June 13-15, 2022
Chicago, IL

REGISTER
Monday, June 13

Pre-Game Happy Hour at Hotel

* All times below are subject to change

Depart hotel for Wrigley Field

 

Evening at the Ballpark

NOTE: Our Evening at the Ballpark experience is currently sold out. Separate tickets to the Cubs game are still available for individual purchase.

Featured interview with Tom Ricketts, Owner and Chairman, Chicago Cubs 

Hosted by:

Cubs vs. Padres courtesy of the Cubs

 

Tuesday, June 14

General Registration & Continental Breakfast

“Breakfast with the Buzzcast”

Welcome & Opening Remarks

What is Brand Innovation and What Can it Do for Your Sports Marketing Strategy?

Innovate or die. Brands need to constantly innovate and evolve to survive. A way to stay ahead of the competition is brand innovation. 

Innovative brands are disrupting the status quo and changing the game of sports marketing. Brands know that creating unparalleled, immersive fan experiences is key to their success.

You will hear from the following speakers who will share their brand’s innovative marketing solutions and discuss the critical importance of fan-centric marketing.

Ash Jhaveri, Vice President, Reality Labs Partnerships, Meta

Andre Llewellyn, CMO, Candy Digital

Scott Zanghellini, Senior Vice President, Strategy and Revenue, WWE

Moderator: Abe Madkour, Sports Business Journal 

Brand Brief

A Look at the Duke’s Mayo Bowl and Classic 

Joe Tuza, President, Condiment Business Unit and Executive Vice President, Sauer Brands, Inc. 
 

Break

 Hosted by: 

Brand Brief

Using Next-Gen Technologies to Innovate Across Media, Sponsorships and Marketing

Hear how 5G will help brands expand their ability to use immersive and interactive experiences to tell their stories in sports, entertainment and beyond. Verizon’s Chief Media Officer Tony Wells will share the importance of using next-gen technologies to innovate across media, sponsorships and marketing in an increasingly digital, highly competitive world.

Tony Wells, Senior Vice President & Chief Media Officer, Verizon 

Moderator: Joe Lemire, SportTechie 

Driving Innovation Through Data Analytics & Metrics

How Transforming Sports Sponsorship Measurement Can Influence Your Brand Spending

Is sports sponsorship marketing taking a fundamental shift in measurement? You will hear about the change towards business metrics that arms brands with information to save money and enhance sports sponsorship investment in ways not previously possible. Find out how to optimize your sports sponsorship and advertising strategy to build sales not just awareness.


Justin Toman, Head of Sports Marketing and Sponsorships, PepsiCo

Amy Jost, Group Strategy Senior Director, OMD 

Adam Holt, Senior Vice President, FanAI 

Moderator: Abe Madkour, Sports Business Journal

 

Fireside Chat

Rachel Ferdinando, CMO, Frito Lay 

Moderator: Terry Lefton, Sports Business Journal

Luncheon

Remarks from Chicago Fire FC President Ishwara Chrein

Hosted by:

Things Leaders Must Do to Create a Winning Culture in 2022 and Beyond

The concept of “culture” was hard enough to define when we all worked in the same space together. The most valuable part of a shared office space was not the food and beverage perks, but the unspoken assumptions and energy that is associated with the company. It enabled someone to figure out “how things get done around here” — the habits and rituals that become second nature to seasoned staff members. 

How does one learn “how things get done around here” if the “here” is thousands of laptops in people’s homes spread across the country — or even the world? For leaders to build a winning culture in this seminal moment, presenters will share three foundational elements to focus and build upon to transform your workplace culture.

Scott O’Neil

Matt Dubin, Head, Client Experience, Human Advantage 

Guest Moderator: Tony Schiller, Co-Founder, Paragon

Fostering Innovation

Gary Jacobus, EVP, Business Development, Zippin

Amanda Lamb, Sr. Director, Marketing, Wilson

Matt Wolf, Head, Global Strategy and Innovation, NBA

Moderator: Terry Lefton, Sports Business Journal 

GROUP DISCUSSION (In-person Content ONLY)

What is Engagement from the Lens of the Fan and What Innovations Can Enrich the Relationship between the Fan and Your Brand?

Fan engagement can mean anything from photos on social media taken at an interactive branded space at the ballpark; to an in-stadium promotion that has t-shirts flying from launchers into the crowds. It is also an AR/VR gaming app; or a gambling app integrated into an at-home viewing experience.  So, what do fans want from us as sports marketers? How can we driver deeper authentic connection?

Attendees will break out into groups and discuss ways to create richer and more meaningful experiences for the fan and your brand.

Break

Hosted by:

Fireside Chat

Heidi Browning, CMO, NHL 

Moderator: Abe Madkour

INNOVATION, INSPIRATION AND LEADERSHIP: USA Track & Field

Max Siegel, USATF, CEO

John Capriotti, Sports Marketing Consultant & Prefontaine Classic Meet Director 

Jackie Joyner-Kersee, 4x Olympian 

Chaunté Lowe, 4x Olympian 

Moderator: Austin Karp, Sports Business Journal

Driving Innovation Through Data Analytics & Metrics

Achieving Partnership Nirvana.  How Corporate Partners (Clubs & Brands) Can Find Quantifiable Sponsorship Success. 

How do clubs help brands get more out of their sponsorship dollars? Hear straight from the Chicago Bears on how they’re leveraging best-in-class sponsorship tools and data to collaborate with partners to ensure better returns and more real-time performance conversations. The sponsorship landscape has changed, and organizations are implementing new strategies around objectives, asset selection, and in-season performance metrics to achieve stronger partnerships and improved results.  KORE Software sits down with the Chicago Bears to discuss where they’re seeing the most success and what’s next for the sponsorship industry. 


Doug Carnahan, VP, Corporate Partnerships, Chicago Bears 

Adam Dettman, Director, Sports & Entertainment Marketing, MillerCoors

Corey Ruff, VP, Business Strategy and Analytics, Chicago Bears

Moderator: Adam Grow, COO, KORE 

 

Owning Your Local Market Through Sports Sponsorship

As competition in healthcare has intensified, sponsorship has become a valuable tool to promote healthcare systems and differentiate the organization in the local market. Panelists will discuss ways they have motivated sports fans to take care of their health by leveraging local market sports partnership activations and branding.

Manny Rodriguez, CMO, UCHealth 

Craig Riner, CMO, Highmark Health 

Kelly Jo Golson, CMO, Advocate Aurora Health

Moderator: Tony Schiller, Paragon Marketing Group

Closing Remarks/ Reception

Remarks from Churchill Downs VP, Marketing & Partnerships Casey Ramage

Hosted by Churchill Downs

RECEPTION ENDS

Wednesday, June 15

General Registration & Continental Breakfast

Opening Remarks

Everything You Wanted to Know about the Metaverse but Were Afraid to Ask

The days of fans purchasing a pack of trading cards or collectible diecasts are gone. Everything for this generation is digitized. From photos to collectibles, you will learn how to innovate by navigating and unlocking  opportunities in the metaverse for your brand.

Hayden Walling, Head of Sports Partnerships, Roblox

Nick Rend, Managing Director, Game and Esports, NASCAR 

Moderator: Joe Lemire, SportTechie

 

 

Fireside Chat: ESPN SOCIAL TEAM

Kaitee Daley, Vice President, Social Media, ESPN

Omar Raja, Commentator, Digital & Social Content, ESPN 

Moderator: Rashid Ghazi, Paragon Marketing Group 

 

Fostering Innovation Through Partnership

Woodford Reserve and Churchill Downs

Casey Ramage, VP, Marketing and Partnerships, Churchill Downs & Kentucky Derby

Mark Bacon, SVP, Global Brand Director, Super Premium Whiskey, Brown-Forman

Moderator: Abe Madkour, Sports Business Journal 

 

 

Big Leagues. Big Brands: Investing in Youth Sports Marketing

David Krichavsky, Senior Vice President, Head of Youth Basketball Development, NBA 

Liz DiLullo Brown, Senior Vice President & CMO, Little League International 

Shawna Ryan, Director, Events and Experiential Marketing, Gatorade 

Keri Lockett, Senior Manager, Sports Marketing, Gatorade 

Moderator: Rashid Ghazi, Paragon Marketing Group

Break

Hosted by:

A Sustainable Moment in Time: 50/50 Challenge Winner Announcement

The 50/50 Challenge is an opportunity for college students to compete against other schools and present their ideas to a respected panel of sports industry experts. Last year’s toc was on how teams and venues should evolve fan engagement coming out of the pandemic. Their ideas focused on in-venue, in-market, digital, social, mobile, in broadcast, and via community initiatives. 

Seven schools participated in this year’s program, including the University of Oregon, University of Michigan, Washington University in St. Louis, University of Central Florida, Baylor University, Northern Illinois University and Penn State University.
 
This year’s challenge appropriately took place on Earth Day (April 22nd), as each school presented on the topic of sustainability - specifically, how teams, venues and sponsors can integrate sustainability into fan experience to drive education, inspiration, and advocacy. 
 
Judges for this year’s challenge included SBJ’s Terry Lefton, NFL’s Renie Anderson, Learfield’s John Stamatis, Angel City FC’S Jess Smith, NFLPA’s Terése Whitehead, and KS&E’s Michael Ceilley.
 
The winning school will be announced at this year’s Brand Innovation Summit in Chicago on June 15th!


SBJ Emcee: Terry Lefton 

Paragon Emcee: Tony Schiller

Address

Building a Brand in 99 Days: Caesars Sportsbook 

Sharon Otterman, CMO, Caesars Sportsbook 

Fostering Innovation Through Partnership

What Sports Can Learn about Millennials and the Metaverse from Music: Coachella and Absolut Vodka

Pamela Forbus, CMO, Pernod Ricard USA

Andrew Klein, Managing Director, Global Partnerships, AEG

 

CELEBRATION OF SERVICE PRESENTATION

Lunch

Evolution of Wellness and Recovery within Sport and Broader Culture

Dr. Jason Wersland, Inventor & Founder, Therabody

Moderator: Terry Lefton, Sports Business Journal

Sleep Number and the NFL: A Partnership Built on Innovation

Kevin Brown, Executive Vice President and Chief Marketing Officer, Sleep Number 

Martin Nance, Executive Vice President & CMO, Minnesota Vikings

Cannabis Culture in Sports

Michael Tatz, Co-Founder, Resilience CBD 

Grant Norris-Jones, Vice President, Global Partnerships, UFC 

Kevin Garnett,  Hall of Famer, NBA

Colin Glaum, VP and Executive Creative Director, Charlottes Web

Moderator: Terry Lefton, Sports Business Journal

 

Athletes as VCs

Thaddeus Young, Power Forward, Toronto Raptors

Moderator: Joe Lemire, SportTechie

Fostering Innovation Through Partnership

Chicago Cubs and Gallagher – A Vision … a Neighborhood … a Year-Round Destination for Community

In 2018, Chicago Cubs and Gallagher, global insurance brokerage, announced multi-year strategic partnership with naming rights to Gallagher Way at iconic Wrigley Field. 

We will discuss how Gallagher Way, a key component of the Ricketts’ vision, has transformed the neighborhood into an attractive year-round destination for tourists, residents and Cubs fans.

Alex Seyferth, Vice President, Corporate Partnerships, Chicago Cubs 

Chris Mead, CMO, Gallagher

Moderator: Cole Wright, Studio Host, Marquee Sports Network 
 

Fostering Innovation Through Partnership

Ball Corp. and KSE –Advancing Sustainability Through Environmentally Friendly Fan Experiences

The partnership was founded on a shared vision to advance sustainability by strengthening in-venue aluminum recycling, providing fans with a more environmentally friendly fan experience and showcasing aluminum beverage packaging as the most sustainable choice. What’s next from the partnership for the fans?

Michael Ceilley, Senior Vice President, Partnership and Media Sales, Kroenke Sports & Entertainment 

Matt Bireley, Vice President, Sales, Commercial Retail,  Ball Corp.

Moderator: Terry Lefton, Sports Business Journal 

Closing Remarks

Program Concludes