Sponsorship & Experiential Marketing

Welcome and Introductions (11:00-11:10AM ET)
Gena Casciano, Director - ANA

I. Roundtable Discussion (11:10-11:30am ET)

Hosted by Committee Co-Chairs:
Dee Hall, Executive General Manager - Advantage Marketing Partners
Cliff Rigano, Head of Culture, Lifestyle & Event Marketing - Jägermeister

II. Mastercard - MLB Home Team Advantage Program (11:30am-12:10pm ET)
Small businesses have always been important to Mastercard but never more than during this COVID timeframe. So for the 2021 MLB season, Mastercard worked with its partners at MLB, and the Red Sox, Dodgers and Braves to create a small business contest to give these businesses a chance to win e-commerce support, money and a whole lot of exposure – join us to hear how the program worked.

Speaker:
Michael Goldstein, Vice President, Head of Sponsorships, North America - Mastercard

III. Mashed in America: Serving Up Happiness One Cup at a Time (12:10-12:50pm ET)
Historically mashed potatoes have yet to make the list of the most engaging consumer experiences, until now! Hear how Idahoan Foods is shifting consumer’s attitudes about packaged potatoes through the Mashed in America Tour. The fifty-two week campaign is reaching millions of consumers, in real time, across a wide variety of events, digital and social marketing platforms, partnerships and retailers. Hop on board and hear more about what it takes to engage consumers beyond a sample and a smile.

Speakers:
Wes Myer, Director, Retail Marketing - Idahoan Foods
Dallas Smith, Principle - Entertainment3Sixty

Closing Remarks (12:50-1:00pm ET)

**Schedule subject to change

Speaker Bios

Michael Goldstein
Vice President, Head of Sponsorships, North America
Mastercard

In 2012, Michael joined Mastercard as a Vice President & Business Leader, Global Sponsorships. He has since been promoted to Vice President & Senior Business Leader and now is the head of sponsorships for North America.

In his global role, he managed Mastercard’s global golf and rugby platforms, which are highlighted by The Open Championship and Rugby World Cup partnerships. Currently, he focuses on all sponsorship activity across the U.S. and Canada – portfolio highlights include Major League Baseball, the Grammy Awards, PGA Tour and the Arnold Palmer Invitational presented by Mastercard. He also recently received the honor of being named to Sport Business Journal’s list of Forty under 40 for 2019.

Prior to Mastercard, Michael was with LG Electronics, where he oversaw its NCAA corporate sponsorship across multiple business units, including all Men’s and Women’s Championships. He also managed co-marketing strategic partnerships in the gaming and entertainment space that were leveraged via retail promotions. Before LG, Michael was with Octagon, where he consulted Fortune 100 companies, including Mastercard, on where and how to drive business via sponsorships in the sports and entertainment world. Earlier in his career, Michael worked in television production at ESPN on shows such as Baseball Tonight and SportsCenter.

He holds an M.B.A. and M.S. in Sport Management from UMass-Amherst and a B.A. in Psychology from the University of Rochester. 

Wes Myer
Director, Retail Marketing
Idahoan Foods

With more than 16 years of experience in retail marketing and merchandising, Wes Myer, director of retail marketing at Idahoan Foods, is an expert in building data-driven, outcome-based marketing programs. His work focuses on customer-driven marketing initiatives that showcase the value, quality and ease of Idahoan’s signature mashed potato offerings, incentivizing direct-to-consumer and retail product sales with core audiences. He balances a portfolio of traditional, experiential, social & digital and shopper marketing tactics to meet the shifting preferences of today’s consumers. Notable metrics influenced directly by Myer over the last nine years include household penetration growth (highest among most credible CPGs in industry) and category share growth year-over-year.

Dallas Smith
Principle
Entertainment 3Sixty

As principle and co-owner of Entertainment 3Sixty, a full-service Experiential Marketing firm, Dallas Smith has more than 15 years of delivering experiential programs to leading brands throughout the United States, Canada and Europe. From the Award-Winning King’s Hawaiian Breakfast Bungalow pop-up in Manhattan, Bed Head Hotels at Lollapalooza and the Zippo Encore series around the globe, Entertainment 3Sixty collectively brings more than 50 years of experience amplifying brand narratives through events, experiences and engagements that cross all channels and platforms.