Day 1: Wednesday, May 29
Registration, Continental Breakfast and Exhibits Open
Welcome and Opening Remarks
Richard Weiss, Publisher, SportsBusiness Daily/Global/Journal
Charlie Besser, Founder, President & CEO, Intersport
Brian Niccol, President, Taco Bell
Taco Bell’s commitment to innovation has not only had a strong influence on the QSR’s product offerings, but has also been reflected in its brand marketing and sponsorship activation. From music to film to sports, you can see the brand’s bold approach played out across its creatives and interactive activations that have engaged millions of consumers both on-air and on-site. In this address, Niccol will discuss the company’s innovative approach to marketing and why the philosophy of ‘living mas’ influences everything they do.
George Bodenheimer, Executive Chairman, ESPN
Networking and Refreshment Break
The Shifting Paradigm of Hispanic Sports Marketing and Sponsorship Activation
When brands look for strategic growth opportunities, Hispanic consumers are frequently at the top of the list. With continued population growth, brand-side marketers continually look for ways to reach this increasingly complex marketplace by leveraging their affinity for sports. So what are the most authentic ways to reach Hispanics through sports? In this session, moderated by Michael Rodriguez, Senior Vice President, incito!, a division of Intersport, panelists, including Alfonso Alanis-Cue, Senior Director of Partnership Marketing, Major League Soccer/Soccer United Marketing; Sean Flynn, Senior Vice President, Marketing, Miami Marlins; Lino Garcia, General Manager, ESPN Deportes; Kenneth Harley, Integrated Marketing Communications, Multicultural, Allstate Insurance; and Telisa Yancy, Director, Advertising, Brand and Media, American Family Insurance, will provide insight into which sports are most effective in reaching Hispanic consumers. In addition, they will debate whether brands should create separate sponsorship assets and activations for reaching Hispanics, or have a “total market’’ approach with a cross-cultural activation.
Sessions conclude at the Westin River North.
Depart hotel for John Barleycorn and Wrigley Field.
Arrive at John Barleycorn
Special Event: Afternoon at the Ballpark Wrigley Field Presented By
Transportation Provided By
Tom Ricketts, Owner, Chicago Cubs
Lunch at John Barleycorn
Chicago Cubs host the Chicago White Sox
First bus departs for The Westin River North
Post-game group photo on Wrigley Field
Buses begin to depart the game
Westin River North
Day 2: Thursday, May 30
Continental Breakfast and Exhibits Open
The Future of Experiential Marketing: Activating Across All Digital Platforms
Technology has forever changed the fan’s experience with sports and its sponsors. In today’s multi-screen world, sponsorship activation across a variety of digital platforms is vital to engaging consumers. And experiential marketing has been taken to another dimension. Whether in-venue or at-home, through social, mobile or the Internet, sponsors must deliver the right content, at the right time and in the right place to best connect with fans. In this session, Erik Bahr, Client Partner, Facebook; Will Bortz, Senior Manager, Brand Partnerships and Sponsorships, Taco Bell; Shannon Dan, Vice President, Digital, Intersport; Greg Skasko, Director of Sponsorships, AT&T; John von Stade, Vice President, Properties, USA Today Sports Media Group; and Eric Winter, Head, Rivals.com, Yahoo! Sports Radio, Yahoo! Sports Ecommerce and NBC Sports Strategic Alliance, will discuss their sponsorship activation, including both the more traditional forms of experiential marketing and their plans for utilizing today’s most sophisticated digital platforms.
Sponsorship Activation of the Kentucky Derby: Creative Opportunities, ROO and More
From celebrity-filled luxury suites and the impressive Twin Spires, to the customary mint juleps and the distinctive ladies hats, the tradition-rich Kentucky Derby at Churchill Downs is undeniably a world-class event. However, there is more to the 138-year history of Churchill Downs than event hospitality. In this presentation, Corey Christanell, Director, Sports and Entertainment Marketing, Anheuser-Busch; Marissa Hunter, Head of Ram Truck Brand Communications and Advertising, Chrysler Group; and Kristin Warfield, Vice President, Partnerships, Churchill Downs, will share three creative and custom approaches to sponsorship activation of the Kentucky Derby. And they will discuss the return on objectives the partnership delivered.
Networking and Refreshment Break
Marketing from the C-Suite: One-on-One with Subway’s Tony Pace
In his role as Global Chief Marketing Officer, Tony Pace is the architect behind Subway’s “Famous Fans” sports marketing program. Through partnerships with athletes such as Michael Phelps, Blake Griffin, Carl Edwards, Ryan Howard, Apolo Ohno and others, Subway has created a stable of “Famous Fans” who promote the Subway brand via digital, broadcast and social media platforms. In this interview, Pace will discuss Subway’s marketing communications and partnership activation as the “Official Training Restaurant” of athletes everywhere.
Activating a Series Entitlement from Social Media to Mobile Marketing Displays: The NASCAR Nationwide Series
Now in its sixth season as title sponsor of NASCAR’s Nationwide Series, Nationwide Insurance continues to engage NASCAR fans and convert others to the sport through a variety of promotional activities and events across the country. Through customized mobile marketing displays, fans enjoy the sights and sounds of the new NASCAR Nationwide Series Camaro, take a spin in the racing simulator on a NASCAR track and play popular family friendly games. Aside from creating excitement, the mobile marketing displays generate leads for local agents and build Nationwide’s NASCAR marketing database via touch screen tablets. Fans also have the opportunity to register for consumer promotions and meet Nationwide Series drivers within the display. In addition, Nationwide Insurance will continue to showcase its NASCAR sponsorship in its “Join the Nation” advertising campaign positioned where avid fans consumer media. Nationwide will also highlight its commitment to Nationwide Children's Hospital through the race entitlement of the inaugural NCH 200 at Mid-Ohio. In this presentation, Jim McCoy, Director, Strategic Sponsorships, Nationwide Insurance, will share details of these promotional marketing programs. He will also provide insights into how Nationwide Insurance utilizes its NASCAR partnership to deliver on key corporate and business priorities and deliver effective return on objective.
Networking Luncheon Hosted By
Hyundai and College Football: An In-Depth Look at Hyundai’s “Show Your Loyalty” Program
Hyundai’s college football program continues the company’s tradition of being part of high-profile events that are unique to American consumers. Hyundai’s multi-pronged college football strategy connects the loyalty of Hyundai owners with the passion and traditions of college football fans across the nation. This past season, Hyundai’s “Show Your Loyalty” campaign included both media partnerships with ESPN and SI.com, as well as official sponsor relationships with some of the most historic football programs in the country. From experiential on-site displays featuring the tailgate-ready Hyundai Santa Fe at some of the season’s most high-profile matchups and social media efforts on Facebook, Twitter, YouTube and the Hyundai blog that engaged college football fans and enabled them to demonstrate and share their love for their team, to the innovative
“College Football Uncut,” a great example of using custom, owned content to activate a larger investment, “Show Your Loyalty” touched a vast cross-section of loyal football fans both at-home and in stadium. In this presentation, Steve Shannon, Vice President, Marketing, Hyundai Motor America, will share insights into Hyundai’s fully integrated marketing campaign, including the overall brand objectives driving the initial investment into college football.
Think Globally. Activate Locally. -- How Coca-Cola Leverages Global Partnerships to Drive Business in 200+ Countries Around the World
Activating a global program so it has a local market impact can be very complex, but can also be very rewarding if done properly. In this presentation, Scott McCune, Vice President, Global Partnerships and Experiential Marketing, Coca-Cola Company, will provide insight into how the Coca-Cola Company leverages its global partnerships to drive business around the world. He will provide key learnings from the promotional marketing and sponsorship activation for both Euro 2012 and the 2012 London Olympic Games. And he will share how that knowledge will be applied to the company’s efforts for future FIFA World Cup and the Olympic Games, including Brazil and Sochi.
Networking and Refreshment Break
Understanding and Embracing the Culture: The Nuances of Action Sports Sponsorships and Activation
While not the sole channel for youth marketing, action sports have the market on young people’s passion for expressing themselves through participatory sports. To really connect and engage with these individuals, brands must activate around more than just the sports competitions themselves. Brand activation must also involve the culture of action sports – everything from art and music, to film and overall lifestyle. In this session, Sean Eggert, Director, Event Marketing, Red Bull North America; Kenny Mitchell, General Manager, Dew Tour; Tim Reed, Senior Director, Content Development, X Games; Issa Sawabini, Partner, Fuse; and Julie Solwold, Vice President, Global Sports and Events, John Paul Mitchell Systems, will discuss how they are breaking through an increasingly crowded marketplace by means of innovative event marketing, original content creation and creative activation. And they will discuss how brands need to embrace the culture of action sports and, instead of being perceived as a sponsor, be viewed as a means for youth to express themselves.