Sponsorship & Event Marketing

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

I. FIRESTARTER SESSION: ISSUES & EMERGING TRENDS IN SPONSORSHIP (10:00 – 10:50AM)
One of the benefits of ANA Committees is the ability to share and learn from your fellow marketers in a "closed door" environment, leveraging knowledge and insights from peers that can be applied to your own business. In this session, we'll discuss topics and current issues including those below, and any others you want to explore. Come with your questions and be prepared to share!

• Measurement/ROI and program evaluation
• Cultivating a personal/authentic experience with local engagement
• Use of technology in experiential and live events

Facilitator:
Pamela Gross, Senior Manager – ANA

II. CHICAGO FIRE'S STRATEGIC SHIFT AND GO-TO-MARKET STRATEGY (11:10AM – 12:00PM)
This session will highlight the Chicago Fire Soccer Club as it embraces a new chapter of stadium relocation and brand refresh for the 2020 season. Learn how the club plans to adapt its operations to a new stadium environment and reconnect itself with the city. The Corporate Partnership Team is simultaneously shifting its offerings to meet the evolving digital demands of partner brands and strategically commercializing content. The team is also in-market with two unique jersey platforms—sponsorship of the club's robust youth development system and the patch partnership available across MLS for the first time next season.

Speaker:
Mary Sever, Senior Director, Partnerships – Chicago Fire

LUNCH (12:00 – 1:00PM)

III. UL, RUGBY & GOLF: AN UNLIKELY PARTNERSHIP? (1:00 – 1:45PM)
UL (Underwriters Laboratories) has been working behind the scenes for 125 years to deliver confidence and safety in the products we use every day. UL’s primary audience today includes business and government leaders, so what role do sports play in reaching that audience? Our sponsorships portfolio includes the UL International Crown LPGA golf tournament, Golf Channel, USA Rugby and World Rugby’s Sevens Series among other live events, brand activations, and customer engagement activities. From the first tee to the rugby pitch, discover how we are leveraging our sports partnerships to enhance customer relationships and elevate our brand platform built on trust.

Speaker:
Mike Galeski, Senior Manager, Sports Marketing – UL LLC

IV. BLUE MOON AND THE KENTUCKY DERBY (1:45 – 2:30PM)
Earlier this year, Blue Moon entered into a sponsorship deal that named the brand the official craft beer of the Kentucky Derby and the first-ever craft beer sponsor of Churchill Downs Racetrack. The multi-year agreement granted Blue Moon with exclusive craft beer activation rights at the racetrack and, with the development of the Blue Moon Taproom & Balcony, a permanent bar and lounge space that overlooks the racetrack’s historic paddock. During this session, the team from MillerCoors will discuss why the Kentucky Derby was the right fit for Blue Moon and what they learned from their inaugural year of the partnership. They will also share research and insights on what consumers look for in branded experiences and how Blue Moon maximized their experiential efforts to connect with consumers in and outside of the Kentucky Derby on a national level.

Speakers:
Michael Laungani, Brand Experience Manager – MillerCoors
Michelle Nagel, Associate Brand Manager -- Blue Moon, MillerCoors

After the meeting, you’re invited to stay for an “Open Play” soccer experience. Participate in a mini match against fellow attendees, or a “Skills and Drills” challenge. Please bring a change of clothes and comfortable shoes if participating! Locker and shower facilities will be available onsite.