EXPAND YOUR PERSPECTIVE · • Oﬀering targeted, personalized multi-channel activation...

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EXPAND YOUR PERSPECTIVENARROW YOUR FOCUSSeeing the big picture, thinking creatively and grasping the possibilities while understanding new concepts, homing in on what’s most important and getting all the details right may appear contradictory, but in a world of breathtaking change, such a paradox is precisely what’s required.

It also is what Go Deep, IEG’s 35th annual conference, is uniquely prepared to help you—and your partnerships, organizations and companies—do. From aspirational examples and inspirational visionaries to content-rich explorations of critical topics and practical skill building, the conference is ready to be both a telescope and microscope for sports, entertainment, media, nonprofit and all other types of partnership marketers.

The name Go Deep, is a call to action to take advantage of new technologies, explore new ventures and leave safe, familiar and low-growth strategies behind to ensure your partnerships produce meaningful, long-term and profitable impact.

But Go Deep is not only a theme, it is the conference’s modus operandi. Every speaker has been chosen and every session has been planned with the goal of providing you with usable ideas, practical solutions and the critical information you need to succeed.

No large panels of talking heads, no one invited simply because of their job title. While the networking opportunities with 1,200 industry leaders, peers and potential partners are outstanding and plentiful, Go Deep attendees don’t come strictly to see and be seen. They come to learn, share and return home armed with plans for building business and blazing new trails.

Join us in Chicago and not only will you discover opportunities never before possible, but you will take a giant step forward to making them a reality.

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FEATURED SPEAKERS

NATHAN HOMER Chief Commercial & Marketing Officer

ZACH LEONSIS Senior Vice President of Strategic Initiatives

ANDREW ZOLLIDirector of Global Impact Initiatives

SHEILUDIS MOYETT SVP, Marketing, Strategic Partnerships & Branded Content

NICK KELLY Senior Director, Experiential Marketing–Sports

ERIKA NARDINICEO

NUALA WALSH Former Chief Marketing Officer

RAHUL KADAVAKOLU Director of Global Marketing and Branding

KALSHELIA LLOYD Associate Director, NA Gum Equity

AL GUIDOPresident

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Speakers and session leaders with partnerships at the heart of their business. Meet the people who will help you unlock the code to sponsorships that deliver real value.

PARTNERSHIP EXPERTS

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ERICA BOEKE V.P. Experiential

SCOTT MCCONNELL Sponsorships and Events Manager

PAUL ROGERS Head of Digital & Social Media

ARCHIE DIXON V.P., Sponsorship Sales & Strategy

AMY POTTER Director, Head of U.S. Sponsorship

PAT LACROIX Head of Global Media & Alliances

MIKE ZAVODSKY Executive Vice President, Global Partnerships

DAN FRYSTAK Senior Manager of Brand and Sponsorship

GLENN WECKERLIN University Partnerships & Association Relations

DOUG CARNAHAN Vice President of Corporate Partnerships

RYAN GALLANTE Manager, Corporate Sponsorships

MEGAN DONOVAN Director, Partnership Marketing

SCOTT BECHER Vice President, Head of Partnerships

RICK PENN Director, Global Sales & Sports Partnerships

MARK COUGHLIN Head of Marketing & Revenue

XAVIER ASENSI Commercial Director

JONATHAN CLOONAN Vice President of PLAYA

JOE HATHAWAY Executive Communications Manager

EMILY EVANS Senior Director Strategic Partnerships

SARA TOUSSAINT Vice President, Sponsorships

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REGISTER NOWWWW.IEG2018.COM

GREG VIA Global Head of Sports, Esports & Entertainment Marketing/Partnerships

NATHAN LINDBERG Director of Global Esports Sponsorships

CHRIS HARTWEG Founder

KATIE YANDELL Director, Strategic Alliances

MIKE KITTS V.P. of Sponsorships

ELIZABETH O’BRIEN Worldwide Sports & Entertainment Partnerships

DAN BARNHARDT V.P., Corporate Marketing & Communications

ADRIENNE INGOLDT Director of Marketing Communications

SAMANTHA SICHEL Vice President, Digital Product & Business Development

DENNIS DUQUETTE V.P., Head of Community Responsibility

LAUREN ROTHMAN Client Strategy Director

MARQUES JACKSON Senior Manager, Brand Experience

JEFF IDELSON President

NICK SAKIEWICZ Commissioner

KEVIN CLEARY Senior Manager, Community Relations & Investment

JED PEARSALL President BILL DOYLE Vice President

CHRIS RIEDEL-KING Assistant Director, Sponsorships

JON SEVERSON Director of Corporate & Government Relations

ERIN COMBS Senior Manager, Community Partnerships

MEREDITH STARKEY Vice President, Sponsorship & Events

JESSICA WORLEY Vice President of Corporate Development

JARED MELZER Director, Strategic Sponsorships

LAURA KING Head of Content Sales

REGISTRATION 1 – 6:30pm

PRE-CONFERENCE WORKSHOP $499; $299 for Go Deep attendees 1 – 4pm

Deep Dive: How You Can Offer the New Solutions Brand Partners NeedLed by senior executives and subject matter experts from ESP Properties

Identifying, securing and renewing sponsors is more challenging today than ever, with current and potential partners seeking new rights, benefits and customized marketing solutions. At the top of the list is data- and content-driven engagement with your audience. Understanding what brands require in this changed marketplace, and how your property—whether a sports, cause, cultural, entertainment or membership organization—can offer truly valuable ways to meet their objectives, will allow you to create enduring partnerships and reap the far greater rewards that come with them.

What You Need to Know & What You Need to Do about Data Rightsholders able to organize and connect their customer data offer sponsors personalization that changes the conversation from who has the biggest numbers to who can deliver the deepest insights and drive the most actionable results. • Accessing your owned audience data for optimal partner use • Third-party data that completes the picture • Understanding your partners’ market segmentation

What You Need to Know & What You Need to Do about Digital Content & Media The right content in the right places can reach and grow your audience, as well as provide brand partners with valuable ways to interact with fans and followers, and learn valuable insights into their passion points, behavior and more.• Establishing what’s required for your organization to become a content creator • Prioritizing where and how to distribute content • Determining which content and media rights should you keep versus sharing with partners?

Putting It All Together for Partnership Sales & Strategies Successfully securing partnership revenue is a combination of how you sell—taking full advantage of new technology, having the right skill sets, etc.—in addition to what you sell—tailored business solutions that include new assets, rights and benefits, and integrated access to your audience.• Using data-driven insights to best tell your story in the sales process • Offering targeted, personalized multi-channel activation opportunities • Leveraging data and digital to build value and help partners measure return on their investment

AGENDA

APRIL 8SUNDAY

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“ Not only did we learn best practices, but we also learned ways to implement trends in our culture and keeping up with our fast-paced society.”

— Sydney Borchert, Special Olympics Minnesota


APRIL 9MONDAY

HEAD-START WORKSHOP 4:15 – 5:30pm

Making the Most of IEG 2018: What You Need to KnowPresenter: William Chipps, Senior Content Editor, ESP Properties Panelists: Scott Becher, Vice President, Head of Partnerships, Carnival Cruise Line; Marques Jackson, Senior Manager, Brand Experience, MillerCoors; Jake Lenz, Marketing Specialist-Sponsorship, CIBC US

The session will begin with an up-to-speed briefing on issues, trends and the ever-changing landscape for partnerships, along with some practical advice for navigating IEG 2018’s jam-packed agenda. That will be followed by a discussion with three decision-makers about their brands’ approach to sponsorship, objectives, and challenges. A rare opportunity to put questions directly to and receive feedback from representatives of active and unique categories.

WELCOME RECEPTION 5:30 – 7pm

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APRIL 8SUNDAY

NETWORKING BREAKFAST 7:30 – 8:30am

ROUND TABLES 8:30 – 9am and 9:15 – 9:45am (Each round table lasts 30 minutes and then repeats.)

Leveraging Digital Influencers to Drive Value Jared Melzer, TE Connectivity

Bundling Content into Partnership Offers Katie Kosko and Tom Giles, Studio 1847

Emerging Sponsor Categories and How to Sell Them William Chipps, ESP Properties

Maximizing Local Partnerships Jim Austin, Riley Children’s Foundation

Securing Partners for Non-Traditional Properties Tina Williams, Toronto Pearson International Airport (GTAA)

What a Prospective Sponsor Wants to Know Chris Riedel-King, Principal

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Increasing the Value of Sports & Entertainment Partnerships with Social Good Overlays Lesa Ukman, ProSocial Valuation Service

Recap Reports: What Sponsors Should Expect & Rightsholders Should Deliver Kevin Cleary, Nestlé Waters North America

Successfully Buying & Selling Multiplatform Programs: What You Need to Know Archie Dixon, BET Networks

Sweet Spot Activation: Teaming with Partners to Build Mutually Beneficial Solutions Lauren Rothman, Miami Heat

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AGENDA

SPECIAL-INTEREST GROUPS 8:30 – 9:45am (SIG meetings take the place of the round tables.)

Join a SIG and share ideas with your peers. Choose from the following groups: Associations, Arts & Cultural Institutions, Cause, Entertainment, Participatory Sports, Professional Sports and Sponsors. SIG meetings take the place of the round tables.

OPENING ADDRESS 10 – 10:45am

Go Deep: Creating Value for Audience, Brand & Media PartnershipsJim Andrews, Senior Vice President, IEG and ESP Properties

In football, going deep is just one option in a large playbook—sometimes the right selection, others not. But for brands and properties seeking to create meaningful partnerships, going deep is not a choice, it is imperative for success. To move your sponsorship programs forward requires looking, digging and thinking deep. Looking far beyond the traditional boundaries that have defined organizations and leveraging technology to act like the content powerhouses that every rightsholder and brand has the ability to become. Digging deep into the data that provides laser-like precision into who your audiences are and personalizing your relationship with each individual. And thinking deep about what you must offer to your partners and your stakeholders, recognizing that maintaining the status quo will leave you far behind.

PRESENTATIONS 11am – Noon

Anatomy of a Trailblazing Esports Sponsorship: Jack in the Box and Team Envy Adrienne Ingoldt, Director of Marketing Communications, Jack in the Box, and Mark Coughlin, Head of Marketing & Revenue, Envy Gaming

With multi-year, multimillion-dollar deals still a rarity in the uber-hot but still evolving esports sector, Adrienne and Mark will outline how the partnership came about, activations and benefits beyond the branding on team jerseys, and what success will look like for both parties.

Cracking the Video Content Storytelling CodeJeff Idelson, President, National Baseball Hall of Fame, and Jay Sharman, Founder & CEO, TeamWorks Media

In just its first year, the success story of La Vida Baseball, a TeamWorks Media property produced in partnership with the Baseball Hall of Fame, offers multiple lessons for rightsholders exploring digital publishing. Jeff and Jay will share practical takeaways from the development of the digital media-first content approach that reaches 10 million U.S. Latino baseball fans per month, including recognizing that all video is not created equal and how to balance the goals of reach versus monetization.

How T-Mobile’s Sponsorship Portfolio Delivers ResultsMeredith Starkey, Vice President, Sponsorship & Events, T-Mobile

The session will explore how T-Mobile makes decisions to sponsor properties such as MLB, T-Mobile Arena, music festivals, concert tours and esports, as well as how it activates to support its brand story of market disruption and translates it all into results for the brand and the business.

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APRIL 9MONDAY

Why Rakuten Chose Sponsorship to Convey Its Vision to ConsumersRahul Kadavakolu, Director of Global Marketing and Branding, Rakuten; Mike Kitts, V.P. of Sponsorships, Golden State Warriors; Xavier Asensi, Commercial Director, FC Barcelona

One of the most intriguing sponsorship stories of the last year is the emergence of Japanese e-commerce giant Rakuten as a major player. Hear the business strategy behind the company’s decision to become the largest sponsor of two iconic sports properties and how these partnerships will not only build awareness but define the company for consumers.

NETWORKING LUNCH AND KEYNOTE ADDRESS 12:15 – 2:15pm

Finding Gold at the Intersection of Brands, Teams, Events and TechAl Guido, President, San Francisco 49ers

During his meteoric rise from ticket and sponsorship sales rep to leading an NFL franchise, Al has been involved in the opening of AT&T Stadium and Levi’s Stadium, and the architect of innovative partnerships across not only the tech sector, but a wide range of categories. He joins us to share his unique perspective on what it takes to build successful organizations that have securing, retaining and ensuring return for sponsors at their core.

PRESENTATIONS 2:30 – 3:30pm

Behind the Music: How Bayer and Luke Bryan Grew a Sponsorship into a PartnershipModerator: Emily Evans, Senior Director Strategic Partnerships, Country Music Association; Panelists: Joe Hathaway, Executive Communications Manager, Bayer Corp., Chris Lieber, Vice President of Entertainment Marketing and Business Affairs, starpower llc., and Shari Lewin, Brand Partnerships Agent and Partner, WME

What began as a sponsorship between Bayer’s Crop Science division and Country Music Association Entertainer of the Year Luke Bryan’s Farm Tour three years ago has grown into a partnership serving multiple Bayer enterprises and encompassing charitable and social media components through ties to Feeding America and #HeresToTheFarmer campaign. The panel will discuss the origins of the partnership, the objectives of both the Bayer brand and Luke’s organization, and how and why this partnership continues to deliver for Bayer, Luke and country music fans.

Improving Sponsorship Evaluation and Building a Sustainable StrategyNick Kelly, Senior Director, Experiential Marketing–Sports, Anheuser-Busch InBev

A-B InBev has completed a massive re-engineering of its sponsorship ROI process, introducing improved marketing analytics and measurement tools to quantify ROI, determine the right price to pay, establish the ideal activation strategy, and, ultimately, optimize its investments. Nick will share the reasons behind the overhaul, steps the company has taken and key elements of the model.

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AGENDA

PRESENTATIONS (continued) 2:30 – 3:30pm

More Than an NBA Jersey Patch: The Convergence of the Brooklyn Nets and InforDan Barnhardt, V.P., Corporate Marketing & Communications, Infor, and Mike Zavodsky, Executive Vice President, Global Partnerships, Brooklyn Sports & Entertainment

Much has been made of the value of NBA teams’ first-ever jersey patch deals. For sponsorship pros, the question to ask is not just what the exposure is worth, but how this unique asset can open the door to a truly integrated partnership. Dan and Mike will provide the answer with a look at the mutually beneficial alliance between New York City’s largest startup and youngest NBA franchise.

What Monumental Sports Has Learned from Its Digital Content ExperimentZach Leonsis, Senior Vice President of Strategic Initiatives, Monumental Sports & Entertainment and General Manager, Monumental Sports Network

Under Zach’s leadership, MSE, the parent company of the Washington Capitals, Wizards and other properties—along with MSN, its OTT platform—is disrupting and transforming the business model for delivering the live sports and original programming that fans want in the way they want it. Zach will share his unique insights and lessons learned from MSE’s groundbreaking approach to content distribution.

ROUND TABLES 3:45 – 4:15pm and 4:30 – 5pm (Each round table lasts 30 minutes and then repeats.)

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APRIL 9MONDAY

Creating a Compelling Sales Proposition through Storytelling Jackie Liney and Brian McCue, Winmo

The Perfect 10 – Ten Proven Ideas to Keep Your Sponsors Coming Back! Gail Lowney Alofsin, Newport Harbor Corporation

Powerful Reporting for Sponsorship Sales: Leveraging Data to Drive Revenue Chase Williams and Adam Grow, KORE So¥ware

Securing Traditional Brand Partnerships on a Nontraditional Property Harry Neuhaus, The Drone Racing League

What Sponsors Expect from Their Property Partners Jonathan Kander, Gatorade

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The Cambridge Analytica Effect: How Should Personal Data & Consumer Insights Go Together? Jackie Anderson, Simmons Research

Going Global: Using Data to Maximise Commercial Value Conrad Wiacek, Sportcal

How to Create the Ultimate Fan Engagement Experiences Adrian Benjamin, Omnigon

Industry Advancement through Authentic Connections Chris Hartweg, Painless Networking

The Nuts and Bolts of Audience Research Bill Doyle, Performance Research

Sweet Spot Activation: Teaming with Partners to Build Mutually Beneficial Solutions Scott McConnell, American Family Insurance

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“ The place to learn about what’s going on in sponsorship and what others in the industry are doing.”

— Jeff Speiser, The Walt Disney Company

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APRIL 10TUESDAY

WORKSHOPS 3:45 – 4:45pm (Workshops take the place of the round tables.)

Brand Confidential: Sponsor Peer Group DiscussionModerator: Rick Penn, Director of Global Sales & Sports Partnerships, The Dow Chemical Co.

Corporate marketers, in a session exclusively for them, will address their most pressing concerns surrounding sponsorship management, selection, activation and measurement through facilitated small-group discussion and feedback.

Monetizing Twitter Content through Personalization and DiscoveryLaura King, Head of Content Sales, Twitter

Laura, who works directly with brands and content rightsholders in sports and entertainment, will share opportunities for content distribution through the unique platform as well as dynamic strategies for content monetization.

EVENING RECEPTION 7 – 9pm

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Activation Programs – Don’t Forget Your Employees Karen Perlman, MB Financial

Managing Multiple Partnerships and Multiple Objectives Maria Holmes, Fi¥h Third Bank

Building Effective Association Partnerships Timothy Tlusty, ACHE

Building Strategic Regional Partnerships Vicki Higgins, Citizens Business Bank Arena

Co-Creation: Managing a Paradigm Shi¤ in Cultural Organizations Jon Severson, Science Museum of Minnesota

Gaining Internal Support for Sponsorship Initiatives Tommy Wright, Space Center Houston

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How to Add Value to Your Sponsorship Offer William Chipps, ESP Properties

How to Value Social Capital: The Biggest Asset You’re Leaving on the Table Lesa Ukman, ProSocial Valuation Service

Sponsorship 360 – It’s ALL about the Customers – Sponsors, Attendees and other Stakeholders Gail Lowney Alofsin, Newport Harbor Corporation

Aligning Brands, Goals and Outcomes between Nonprofit and Corporate Partners Terry Norton-Wright, Movember

Good Sports: Upping ROI by Adding Purpose to Sports Partnerships Jessica Worley, Tampa Bay Buccaneers

Re-assessing Partnership Value in a Digital World Tom Perros, ESP Properties

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APRIL 10TUESDAY

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WORKSHOPS 8:30 – 9:45am (Workshops take the place of the round tables.)

Sponsorship Sales in Real Time: Interactive Skill BuildingJared Melzer, Director, Strategic Sponsorships, TE Connectivity; Chris Riedel-King, Assistant Director, Sponsorships, Principal

This always popular, completely interactive session features audience participation in the form of brief pitches to decision-makers. In addition to the sponsors’ honest, informed and practical assessment of what’s working, what’s not and what’s missing, fellow attendees are also encouraged to offer suggestions.

Streamlined & Efficient Sponsorship Activation: How LAFC Built a Sponsorship Division from the Ground Up without a Single SpreadsheetAdam Grow, V.P., Customer Strategy and Success, KORE So¥ware and Ryan Bishara, Director, Corporate Partnership Strategy, Los Angeles Football Club

Whether you are a brand partnering with multiple properties or a rightsholder with multiple brand-partners, how many spreadsheets does your internal activation group use to manage your deals? How many emails and phone calls does your team place each month communicating with partners around activation and fulfillment? There’s a better way.

KEYNOTE ADDRESS 10 – 10:45am

Strong Take: Building, Engaging and Monetizing CommunityErika Nardini, CEO, Barstool Sports

In creating authentic connections with its audience, digital media superstar Barstool has become the paragon of successful fan engagement, not to mention a lightning rod for controversy. Erika will discuss how the content company has built and maintained the loyalty of “Stoolies” and how the organic integration of brand partners such as Totino’s, Bud Light and Dunkin’ into the Barstool ecosystem has earned the type of fan support that all properties and brands aspire to.

PRESENTATIONS 11am – Noon

23 + 29 = Adding Value for Brands through Authentic Experiences and Events Erica Boeke, Vice President, Experiential/23 Stories, Condé Nast, and Albie Hueston, Creative Director, Experiential, Refinery29

Events—and the brand partnerships they stimulate—are proving to be key growth engines for both traditional and digital publishers as they face challenges to ad-based business models. As media companies become live entertainment producers, this session will explore what it means for them, for sponsors and for others in the event space. Join two industry leaders who are at the vanguard of this evolution: Erica is responsible for conceiving and monetizing brand experiences such as the inaugural Teen Vogue Summit for Condé Nast brands and clients, while Albie has been instrumental in building the successful 29Rooms immersive event for Refinery29.


Honey, I Shrunk the Crowd: What Research Can Tell Us about Winning Back AudiencesJed Pearsall, President, and Bill Doyle, Vice President, Performance Research

Organizations of all types are experiencing declines in attendance and participation in the face of competition for the time and attention of their fans, members and other stakeholders. Jed and Bill will share how research can surface insights that go beyond “I don’t have the time” or “I don’t have the money” to address this critical business challenge for sponsors and rightsholders alike.

How a Global Brand Becomes Local through Community PartnershipsErin Combs, Senior Manager, Community Partnerships, Starbucks

In addition to presenting specific examples of successful partnerships and activations from Starbucks’ hometown of Seattle, Erin will discuss what a large corporation looks for from local rightsholders of various types and how decisions are made.

Match Play: Embracing Innovation to Drive Partnership SuccessNathan Homer, Chief Commercial & Marketing Officer, PGA European Tour

The European Tour is widely recognized as one of the world’s most progressive rightsholders, adopting new ways to engage fans and pioneering new commercial partnership models. With prior experience leading sponsorship programs for Procter & Gamble and Barclays, Nathan will share his unique perspective on the latest developments, smartest approaches and practical tools employed to forge mutually beneficial relationships.

NETWORKING LUNCH AND KEYNOTE ADDRESS 12:15 – 2:15pm

The Heart of Big Data: Transparency and ActionAndrew Zolli, Director of Global Impact Initiatives, Planet Labs

Working at the intersection of innovation and foresight, Andrew will share his unique take on the meaning of the data revolution, with an emphasis on the shiª from Big Data to Big Indicators to Big Instruments—essentially the move from more information to more value—and what it means for enterprises of all types.

PRESENTATIONS 2:30 – 3:30pm

Getting Hooked: How Swedish Fish Found Success with a Non-Sports SponsorshipKalshelia Lloyd, Associate Director, NA Gum Equity, Mondelez International, Inc., and Mark Giovino, CEO/Founding Partner, Allionce Group

Working with Allionce, the marketing partner for U.S. Zoos & Aquariums, Mondelez’ Swedish Fish brand built a multi-venue partnership that delivered measurable results through live and digital engagement with consumers, including interactive quizzes, shareable selfie experiences, Snapchat filters and a webcam livestream. Kalshelia and Mark will take you through the program’s origins and how they worked with individual properties to access digital, social and on-site benefits that enhanced guest experiences while boosting the brand through personal interaction and powerful content for social media.

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APRIL 10TUESDAY

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AGENDA

APRIL 10TUESDAY

PRESENTATIONS (continued) 2:30 – 3:30pm

How Artificial Intelligence Is Revolutionizing Live Event ExperiencesElizabeth O’Brien, Program Director, Worldwide Sports & Entertainment Partnerships, IBM

Cutting-edge tech is enabling properties, partners and fans to make smart, data-driven decisions. But what about “unstructured” data that doesn’t fit into spreadsheets, such as video, crowd noise and facial gestures? IBM is deploying its Watson technology to help partners such as US Open tennis and the Tony Awards solve some of their thorniest challenges. Join Elizabeth to learn how AI is creating smarter, more responsive and personalized live event experiences.

How Performance Drives Sponsorship Strategy for BosePat LaCroix, Head of Global Media & Alliances, Bose Corporation

The leading audio brand successfully employs partnerships with the NFL, Mercedes F1 team, Bonnaroo festival and others to connect with end consumers by adding value and transforming experiences. Pat will discuss setting goals, creating strategies and holding partnerships to the highest performance standard possible.

Making the Digital-First LeapNick Sakiewicz, Commissioner, National Lacrosse League

Among other moves to reach fans and immerse them in the sport, the NLL recently launched its own production studio, introduced POV player cams to enhance the viewer experience, established streaming partnerships with Twitter and CBS Sports Digital and invested in tech partnerships. Nick will discuss why the strategy makes sense for smaller properties and plans to drive revenue through digital platforms.

ROUND TABLES 3:45 – 4:15pm and 4:30 – 5pm (Each round table lasts 30 minutes and then repeats.)

How to Leverage Sponsorship to Drive Sales & Traffic Michelle Adams, Freshii

Increasing the Value of Association Partnerships Amy Rogaliner, American Bar Association

Leveraging Partnerships to Create Successful Promotions Refugio Orozco, Family and Morale, Welfare and Recreation USAG Fort Wainwright, Alaska

Optimize Partnership Efforts: A Proven 7-Step Process Paula Beadle, Caravel Marketing

Shi¤ing from Traditional to Experiential Katie Yandell, Professional Convention Management Association

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The Art of Activation: How Technology is Influencing the Fan Experience & Driving Brand Engagement Andrea Bailey, AEG

Building Effective Corporate/ Nonprofit Partnerships Dennis Duquette, MassMutual Financial Group

Evolution of a Sponsorship Megan Donovan, Chicago Bulls and Amy Potter, BMO Harris Bank

Increasing Engagement, Cool Factor and Impact of Sponsor Activation Grady Lee, GV2GT

Understanding the Esports Ecosystem and Opportunities Chris DeAppolonio, Triggerfish Partnerships and Chris Chaney, Infinite Esports & Entertainment

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APRIL 10TUESDAY

WORKSHOPS 3:45 – 4:45pm (Workshops take the place of the round tables.)

Marketers Are from Mars; Influencers Are from VenusJonathan Cloonan, Vice President of PLAYA; William Finkel, Vice President of Business and Legal Affairs, Fullscreen Media; Jon Huang, Owner, Manny the Frenchie

Influencer marketing takes advantage of the changing media landscape and is delivering results to brand partners, but success is far from automatic. Learn how to navigate this uncharted territory and forge partnerships that work for marketers, talent and audiences. Get the perspective of one the Internet’s biggest celebrities—canine or otherwise—and two of the most experienced talent negotiators.

Technology, Tickets and Live Events: The Future and ImpactModerator: Vice President, Partnerships, TicketManager. Panelists: Michael Goldstein, Vice President, Global Marketing & Sponsorships, Mastercard; Dave Scarborough, Chief Strategy Officer, Ticketmaster; and Peter Kent, SVP, Tournament Revenue, PGA TOUR

Ticket and event technology is undergoing major change. The era of print-at-home and PDF tickets is drawing to a close. Mobile tickets will soon be the only way to access live events. Is your company ready? This session will explore how organizations are preparing for these dramatic changes in client entertainment.

COCKTAIL RECEPTION 5 – 6:30pm

“ This is an event that gets one out of their comfort zone and exposes them to many different areas of sponsorship and marketing.”

— Patrick Judge, GEICO

“ This conference is well worth the investment of time and money. I met many wonderful people throughout the conference and the content was extraordinary.”

— Kellie Duhon, Blue Cross and Blue Shield

AGENDA



APRIL 11WEDNESDAY

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PRESENTATIONS 10 – 10:45am

Adding Digital Sales Skills to a Partnership Sales Operation Doug Carnahan, Vice President of Corporate Partnerships, Chicago Bears

From extensive collaboration with the content department to understanding digital monetization to issues of production costs, partner needs and creative control, Doug will share how the NFL team got up to speed to provide digital and social content benefits to partners such as Visa, PNC and others so the Bears can drive revenue while entertaining, informing and engaging Bears fans.

Finding Your “Player 2”: How Procter & Gamble and Twitch Teamed Up to Immerse Gillette in Esports Greg Via, Global Head of Sports, Esports & Entertainment Marketing/Partnerships, Procter & Gamble, and Nathan Lindberg, Director of Global Esports Sponsorships, Twitch

Greg and Nathan will explore how Gillette is capturing Millennial and Generation Z audiences through competitive gaming. They will discuss Gillette’s involvement in and experiences with events, teams, and ecommerce, as well as the brand’s rationale for becoming involved in the fast-growing and evolving sport.

Chart a Plan to Accelerate Revenue Growth Paula Beadle, Caravel Marketing

The Digital Proposition: Building a Direct-to-Consumer Content Business to Drive Value for Brands and Fans Andy Thwaite, ESP Properties

Executing and Delivering Beyond Your Sponsors’ Expectations Kara Lynn Joyce, LEAD Girls Summit

How Deals Get Done: Can’t-Miss Sales StrategiesWilliam Chipps, ESP Properties

Tiers, not Tears: Managing Multiple Partners, Levels and Expectations David Fiss, Sustainable Brands

What a Prospective Sponsor Wants to Know Chris Riedel-King, Principal

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Ensuring Cause Partnerships Deliver Real Impact Joshua Currier, Dana-Farber Cancer Institute

How Do You Measure Success? Megan Donovan, Chicago Bulls and Amy Potter, BMO Harris Bank

Increasing the Value of Nonprofit Partnerships Glenn Weckerlin, Chevron

Latest Legal Developments in Sponsorship: What You Need to Know Now Jason Gordon, Reed Smith LLP

Measurement Fundamentals for Sponsors and Properties Larry Albus, ESP Properties

Using Passion and Personality to Tell Your Story Andy Clark, DePaul University

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APRIL 11WEDNESDAY

New Direction: How BBVA Compass Pivoted Its Partnership StrategySheiludis Moyett, Senior Vice President, Marketing, Strategic Partnerships & Branded Content, BBVA Compass

BBVA Compass has been served well in recent years by a major sports sponsorship that helped extend the reach of the banking brand nationally. Now the bank is adding another layer of depth to its evolving portfolio and activation approach to meet new business requirements in a frequently developing financial industry. Sheiludis will share how the brand has diversified its marketing strategy to complement its sports properties. This includes music, culinary and fine arts events that allow the bank to highly customize activations and improve targeting, digital and engagement opportunities.

PRESENTATIONS 11 – 11:45am

How Live Nation Connects Brands and Fans through Digital InnovationsSamantha Sichel, Vice President, Digital Product & Business Development, Live Nation Entertainment

Sponsor presence at live events is just the first step in building relationships between brands and audiences. Innovations in the digital and social space have allowed Live Nation crack the code in helping sponsors surface and engage consumers in two-way conversations to deploy relevant content and gain brand advocates, as well as build scale and target lookalike audiences.

The Property Whisperer: How to Become a Better PartnerDan Frystak, Senior Manager of Brand and Sponsorship, CDW

In addition to leading the B2B marketer’s multi-faceted sponsorship program, Dan also is a vocal advocate for the industry with valuable advice and constructive criticism for rightsholders. Against the framework of CDW’s approach to selection, activation and evaluation, he will provide properties with practical takeaways for making their proposals smarter and better aligned with prospect interests.

Unwrapping Sponsorship: A Values-Led Approach to Creating ValueNuala Walsh, Former CMO, Standard Life Aberdeen

This session will discuss a strategic, values-led and disciplined approach to sponsorship to deliver positive return on investment, using examples from golf’s Ryder Cup, rugby’s British & Irish Lions, motor racing’s Festival of Speed, tennis’s senior Tour of Champions and a range of global sports ambassadors. Nuala will share some keys to sponsorship success, including expectation management, choosing the perfect partner and memory creation.

GENERAL SESSION Noon – 12:45pm

Conference Wrap-Up and TakeawaysJim Andrews, Senior Vice President, IEG and ESP Properties

This interactive session will explore, summarize and capture the themes, ideas and takeaways emanating from the conference.

Preliminary schedule. Visit www.IEG2018.com for additions and updates.

ONLINE: www.IEG2018.com | PHONE: +1.312.725.5100 | EMAIL: [email protected]

REGISTER MULTIPLE ATTENDEES AND SAVE• $2,195 for one registration

• $1,995 per person for 2 to 5 registrations

• $1,895 per person for 6 or more registrations

• Visit www.IEG2018.com/attend for nonprofit and military rates

IEG 2018 CONFERENCE CANCELLATION POLICYFull refunds will be sent for written cancellations emailed or postmarked by March 16, 2018. Access to the conference app, plus 50% refund will be sent for written cancellations emailed or postmarked between March 17, 2018 and March 23, 2018. There will be no refunds or credits on registrations or cancellations made aªer March 23, 2018.

REGISTRATION INCLUDES ALL SESSIONS, NETWORKING EVENTS AND ONLINE RESOURCES• MULTIPLE LEARNING FORMATS: keynotes, presentations, workshops and round tables

• NETWORKING SOCIAL EVENTS SUNDAY, MONDAY AND TUESDAY

• SPECIAL-INTEREST GROUP MEETINGS AND INDUSTRY-SPECIFIC LUNCH TABLES

• EVENT APP: delegate contact information and message center, session recordings, speaker handouts and more

• MEALS: Sunday evening through Wednesday morning with dinner on your own Tuesday night

HOTEL INFORMATIONThe Sheraton Grand Chicago has reserved a block of rooms at preferential rates of $219 per night. Rooms go fast, so book early. Call the hotel at +1.312.464.1000 and request the IEG Conference rate or visit www.IEG2018.com.

FROM ESP PROPERTIESBuilding on the 35-year legacy of sponsorship pioneer IEG, ESP Properties was founded in 2015 as a new type of agency dedicated to helping properties unlock more value from their audiences and brand partnerships. While continuing to provide thought leadership across the industry through the conference, publications, webinars, etc., ESP Properties works directly with rightsholder clients to take advantage of digital and data-driven changes in the media landscape.

PRE-CONFERENCE WORKSHOP• $299 for Go Deep attendees• $499 for non-attendees

REGISTER NOW

IEG 2018 Conference Partners and Exhibitors

EXPAND YOUR PERSPECTIVE · • Oﬀering targeted, personalized multi-channel activation...

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