General Registration & Continental Breakfast
Welcome & Opening Remarks
Comments - Charlie Besser
Disrupting the Traditional Sports Sponsorship and Activation Model
For a sponsorship to resonate with consumers it needs to feel authentic. Execs will discuss disrupting the traditional ways of doing business and creating a fan-focused standard for sponsorship activation. You’ll hear from:
FEATURED INTERVIEW: JPMorgan Chase
Elevating the Live Experience for Fans. As professional sports stadiums and arenas create more sophisticated ways to entertain those in the stands, the sponsors who support those venues are making their own efforts to upgrade the fan experience. And offering high quality and unique customer benefits – not just on gameday, but the OTHER 200 nights a year - is a priority for JPMorgan Chase. In this session, JPMorgan Chase’s GM / Senior Vice President Sports & Entertainment Marketing Frank Nakano will discuss the company’s partnerships with MSG, the U.S. Open and the Golden State Warriors. He will share the ways Chase is enabling fans to experience their favorite teams in an elevated way. Golden State Warriors’ President and COO Rick Welts will join the discussion when Nakano discusses the company’s activation plans around the opening of the Chase Center.
FEATURED INTERVIEW: IBM
Revolutionizing the Live Event Experience. In this interview you will hear from IBM’s Program Director of Sports and Entertainment Partnerships Elizabeth O’Brien: • About how artificial intelligence is creating smarter, more responsive and personalized live event experiences. • About the business impact of innovative technologies — like IBM Watson — and how strategic adoption drives measurable business value.
BRAND SHOWCASE: Anheuser-Busch InBev
The Perfect Sports Sponsorship: ABI’s New Model. In this address you will hear from Anheuser-Busch InBev’s Vice President of Consumer Connections Joao Chueiri: • About why he believes the sponsorship model is broken, and how he’s revamping Anheuser-Busch’s InBev approach to sponsorships • The launch of the company’s in-house content factory, Bud Studios, with a new sponsorship structure in place
Compelling Video Content that Drives Social Engagement and Amplifies Sports Partnerships
Video marketing is one of the best ways to create engagement with sports fans on social media platforms. Video has a unique ability to connect with viewers — whether it’s prerecorded videos that are socially shareable or live social videos that are about real-time engagement. In this session, you will hear how sponsors and their partners are using social media to create and promote authentic and emotional content that drives fan engagement. You’ll hear from:
FEATURED INTERVIEW: Visa
The most successful sponsors are those who develop and execute unforgettable, 360-degree campaigns while staying true to their brand promise. Andrew Cohen, Vice President, Global Brand and Creative, Visa will discuss how the company uses its expansive global sponsorship portfolio, including the Olympics, FIFA and more, to capture fans’ attention and loyalty in the digital age. He will also share how the company pilots innovative payment technology during the world’s largest sporting events to provide best-in-class experiences for fans worldwide.
BRAND SHOWCASE: Heineken
Heineken: A 360-Degree Activation Approach with the World’s Most Popular Sport. Marketing the world’s most popular sport is one of Heineken USA’s Senior Vice President Felix Palau’s biggest passions. In his address, Palau will discuss the brand’s 360-degree activation approach to soccer which allows the brand to reach multicultural millennials and leverage its leadership status through its continued support of the UEFA Champions League (UCL) in Europe. He will share the range and depth of activations both above-the-line and below-the-line, including: • Onsite immersive fan experiences and extensive sampling • Retail promotions across major national retailers • Social content – including digital video – on Facebook and Twitter where the bulk of their consumers engage.
All Eyes on Hollywood: An Inside Look at Storytelling and Athlete-Driven Content In this session, Dr. Jennifer Aaker, behavioral psychologist, author, and the General Atlantic Professor at Stanford Graduate School of Business will share how to come up with a compelling story and design the story to be leveraged across digital media. She will share trends seen in the NBA, highlighting examples of how athletes have used story to create scripted programming and content to build their brands.
The Content Imperative: Strategy, Rights and the Impact on Sponsorship Deals
With the proliferation and popularity of digital, and social channels, every sponsor is now a content producer. Panelists will discuss how sponsors and their agencies, along with their media and property partners, are collaborating on content that resonates with consumers. In addition, this session will also address the necessary changes to the sports sponsorship and marketing industry from a business based on TV rights to one based on new forms of media consumption. You’ll hear from:
Buses Depart Hotel for AT&T Park
Evening at the Ballpark
San Francisco Giants vs. Arizona Diamondbacks
General Registration & Continental Breakfast
Inside: Nike's Breaking2 Campaign
Authentic, and Emotional, Branded Content Celebrated by Millions of People Around the World. In 2016, NIKE set out on a quest to make history: to leverage modern science and the most sophisticated training methods to help an elite group of runners beat the 2-hour marathon mark, something that had never been done before (the existing World Record was 2:02:57). This session will address this complexities and challenges of such a vast project, which stretched across three continents and six countries; and featured a documentary film, a live-streamed race to millions of viewers across social media, and a flagship product launch, among other components. You’ll hear from:
Big Data and Analytics: Shifting the Sports Sponsorship and Activation Value Proposition
Data — and the ability to analyze it — has shifted the sports sponsorship value proposition from reach and exposure to communicating one-on-one with sports fans. Execs will discuss the impact of data-based decision making on everything from negotiating sponsorship deals to activation plans and ROI. You’ll hear from:
Inside: #TheDebut Fueled by Gatorade
A First-of-its-Kind Live Stream Broadcast on Twitter. Gatorade, Twitter and Intersport teamed up to produce #TheDebut – a livestream of eight high school basketball games highlighting great matchups that include some of the top players in the country. This session will address the holistic approach to modern-day media consumption by brings fans’ appetite for video together with their desire to remain connected in real-time. You’ll hear from:
Connecting with Fans On and Off the Playing Field. We will go one-on-one with former NFL running back DeAngelo Williams and discuss: • Social media, marketing and athlete endorsements. • Charitable initiatives, including raising awareness for breast cancer support.
An In-Depth Look at Esports Sponsorship Activation, Original Content and Fan Engagement
Esports sponsors who invest time and money into activation — including original content — improve fan engagement with their brand and add value for their media and property partners. Panelists will discuss building authenticity with digital-native millennials through esports; empowering fans through highly relevant content; and creating meaningful sponsorship activation and community engagement plans. You’ll hear from: