Brand Engagement Summit

NFL CMO: Social stances, youth targeting more important than ever

SBJ Newsletters / Thursday, November 4, 2021

The NFL viewership story is a strong one in 2021, but consumer data says there’s still reason to be concerned, said NFL CMO Tim Ellis. “We see deeply in the data that people are really reflecting on their lives, and what they want to do, and how they want...

Bears emphasized exclusivity when signing sportsbook/casino deal

SBJ Newsletters / Thursday, November 4, 2021

“Whenever we attack a new big category, we try to first look at it from an exclusive nature.” those words from Bears VP/Corporate Partnerships Doug Carnahan shed light on negotiations earlier this year with Rivers Casino and BetRivers.com operator Rush Street Interactive, which this summer became the team's...

Klarna, Birdies discuss impetus behind Angel City deals

SBJ Newsletters / Tuesday, November 2, 2021

Angel City FC continues to be on fire, and the club still hasn’t played a game. The NWSL expansion club just added an eighth founding-level sponsor this morning in Klarna , a Swedish fintech company that provides a variety of e-commerce services. It’s the brand’s first sports sponsorship...

How UnitedHealth Group Helped Create A Major Charity Golf Match

Daily / Thursday, October 15, 2020

UnitedHealth Group Senior VP/Sponsorships & Growth Allen Hermeling discussed the health care company’s role in facilitating the TaylorMade Driving Relief charity golf match this spring, while speaking at the Intersport Brand Innovation Summit. Hermeling credited the PGA Tour, NBC and the players -- Rory McIlroy, Dustin Johnson,...

49ers Put More Focus On Fans, Community During Pandemic Season

Daily / Thursday, October 15, 2020

The 49ers were expecting the '20 season to be one in which they would build off of a Super Bowl appearance. But with the pandemic, planning for the year shifted more towards the franchise’s role in the community. “Our relationship with the fan goes beyond wins and losses," 49ers CMO ...

ViacomCBS Exec Jacqueline Parkes On Reaching Young Demographics

Daily / Thursday, October 15, 2020

Being able to reach and engage with younger viewers is top of mind for most networks. And finding innovative to ways to reach these viewers without live, in-person events is at the core of what ViacomCBS Entertainment & Youth Group CMO & Exec VP/Digital Studios Jacqueline Parkes ...

Social Media Strategy Helps MLB Keep Fans Engaged This Season

Daily / Thursday, October 15, 2020

Facebook Dir of Sports Media & League Partnerships Rob Shaw said MLB’s early adoption of Facebook Groups was key to helping the league stay connected with fans during this unprecedented season. “They were that first league to have every single team have a Group,” Shaw said at the...

Pepsi Still Moving Ahead With Plans For Super Bowl LV Halftime Show

Daily / Wednesday, October 14, 2020

Pepsi Head of Sports Marketing Justin Toman reflected on the pandemic’s impact on his company during the virtual Intersport Brand Innovation Summit yesterday, and shed some light on the soft drink brand's strategy around Super Bowl LV. When asked whether the game taking place in Tampa, with...

Joe Mansueto Opens Up On Fire Ownership, Pandemic Strategy

Daily / Wednesday, October 14, 2020

Fire Owner & Chair Joe Mansueto during yesterday’s virtual Intersport Brand Innovation Summit said his first year as majority owner has shown him how a pro team is a "three-legged stool" with a sporting, business and civic side. While he expected the first two legs, Mansueto said...

Inside The NBA's Creative Broadcast Strategy From Orlando Bubble

Daily / Wednesday, October 14, 2020

NBA Head of Next Gen Telecast Sara Zuckert said the league saw its Orlando restart as a “new opportunity to test different camera angles and other ways to bring fans closer to the game that wouldn’t otherwise be possible with fans in the arena.” Speaking yesterday during...

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Quote Of the day

We'll see how well everything's attended and what the folks here think about it, but I do think there's something here that's very unique and could become a signature for us.
-- NHL Chief Content Officer Steve Mayer, on how hosting the league's awards and draft in the same location has logistical benefits and possible commercial opportunities. Alex Silverman, SBJ

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