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Past Events
Monday, October 29

Welcome Reception

6:00 - 7:00 PM
Broadway 49 Bar & Lounge / Crowne Plaza Hotel Lobby

hosted by

Tuesday, October 30

Registration | Continental Breakfast

. Located on the 4th floor of the hotel in the Broadway Ballroom Foyer.
. Registration is open throughout the duration of the conference.
. You will be asked to provide a business card upon check-in.

Welcome & Opening Remarks

. All sessions will be held in the Broadway Ballroom, 4th floor.

Coming To (North) America: How Will Global Events Drive Sports Marketing?

With North America as the host of the 2028 Olympics and the 2026 FIFA World Cup, sports marketers are already exploring the opportunities. In this session, panelists will examine the commercial landscape, sponsorship investment, infrastructure and brand competition.

ADDRESS: A Healthy Partnership - A Meditation and Mental Fitness Case Study

Andy Puddicombe, a former Buddhist monk and co-founder of Headspace, will kick-off the session with a guided meditation, and then share how Headspace’s partnership with the NBA will bring co-created original content and mental wellness resources to NBA fans, players and league employees through the popular meditation app. Andy will also discuss how mindfulness and meditation are being incorporated into training programs for elite athletes, helping reduce stress, increase focus, improve recovery and provide that extra edge against the competition.

Networking Break

The New Endemics and the New Sports Experience: How Innovative Technologies Are Shaping the Way Sports are Played and Consumed

In recent years, innovation has opened the doors to a new wave of tech-based companies. We’ll examine how the “new endemics” are using their investment in sports and support for teams and leagues to create content, tell their brand stories, and shape the fan experience.

FEATURED INTERVIEW: What Can Sports Marketers Learn from HAMILTON?

Laura Matalon Chief Marketing Officer “Hamilton” will share her thoughts on what sports marketers can learn from Hamilton’s success, including maintaining a consistent brand voice across all platforms; bringing in new audiences while engaging and retaining fans; creating content that is authentic and relevant; and telling stories that entertain, educate and inspire.

Luncheon

Times Square Ballroom, 2nd Floor

Comfy Couches or Smart Stadiums? At-Home vs. In-Venue

Rightsholders and brands are developing impressive in-venue experiences to compete with the technological advancements sports fans have access to at home. Our panelists will discuss these in-venue smart technologies, including security and payment, and their impact on fan engagement and the stadium experience.

Campus Connection: Creating Meaningful Experiences through College Sports Partnerships

Brand marketers have found success using college sports partnerships to create content and experiences that build connections and tangible business results across multiple target audiences. We’ll discuss how they’ve woven their brands into the fabric of college sports across media platforms, experiential programs, marquee events and more.

Networking Break

FEATURED INTERVIEW: Breaking Barriers Through Sports Partnerships and Events

Karen S. Carter, Chief Human Resources and Inclusion Officer for the Dow Chemical Company, will discuss how Dow leverages its sports partnerships and events around properties like the Olympic Games, Richard Childress Racing and the LPGA to further the brand’s inclusion and diversity strategic initiatives as a key driver and enabler of the company’s growth strategy. Carter will also discuss her work to guide Dow’s efforts to create a more inclusive and diverse environment and workforce.

Athletes: Storytellers, Creators and Disruptors

As athletes continue to disrupt sports media and develop their own content platforms, how can brands play a part? With panelists across traditional and action sports, we’ll explore how athletes and brands can make an impact and create engaging content for the fans.

Closing Remarks

Networking Reception

hosted by

After-Hours Reception

Broadway 49 Bar & Lounge / Crowne Plaza Hotel Lobby

hosted by

Wednesday, October 31

Continental Breakfast

Welcome & Opening Remarks

FEATURED INTERVIEW: An Evolving Partnership - Esports Case Study: P&G/Gillette and Kraft Sports + Entertainment

P&G/Gillette and Kraft Sports + Entertainment have continuously evolved their partnership to allow for shifting demographics and consumer passions. Jennifer Ferron will examine how the addition of esports to their partnership has helped to engage new audiences, generate content and drive business results for both parties.

FEATURED INTERVIEW: IN THE SPOTLIGHT - The Coca-Cola Company

Geoff Cottrill joins us for a featured interview discussing how sports and entertainment marketing fit into the broader strategic marketing mix for The Coca-Cola Company. Cottrill will discuss Coca-Cola’s partnership portfolio mix, experiential platforms, content creation, and measurement, while sharing how the beverage giant connects with key consumer targets across one of the largest partnership portfolios in the industry.

Networking Break

You’ve Bought the IP: Now How Do You Create Content and Experiences that Deliver Fans and ROI?

Brands spend millions for the right to integrate team, league and athlete IP into their marketing platforms. But why do so few do it well?  We’ll talk with experts on each side of the equation to learn how they’re moving storytelling forward.

Fan Consumption: How Can Brands Capitalize on OTT?

The biggest players and stakeholders in the sports streaming space will discuss the rise of OTT, the opportunities currently available for brands and what the future of sports streaming looks like for fans.

You Can Bet on It: How Legalized Sports Betting Will Change Sports Marketing

While it’s no surprise that legalized sports betting in the U.S. will have an unprecedented impact on the industry, we’ll discuss the sports business impact across the marketing landscape from sponsorship activation and fan engagement to brand storytelling.

Symposium Concludes

Sponsors