Sports Marketing Symposium: Wednesday, October 2
Registration and Exhibits Open
Welcome and Opening Remarks
Richard Weiss, Publisher, SportsBusiness Daily/Global/Journal
From Global to Local: Brand Building in a Digital Age
Wendy Clark, Senior Vice President, Global Sparkling Brand Center, The Coca-Cola Company will share how
Coca-Cola leverages global partnerships to drive business around the world and impact the local communities where it operates. Clark will discuss how, through integrated marketing, The Coca-Cola Company is fueling innovation by creating stories through brand content that are engaging consumers in conversation. These conversations are spread through paid, owned, shared and earned media assets and are enhancing the consumer experience with Coca-Cola’s brand portfolio.
What’s Trending in Sponsorship Activation and Fan Engagement
One of today’s biggest challenges for marketers is fragmentation. Consumer interests are more varied than ever and the challenge for brands is to connect with those interests. To break through today’s clutter, more than brand awareness is needed to consider sponsorship activation a success. Brands must now fully integrate themselves into the fabric of the consumer experience to truly connect with their passion points. In this session, Blaise D’Sylva, Vice President, Media, Sports and Entertainment Marketing, Anheuser-Busch; Daryl Evans, Vice President, Consumer Advertising and Marketing Communications, AT&T; and Adam Zimmerman, President, Marketing, CSE will discuss the evolving sponsorship and activation landscape and what that means for property, media and event partners. They will also discuss the role of digital in consumer engagement and how they are leveraging their media assets to create and extend relevant, meaningful connections with fans.
Networking and Refreshment Break
One-on-One with Mark Lazarus, Chairman, NBC Sports Group
In this featured interview, Mark Lazarus, Chairman, NBC Sports Group will discuss how digital and social media are changing how the Sochi Olympic Games will be marketed and consumed. Lazarus will also discuss viewers’ appetites for Olympic content, the network’s plans for expanded coverage and key lessons learned from previous Olympic Games.
In the Spotlight: Buffalo Wild Wings
Buffalo Wild Wings scored big with college sports fans when it entitled the annual Tempe, Arizona college football bowl game between the Big Ten and Big 12 conferences and later became the “official hangout of NCAA March Madness.” Bob Ruhland, Vice President, Marketing Communications, Buffalo Wild Wings will discuss the company’s entrée into sports sponsorship. And he’ll share insights into the company’s sponsorship activation, including how it leverages media rights and assets to engage college sports fans in venue, at home or while gathered with friends to watch games at Buffalo Wild Wings.
In the Spotlight: T-Mobile and Its Partnership with MLB and MLBAM
Whether at home, on the go or in the ballpark, T-Mobile’s partnership with MLB and MLBAM will utilize technology to better the game both on and off the field. Mike Belcher, Vice President, Media and Sponsorships, T-Mobile USA will share insights into the partnership and discuss plans to enhance the consumer experience by bringing content, connectivity and customizable experiences to baseball fans.
20/20 with Brett Yormark, CEO, Brooklyn Nets & Barclays Center
The Brooklyn Nets have had one of the most successful rebranding efforts in years. In this new session format featuring rapid-fire Q&A, we’ll ask Brett Yormark, CEO, Brooklyn Nets & Barclays Center, 20 questions in 20 minutes. We’ll touch upon “Brand Brooklyn” as a lifestyle brand; the consumer experience at Barclays Center
— whether sports or entertainment; the role of marketability in both player and coaching personnel decisions for the Nets; and branded integration among the Nets, Islanders and Barclays Center, among other topics.
Networking and Refreshment Break
In the Spotlight: Sprite and Its Partnership with the NBA
For teens around the world, basketball is a form of self-expression and Coca-Cola’s NBA marketing partnership provides a robust platform for the Sprite brand to reach a multi-cultural audience. This year, Sprite’s activities
surrounding its NBA partnership included its long-time title sponsorship of the Sprite Slam Dunk competition at the NBA All-Star Game, its comprehensive Sprite Slam Dunk Showdown amateur slam dunk program and the culmination of its global NBA-themed “Uncontainable Game” campaign. Sharon Byers, Senior Vice President, Sports and Entertainment Marketing Partnerships, The Coca-Cola Company; and Emilio Collins, Senior Vice President, Global Marketing Partnerships, NBA will discuss the joint marketing programs they’ve designed that have successfully connected with NBA fans and helped grow Sprite’s brand.
Social, Cultural and Media Trends Changing Sports Marketing
Gen Z and Millennials. Multi-cultural and diversity. Sustainability and corporate responsibility. Digital and social. These are just some of the social, cultural and media trends changing sports marketing. In this discussion, Barry Blyn, Vice President, Consumer Insights, ESPN; Anthony DiCosmo, Vice President, Sports Marketing, Nickelodeon Networks; Heidi Sandreuter, Head, Sports Marketing, Pepsi Beverages; Adrian Williams, Vice President, Multicultural, CSE; and Mark Wright, Vice President, Media Services and Sponsorships, AT&T will discuss the impact of these trends and others and how brands plan to reach the next generation of sports fans.
Networking Reception hosted by
Sports Marketing Symposium: Thursday, October 3
Welcome and Opening Remarks
Featured Discussion: Super Bowl XLVIII: One of the Most Closely Watched, Talked-About Events of 2014
Super Bowl XLVIII at MetLife Stadium is being called a Super Bowl of historic firsts. The first outdoor, cold-weather Super Bowl. The first in the region. The first to be jointly hosted by two states. And the first to be jointly hosted by two teams. So what does all of this mean for marketers? And what does it mean to football fans? In this featured discussion, Adam Harter, Vice President, Consumer Engagement, PepsiCo; Al Kelly, CEO, New York/New Jersey Super Bowl Host Committee; and Frank Supovitz, Senior Vice President, Events, NFL will share insights into how they plan to engage NFL fans in New York and New Jersey for the big game, as well as the millions of fans watching around the world.
Custom Research: How Brands can Leverage the 2014 Super Bowl
In this 10-minute session introduction, Taylor’s Senior Vice President, Consumer and Business Insights, John Gilboy and President of Digital Strategy, Jackson Jayanayagam, will provide insights from their thought leadership research study as to how senior brand marketers envision the opportunity for leveraging this platform.
One-on-One with Michael Kassan, Chairman & CEO, MediaLink
In this featured interview, Michael Kassan, Chairman & CEO, MediaLink will discuss the ever-changing content
landscape and the opportunities at the intersection of media, marketing, sports and entertainment. As President/COO and Vice Chairman of Initiative Media Worldwide, Kassan rose to the top of the advertising world and has gone on to be recognized as an internationally recognized business strategist.
In the Spotlight: MillerCoors and Its Partnership with the NHL
MillerCoors’ partnership with the NHL is another example of how brands are engaging fans by successfully leveraging a portfolio of sponsorship assets and authentically integrating brands with the property. Through activation at key league events in the U.S. and Canada, MillerCoors has been able to leverage social, digital and traditional media to drive retail activation, consumer engagement and sales. Adam Dettman, Director, Sports and Entertainment Marketing, MillerCoors and Brian Jennings, CMO, NHL will discuss how the league and brand are working together to create robust activation platforms that connect and engage fans throughout the season and beyond.
Networking and Refreshment Break
That’s Entertainment Behind the Scenes Part I: Inside Summit Entertainment’s “Draft Day”
Set for release in 2014, “Draft Day” stars Kevin Costner, Jennifer Garner and Denis Leary. Costner plays the fictional general manager of the Cleveland Browns, and the film focuses on a 12-hour period on draft day and the chaotic activity that surrounds the Browns’ #1 pick. In this featured session, we’ll go inside “Draft Day” with Director Ivan Reitman, also known for “Ghostbusters,” “Stripes” and “Kindergarten Cop;” Producer Ali Bell; and the NFL’s Tracy Perlman, Vice President, Entertainment Marketing and Promotions, who will discuss the NFL’s cooperation and consent on the film and provide the latest on the film’s release.
Behind the Scenes Part II: Inside Disney’s “Million Dollar Arm”
Also set for release in 2014, “Million Dollar Arm,” staring Jon Hamm and Alan Arkin and two Indian actors familiar to the American film audience: “Slumdog Millionaire” star Madhur Mittal and Suraj Sharma from “Life of Pi,” is based on a true story of a sports agent who stages an unconventional recruitment strategy to give talented Indian cricket players the chance to play Major League Baseball. In this featured session, we’ll go inside “Million Dollar Arm” with the agent behind the reality show concept, J.B. Bernstein, and Mark Ciardi, the movie’s producer, whose credits include inspirational sports films such as “Miracle,” “Invincible” and “The Rookie.’’ They’ll discuss the film’s universal sports theme of overcoming insurmountable odds and the latest on the film’s release.
Leveraging Content and Entertainment to Connect with Consumers in a Cross-Platform World
The convergence of sports, music, film and fashion has never been as prevalent as it is today. Brands and the sports and entertainment industries are working together to leverage celebrity and create cross-platform programs that strike the right mix and resonate with consumers. In this session, Mark Ford, Executive Vice President, Time Inc. & President, Time Inc. Sports Group; Michael Pine, Senior Vice President, Global Sales and Partnership Marketing, WWE; Zane Stoddard, Vice President of Entertainment Marketing and Business Development, NASCAR; and Greg Via, Global Director, Sports Marketing, Gillette Company/P&G will discuss various cross-platform activations and multi-dimensional consumer experiences that keep fans engaged.
Social Media & Sports Series: Thursday, October 3
Lunch for Social Media & Sports Series Attendees
Welcome & Opening Remarks
20/20 with Omid Ashtari, Head, Sports and Entertainment, Twitter
In this new session format featuring rapid-fire Q&A, we will ask Omid Ashtari, Head of Sports Partnerships, Twitter, 20 questions in 20-minutes. We’ll touch upon the platform’s growth, the user experience, brands that use Twitter well and what’s next in sports.
Inside Callaway Golf’s Marketing and Social Media Campaigns
Harry Arnett, Senior Vice President, Marketing, Callaway Golf will share how Callaway Golf is driving earned impressions and results through original content, social media and technology. Beyond the content marketing strategy, Arnett will share insights from successful social media marketing campaigns, including Callaway’s “Tweet to Unleash” product introduction and its “Hit the Links” campaign in partnership with LinkedIn.
Networking and Refreshment Break
Inside “Social Dugout”: TBS’ Second Screen Baseball App
Carlos Diaz, CEO, Kwarter and Peter Scott, Vice President, Emerging Media, Turner Sports New Media will discuss the collaboration between the two companies to develop a live social game that rewards fans for watching post-season baseball on TBS. They’ll share their strategy and approach to the development of the app, including sponsor integration and promotion for Samsung, the app sponsor, all in an effort to engage baseball fans and take the consumer experience with TBS to the next level.
Social Trends Impacting Consumer Engagement
Eric Fernandez, Senior Vice President, MediaLink; Jeff Mirman, Vice President, Marketing, Turner Sports; and John Mitchell, Senior Vice President, Strategy, CSE will discuss mastering the evolving social landscape and the ever-changing rules of engagement for social media and marketing. They’ll share views on the best approach to creating authentic and relevant conversations and ways to develop a purpose-driven brand strategy that includes measurement and ROI.