Sponsorship & Event Marketing

Directions: ALL ATTENDEES MUST ENTER THROUGH GATE 6. Please click here for a map. 

Parking: 164th Street Garage, located at the corner of 164th Street and River Avenue. Guests must bring validation ticket from the garage into the event to have parking validated.

Click here for a list of what you can/cannot bring into the stadium. PLEASE NOTE: Luggage is NOT ALLOWED (This includes any type of bag with wheels). ONLY soft-sided bags that do not exceed 16x16x8 inches are permitted in the stadium.

Questions? Contact jtoner@ana.net.

NETWORKING BREAKFAST (9:00 – 9:45AM)
WELCOME AND INTRODUCTIONS (9:45 – 10:00AM)


I. BANK OF AMERICA SPONSORSHIP CASE STUDY (10:00 – 10:50AM)
Bank of America is one of the world's leading financial institutions, serving individual consumers, small and middle-market businesses, and large corporations. In this session, learn more about the company's corporate sponsorships and partnerships strategy, and how the bank is making a difference in local communities.

Speaker:
Charles Greenstein, Global Sponsorship Marketing Executive – Bank of America


II. REFINERY29: HOW TO WIN IN THE EXPERIENCE ECONOMY (11:00 – 11:50AM)
While brands have traditionally been content creators through traditional advertising, today they must also be cultural curators to help fuel conversations and build true brand affinity. With recent data revealing that 78% of millennials would rather spend money on experiences over products, brands are increasingly looking for ways to create narrative-driven, experiential moments that build more meaningful and emotional connections. In this session, Kelly Markus, vice president for experiential at Refinery29, will share learnings drawing on the brand's work building its wildly popular 29Rooms experience. Merging the themes of mission, risk-taking, and authenticity, she will discuss how experiential delivers returns for brand partners that can help them meet key business objectives, catapult growth opportunities, and identify new audiences — a win for everyone.

Speaker:
Kelly Markus, VP, Experiential – Refinery29


LUNCH (12:00 – 12:30PM)


III. YANKEE STADIUM GUEST TOUR (12:30 – 1:00PM)
Join us for a special guest tour of the Home of the Most Storied Franchise in Baseball! Learn about the history of the 27-time World Series Champion New York Yankees, get up close to historic baseball artifacts, and visit exclusive locations within this historic venue.


IV. ANA SURVEY: SPONSORSHIP MEASUREMENT (1:00 – 1:50PM)
The ANA recently fielded a survey to our member community to gain an understanding of current practices around sponsorship measurement. This was the third issuance of this member survey, previously fielded in 2013 and 2010. In this session, we'll share the detailed results of this survey, discuss implications and key takeaways for marketers, and share next steps in our partnership with MASB (Marketing Accountability Standards Board) on a project focused on sponsorship measurement.

Speaker:
Pamela Gross, Sr. Manager, Content Marketing, Committees & Conferences – ANA


V. MEMBER ROUNDTABLE DISCUSSION: SPONSORSHIP MEASUREMENT (2:00 – 2:30PM)
Join your fellow committee members for continued discussion around measurement and evaluation of sponsorship programs. Does your company have a process in place? If not, what's holding you back? Please come prepared to share!

Facilitators:
Russ Findlay, Chief Marketing Officer – Hiscox and ANA Sponsorship & Event Marketing Committee Chair
Pamela Gross, Sr. Manager, Content Marketing, Committees & Conferences – ANA