9:30
Power Brands Speak Out: The Chief Marketer's Perspective on Growing a Brand Through Sports and Entertainment Marketing
Executives responsible for defining their consumer/brand relationship will share the challenges they face reaching today's consumer, and the unique opportunities sports and entertainment provide by tapping into fan passion. You will hear from Russ Klein, Burger King; Bill Kraus, Under Armour; Katie Lacey, ESPN; and Tim Armstrong, Google, on defining the rules of engagement, remaining relevant in our changing culture and setting benchmarks for success.

10:30
Refreshment and Networking Break hosted by

11:00
The Sponsorship Budget: Allocating National and Local Dollars
Coming up with the right mix of sponsorship dollars for national programs or local markets is a delicate balancing act for brands and properties. Ray Bednar, Bank of America; Tom Fox, WMG; and Andrew Kritzer, Sharp Electronics, will provide their insight on the benefits of national or local programs, while Mike Stevens, New York Giants; Brooks Boyer, Chicago White Sox; and NASCAR's Jim O'Connell will offer up their experience on working with brands on budget allocation.

12:00
Luncheon hosted by

ADDRESS
Subway: Maximizing Sponsorship Value to Benefit Franchisees
When you oversee the Subway Franchisee Advertising Fund Trust, you understand that any sports sponsorship agreement must balance between local and national activation. You will hear from Subway's Tony Pace on how franchisees have been integrated with Little League Baseball and benefited from partnerships with Tony Stewart, Reggie Bush and others.

1:15
Case Study
The PGA TOUR’s FedExCup: A Season in Review
This past January the PGA Tour launched its first ever season-long points competition - the FedExCup - which spans 37 weeks, culminating with a 4-week playoff structure. By implementing this significant change to the season structure, the PGA TOUR had hoped to offer fans a more cohesive season that would bring meaning to every week and generate further interest to the sport. Now with a full season behind them, Rob Ohno from the PGA TOUR and Jeff Maddock from FedEx will look back and evaluate the overall marketability of the concept for both FedEx and the PGA TOUR.

1:45
The Opportunities For Innovation: Value-Added Sports Sponsorships That Reach Targeted Market Segments
Many brands have large, diverse customer bases and budgets that allow them to have a balanced sponsorship strategy across many sports properties. But what if your brand has a narrower target audience? Does it make sense for your brand to own a category with a single sports sponsorship? You will hear from Doug Kelly, Russell Corp.; Brian McKinley, Herbalife; Julie Solwold, John Paul Mitchell Systems; Peter Laatz, Miller Brewing Co.; Jim Cone, Hilton Hotels; and Bill Nielsen, Xbox LIVE on the effectiveness of such a strategy and the benefits that owning a single sports sponsorship provides these marketers in their efforts to target a market segment.

2:45
Case Study
Campbell's Chunky Soup and the NFL: Integrating for Success
In 2007, Campbell Soup renewed its partnership with the NFL and subsequently announced the largest contingent of NFL stars - LaDainian Tomlinson, Jonathan Vilma, Larry Johnson, Maurice Jones-Drew, DeMarcus Ware, Devin Hester, Todd Heap and Matt Hasselbeck - to ever participate in the "Campbell's Chunky" soup "Mama's Boys" campaign. In this in-depth case study, you will hear from Mimi Dixon, Campbell's Soup, as she reveals why Campbell's Chunky soup and the NFL relationship makes sense. She will discuss how the brand integrated the NFL, teams, players and moms into a variety of brand marketing programs including cause marketing, hospitality events, player appearances, in-store consumer promotions and advertising, and how this mix produces successful ROI results.

3:15
Refreshment and Networking Break hosted by

3:45
Case Study
COPA DEWALT and NASCAR: Cross-Cultural Grassroots Marketing
For years corporate marketers have used sports sponsorships to reach the consumer on both national and local levels. But when you are trying to reach the diverse Hispanic marketplace at the grassroots level, there's a tremendous challenge: tapping the emotions, cultural nuances and traditions of Latino communities. This in-depth case study from Jon Howland, DEWALT, will reveal just that. Howland will share how DEWALT used their NASCAR sponsorship assets and activation tools around COPA DEWALT, its grassroots Hispanic soccer tournament program, to reach this important segment of its business.

4:15
DISCUSSION BREAKOUTS

Collegiate Sports Marketing: Is It the Next Big Space for Sponsors?
In many cities across the U.S., college teams are as important to sports fans as professional teams. In some areas, college teams are more important. Many brands have tapped into this affinity and have made college sports marketing an integral part of their strategy. Samira Zebian, Alltel; Valerie Kravitz, Coca-Cola; John Althoff, State Farm Insurance Co.; Scott Paddock, Gatorade; and Molly Sapienza, RBC Centura Bank, will discuss how collegiate sports sponsorships work for them.

Naming Rights: Dissecting Stadium and Arena Deals
When sports make up a significant part of your sponsorship marketing budget, when does acquiring stadium naming rights as part of your brand-building strategy make sense? Hear from companies that have many reasons for making such an investment. Brian Whitfield, Sommet Group; Tom Peyton, American Honda Motor Co.; Richard Karlis, Qwest Communications; Bill Mabee, M&T Bank/W.H. Mabee Strategic Marketing; and John Neilson, LP Building Products, will discuss the benefits that a naming rights acquisition has brought to their brand and how they have successfully leveraged these rights across integrated marketing campaigns.

5:00
Case Study
vitaminwater: Building a Non-Traditional Brand in a Non-Traditional Way
There's no denying it: vitaminwater is different. With its non-traditional packaging, ingredients and distribution strategies, it's no wonder that when it came to marketing their approach, that would be different too. glacéau's Rohan Oza has led the charge, taking the brand to the masses through the creation and implementation of unique marketing programs. In this in-depth case study, Rohan will share insight into the relationships vitaminwater has with MLB's David Ortiz, NFL's Brian Urlacher, NBA star Tracy McGrady, NASCAR drive Kasey Kahne and music artist 50 Cent.

5:30
Round Table Discussion
Athlete Endorsements: An In-Depth Examination of Coca-Cola and LeBron James
Attaching brand to athletes is at the very foundation of sports marketing. What makes some athletes more marketable than others? Ellen Lucey, Coca-Cola and Maverick Carter, LRMR Marketing will provide their point of view, and share the company's brand marketing activation plans for LeBron with sponsorship partners such as the NBA and the 2008 Olympic Games.

6:00
Networking Reception hosted by

Wednesday, September 26

8:30
Exhibits Open

Continental Breakfast hosted by

9:15
Opening Remarks

9:30
The ROI Dilemma: An Industry-Based Common Metric
Many corporations have proprietary tools that measure sponsorship ROI, according to criteria unique to their industry, such as case-sales or samples served. They also have standardized tools to measure the effectiveness of the sponsorships' media via services such as Nielsen and Arbitron. So what about sports sponsors in general? Is there one common metric that sports as an industry can create to measure the impact of sports sponsorships across the industry? Andrew Cohen, Visa USA; John Lewicki, McDonald's; Steve Baskin, ING; Matt Pensinger, Relay Worldwide; and Eric Fernandez, AT&T will discuss and debate the benefit and feasability of such a metric.

10:30
Networking and Refreshment Break
hosted by