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Ellen Lucey

Director, Championships and Alliances, Corporate Relations, Marketing and Branding, NCAA

Right from the start, Ellen poured her energy into swimming. Competing through her college years, while serving as the team’s captain, Ellen was known for her competitive spirit and her desire to bring people together through sports. This unique combination of seemingly contradicting attributes have become the unlikely pairing that catalyzed her career in Sports Marketing.

 

After moving into her first of three positions with The Coca-Cola Company, Ellen set to work in Super Bowl host cities to ensure that fans were enjoying Coca-Cola’s activation and customer hospitality.  Through a mutually beneficial partnership with ESPN, Ellen directly provided Coke fan’s access to behind-the-scenes tapings of ESPN and in turn brought ESPN a new fan base for their in depth sports programming.

 

As a Senior Manager, Ellen was asked to take on the challenge of connecting NASCAR fans with a new Coca-Cola experience, the Coca-Cola Racing Family. These efforts led to yet another win-win outcome for both racing fans and their favorite brand.

 

Now noted for creating partnerships though both grassroots efforts and big-budget campaigns, Ellen found herself standing backstage with a soon-to-be NBA All-Star. Before he had even played his first NBA game, Ellen leveraged her industry relationships to recruit LeBron James as the spokesman for Sprite and POWERade.  For the next 10 years, LeBron and Ellen, transformed the Sprite brand with their winning combination of skill and swagger.

 

Ellen’s kinesiology major from Indiana University and her marketing expertise converged when she joined Bauerfeind USA, the top maker of athletic braces and supports. By engaging relationships, product repositioning and leading creative messaging, she built a consumer brand from a single idea: helping athletes perform at their best. Through her architecture, the trainer’s associations from both MLB and the NBA now endorse Bauerfeind’s products.

 

These experiences have brought Ellen full-circle back to collegiate athletics in her current role as Director of Corporate Relations with the NCAA where she oversees sponsorships, partnerships, marketing and branding for all NCAA Championships. In her “dream job”, Ellen gets to combine two of her passions, sports marketing and college athletics, daily.

 

Thursday, December 12

The Sponsor's Role in the Fan Experience

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

Anthony Biondo, Buick, Media and Experiential Manager, General Motors
Adam Dettman, Director, Sports and Entertainment Marketing, MillerCoors
Andrew Judelson, Executive Vice President, National Sales, Learfield IMG College
Ellen Lucey, Director, Championships and Alliances, Corporate Relations, Marketing and Branding, NCAA
John Mount, Vice President, Marketing Assets & Activation, Coca-Cola North America
Scott Wolfarth, Team Lead, Shopper Marketing Center of Excellence, Unilever USA