Daily Playbook

Four days. Four themes.

DAY 1:
Fandom in the New Era of Audience Engagement

While the pandemic has led to rapid and dramatic changes to the sports world, there remained one constant throughout this period: loyal fans that crave the action and connection to their favorite teams and players.

The innovation across the sports landscape over the past year has produced remarkable virtual and hybrid fan experiences. Today, we explore how leagues, teams and brands are operating at the intersection of sports and technology. 

DAY 2:
Brand Alignment and Experience

Led with the right mix of creativity, innovation, and personalities - sports marketing campaigns have the ability to capture the hearts and minds of sports fans. Brands that use sponsorships or digital promotions have increased affinity and loyalty with their audiences. Today, we hear from brand marketers and athletes on how to succeed in this competitive space by delivering next-level experiences and targeted storytelling with authentic collaborations at their core. 

DAY 3:
Sports as a Platform for Social Good

The social justice movement has touched nearly every sector of American life. The impact has been particularly significant in sports, where athletes, teams and leagues are reexamining where they fit in to lead the conversation and initiate change. Join Adweek as we hear from sports pros who have united to leverage their fame as a force for change over the previous year and how they plan to navigate these efforts as the world of sports continues to open.

DAY 4:
Sports of Tomorrow

As more fans around the world become vaccinated, the sports industry sees a bright future. But what will sports marketing look like in 2022? Today, we'll speak with the sports leaders of tomorrow to discuss their predictions and best insights for navigating the key trends that will drive the industry including esports and NFTs.  

The Schedule

11:00 AM - 11:05 AM
Adweek Opening Remarks

Welcoming remarks and a look at the event.

Danny Wright - Adweek
Danny Wright
11:05 AM - 11:25 AM
Technology and Innovation: An Evolving Fan Experience

Today, apps, gamification, AR and VR are working together to evolve the fan experience, and by next year, there will be even more emerging technologies to connect fans to the sports, athletes and teams they love. Whether people are experiencing games in-person, remotely or in a hybrid capacity, PepsiCo will share how brands can authentically leverage technology to promote fan engagement leading up to, during and beyond the game itself.

Justin Toman - PepsiCo
Paul Hiebert - Adweek
Justin Toman Paul Hiebert
11:30 AM - 11:50 AM
Transforming Sports Fans into Loyal Brand Fans

As more people are streaming than ever before and watching connected TV just as they would traditional TV, the viewing experience is undergoing a major transformation. Finding the breadth and depth of content consumers are craving to satisfy the viewing experience before, during and after the game is more important than ever to drive business results. Be present where popular meets personal to engage viewers with YouTube to turn sports fans into loyal brand fans.

Join YouTube, USAA, NFL and YouTube creator Deestroying to learn: 
· The consumer preferences and engagement on the path to purchase
· How creators are helping shape a transformative sports fan experience
· How to align your business priorities and customer preferences to drive brand growth

Elliott Nix - YouTube
Blake Stuchin - NFL
Donald De La Haye Jr. - YouTube Creator
Mayra Rivera - USAA
Elliott Nix Blake Stuchin Donald De La Haye Jr. Mayra Rivera
11:55 AM - 12:15 PM
Going Beyond Esports

Ally Financial and American Eagle are reaching a new audience of gaming enthusiasts as Official Marketing Partners for /twitchgaming. As Twitch has grown in content, viewers and brand partners, it is expanding its brand sponsorship opportunities to more content outside of competitive esports streams to create custom activations. Join Adweek as we sit down with Ally Financial, American Eagle, and Twitch to learn why this audience is attractive to brands and how the explosive growth of esports leads to more opportunities for marketers.

Ashley Schapiro - American Eagle
Andrea Brimmer - Ally Financial
Walker Jacobs - Twitch
Rafael Canton - Adweek
Ashley Schapiro Andrea Brimmer Walker Jacobs Rafael Canton
12:20 PM - 12:40 PM
Fanatics: Fandom in the Digital World

Fanatics is strengthening relationships with fans by increasingly connecting the physical and digital worlds of engagement and interaction. Hear from Fanatics SVP of Marketing Ryan Donovan on the company’s post-pandemic efforts to ignite fandom, and how Fanatics has reinforced its digital-first approach to enhance the fan experience.

Ryan Donovan - Fanatics
Mark Stenberg - Adweek
Ryan Donovan Mark Stenberg
12:45 PM - 1:05 PM
Engaging Fandom: How the NFL is Deepening Engagement with New and Existing Fans

More than ever, brands must engage with younger consumers in authentic and genuine ways to remain culturally relevant. To do this, the NFL is focused on growing their fan base by creating the right content on the right platform customized for the right community. In this session, Tim Ellis, NFL EVP and Chief Marketing Officer, and Ian Trombetta, NFL SVP of Influence Marketing, will highlight some of the emerging platforms they’re using to engage new audiences to football fandom, including TikTok, where the NFL is leaning into trends in creative ways, as well as new technology like NFTs.

Tim Ellis - NFL
Ian Trombetta - NFL
Tim Ellis Ian Trombetta
1:10 PM - 1:30 PM
The Return of IRL: Curating Experiences for Consumers

As a partner of the United States Tennis Association for nearly three decades, the pressure was on at this year’s US Open to deliver fans an experience like no other. Hear from Lindsay Ulrey, VP of Global Sports Experiences and Partnerships at American Express on how the financial services company puts card member satisfaction at the forefront of its marketing strategy, and how serving up special moments like the US Open creates exciting experiences for its members.

Lindsay Ulrey - American Express
Robert Klara - Adweek
Lindsay Ulrey Robert Klara
1:35 PM - 1:55 PM
America’s Pastime in the Present

Created in America, popularized during the American Revolution, professionalized before the turn of the 20th Century – baseball’s roots in this country run deep. But does the sport’s rich history matter to the global fan of the future? Baseball marketing executives from the Braves, Cubs and Red Sox will share their challenges in pursuing the next generation of fans – but they’ll also explain why baseball is uniquely suited to withstand the next 100 years, and how their evolving playbooks are honoring history without getting lost in it.

Lauren Fritts - Chicago Cubs
Adam Grossman - Boston Red Sox
Adam Zimmerman - Atlanta Braves
Jason Notte - Adweek
Lauren Fritts Adam Grossman Adam Zimmerman Jason Notte
2:00 PM - 2:05 PM
Adweek Closing Remarks

Thank you for joining us!

Danny Wright - Adweek
Danny Wright
11:00 AM - 11:05 AM
Adweek Opening Remarks

Welcoming remarks and a look at the event.

Danny Wright - Adweek
Danny Wright
11:05 AM - 11:25 AM
Yankees Great Alex Rodriguez on Being a Brand Champion

Through Miami-based investment firm A-Rod Corp, baseball legend Alex Rodriguez is quickly establishing himself as a leading marketer through his dozens of investments (Presidente USA, GoPuff, Wheels Up) and partnerships (MasterCard, Hims & Hers, Goli).

Join Adweek as we hear from A-Rod on how he builds his portfolio and helps elevate brands through authentic collaborations.

Alex Rodriguez - A-Rod Corp
Danny Wright - Adweek
Alex Rodriguez Danny Wright
11:30 AM - 11:50 AM
The Evolution of Sports Sponsorships with Nielsen

Uncertainty caused by the COVID-19 pandemic accelerated shifts in the way sports rights holders sell sponsorships and how brands make sponsorship investments and activate partnerships. New sponsorship entrants, new channels and new consumer necessities will impact sports’ sponsorship value and call for enhanced measurement methodologies. What can brands learn from sports sponsorships? What will the future of sports sponsorship measurement look like?

Join Jon Stainer, Nielsen Sports Manager Director, and Matt Steinmetz, VP of Event Partnerships, Adweek for a discussion about key trends driving the changing value of sports sponsorship, how sports sponsorship value is evolving, and why having a clear understanding of ROI across channels and over time is business imperative.

Jon Stainer - Nielsen Sports
Matt Steinmetz - Adweek
Jon Stainer Matt Steinmetz
11:55 AM - 12:15 PM
Your Logo Goes Here

The NHL made the call this summer to allow marketers to add branding on official uniforms during games starting with the upcoming 2022-23 season.

Join Adweek as we hear from NHL Chief Business Officer Keith Wachtel, who spearheaded this marketing effort, on the pros and cons of jersey sponsorships, along with additional brand monetization opportunities the team has developed this season for the league and clubs.

Keith Wachtel - NHL
Mollie Cahillane - Adweek
Keith Wachtel Mollie Cahillane
12:20 PM - 12:40 PM
Student-Athletes are a Slam Dunk for Influencer Marketing

For the first time in the history of collegiate athletics, Student-Athletes have the ability to monetize their name, image and likeness across all sports and divisions. Rule changes now allow them to engage with brands and retailers for sponsorship opportunities, including product endorsement on social media, events and personal appearances, and more. This means big-time ROI results, unmatched audience engagement, and hyperlocal reach.

In this session, join Inmar's VP of Social Commerce, Leah Logan as she explores how NIL can be woven into a larger marketing strategy and used to reach specific audiences with success.

Attend this session and learn:

  • How to bring NIL to life in unique ways for your brand to foster interest and engagement
  • How to craft effective NIL activations and the metrics of success to keep top of mind
  • How to carefully select an experienced body of relevant, engaging talent
  • How to navigate the nuances of compliance and ensure brand safety
Leah Logan - Inmar
Rob Master - Unilever
Leah Logan Rob Master
12:45 PM - 1:05 PM
How Olympian Katie Ledecky Spun Medals into Marketing Gold

Seven-time Olympic Gold medalist Katie Ledecky has not only made a splash at the last three Olympic Games, she’s also solidified herself as an authentic brand spokesperson working with iconic global brands thanks to her innate ability to easily connect with consumers.

Join Adweek as we hear from Katie Ledecky on what it takes to land lucrative endorsement deals, and what it takes to hold onto them.

Katie Ledecky - 3x Olympian, 10x Olympic Medalist (7x Gold, 3x Silver), 15x World Champion
Lisa Granatstein - Adweek
Katie Ledecky Lisa Granatstein
1:10 PM - 1:30 PM
Levelling the Playing Field: Authentic Storytelling in Sports Marketing

Harnessing the engaged and diverse communities that many sport brands enjoy, sports marketeers have the power, and arguably a responsibility, to use their platforms for change, driving inclusivity and tangibly levelling the playing field for their fans. But how can we ensure these representations are truly authentic, and not just posturing? In partnership with adam&eveDDB, EA Sports and the International Paralympic Committee set out to tackle inequalities for their audiences in both their sporting lives and more generally, challenging stereotypical tropes and amplifying under-represented voices in a way that authentically encompassed the lived experiences of the depicted communities, and in the case of the latter, led to sport’s biggest ever human rights movement to end discrimination. In this panel discussion, adam&eveDDB and the International Paralympic Committee will share their experiences and learnings across both campaigns and the steps taken to tell stories that are true, and which resonate and move us forward.

Stephen Lepitak - Adweek
Bukola Garry - adam&eveDDB
Selma Ahmed - adam&eveDDB
Juan Pablo Salazar - International Paralympic Committee
Stephen Lepitak Bukola Garry Selma Ahmed Juan Pablo Salazar
1:35 PM - 1:55 PM
Listening: How Vans Keeps Community at the Core

From the inception of the first skateboard shoe to building the blueprint for skateboarding’s debut in the Olympic Games, Vans’ core strategy has always been listening to the community. After all, Vans is a people company that makes shoes. Bobby Gascon, Senior Director of Global Marketing (Action Sports) at Vans gives insight into how the brand listens to their consumer to create a global skateboarding community and fosters growth with various initiatives such as Vans Park Series, Girls Skate India, etc. Rather than just donating money to sponsorships, Vans takes action to build these communities from the ground up. Vans Skater & Olympian, Zion Wright knows first-hand that Vans goes beyond the product, recently representing Vans at the grand opening of a their new skatepark in Salt Lake City. At the core of these initiatives - the skateboarders at ground zero. Through various community building initiatives, Vans aims to raise awareness on the importance of supporting skateboarding’s development at the community level, even as the sport gets closer to the mainstream spotlight.

Zion Wright - Vans
Bobby Gascon - Vans
David Kaplan - Adweek
Zion Wright Bobby Gascon David Kaplan
2:00 PM - 2:05 PM
Adweek Closing Remarks

Thank you for joining us!

Danny Wright - Adweek
Danny Wright
11:00 AM - 11:05 PM
Adweek Opening Remarks

Welcoming remarks and a look at the event.

Matt Steinmetz - Adweek
Matt Steinmetz
11:05 AM - 11:25 AM
Inside the NBA’s Social Justice Playbook

As social justice business initiatives come to the fore, the NBA and WNBA have led the way, showing other leagues the path toward addressing racial and social inequity.

Join Adweek, along with NBA CMO Kate Jhaveri and Bethany Donaphin, WNBA’s Head of League Operations, who will share their playbooks on how league has addressed social justice, along with what they see as the ongoing opportunities and challenges for sports overall.

Bethany Donaphin - WNBA
Kate Jhaveri - NBA
Mollie Cahillane - Adweek
Bethany Donaphin Kate Jhaveri Mollie Cahillane
11:30 AM - 11:50 AM
Fundamentals to Civic Engagement

In an effort to advance the betterment of the Milwaukee community, the Bucks engage in many socially responsible programs, initiatives, and collaborations with community partners. Players on and off the court are recognized with lending a hand to those who need it most.

Raven Jemison, EVP of Business Operations at the Milwaukee Bucks, joins Adweek to discuss being a leader and operator for a diverse and inclusive sports company that aspires to redefine the industry, while being the face of business line improvement and enhancement of the overall customer experience.

Raven Jemison - Milwaukee Bucks
Rafael Canton - Adweek
Raven Jemison Rafael Canton
11:55 AM - 12:15 PM
A View From Above: What's Next for Women's Soccer

Female athletes have made incredible strides, smashing world records, breaking barriers and influencing the culture at large. Hear from National Women's Soccer League power players Julie Haddon, until recently head of global brand marketing for the NFL and now an owner of the Chicago Red Stars, and longtime NWSL veteran and Amanda Duffy, owner of Orlando Pride - on the future of women in soccer.

Julie Haddon - Chicago Red Stars
Lisa Granatstein - Adweek
Amanda Duffy - Orlando Pride
Julie Haddon Lisa Granatstein Amanda Duffy
12:20 PM - 12:40 PM
Athletes and Activism, Now and Next

Athletes at the top of their game have long made for great spokespeople; as long as the message was controlled, the levers of influence contained, the ability for sports fans to indulge in escapism and entertainment uninterrupted. But that's all changing. And fast.

A 2020 Nielsen study found 70% of American fans expect athletes to be involved in creating social change, and a similar majority want brands and rights holders to support them. Teams, leagues, and sponsors are taking notice --- as are the established sports figures stretching their influence in new ways, not to mention the soon-to-be stars developing their platforms for the future.

Tune in as we discuss the now and next of blending athletics and activism. Victoria Anderson, from cultural marketing agency, 160over90, will be in conversation with Allyson Felix and Candace Parker -- two sports icons who have been doing just that throughout their storied careers.

Candace Parker - 2x WNBA Champion, Broadcaster, Mom, and Activist
Allyson Felix - Most Decorated US Track Olympian, Mom, Founder of Saysh, Activist
Victoria Anderson - 160over90
Candace Parker Allyson Felix Victoria Anderson
12:45 PM - 1:05 PM
Where Sports and Social Impact Collide

In an era where authenticity is everything, the marriage of brand and purpose remains essential and the sports world is no exception. Forced to ideate new and innovative ways to engage consumers as well as avid fans admist the global pandemic, sports marketers continue to push the boundaries with activation programs and social impact initiatives that we may not have seen for years.

In this session, join Adweek and Sheri Barros, American Cancer Society’s Vice President, Global Sports Alliances as she break downs the organization’s support in societal movements, diversifying funding efforts through campaigns like NFL Crucial Catch and NHL Hockey Fights Cancer, and the collective actions the ACS is taking to promote a sense of community through its marketing initiatives.

Sheri Barros - American Cancer Society
Nicole Ortiz - Adweek
Sheri Barros Nicole Ortiz
1:10 PM - 1:30 PM
Authenticity Wins! Special Olympics Puts People First in Pandemic Pivot

While the pandemic forced professional sports leagues to find ways for players to compete safely and engage fans remotely, Special Olympics was ensuring 6.5 million athletes with intellectual disabilities weren’t pushed further to the margins.

Special Olympics pivoted to virtual athlete engagement and marketing when in-person sports and fundraising events became impossible, organically positioning the global movement in a niche for individuals and organizations reevaluating their contributions to inclusion and social justice.

Pandemic-driven innovation for marketing and audience engagement reinforced that Special Olympics athletes are the heart of the movement. Join Adweek as we hear from Special Olympics' Kelli Seely on how centralizing athletes’ voices in every initiative successfully solicited user-generated content, created high-performance digital fundraising video assets, executed more inventive partner activations, and stepped boldly into new fundraising spaces. 

Kelli Seely - Special Olympics
Shannon Miller - Adweek
Kelli Seely Shannon Miller
1:35 PM - 1:55 PM
The Social Athlete: How Content in Sport Transcends and Transforms

72andSunny Co-Founder Glenn Cole and Hecho Studios President Celeste Hubbard-Breen discuss the impact Sport related content extends beyond the court and elevates social movements and conversations around pay equity, gender equity, social justice, mental health awareness, newly awarded student athlete economic power. Through case studies and antidotes, Glenn and Celeste will illustrate the effect of purposeful sport content on how sport is played, marketed and experienced. They will also explore the connection between content created by athletes, teams, leagues, and brands, and the shaping of culture and our economy.

Celeste Hubbard-Breen - Hecho Studios
Glenn Cole - 72andSunny
Celeste Hubbard-Breen Glenn Cole
2:00 PM - 2:05 PM
Adweek Closing Remarks

Thank you for joining us!

Matt Steinmetz - Adweek
Matt Steinmetz
11:00 AM - 11:05 AM
Adweek Opening Remarks

Welcoming remarks and a look at the event.

Danny Wright - Adweek
Danny Wright
11:05 AM - 11:25 AM
The Future of eSports

With sports arenas now returning to live events, esports tournaments can now also benefit from IRL fan experiences. And that experience is even more elevated thanks to the acceleration of gaming technology over the past two years.

Join Adweek as we hear from Kristin Connelly, Vice President of Global Brand Marketing at Activision Blizzard Esports on the rise of esports, and the innovative ways Activision engages with fans.

Kristin Connelly - Activision Blizzard Esports
Patrick Kulp - Adweek
Kristin Connelly Patrick Kulp
11:30 AM - 11:50 AM
Marketing Human Performance

Sport Science and the evolution of technology have transformed how we experience professional sports. Now imagine the use of human performance, biometric and health data as a way to market and promote to consumers. Join Adweek as we hear from NFLPA's Sean Sansiveri and other leaders in the field on how athlete data has the potential to add value and authenticity to digital products, viewer experiences and player-driven marketing initiatives.

Sean Sansiveri - NFLPA
Matt Steinmetz - Adweek
Sean Sansiveri Matt Steinmetz
11:55 AM - 12:15 PM
The Game Around the Game

Live matches and games have long been sports’ biggest events, but a growing number of fans are finding new ways to deepen their engagement with sports. Content that is off of the traditional field allows fans to create digital rituals and find new and unique ways immerse themselves in their favorite leagues, teams, and athletes.

Sean Hanrahan - Disney Advertising Sales
Danny Wright - Adweek
Sean Hanrahan Danny Wright
12:20 PM - 12:40 PM
The Changing Face of the Front Office

It’s now becoming much more common to see women land top roles in the front offices of leagues and teams. Case in point, the Philadelphia Eagles’ recently promoted Catherine Raiche to Vice President of Football Operations and now serves as the highest-ranking female in the history of the league. Likewise, the PGA Tour slates Neera Shetty at the forefront of the male-dominated sport to lead DEI efforts in the areas of education and skill development, talent acquisition, player development, and marketing and communications.

Join Adweek as we hear from Raiche and Shetty on their remarkable career journey's, why their positions represent a breakthrough moment, and what’s next for women in the business of sports.

Catherine Raiche - Philadelphia Eagles
Neera Shetty - PGA Tour
Lisa Granatstein - Adweek
Catherine Raiche Neera Shetty Lisa Granatstein
12:45 PM - 1:05 PM
Lead with Data to Create Lasting Fan Experiences

Fans have rising expectations for what a good experience looks like and want interactions to be customized to their personal needs. As sports teams and leagues shift marketing strategies to focus on retention, re-engagement and defining what’s next, technology is helping build relationships and ensure the loyalty of their fans. After all, intriguing, interactive programs help ensure that fans are continuously invested with their franchise no matter the season.

Join Adweek as we hear from Leah Royer, vice president of database marketing, Monumental Sports & Entertainment (MSE), and Toby McAuliffe, senior director, Sports Marketing and Business Development, Oracle, about how to use data to fuel fan experiences built to last a lifetime.

Stephanie Paterik - Adweek
Leah Royer - Monumental Sports and Entertainment
Toby McAuliffe - Oracle
Stephanie Paterik Leah Royer Toby McAuliffe
1:10 PM - 1:30 PM
Sports at the Intersection of Tech and Innovation

Gaming saw big gains over the past two years as homebound sports fans opted to connect and game online. EA SPORTS, home to FIFA and Madden NFL, took virtual experiences to the next level by building out communities that connected passionate fans with memorable moments. Join Adweek as we hear from Andrea Hopelain, EA SPORTS' SVP of Brand, on next-gen strategies to keep up this record-breaking momentum.

Andrea Hopelain - EA Sports
Stephen Lepitak - Adweek
Andrea Hopelain Stephen Lepitak
1:30 PM - 1:50 PM
More Than a Game: Equity, Representation and Social Impact in Women’s Sports

Session details to be announced.

Clara Wu Tsai - Brooklyn Nets and New York Liberty
Keia Clarke - New York Liberty
Marvet Britto - The Britto Agency
Clara Wu Tsai Keia Clarke Marvet Britto
1:55 PM - 2:00 PM
Adweek Closing Remarks

Thank you for joining us!

Danny Wright - Adweek
Danny Wright
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