8:15am

9:00am

Breakfast

General Session

CAPITAL ONE MAXIMIZES REGIONAL SPONSORSHIPS THROUGH CENTRALIZED APPROACH
Capital One has had successful sponsorship relationships with dozens of rightsholders across the Northeast, Mid-Atlantic and South Central regions, including partnerships with the NHL New York Islanders, Washington D.C.’s National Cherry Blossom Festival, and the AT&T Performing Arts Center in Dallas. Capital One is now taking its sponsorship program to the next level to adopt a centralized system of selecting and managing partnerships to maximize the impact these investments have on its business objectives while taking into account region-specific needs. Discover the rationale, process and tools deployed to ensure that Capital One’s sponsorships continue to deliver a distinctive, sustainable and substantial competitive advantage.

John Neukom
Brand Manager
Capital One Bank

Jim Andrews
Senior Vice President
IEG
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NORWEGIAN CRUISE LINE ® AND THE ROCKETTES ® SAILING INTO A NON-TRADITIONAL PARTNERSHIP
In this session you’ll hear how entertainment icons, the Rockettes, are partnering with Norwegian Cruise Line to introduce its newest ship, Norwegian Breakaway, sailing year-round from Manhattan beginning this May.  From the first announcement of Rockettes as Godmothers to the integration of experiential on-board touchpoints, this session offers great insight in creating impactful, content-driven partnerships that are brand wins for both partners.

Maria Miller
Senior Vice President, Marketing
Norwegian Cruise Line

Chris Moseley
Senior Vice President, Product Management & Brand Oversight, Rockettes
The Madison Square Garden Company
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HOW THE NFL CROSSES THE GOAL LINE WITH MARKETING PARTNERSHIPS
The National Football League is the most popular sports league in America.  The NFL partners with many top global brands across multiple categories throughout the entire calendar year.  In this presentation, the NFL will share insights on how they integrate leading brands into their marketing platforms and events, including the Super Bowl—driving unique fan engagement among key demographics for their partners and themselves.

Peter O’Reilly
Vice President, Fan Strategy & Marketing
National Football League
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12:00pm

1:00pm

Luncheon

General Session Continued

CON EDISON POWERS TOMORROW’S SCIENTISTS THROUGH SPONSORED EDUCATIONAL PROGRAMS
Discover how Consolidated Edison leverages educational sponsorships such as the FIRST Robotics Competition to further their objectives in teaching kids about the rewards of engineering and science while building their brand through community outreach. In this program, Consolidated Edison volunteers act as mentors to dozens of high school teams while students learn the value of communication and teamwork through competitive events.  You will also hear how Consolidated Edison measured success along with best practices on this very successful program.

Hilary Ayala
Director, Grassroots Management and Strategic Programs
Consolidated Edison
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AN INSIDE LOOK AT SAP’S PARTNERSHIP STRATEGY
As a B2B marketer, SAP has long relied on an extensive partnership portfolio to showcase its technological prowess, engage customers and build visibility. But in the ever-evolving category in which the company operates, its focus has shifted to address the trend of “consumerization.” SAP is using sponsorship of properties such as the NBA, San Francisco 49ers and Cirque du Soleil to promote products including cloud storage, mobile solutions and real-time analytics to a new audience by enhancing the fan experience. Discover how sponsorship is playing a pivotal role in humanizing the brand and helping SAP expand its horizons beyond enterprise software.

Tara Mulcahy
Group Director, Global Sponsorships
SAP AG
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Conference Adjournment