Next-Gen Partnerships Track

Teamwork Makes the Dream Work

The way consumers discover, receive, and engage with sponsor messages is dramatically evolving, thanks in large part to media fragmentation. The lifeblood of sponsorships has always been the fan, but as attention and consumption shift to digital, the magic formula for success now lies in creating partnerships that truly put the fan first.

What is the next frontier of sponsorship for brands looking to reach connected consumers through sports?

2019 Sessions

Engaging the Fan Base: Leveraging Fan Data and Insights to Grow Your Business

Presented with

Session Info

Wednesday 6/26.10:15AM.Engage Stage

With so many demands for time and attention, a changing media landscape, further globalization of sports and shifts in consumer behavior, this session will look at how top sports rights holders are leveraging data and insights to better understand fans. We will also discuss how to grow and engage with audiences at home and abroad.

image for Mike Wragg

Mike Wragg
Global Head of Research
Nielsen Sports

Phil Paparella

Phil Paparella
Associate Vice President Global Media Insights
NBA

Mike Mobley

Mike Mobley
Vice President, North America
DAZN

Mike McCarthy

Mike McCarthy
Senior Writer
Front Office Sports


The Sponsorship Engagement Model: Creating Affinity for Brand Partners in an Attention-Starved Era

Session Info

Wednesday 6/26.11:15AM.Main Stage

In an age of shortened attention spans and heightened KPIs, association itself is no longer enough for brands looking to connect with consumers through sports. There must be mutual commitment on the part of sponsors and sports organizations to embed brands into culture, content and conversation that fans already consume, create, and share. In this session, a panel of experts will explore ways that sports organizations can enrich experiences for the benefit of fans and partners to build maintain the coveted brand-to-fan connection long after the game ends.

image for Carola Jain

Carola Jain
CMO
Spartan Race

image for Elizabeth O'Brien

Elizabeth O'Brien
Program Director, Sports & Entertainment
IBM

image for Michael Schneider

Michael Schneider
Head of Live TV & Sports Marketing
Hulu

image for Nick Kelly

Nick Kelly
Head of US Sports Marketing
Anheuser-Busch InBev

image for Adrianna Barrionuevo

Adrianna Barrionuevo
Senior Editor
Yahoo Lifestyle


Engaging Millennial Consumers Through Sports Partnerships: How Hennessy Scored a TKO With Canelo

Session Info

Wednesday 6/26.3:40PM.Engage Stage

Hennessy’s consumer is urban, culturally diverse, and a huge sports fan. In 2012, the brand launched its award-winning “Never Stop. Never Settle” campaign which celebrates those individuals who push the limits of their potential. In world champion boxer Canelo Álvarez, Hennessy found the ideal partner to effectively engage a culturally diverse millennial audience through event broadcasts, experiential marketing, a “behind the scenes” social media campaign, interactive promotions, and retail activations.

Manny Gonzalez

Manny Gonzalez
Senior Director, Cultural Diversity
Moet Hennessy


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