Sponsorship & Event Marketing

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

I. UNDER ARMOUR: CONNECTING DATA IN THE DIGITAL TRANSFORMATION OF EVENTS (10:00 – 10:40AM)
Performance apparel powerhouse and experiential retailer Under Armour is harnessing the power of technology in its activation strategy to transform the way they collect and connect event data. In this session, hear how the brand is working to apply this approach across its full portfolio of events to gather actionable insights that empower event marketers and paint a fuller picture of event performance and success.

Speaker:
Nichole Duttenhoffer, Senior Manager, Global Event Operations at Under Armour

II. BOSE: LEVERAGING A CONSISTENT BRAND MESSAGE TO DRIVE IMPACT ACROSS PARTNERSHIPS (10:40 – 11:20AM)
Leading audio brand Bose sponsors properties such as the NFL, Mercedes-AMG Formula 1 Team, and U.S. Ski & Snowboard Team. Core to Bose marketing is a telling a cohesive story across all mediums. This year, Bose launched its "Focus. On." marketing campaign in support of its best in class noise-cancelling headphones. In this session, head of global alliances Courtney Tincher will detail how this message was leveraged and measured across Bose's sponsorships.

Speaker:
Courtney Tincher, Head of Global Alliances at Bose

NETWORKING BREAK (11:20 – 11:35AM)

III. HOW SOCIAL MEDIA IS CHANGING THE FACE OF SPORTS SPONSORSHIP (11:35AM – 12:15PM)
We all know social media has transformed just about every aspect of our daily lives, including business. And nowhere is that disruption more evident than in the world of sponsorship – where both brands and properties are quickly realizing that the old ways of measuring their sponsorship investments (i.e. impressions and logo placements) simply don't add up in a digital-first world. In this session, Kyle Nelson, co-founder and CMO of MVPindex, will share how brands like ABI and Coca-Cola are making the most of their sponsorships with properties including the NFL and MLB, and show how you can leverage these success stories to maximize your brand equity via social media.

Speaker:
Kyle Nelson, Co-Founder & CMO at MVPindex

LUNCH (12:15 – 12:45PM)

IV. RBC TAKES SPONSORSHIP EVALUATION PROCESS TO THE BANK (12:45 – 1:25PM)
RBC is Canada's largest bank, with sizable presence in the U.S., U.K., Asia, and the Caribbean. With an organization of this size comes literally thousands of sponsorships of events and programs ranging from tier 1 properties like PGA Golf and the Canadian Olympic Committee to grassroots local community sponsorships and events. Over the past three years, they have integrated a method and process for standardized evaluation of their sponsorships enterprise-wide to aid with decision making. This session will share not only the RBC sponsorship story, but measurement methods you can use in your business immediately.

Speakers:
Seth Leeds, Head of Marketing and Support, Americas at Sponsorium
Jacqueline Sestito, Senior Brand Manager at RBC

V. PEPSICO: LEVERAGING SPORTS SPONSORSHIPS TO WIN LOCAL CONSUMERS’ HEARTS AND WALLETS (1:25 – 2:05PM)
As one of the largest sponsors of sports properties in the country, PepsiCo executes a tremendous amount of programs across the NFL, MLB, NBA, NHL, NASCAR and more on a yearly basis. And while the power of these partnerships at a national level is undeniable, it’s what can be achieved at the local level that can truly have a major impact. In this session, VP of marketing activation Amy Spiridakis and Michael Bartlett, Managing Partner at TracyLocke, will share how PepsiCo approaches evaluating the effectiveness of their sports sponsorships – to both build equity and drive commercial results - as demonstrated through a few recent successful case studies.

Speakers:
Amy Spiridakis, VP, Marketing Activation at PepsiCo
Michael Bartlett, Managing Partner at TracyLocke

VI. MEMBER ROUNDTABLE FORUM (2:05 – 2:45PM)
Join your fellow committee members, featured presenters, and invited guests in open discussion around sponsorship measurement and valuation. Topics might include technology and data platforms, live events, use of brand attributes such as brand preference, and evaluation of social media and influencers in sponsorship activations. 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