Veteran sports business reporter Terry Lefton has worked for years building high-level industry contacts and sources, which pays off when it comes to breaking exclusive news on sponsorship, licensing, advertising and marketing deals. Before joining SportsBusiness Journal, Lefton covered the sports marketing and media segment for Brandweek and the Industry Standard. BEATS: Sports Sponsorship; Sports marketing/advertising.
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:
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
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: