Experiential Marketing

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Experiential Marketing Committee Meeting: Experiential Sports Marketing




I. Leveraging Sports Partnerships for Experiential Brand Activation (9:15AM - 10:00AM)
Allen Hermeling, Managing Director of Marquee Sports and Entertainment, the exclusive partnerships, activation, consulting, and events/hospitality agency for the Chicago Cubs, will discuss how world class brands and world class marketers have worked with his team to leverage the Cubs to engage with current and prospective customers.  Topics will include B2B and B2C experiential activations as well as integrated media campaigns featuring exciting products (Jim Beam game 7 batch, Rizzo Wrap Aluminum Foil, American Airlines Fly the W campaign) as well as exciting personalities (Mila Kunis, Stephen Colbert).

Speaker: Allen Hermeling, Managing Director, Marquee Sports & Entertainment, Chicago Cubs

II. Evolution of Sports Partnerships to Meet Consumer Needs (10:15AM - 11:00 AM)
Michele Raymer, Regional Experiential Manager for Anheuser Busch, will discuss how a large, international company like Anheuser Busch aims to stay relevant to the consumer on a regional/local level. AB has always been involved in sports marketing, but how has that involvement adapted over the years? Topics will include best practice examples on how to regionalize national campaigns, sweat the assets of existing contracts, brief team partners to achieve mutually beneficial results, and what’s on the horizon for Anheuser Busch in the sports world. 

Speaker: Michele Raymer, Regional Experiential Manager, Anheuser-Busch

III. Driving Brand Consideration with Sports (11:15AM - 12:00PM)
Among all of Comcast's sponsorships across music, entertainment and sports, you may be surprised by one segment that delivers higher consideration than the general market: NASCAR fans. One of the key ways Comcast connects with these fans is through live activation at the racetrack. In this presentation, Matt and Alex will discuss the importance of experiential marketing in the field of sport – starting with an overview of the company’s partnerships and how the brand uses them to drive consideration, retention, relevancy and advocacy.

Matt Lederer,
Executive Director, Sports Brand Marketing, Comcast
Alex Beer,
Executive Vice President, Client Consulting + ServicesGMR Marketing


Stay after the event for an exclusive tour of the trophy room of the 2016 World Series Champions The Chicago Cubs!