TRANSFORMING SPONSORSHIPS INTO VALUE-CREATING PARTNERSHIPS
IEG CEO Laren Ukman will identify the key value drivers that leading brands are leveraging to turn sponsorship and event marketing from an expense to an investment that delivers real returns. The discussion will include: activating partnerships to create meaningful brand stories; communicating the purpose at the heart of sponsorships; engaging in ways that create emotional bonds; and establishing meaningful methods to measure results through advanced analytics that go beyond intermediate brand measures and deliver real results connected to consumer and customer impact, and ultimately to business objectives.
Chief Executive Officer
Senior Vice President, Content Strategy
PRICELESS: MASTERCARD'S STRATEGIC APPROACH AND ACTIVATION OF SPONSORSHIPS
MasterCard has a history of success in sponsorship, with longtime relationships that include Major League Baseball, the PGA TOUR, NFL teams, the GRAMMY Awards and other rightsholders. In the past year, the company's Priceless Cities program has maximized these and other partner relationships to create stronger connections with cardholders by providing them exclusive access and offers, as well as extraordinary experiences, connected to the things they are most passionate about, from sports and entertainment to travel and food. Alison Giordano, who is responsible for strategic direction and oversight of all MasterCard U.S. sponsorships, will look at how the company earns a return on these different types of investments from the perspective of its brand, its business partners and its cardholders.
Vice President, U.S. Sponsorships
THE PEPSI CHALLENGE: MANAGING AND MAXIMIZING MAJOR INVESTMENTS IN SPONSORSHIP
This conversation with the executive responsible for one of the largest sports sponsorship portfolios in the world will address PepsiCo's new strategy for leveraging its partnerships across multiple products and brands, and share insights learned from negotiating, activating and measuring relationships that include Major League Baseball, Major League Soccer, the National Basketball Association, the National Football League, the National Hockey League and athlete endorsements such as Peyton Manning, Landon Donovan and Serena Williams on behalf of iconic brands such as Pepsi, Gatorade, Quaker, Tropicana and Frito-Lay.
Senior Vice President, Global Sports Marketing
HERTZ AND LIVENATION'S 'MOVIN WITH MUSIC' INTEGRATED SPONSORSHIP
In December 2011, The Hertz Corporation announced their Hertz 'Movin' with Music' program, a groundbreaking, multi-year sponsorship and marketing alliance with Live Nation Entertainment aimed at tapping into millions of music fans to drive market share and promote the Hertz brand. The Hertz/Live Nation partnership taps into virtually every facet of Live Nation Entertainment's integrated marketing and eCommerce network, spanning every stage of the live entertainment experience from ticketing and concerts to mobile and social media. In this session, Jerry Preyss, vice president and chief creative officer – The Hertz Worldwide and Russell Wallach, president – Live Nation Network, will discuss how their partnership is driving consumer engagement for Hertz and exposing the brand to millions of fans before, during and after live music events. They will share how their alliance creatively combines traditional and digital media advertising, social media, mobile, special events and artist affinity offers, and integrated point-of-sale opportunities cross-tied to ticketing and car rental transactions to create value for both brands.
Vice President and Chief Creative Officer
Live Nation Network
General Session contd.
THE EVOLUTION OF MARS' PARTNERSHIP WITH NASCAR
Mars has been one of NASCAR's premier partners for over 18 years as well as the primary sponsor of Kyle's Busch's #18 Toyota. In this session, William Clements, Vice President Sponsorships - Mars and Norris Scott, vice president partnership marketing & business solutions - NASCAR will discuss NASCAR sponsorship trends and insights behind how Mars is continuing to derive new value through their relationship. William and Norris will share how Mars is leveraging their NASCAR sponsorship through an integrated strategy of online, broadcast, event marketing and retail activation to garner greater return on objectives as their partnership continues to evolve.
Vice President, Sponsorship
Vice President, Partnership Marketing & Business Solutions
KPMG's GLOBAL BRAND AMBASSADORS
KPMG is a respected global leader in the audit, tax and advisory industry. KPMG has made strategic investments in sports properties that align with their core strengths and corporate values while elevating the KMPG brand identity of "cutting through complexity" globally. In this session, Shawn Quill, director, sports marketing & sponsorships – KPMG, will discuss the company's approach to sponsorships, including how they are leveraging their relationships with PGA Champion Phil Mickelson and LPGA Champion Stacy Lewis to build the KPMG brand in conjunction with each players' international competitions. Shawn will share how KPGM continues to innovate their sponsorships with new activations to establish mutually beneficial relationships that position Phil and Stacy as true ambassadors for the company while empowering each individual's personal success on and off the golf course.
Director, Sports Marketing & Sponsorships