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Past Events
Tuesday, May 28

Featured Interview at Guaranteed Rate Field

Evening at the Ballpark

Chicago White Sox vs. Kansas City Royals

Hosted by
Wednesday, May 29

General Registration & Continental Breakfast

Welcome and Opening Remarks

What’s Resonating with Sports Fans? Innovative Ideas Transforming Sports Sponsorship and Marketing

Topics to be discussed include: Incentive-based sponsorship models; activation performance metrics; legalized gambling and what it means for fan engagement; storytelling and content marketing trends; thinking locally; non-traditional media deals; and technological disruption in sports sponsorship.

Moderator
Terry Lefton, Editor-at-Large, Sports Business Journal

She Breaks Barriers

This campaign from adidas showcases the power of women in sports and the obstacles standing between the status quo and a level playing field when it comes to opportunity, access and visibility for women’s sports. As part of that, Intersport + Twitter + adidas are teaming up for the @3StripeLive series featuring six live games across the volleyball and soccer categories along with a host of original feature content designed to raise awareness of these issues and break down the barriers that stand between girls and sport.

Guest Moderator: Kate Scott, Anchor, Reporter, Host and Play-by-Play Announcer, Pac-12 Networks and NBCSN

Networking Break

Verizon: The Team That Wouldn't Be Here

Verizon honored the people on the front lines of saving lives in a campaign that led up to its Super Bowl spot. Verizon profiled a dozen different NFL stars – ranging from quarterback AJ McCarron to linebacker Clay Matthews – all of whom have been saved by a first responder at some point in their lives.

Changing the Content Game

A LOOK INSIDE: Kevin Durant's Thirty Five Venture's "The Boardroom" --A New Sports Business Show for ESPN+

NBA star Kevin Durant has translated his success on the court to a strong business portfolio, including a show about the ins and outs of the sports business itself.

This session will take an in-depth look at Durant's latest venture, "The Boardroom" on ESPN+, and the way it aims to bring fans behind the scenes of the sports business like never before. With perspectives from sports executives, athletes, and tech moguls alike, the conversations uncover what's driving the business of sports and sports culture.

Moderator
Abraham Madkour, Publisher and Executive Editor, Sports Business Journal

Inside the "Priceless" Esports Deal

Mastercard and Riot Games

Hear how Mastercard brings fans closer to their passion, and everything they love about League of Legends, through priceless experiences.

Moderator
Ben Fischer, Staff Writer, Sports Business Journal

Networking Luncheon

#Let'sGetEngaged

This is YOUR session. So, tell us – what is keeping YOU up at night? 

Or submit a topic YOU want to know more about, and we just may use it as part of the roundtable discussion.

Featured Interview: Jay Farner

During this session you will hear from Jay Farner the CEO of Quicken Loans. He will discuss Quicken Loans investments in sports marketing, including college basketball, esports, golf, and at times, auto racing. And he will give an update on the tremendous demand, and interest, in the PGA Tour’s Rocket Mortgage Classic, which will be held Detroit this June.

Guest Moderator
Charlie Besser, Founder, Chairman & CEO, Intersport

Measuring Real ROI on Sports and Esports Sponsorships

As brands invest large pieces of their marketing budgets into sports, some of the best are getting very serious about measuring impact and ROI. This discussion will include examples of how Mondelez has used Nielsen Sports to measure purchase intent and actual purchase behavior across some of its brands involved in traditional sports (Olympics and NCAA basketball) and look at the research behind Mondelez’ esports strategy.

Guest Moderator
Aimee Gerry, Senior Vice President, Brand Partnerships, Nielsen Sports

Featured Interview

Authentically Reaching the Younger, Active Consumer

Biofreeze has produced pain relief products for 25 years, but only started selling its products at retail in late ’16. In this featured interview, you will hear how the brand has eyed sports as a key component of its retail marketing strategy to the young, active consumer; and has partnered with organizations that share their commitment to helping athletes succeed, including top MLB, marathon and NBA organizations.

Moderator
Terry Lefton, Editor-at-Large, Sports Business Journal

Owning the Narrative

The Bud Light Victory Fridge

The Bud Light Victory Fridge became a national news headline going into the 2018 NFL Season. The campaign generated huge engagement among NFL and Cleveland Browns fans, but it also drew genuine interest from new audiences. Learn more on how the campaign came about and how AB InBev and the Browns measured success.

Guest Moderator
Gabe Ottolini, COO, Block Six Analytics

Networking Break

Increasing the Value of Social Content

In recent years, sports media has seen a decline in viewership on television and other traditional viewing channels while OTT has moved into the forefront as teams and leagues search for new ways to distribute existing and new content directly to their audiences. As a result, social media has evolved from a "nice-to-have" to a "need-to-have" for all sponsorship deals, not to mention it offers a far more impactful way to generate value for brands outside of an event.

In this session you will hear how forward-thinking brands are working closely with their ambassadors to create original content for social and leveraging their reach to attract new audiences and forge deeper connections with existing customers.

Moderator
Abraham Madkour, Publisher & Executive Editor, Sports Business Journal

#Let'sGetEngaged Session Recap

Featured Interview

From Influence to Influencer

Since leaving the NBA in 2013, Baron has made a full transition into the entertainment world distributing original content with the clear goal of discovering and telling stories from diverse voices.

During this session you will hear from "Master Connector, Entrepreneur, Athlete, Investor, and occasional DJ," Baron Davis about athlete generated content, and storytelling that resonates with fans on an emotional level.

Moderator
Abraham Madkour, Publisher & Executive Editor, Sports Business Journal

Closing Remarks & Networking Reception

Evening at Fifth Third Arena

Hosted by
Thursday, May 30

General Registration & Continental Breakfast

Chicago #DeepDish Live Stream

A fun live streamed discussion on hot topics and trends over a cup of coffee

Breaking Through the Noise

Tips for Driving Brand Value Through Authentic, Engaging Experiences

Every brand can run a sports marketing campaigns or activate a sports sponsorship. But not every brand knows how to engage fans with their brand. The challenge sports marketers face today is fans are desensitized by the deluge of content. Content overload.

Panelists will discuss how to break through the noise and actively engage sports fans with your brand. They will also answer the following questions:

- How do you leverage your sports sponsorship for something much bigger? More Impactful? More authentic?

- How do you create two-way, meaningful, high-value conversations?

- How do you maximize every touchpoint to create experiences that matter?

Moderator
Abraham Madkour, Publisher & Executive Editor, Sports Business Journal

Breaking the Color Barrier

"Willie," a Documentary About Hockey Hall of Famer Willie O'Ree, the Jackie Robinson of the NHL

On Monday, April 29, the documentary will make its world premiere. "Willie" tells the incredible story of Willie O'Ree, who in 1958 became the first black man to play in the National Hockey League.  On Nov. 12, 2018, having dedicated most of his life to hockey, he was inducted into the Hockey Hall of Fame.

During this session we will speak with this trailblazer who paved the way for the players of diverse ethnic backgrounds who have succeeded him in the subsequent 60 years. We will discuss the never-before-seen home movie footage, original interviews, and first-person accounts from friends and family across North America showcased in the film.

Moderator
Terry Lefton, Editor-at-Large, Sports Business Journal

Inside the Esports Deal: PUMA and Cloud9

Inside the Esports Deal: PUMA and Cloud9

Earlier this year, Cloud9 and PUMA entered into a partnership for Cloud9's North American League of Legends Championship Series (NA LCS) team for Spring Split. The signing is the largest esports deal to date for PUMA, and is also a milestone, being a first-of-its-kind apparel partnership for Cloud9.

With this agreement, PUMA became the Official Apparel and the Official game-day Pants and Shoes provider of the Cloud9 LCS team. The discussion will focus on the deal itself, how the spring season went and plans for expansion.

Moderator
Ben Fischer, Staff Writer, Sports Business Journal

Networking Break

Seven Minute Segment

Esports Insights from Newzoo

Sleep as a Competitive Edge: Winning with the NFL

Sleep Number the Official Sleep + Wellness Partner of the NFL and the Minnesota Vikings

As a company founded on sleep science and innovation, Sleep Number knows that quality sleep has a profound effect on performance, recovery and well-being. The partnerships are aimed to help to improve NFL players' performance by maximizing the benefits of a great night of sleep.

With the 360 smart bed, Sleep Number is uniquely positioned as a partner who impacts the game on and off the field. In this session, you will hear how Sleep Number uses its expertise and brand storytelling to demonstrate the impact sleep has on performance at the league and team level.

What Does Real Estate Development In and Around Ballparks and Stadiums Mean for Fan and Brand Engagement Opportunities?

Real estate development around the ballpark, or stadium, is all about investing in the brand and growing the fan base. Development is aimed at fostering a game environment that is friendly to families, fans, and the casual attendee, while also creating a unique experience for events and entertainment beyond the game. During this session you will hear about the new fan and brand engagement opportunities created by the renovation and neighborhood expansion project at Wrigley.

Guest Moderator
Brian Mirakian, Senior Principal / Activate Director for the Americas, Populous

Closing Remarks & Conference Adjourns

Sponsors