasingly, sponsors and properties are utilizing multiple platforms to engage sports fans both in venue and at home. In this discussion, Randall Brown, Global Director, Brand Strategy and Innovation, Gatorade; Chris Hannan, Senior Vice President, Fox Sports Media Group; Scott Hershkowitz, Developer Relations, Sports and Media, Facebook; Kimber Myers, Senior Director, Partnerships, GetGlue; Steve Raymond, Vice President, Multimedia Analytics, USA Today Sports Media Group; and Jennifer van Dijk, Vice President, Consulting, Wasserman Media Group will assess the trends in fan engagement in today’s digital world. They will discuss the social media strategies that best connect with fans, the best ways marketers have seamlessly activated cross platform and the technologies on the horizon that will continue to enhance the fan experience.

5:00 PM            
Closing Remarks
Series Concludes

Contact Information

For PROGRAM information, including ATTENDANCE, please contact Donna Johnson at 704-973-1421.

For information on SPONSORSHIP opportunities, please contact Julie Tuttle at 212-500-0711.


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