Day 1, Wednesday May 30

7:00 AM 
Exhibits Open
Continental Breakfast

8:00 AM
Welcome and Opening Remarks
Richard Weiss, Publisher, SportsBusiness Journal/Daily
Charlie Besser, President & CEO, Intersport

Defining Activation: The Next Phase of Experiential Marketing and the Growing Role of Content, Online, Media and Social Media

Moderated by: Abraham Madkour,
Executive Editor, SportsBusiness Journal & SportsBusiness Daily

Never before has there been more pressure on client-side marketers, agencies and media entities to deliver ROI on sports sponsorships. And, fortunately, never before have there been as many tools available to extend the reach of sponsorships and create a more impactful and memorable engagement with target audiences. In this session, some of the industry’s most forward-thinking marketers will examine the brave new world of sponsorship activation and the tactics they deploy to multiply consumer and B2B touch points to increase the returns on sponsorship investments. During this session, you will hear insights from Frank Golding, Director, Pro, College, High School Sports and Channels, Google/YouTube; Dan Griffis, Director, Events, Strategic Partnerships and Lifestyle Marketing, Target; Dan Jones, Senior Vice President, Sponsorship and Event Marketing, Intersport; Jon Levine, Vice President, Global Experiential Marketing, Xerox; Tony Weisman, President, Chicago-Boston-Detroit Region, Digitas; and Jackie Woodward, Vice President, Marketing Services, MillerCoors.

8:45 AM
One-on-One with Blaise D'Sylva, Vice President, Media, Sports and Entertainment Marketing, Anheuser-Busch

Moderated by: Terry Lefton, Editor-At-Large, SportsBusiness Journal

9:15 AM
Cause Marketing: Ensuring that Your Activation Strategy is Successful

Moderated by: Tripp Mickle
, Reporter, SportsBusiness Journal

Many corporate sponsors promote and partner with causes to give them a platform to increase awareness and achieve their fundraising goals. Sponsors also benefit by affecting positive change and accomplishing their marketing objectives. But what is considered success? And what is the best way to achieve it? Joe Louis Barrow Jr., CEO, First TeePam Hollander, Senior Director, Integrated Marketing Communications, Allstate; Megan King, Director, Sponsorships, Susan G. Komen for the Cure; Larry Lane, Vice President, Corporate Relations, The V Foundation for Cancer; and Amy Skeen, President & CEO, Girls in the Game; will discuss the details of their partnerships; the keys to outlining an activation strategy that works for both parties; and how to benchmark, measure and evaluate the programs’ overall goals and objectives.

10:00 AM Sessions conclude. Depart hotel for Wrigley Field.

Afternoon at Wrigley Field

10:30AM  Tour of Wrigley Field 
  Lunch and Q&A with Tom Ricketts, Chairman, Chicago Cubs
1:20PM Chicago Cubs host the San Diego Padres
  Post-game group photo on Wrigley Field

5:30 PM
 Networking Reception at the Westin Chicago River North

Day 2, Thursday May 31

7:30 AM 
Exhibits Open
Continental Breakfast

8:30 AM
Activating Around the Olympic Games

Co-Moderated by: Tripp Mickle
, Reporter, SportsBusiness Journal and
Gordon Kane, Founder, Victory Sports Marketing

London 2012 is right around the corner and Olympic partners are wrapping up the final details of their sponsorship activation plans both for the U.S. and abroad. From interactive digital initiatives and mobile apps, to traditional television advertising and integrated in-store programs, to athlete appearances and endorsements, sponsors are taking a multi-platform approach to activating their brands around the Games. Michele Cardinal, Head of U.S. General Consumer Marketing, Visa; Peter Carlisle, Managing Director, Olympic & Action Sports, Octagon; John Lewicki, Senior Director, Alliance Marketing, McDonald'sClaudia Navarro, Global Olympic Marketing Director, Coca-Cola; and David Palmer, Director, Global Sports Marketing, Procter & Gamble; will discuss consumer engagement plans to deliver the Olympic Games to fans around the world.

9:15 AM 
Activating Naming Rights After Year One, Year Two and Beyond

Moderated by: Terry Lefton, Editor-At-Large, SportsBusiness Journal

As corporations look to increase awareness and create a dominant presence in a specific market, many turn to naming rights sponsorships. But one of the challenges with these high-profile agreements is leveraging the sponsorship on a continual basis and ensuring that the naming rights opportunity continues to align with the company’s marketing and public relations objectives. Alan Ferber, Executive Vice President, Chief Strategy and Brand Officer, U.S. CellularJeff Knapple, Executive Vice President, Van Wagner Sports and Entertainment; Brian Mirakian, Associate Principal, Populous, & Director, Populous Activate; Richard Hong, Vice President, Global Brand Marketing, MetLife; and Greg Via, Global Director, Sports Marketing, Gillette Co. /Procter & Gamble; will discuss what rights-holders have done to activate their agreement in year two…and beyond.

10:00 AM
Networking Break

10:30 AM
Featured Interview with Roger
Goodell, Commissioner, NFL

Moderated by: Charlie Besser, President & CEO, Intersport

11:00 AM
The Role of Content in Next-Gen Activation

Moderated by: Abraham Madkour, Executive Editor, SportsBusiness Journal & SportsBusiness Daily

As we know, content consumption is no longer based on a passive, single screen occurrence; rather a multi-screen, socially interactive experience. As a result, original video content is playing an increasingly important role in story sharing and sponsor activation. This session will feature brand-side, property, media and agency perspectives from Greg Jacobs, Head, Distribution, Red Bull Media House; Diane Penny, Vice President Digital and Television Media, Learfield Sports; John Pierce, Head of Marketing and Media, USOC; Scot Thor, Senior Vice President, Programming and Production, Intersport; Ron Wechsler, Vice President, Original Programming, NBC Sports Network; and Norby Williamson, Executive Vice President, Programming, ESPN. Panelists will discuss how customized video enables them to create a longer duration of impactful and relevant engagement with the consumer.

11:45 AM
Luncheon hosted by    

1:30 PM
Hospitality as an ROI Builder

Moderated by: Tripp Mickle,
Reporter, SportsBusiness Journal

From small corporate events to entertainment for hundreds and even thousands, event hospitality has long been used to foster and build customer relationships. Wally Hayward, Executive Vice President, Chief Sales and Marketing Officer, Chicago Cubs; Chuck Johnsen, Senior Vice President, Strategic Partnerships, Intersport; Todd Kaplan, Director of Sports Marketing, PepsiCo; Steve Pamon, Senior Vice President, Sports and Entertainment Marketing, JPMorgan Chase and Shawn Quill, Director, Sports Marketing and Sponsorships, KPMG; will drill down into just how business benefits from the correct use of hospitality, the approach they use and getting the most value out of having customers or prospects on site.

2:15 PM
Networking Break

2:45 PM
Activation at Retail

Moderated by: Terry Lefton
, Editor-At-Large, SportsBusiness Journal

Retail is where the cash register rings. And there is no better way to measure sponsorship ROI than through in-store programs that drive sales. From in-store displays and point-of-sale merchandising, to on-package and in-store promotions, brands have leveraged sports sponsorships and property partnerships to drive consumers to retail. During this session you will hear from Paul Bamundo, Director of Sports Marketing, PR & Partnerships, Subway; John DeWaal, Director, Marketing, Hat World/; Alison Giordano, Senior Business Leader,Vice President, U.S. Sponsorships, MasterCard; Drew Iddings, Senior Manager, Consumer Promotions, Hershey Co.; Tom Manchester, Vice President, Field Marketing, Dunkin’ Brands; and John Peirano, Senior Vice President, Marketing, Cystosport /Muscle Milk; who will share insights into various programs that have increased traffic, built excitement and generated sales.

3:30 PM
In-the-Spotlight: Gatorade Mission Control. Inside Gatorade’s Social Media Command Center with
Randall Brown, Global Director, Digital Strategy, Gatorade

Moderated by: Abraham Madkour, Executive Editor, SportsBusiness Journal & SportsBusiness Daily

Randall Brown has guided Gatorade’s brand transformation in the digital space, leading the development and launch of Gatorade Mission Control, a platform for real-time social media monitoring and engagement, analytics and insights. During this featured presentation, Brown will share how Gatorade monitors its brand on social media and interprets the chatter taking place online. He will discuss how they, not only use the information they gather to engage consumers in conversation, but also to create a deeper connection with them by offering unique experiences that only Gatorade can provide, such as access to its athletes and scientists.

4:00 PM
Summit 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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