SBJ/Sept. 9-15, 2013/Game Changers

Game Changers: Alison Giordano

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Photo: MASTERCARD
Giordano is a member of the team that developed the Priceless Cities localized marketing program.
Corporate Partners
Alison Giordano
MasterCard | Vice President, Senior Business Leader, U.S. Sponsorships

O
ver the past several years, MasterCard has transformed its sponsorship marketing platform from one with national and global sports properties to one with local sports, arts and entertainment properties all serving more localized marketing pushes — such as the Priceless Cities effort, now in 26 cities across the globe. Alison Giordano, a veteran of nearly 10 years at the brand, was a big part of the team making that transition, as MasterCard looked to move well beyond a simple branding message to one of consumer engagement and fan experience.

“Inside and outside of our industry, sponsorship activation has changed to put more emphasis on consumer benefits,” said Giordano, who wanted to be an ambassador when in college. Instead of being a statesman, she’s helping serve the needs of MasterCard’s cardholders, merchants and issuers, marshaling a portfolio that includes the PGA Tour, the New York Yankees, the Grammys, Jazz at Lincoln Center, and a Major League Baseball deal artfully integrated with the Stand Up To Cancer charity.    

— Terry Lefton

  • Crowning professional achievement: Being part of the team that converted MasterCard from sponsorships with a national emphasis to more local and city-specific programs.
  • Woman in sports business you’d most like to meet: Val Ackerman has shown a lot of leadership qualities I admire. I’d love to pick her brain.
  • Best advice you’ve received: Be yourself and be deliberate.
  • What would you, at age 18, find surprising about the person you’ve become today?: I was going to be an ambassador, so I would be surprised that I’m not working in a Latin American embassy.
  • The biggest challenge I face working in the sports business is …: Family life/work balance.
  • My vision of success is …: The ability to be excited about work every day while being able to grow professionally and still enjoy those important moments in life.

“Alison is a leader in the industry, and we are fortunate for her work on our relationship with MasterCard. Her vision has helped drive the partnership between MasterCard, MLB and Stand Up To Cancer, which has not only driven their business, but done so much good.”

— Jacqueline Parkes | Chief marketing officer | MLB

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