1:00 Welcoming Remarks
1:30 Don’t Answer the Phone!
No need to force-fit that sponsorship opportunity to your brand. This presentation will address the process that industry-leading, marketing-savvy corporations are using to craft the right affiliations and experiences for their brands and will include a Louis Vuitton case study that illustrates the concept.
2:00 Kick Off: Solar Energy & Sustainable Stadiums
NRG Energy uses a sports sponsorship in a very non-traditional way. This unusual sponsorship provides major benefits for NRG Energy with an audience that associates the word energy with a drink. The installation at Gillette Stadium and other venues required a substantial and long-term commitment. Manny will share the thinking behind the Marketing strategy and its expected value to NRG.
2:20 Just for Kicks: Selling a Trademark Women’s Brand to Men
High profile shoe endorsement deals are not unusual for top-level athletes…unless you’re talking about fuzzy-lined sheepskin boots. Getting creative with strategic partnerships and relationships is what got Tom Brady, the NFL marquee man with legions of male and female fans, to step into a deal with UGG. David, who helped negotiate the deal, will share insights on identifying and attracting the right athletes to your brand.
2:40 Tee it up: Deutsche Bank Championship
The premium PGA event in New England and a Labor Day tradition for the past decade is sponsored by one of the world’s biggest banks. The success of this event continues to grow, delivering unmatched experiences for fans and families. What makes this Championship a success on all fronts: golf action, charity contributions, and branding?
3:10 The Socialization of Sports: Beyond 140 Characters
Fans are getting closer to the action than ever before and Twitter is literally front and center with products like the NBA dunk camera and the #NASCAR page as examples. The social spotlight is shining on Twitter in all things sports and there are many new opportunities for brands to be a part of that experience.
3:40 Coffee Break
4:00 Fantasy Sports: Game Change
Growing at breakneck speed is the cash-prize fantasy sports marketplace. Major media companies have become active in the Fantasy business operating leagues and providing services to players like draft guides, keeper tools and apps. Yahoo! is keeping fans’ appetite for off-the-field action sated with a unique mix of editorial, fantasy and social features. Clifton will share what Yahoo! is doing to optimize the experience for users and brands.
4:30 Score Big: Connect with the sports-minded female audience
Women are more conspicuous in and around sporting events today and marketing to women and girls has never more important than it is right now. As Title IX celebrates its 40th Birthday, female participation in sports and fitness activities, including marathons and triathlons, is hitting an all-time high. Our panel will discuss what’s feeding this growth, what women admire in an athlete, and what speaks to her passions.
5:00 The Business of College Sports: Stay Ahead of the Game
The college fan base is unique, with demographics that differ from conference to conference and region to region. There are also unique opportunities for marketers to align with this type of programming on a local and, now, on a national level. National sponsorships are the latest innovation in the business of college sports and Roger will share his insights on this trend and case studies including Lowe’s, UPS and Miller Coors.