Ieg 2016 33Rd Annual Conference April 17 ­– 20, 2016, Chicago

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IEG 2016 33RD ANNUAL CONFERENCE APRIL 17 – 20, 2016, CHICAGO

Disrupt GROW YOUR PARTNERSHIPS THROUGH REINVENTION

PART OF ESP PROPERTIES

WWW.IEG2016.COM +1.312.944.1727 #IEG2016 POWERFUL IDEAS. PROFITABLE NETWORK.

Our ideas about sponsorship were formed when broadcast ruled.

While the models served us well for decades, in a world where even the disrupters are being disrupted, they no longer apply.

Replace legacy approaches and learn how sponsors and rightsholders are making marketplace shifts work for their partnerships by joining 1,200 super-achievers at IEG, the industry’s MBA program, innovation academy and deal-making boot camp all rolled into one.

Get inside the minds of decision-makers from a broad spectrum of industries. Discover how to drive growth through content, channels and customer data. Get inspired by leaders who are creating better partnerships and better futures.

More than 30 curated sessions a day are followed by conversation-packed receptions each evening. Sparks fly, mashups mesh, solutions gel and everyone goes home richer and better for having participated.

Whether you represent a global brand or startup, public sector or social enterprise, sports or entertainment rightsholder, media or agency, we guarantee IEG is an investment that will propel your business and your career.

We sell out every year. This is our 33rd. Hope to see you there.

WWW.IEG2016.COM +1.312.944.1727 #IEG2016 KEYNOTE SPEAKERS

DEAN KAMEN LESA UKMAN KARIN TIMPONE President of DEKA & Futures Director Global Marketing Officer Founder, FIRST IEG and ESP Properties Marriott International, Inc.

CHRIS BRANDT DAVID KATZ RAJA RAJAMANNAR Chief Brand & Founder and CEO Chief Marketing Officer Concept Officer MasterCard Taco Bell Corp.

JEFFREY COLE Founder and Director, Center for the Digital Future

“ FANTASTIC OPPORTUNITY TO MEET COLLEAGUES AND HELP RESOLVE BOTH INTERNAL AND EXTERNAL ISSUES WHILE PLANNING FOR THE FUTURE.”

— JACOB LENZ, BMO HARRIS BANK

WWW.IEG2016.COM +1.312.944.1727 #IEG2016 FEATURED SPEAKERS

Marketing 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.

JASON COYLE JUSTIN PERKINS MOLLY QUINN President Vice President of Strategic Senior Vice President, Partnerships Sales MARK GIOVINO Director of Global NEAL CAMPBELL KRISTI ELLEFSON Sales Senior Vice President/ Marketing & Public Relations Chief Marketing Officer Manager LAURIE KIRBY Co President GLENN WECKERLIN CRAIG TURNBULL University Partnerships & Senior Vice President, Association Relations Marketing & MICHAEL NOLAN Communications Senior Marketing & Communications Leader PETE HASSEN STEVE LELAND Senior Executive Director of KAREN GOLDFEDER Marketing Lead Marketing Vice President, Business Development EELCO VAN DER NOLL SCOTT SONNENBERG Vice President, Experiential V.P. of Corporate Sales ANIKA GRANT Marketing MEGAN GRABOWSKI Associate Sponsorship Director Senior Manager, Corporate WHITNEY HEADEN Partnerships Senior Digital Marketing CURT MOSEL Manager Senior Vice President of Marketing & Corporate ALLEN HERMELING Partnerships Senior Director, Corporate JON CHAPMAN Partnerships Founder and President PETER THOMPSON BRIAN COOLEY Managing Director, JESSICA WORLEY CMO Global Sponsorships Vice President of Corporate Partnerships ARNO TRABESINGER ARCHIE DIXON Americas Managing Vice President, Sponsorship MONIQUE GIROUX Director Sales & Strategy V.P., Sponsorship Marketing & Strategic Partnerships CLARE STEVENS Advertising & Sponsorship JUSTINE FEDAK Senior Vice President and JON SELLMAN Marketing Head of Brand, Advertising SVP, Strategic Marketing, North and Sponsorships America Consumer Bank DENNIS DUQUETTE AMY POTTER VP, Corporate Sponsorships Team Lead, NA Brand BRAD SIMS MIKE KELNER Partnerships Senior Vice President and Senior Director, Sponsorship Chief Revenue Officer Marketing HOLLY TURNER National Director of TODD ARATA MARIA HOLMES Vice President, Sponsorship Corporate Partnerships V.P. of Brand Marketing Marketing Manager

CONTINUED WWW.IEG2016.COM +1.312.944.1727 #IEG2016 FEATURED SPEAKERS

MARK GIORDONO KEVIN A. CLEARY NOREEN MAJOR Vice President of Marketing Manager, Associate Director of Development Sponsorships & Promotions Development

JOHN COOK ERNEST COLLINS DARREN SPARKS Co-founder President & CEO Director, Marketing DANIEL ROSSI Communications Chief Business Officer GAIL LOWNEY ALOFSIN Director of Corporate MAXINE LAPIDUSS KAREN CAGE Partnerships & Community CEO Global Sponsorships Relations JARED MELZER MARGARET CONNOR LINDSEY ECKHOUSE Director, Strategic Senior Manager, Director of Sponsorship Sponsorships Sponsorships & Alliances BRIAN JENNINGS CRAIG STACEY MICHAEL MILLER Executive Vice President and Director, Content Marketing Head of Sponsorships Chief Marketing Officer HALEY CARLSON SANDRA LOPEZ JED PEARSALL Director, National Events & Vice President, New President Sponsorship Technology Group BILL DOYLE KATIE BARRONS Vice President Director, Sponsorships & Business Development SETH FISHBEIN Director, Sponsorship RICK ANDERSON Marketing Executive Vice President of WINFRIED DAUN Global Media Group Head Advertising, SLOANE KELLEY Brand Strategy & Media SCOTT NENNINGER Executive Producer, Chief Strategist, Integrated Media and Sponsorship PGA TOUR Digital REGINE MOORE Sales Senior Marketing Manager DOMINIC HAYES Commercial Director DOUGLAS FREELAND SARA TOUSSAINT Director, Sports & PAUL SHERRELL Sponsorship Manager Entertainment Alliances Head of Partnerships STEVE ELLIS ANGIE LAWING CHRIS RIEDEL-KING Founder & CEO CEO Assistant Director—Global Sponsorships & Partnerships CHRIS LAWING BRIAN MCCUE President and Director/ Director of Sponsorship Editor GARRETT PONDER Sales Manager of Marketing Partnerships and Sponsorships SHAWN HOOKER NIKKI BHARGAVA Global Marketing Manager Associate Attorney BRIGID FLYNN JASON GORDON MARQUES D. JACKSON Director of Institutional Giving Associate Attorney Brand Manager, Sports & PATRICIA CROWE SARA CHUBB Entertainment Marketing Director of Marketing Associate Attorney

JEFF JURGELLA JEFF POVLO Senior Director, Corporate Managing Director Partnerships JON SEVERSON CHRIS GREENE Director of Corporate and V.P., Sales and Partnerships Government Relations

WWW.IEG2016.COM +1.312.944.1727 #IEG2016 AGENDA

SUNDAY APRIL 17

REGISTRATION 11am – 6pm

HEAD-START WORKSHOPS 2 – 3pm Led by subject-matter experts from IEG, our parent company ESP Properties and our sibling organization Two Circles. Know Your Priorities: The Intel You Need to Find and Keep Sponsors William Chipps, Senior Content Editor, IEG and ESP Properties and Jessi Sanchez, Senior Director, Intelligence + Analytics, ESP Properties Make the most of your time by learning how to find and prioritize your best sponsorship prospects, plus receive tips and tools for strategic research efforts that will strengthen and grow the relationships you win. Re-Assessing Partnership Value in a Digital World Tom Perros, Vice President, Valuation + Analytics, ESP Properties and Gareth Balch, CEO, Two Circles, Global Head of Data-Driven Marketing, ESP Properties From social media mentions to co-branded content, rightsholders and brands must develop ways to account for entirely new types of sponsorship benefits. Rewriting the Rules: What Sponsors Need Now Jim Andrews, Senior Vice President, IEG and ESP Properties Marketers’ goals for sponsorship have changed with the times. Examine partnerships’ role in today’s marketing mix, key brand objectives, questions every sponsor should ask and answers every property must have.

HEAD-START WORKSHOPS 3:30 – 4:30pm Led by subject-matter experts from IEG, our parent company ESP Properties and our sibling organization Two Circles. Selling: How to Make Radical Marketplace Shifts Work for You Lesa Ukman, Futures Director, IEG and ESP Properties Successfully securing sponsorship 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—offering new assets, rights and benefits that sponsors and prospects want. Telling Prospects Your Story Using Heartstrings and Hard Numbers Diane Knoepke, Senior Consultant, The Alford Group and Stacey Goldberg, Vice President, Client Leadership, ESP Properties Nonprofits have hidden advantages, and real challenges, in communicating their marketing strength to potential corporate partners. Learn how to capitalize on the powerful platforms, active communities and emotional connections nonprofits offer their partners. Understand, Involve, Connect: The Essentials of Data-driven Audience Engagement Matt Rogan, Chairman, Two Circles and Kristen Pelachyk, Senior Director, Sponsorship Research and Analytics, ESP Properties 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.

WELCOME RECEPTION 4:30 – 6pm

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NETWORKING BREAKFAST 7:30 – 8:30am

ROUND TABLES SESSION OF PARTICULAR INTEREST TO: 8:30 – 9am, 9 – 9:30am and 9:30 – 10am u = sponsors l = sponsees (Each round table lasts 30 minutes and then repeats.) n = all

u Achieving Results in Complex Environments: n Building Effective Corporate/Nonprofit Partnerships Strategic Management of Partnership Activation, Dennis Duquette, Vice President, Corporate Sponsorships, Communications & Resources Fidelity Investments Darren Sparks, Director, Marketing Communications, Siemens n Charitable Marketing Campaigns: Legal Issues & Trends u Brand Citizenship & Sponsorships – A Winning Combination Sara Chubb, Associate, Winston & Strawn LLP Jared Melzer, Director, Strategic Sponsorships, n Engaging Different Demographics through the Same TE Connectivity Sponsorship — Millennial & 50-plus u Five-Pillar Approach to Making Sponsorships Work Molly Quinn, Senior Vice President, Sales, Competitor Group and Harder & Smarter Michael Miller, Head of Sponsorships, Humana Kristi Ellefson, Marketing & Public Relations Manager, n Good Sports: Upping ROI by Adding Purpose to Sports Partnerships Delta Dental of Washington Sara Toussaint, Sponsorship Manager, Wells Fargo l Creating a Compelling Sales Proposition through Storytelling n Increasing the Value of Nonprofit Partnerships Brian McCue, Director of Sponsorship Sales, Winmo Glenn Weckerlin, University Partnerships & Association Relations, l Managing a High Performance Sales Team Chevron Allen Hermeling, Senior Director, Corporate Partnerships, n The Nuts & Bolts of Sponsorship Research Chicago Cubs Bill Doyle, Vice President, Performance Research l What a Prospective Sponsor Wants to Know n Recap Reports: What Sponsors Should Expect & Rightsholders Chris Riedel-King, Assistant Director—Global Should Deliver Sponsorships & Partnerships, Principal Kevin Cleary, Marketing Manager, Sponsorships & Promotions, n Anatomy of a Great Partnership Nestlé Waters North America Holly Turner, National Director of Corporate Partnerships, n Talk Your Way to Success: Must-Have Conversations between Canine Companions for Independence and Shawn Hooker, Sponsors & Sponsees Global Marketing Manager, Merial Amy Potter, Team Lead, NA Brand Partnerships, BMO Harris Bank n Applying Big Data to Your Sponsorship Program and Megan Grabowski, Senior Manager, Corporate Partnerships, Michael Nolan, Senior Marketing & Communications Leader, Chicago Bulls Accenture n Un-Siloing: Removing Internal Barriers to Growth n Building a Partnership from the Ground Up Haley Carlson, Director, National Events & Sponsorship, and Katie Chris Greene, Vice President, Sales and Partnerships, Motivate Barrons, Account Director, Sponsorships & Business Development, Tribune Events Group

SPECIAL INTEREST GROUP MEETINGS 8:30 – 10am (SIG meetings take the place of the round tables.) Join a SIG and share ideas with your peers. You can start your discussion online before the conference and continue the conversation during the conference at the SIG group meetings. Choose from the following groups: Arts & Cultural Institutions; Associations; Causes; Festivals, Fairs & Events; Military; Permanent Attractions & Entertainment; Sports, Participatory; and Sports, Professional.

WORKSHOP 9 – 10am (Workshops take the place of two round tables.) Meeting in the Middle: Building a Partnership that Ensures Value for Both Sides Justine Fedak, Senior Vice President and Head of Brand, Advertising and Sponsorships, BMO Financial Group, North America Scott Sonnenberg, Vice President of Corporate Sales, Chicago Bulls Session description to come.

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OPENING KEYNOTE 10:15 – 11am Partnerships for the Next Generation Lesa Ukman, Futures Director, IEG and ESP Properties We are now in an age of self-marketing, where the only way to reach people is to have them reach you. We must create experiences worthy of being shared, of being part of people’s feed rather than disruptive pre-roll. Sponsorship has moved from discretionary to mission critical because it is often the quickest access point for entering the cultural conversation. Through its creation and nurturing of events, talent and ecosystems, brands can take on meaning far beyond the product or service being sold, growing roots in the lifestyle and creative culture. But it is not automatic. Millennials and Gen Z are more discerning and media literate and successfully engaging them requires behavioral shifts. Lesa will identify six new approaches for connecting, not pandering, to younger audiences.

PRESENTATIONS 11:15am – 12:15pm Going Over the Top and Beyond: Reaching and Expanding Your Audience Base through New Innovations Moderator: Bryce Townsend, Head of Business Solutions, ESP Properties; Panelists: Rick Anderson, Executive Vice President of Global Media, PGA TOUR, Jason Coyle, President, 120 Sports, Neal Campbell, Senior Vice President/Chief Marketing Officer, CDW and Sloane Kelley, Executive Producer, PGA TOUR Digital As the rapid-fire evolution of technology increasingly impacts fans’ consumption habits, rightsholders have had to develop creative new ways to attract and hold interest. Consequently, audiences have a growing number of options to follow their favorite sports and events. This discussion among new media experts and partners focuses on what the PGA TOUR has done to keep pace, and the partnerships it has forged to create new services and products, such as PGA TOUR LIVE and Skratch TV. How Avaya Uses Sponsorship to Transform Both Its Brand and the Fan Experience Peter Thompson, Managing Director, Global Sponsorships, Avaya Inc. In addition to discussing how Avaya has relied on a portfolio of partnerships spanning sports, entertainment and the arts to position itself as a solutions-oriented digital company, Peter will share examples from Avaya Stadium and other properties that demonstrate technology’s role in creating deeper, more relevant fan engagement platforms for rightsholders and their partners. More than Dollars: Crafting Cause Partnerships with Meaning Karen Goldfeder, Vice President, Business Development, DoSomething.org In addition to being phenomenally successful at engaging young people in effecting social change, DoSomething.org has forged connections for brands such as American Express, H&M, JetBlue, Toyota and others with Millennials, Gen Z and those who think young. Karen will share insights from DoSomething.org’s programs to illustrate that corporate behavior and values are just as important as money, if not more so. Next-Generation Sales Strategies for Next-Generation Opportunities Craig Turnbull, Senior Vice President, Marketing & Communications, Olympia Entertainment/Detroit Red Wings Red Wings owner Olympia Entertainment is doing much more than building a new hockey arena. The Detroit Events Center is part of The District Detroit, a 50-block mixed-use development and revitalization effort. Securing partners that will embrace the vision behind this effort has required a new approach to valuing, selling and structuring multidimensional opportunities. Craig will share how the property has brought opportunities to life for prospects and successfully attracted partners.

NETWORKING LUNCH AND KEYNOTE ADDRESS 12:30 – 2:30pm The Priceless Role Partnerships Play for MasterCard Raja Rajamannar, Chief Marketing Officer, MasterCard Raja helms a marketing organization that has used partnerships around the globe brilliantly in the last few years—whether partnering with UEFA, Justin Timberlake, Beyonce, SFX, All Blacks, Major League Baseball, PGA Tour, or Stand Up To Cancer. In addition to helping the brand’s “Priceless” campaign evolve to creating priceless experiences connected to people’s passions, sponsorships of electronic dance music and other properties ensure MasterCard stays relevant in a world where the way we pay for things is rapidly changing.

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PRESENTATIONS 2:45 – 3:45pm No Bad Blood: How Comcast Builds Customer Relationships through Sponsorship Todd Arata, Vice President of Brand Marketing, Comcast Cable As consumers weigh new options for accessing video content, Comcast’s Xfinity cable TV service has staked a strong claim by partnering with sports and entertainment rightsholders to enhance the viewing experience and offer content unavailable anywhere else. Todd will tell the story of Xfinity’s “couch-to-concert” partnership with Taylor Swift and The 1989 World Tour, including its groundbreaking on-site activation elements, surprise-and-delight promotions and more. Practical Advice for Growing Nonprofits’ Corporate Revenue Noreen Major, Associate Director of Development, Shakespeare Theatre Company Whether you are starting from scratch or needing to improve on existing results, Noreen will provide the latest actionable ideas, tools and resources for locating companies likely to sponsor and getting their attention, as well as strategies to get you in front of the decision-makers. Sponsorship Sales in Real Time: Interactive Skill Building Karen Cage, Global Sponsorships, HP, Inc. and Mike Kelner, Senior Director, Sponsorship Marketing, Fidelity Investments This always popular, completely interactive session features audience participation in the form of brief pitches to the session leaders. In addition to Karen and Mike’s honest, informed and practical assessment of what’s working, what’s not and what’s missing, fellow attendees are also encouraged to offer suggestions. Taking a Next-Level Approach to Sponsorship Rights and Packages Dominic Hayes, Commercial Director, and Paul Sherrell, Head of Partnerships, Aviva Premiership Rugby and Jake Jones, Lead Consultant, Two Circles England’s Premiership Rugby league, already a partner to blue-chip marketers including Aviva, Land Rover, Ricoh and others, is developing a new sponsorship strategy designed to take full advantage of changes in the media landscape—maximizing the value of digital assets while maintaining key benefits tied to mainstream broadcast partnerships. The session will share critical thinking necessary to position properties for success not just today, but tomorrow as well.

PRESENTATIONS 4 – 5pm Been There, Measured That: How Audiences Respond to Sponsorship Jed Pearsall, President, and Bill Doyle, Vice President, Performance Research If it is sponsored, chances are Performance Research co-founders Jed and Bill have watched, studied, measured, and analyzed it. Take away top insights (and understand misconceptions) regarding what audiences think and feel about sponsorship from two global leaders in the field. Brand Confidential: Sponsor Peer Group Discussion William Chipps, Senior Content Editor, IEG and ESP Properties 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. Brave New World: What We Can All Learn from Partnerships with Digital Influencers Steve Ellis, Founder & CEO, WhoSay and Adam Schefter, NFL Insider Whether partnering with YouTube stars or more traditional celebrities online, brands are disrupting old-school notions of endorsements and sponsorships. Steve, whose digital media company publishes celebrity-created content across multiple platforms, will discuss the ins and outs of partnering with digital influencers, including the importance of authentic storytelling beyond paid tweets and promoted posts. High Risk-High Reward: How Citi Bike Created a New Level of Engagement with Citi’s Consumers Jon Sellman, Senior Vice President, Strategic Marketing, North America Consumer Bank, Citi and Dani Simons, Director of Communications and External Affairs, Motivate Session description to come.

EVENING RECEPTION AT SOLDIER FIELD 7 – 9pm

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NETWORKING BREAKFAST 7:30 – 8:30am

ROUND TABLES SESSION OF PARTICULAR INTEREST TO: 8:30 – 9am, 9 – 9:30am and 9:30 – 10am u = sponsors l = sponsees (Each round table lasts 30 minutes and then repeats.) n = all

u Getting Started with a New Sponsorship: Must-Do Steps n Awesome Brand Activations at Festivals Craig Stacey, Director, Content Marketing, David Hazan, DLH Marketing Thrivent Financial n Building Strategic Global Partnerships u Projecting & Managing Sponsorship and Activation Budgets Mark Giovino, Director of Global Sales, A.S. Roma Seth Fishbein, Director, Sponsorship Marketing, n Enhancing Fan Experiences with Tech Partners Liberty Mutual Lindsey Eckhouse, Director of Sponsorship, NFL u Using Sponsorship to Build Relevance Among n Everything You Wanted to Know about Renewals but Mexican-Americans Were Afraid to Ask Marques Jackson, Brand Manager, Sports & Entertainment Amy Potter, Team Lead, NA Brand Partnerships, BMO Harris Bank Marketing, MillerCoors and Megan Grabowski, Senior Manager, Corporate Partnerships, l Co-Creation: Managing a Paradigm Shift in Cultural Chicago Bulls Organizations n How Your Brand Can Impact Education Jon Severson, Director of Corporate and Government Jon Chapman, President and Founder, and Brian Cooley, Relations, Science Museum of Minnesota CMO, EverFi l Emerging Sponsor Categories & How to Sell Them n Lessons from a Serial Disrupter William Chipps, Senior Content Editor, Justine Siegal, Founder, Baseball for All IEG and ESP Properties n Seven Must-Haves to Deliver Social Impact, Marketing Impact & l A Perfect 10: Proven Ideas to Keep Your Sponsors ROI with Nonprofit Sponsorship Coming Back for More Mark Giordono, Vice President of Development, FIRST and Garrett Gail Lowney Alofsin, Director of Corporate Partnerships & Ponder, Manager of Marketing Partnerships and Sponsorships, Community Relations Newport Harbor Corporation Qualcomm Technologies, Inc. l Successfully Selling Sponsorship to New, Niche Properties n Successfully Buying & Selling Multiplatform Programs: Laurie Kirby, Co President, AboutFest What You Need to Know l Upselling Your Current Partners Archie Dixon, Vice President, Sponsorship David Jessey, Jessey Sports Sales & Strategy, BET Networks l What a Prospective Sponsor Wants to Know n Using Sports, Arts & Culture for Economic Growth & Innovation Steve Leland, Marketing Lead, Accenture Susan Missner, Consultant n Authentic Targeting: Staying True to Your Brand Scott Nenninger, Chief Strategist, Integrated Media and Sponsorship Sales, Life Time – The Healthy Way of Life Company

WORKSHOPS 9 – 10am (Workshops take the place of two round tables.) Going Beyond the Event: Content Creation Case Study Anika Grant, Associate Sponsorship Director, and Whitney Headen, Senior Digital Marketing Manager, Essence Communications Inc.; and Regine Moore, Senior Marketing Manager, Walmart This session will explore how properties and brands can create greater scale and engagement with consumers by partnering to create custom content. Anika and Whitney will present a detailed case study of how Essence created a year-long, multi-channel campaign with a sponsor through a custom content program. They will share how Essence developed strategies to meet shared goals and objectives, resulting in unique, shareable content for both brands. Examples of the live executions and videos will provide attendees with a step-by-step guide of how to best leverage an event platform to maximize their event’s assets and ultimately maximize sponsorship opportunities. Key takeaways will include: 1) Thinking beyond the event and extending the conversation through content pre- during and post the live experience; 2) Partnership vs. sponsorship (listening vs. selling); and 3) Knowing what will resonate with your audience (audience research; sponsor and event KPIs). Securing the Rights You Need to Deliver Value to Partners in a Digital World Nikki Bhargava, Associate Attorney, and Jason Gordon, Associate Attorney, Winston & Strawn LLP Navigate the legal issues of sponsorship, promotions and events, as Nikki and Jason provide you with the do’s and don’ts of sponsorship marketing, watch-outs in new and social media, and tips for contract drafting.

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KEYNOTE ADDRESS 10:15 – 11am Marriott’s Virtuous Circle: Begin with Customers, End with Relationships Karin Timpone, Global Marketing Officer, Marriott International, Inc. Facing changing consumer expectations and business-model disruption, Marriott International, home to 19 brands, has responded with a host of customer-centric marketing innovations focused on adding value to its guests’ lives and lifestyles. Karin will show how global partnerships are key to this strategy, particularly the company’s new deal with Universal Music Group, which grants guests opportunities to experience their favorite artists around the world, and unique activations around its longstanding sponsorship of the NFL.

PRESENTATIONS 11:15am – 12:15pm Building a Global Sports Brand While Maintaining Local Relevance Brad Sims, Senior Vice President and Chief Revenue Officer, Cleveland Cavaliers Professional sports teams were long referred to as “single-market properties,” but the reach of digital and social media has made that phrase obsolete. With millions of Cavs fans, viewers and followers in places such as China, Australia and Brazil, Brad will discuss how the team is poised to capitalize on its international presence while not losing sight of the importance of its home market and local support. Philanthroship: Designing Partnerships That Build Communities, Arts Organizations & Brands Curt Mosel, Senior Vice President of Marketing & Corporate Partnerships, ArtsQuest In this workshop, you will discover: 1) Dynamic ways to custom-tailor partnerships for unique experiences that benefit sponsors, audience and the community; 2) How to create inventory that partners want while remaining true to your mission; 3) How to leverage your digital, social & experiential assets to enrich your partners and your community. Putting Partnerships to Work for Business-to-Business Marketers Margaret Connor, Senior Manager, Sponsorships & Alliances, Hewlett Packard Enterprise Having managed the company’s longtime presenting sponsorship of Sundance Film Festival prior to the split of HP’s personal computing and printing unit from its enterprise technology business, Margaret will outline how a pure B2B company approaches partnership opportunities and activation programs. Sponsorship’s Distinct, But Integrated Role in Positioning the UBS Brand Winfried Daun, Group Head Advertising, Brand Strategy & Media, UBS AG UBS recently relaunched its brand globally through a campaign featuring a series of Annie Leibovitz photographs and is sponsoring her world tour. The exhibition is the latest addition to a portfolio of cultural and sports partnerships that UBS uses to forge closer relationships with clients and prospects. Winfried will discuss the strategy behind the company’s sponsorships, how it evaluates opportunities and measures success.

NETWORKING LUNCH AND KEYNOTE ADDRESS 12:30 – 2:30pm The Power of Partnerships to Fix the Future Dean Kamen, President, DEKA Research & Development Corp., Founder, FIRST Dean is best known for inventing the Segway, the Coca-Cola Freestyle vending machine and the Slingshot portable water purifier in partnership with Coke. He also founded FIRST, an organization dedicated to motivating the next generation to understand, use and enjoy science and technology. This visionary inventor and entrepreneur will offer an inspirational look at what’s coming, what it means and how innovative partnerships have the ability to change our world for the better.

“THOUGHT PROVOKING AND VISIONARY WITH GREAT REAL-WORLD, PRACTICAL EXAMPLES.” — TRACI WARD, VISIT CALIFORNIA

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PRESENTATIONS 3 – 4pm Adapting to 21st Century Needs: Shifting from the Biggest to the Best Sponsor Eelco van der Noll, Vice President, Experiential Marketing, Anheuser-Busch InBev AB has historically been one of the biggest sponsors in sports. But has it been the best? Are AB and its flagship brands, Budweiser and Bud Light, ready for the future? How are they adapting to 21st century consumer and fan expectations? Eelco will discuss how the biggest brewer in the world has evolved and is evolving its sponsorship strategy. Exploiting the Digital Opportunity: Maximizing the Value of Your Non-Live Rights and Content Andy Wasef, Managing Director, Digital & Consulting Strategy, and Peter Tortorici, Executive Advisor, ESP Properties Find out how properties of all types are creating and distributing content to reach and grow their audiences, as well as provide brand partners more valuable ways to interact with fans. Lessons from Future Goals: How the NHL Is Driving Interest in Hockey and STEM Education Moderator: Jon Chapman, Founder and President, EverFi; Panelists: Brian Jennings, Executive Vice President and Chief Marketing Officer, NHL; and Pete Hassen, Senior Executive Director of Marketing, Chicago Blackhawks Session description to come. Winning With Social Media: How to Successfully Plan and Execute Social-First Sponsorship Activation Monique Giroux, Vice President, Sponsorship Marketing & Strategic Partnerships, CIBC CIBC flawlessly executed its FIFA World Cup association (through official partner Visa) by developing a social media campaign that allowed it to compete with an overwhelming amount of digital content produced by global partners of the event. Monique will share how the “Fan Inside Us All” platform leveraged three pillars—creating and showcasing live moments through on-site activations; offering incentives to engage with the brand; and creating participation platforms for fans to express their passion—to outperform bigger-spending cosponsors and deliver tangible business results for its card-focused program.

KEYNOTE ADDRESS 4:15 – 5pm Applying Innovation to Partnerships to Meet Consumer Expectations Chris Brandt, Chief Brand & Concept Officer, Taco Bell Corp. Whether it’s the Live Mas Student Section during College Football Playoff games, NBA Buzzer Beater social videos, or the near-iconic “Steal a Base, Steal a Breakfast” World Series promotion, Taco Bell knows what it takes to engage young adult consumers. Chris will share how the company delivers relevant content and experiences “on demand” by staying nimble and a step ahead.

COCKTAIL RECEPTION 5 – 6:30pm

“ GREAT CONTENT, STELLAR NETWORKING. A ‘WHO’S WHO’ OF THE SPONSORSHIP WORLD. LEADING THE WAY IN BEST PRACTICES.”

— MATT GAMEWELL, LEARFIELD SPORTS

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NETWORKING BREAKFAST 7:30 – 8:30am

ROUND TABLES SESSION OF PARTICULAR INTEREST TO: 8:30 – 9am, 9 – 9:30am and 9:30 – 10am u = sponsors l = sponsees (Each round table lasts 30 minutes and then repeats.) n = all

u Keys to High Performance Sponsorship in the n How to Use Live Events to Build Community, Relevance & Revenue B2B Category Daniel Rossi, Chief Business Officer, GeekWire Clare Treanor Stevens, Advertising & Sponsorship n Inspire Your People: Humanize, Harness & Monetize Your Marketing, FedEx Database Marketing by Building an Engaged Community l Creating More Innovative Packages to Effectively Grow Justin Perkins, Vice President of Strategic Partnerships, Your Sponsorship Revenue Care2.com, Inc. Mona Cotton, Vice President, Partner Relations & n New Channels & Strategies to Distribute & Monetize Business Development Admin, Professional Convention Music Programs Management Association Ernest Collins, President & CEO l How to Add Value to Your Sponsorship Offer New Orleans Media Entertainment William Chipps, Senior Content Editor, n Successfully Working with Multi-Channel Media Partners IEG & ESP Properties Paul Bruton, Director, Strategic Partnerships, NBC4 l Unusual Suspects: Creative Ways to Identify and Secure n Sweet Spot Activation: Teaming with Partners to Build Sponsorship from Nontraditional Categories and Companies Mutually Beneficial Solutions Shan Riggs, V.P., Business Development, ESP Properties Jessica Worley, Vice President of Corporate Partnerships, l What a Prospective Sponsor Wants to Know Chicago Fire Chris Riedel-King, Assistant Director—Global n Using Sports & Entertainment Assets to Build a Social Following Sponsorships & Partnerships, Principal Douglas Freeland, Director, Sports & Entertainment Alliances, n Digital Activations that Build Fan Engagement McDonald’s and Sponsor ROI Jeff Jurgella, Senior Director, Corporate Partnerships, Minnesota Twins

WORKSHOP 9 – 10am (Workshops take the place of two round tables.) Disrupt, Reframe & Thrive: Creating and Extending the Value of Your Content Moderator: Michael Aisner, Founder, Frame x Frame; Panelists: Lisa Gray, Freelance Executive Producer and Content Consultant, Maxine Lapiduss, CEO, Storyverse Studios and Jeff Povlo, Managing Director, Scape With a plethora of inexpensive—and multiplying—distribution channels on top of growing sponsor interest in smaller but more passionate fan communities, buyers of non-traditional content from niche events and festivals are everywhere. And the models for structuring these deal are limited only by the creativity of the buyers and sellers. Hear from world-class storytellers and content creators at the leading edge of this new marketplace. Jeff will share how he is working with a production company to turn his Muddy Mates race into children’s educational TV programming. Maxx and Lisa are award-winning producers and creators with experience across both TV and multiplatform technologies, having worked with brands, broadcasters and agencies.

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KEYNOTE ADDRESS 10:15 – 11am Fans, Content & Consumption: Exclusive Findings from the #SCORE 2016 Research Study Jeffrey Cole, Founder and Director, Center for the Digital Future, USC Annenberg School for Communication & Journalism and David Katz, Founder and CEO, ThePostGame Session description to come.

PRESENTATIONS 11:15am – 12:15pm Accelerating Business Development through Strategic Partnerships Sandra Lopez, Vice President of New Technology Group Strategic Relationships and Business Development, New Devices Group, Intel Corp. Sandra’s role finds her not only on the cutting-edge of the convergence of technology and fashion, but also immersed in developing, negotiating and managing business-building partnerships, such as Intel’s alliances with the Council of Fashion Designers of America and brands such as Opening Ceremony, Milk Studios and Fossil. She will share the story behind and lessons learned from these new-breed partnerships. Applying Big Ideas to a Smaller Property: The St. Louis Art Museum’s Sponsorship Success Story Brigid Flynn, Director of Institutional Giving, and Patricia Crowe, Director of Marketing, St. Louis Art Museum and Angie Lawing, CEO, and Chris Lawing, President and Director/Editor, Mercury Labs Inspired by content-driven partnership examples presented by Red Bull and Bank of America at the IEG Conference, Brigid created a first-of-its-kind sponsorship platform for the museum involving video content promoting an exhibition. Together with production company Mercury Labs, Brigid will walk through the evolution of the project—from conception to securing Bank of America sponsorship to its successful results. Beauty in the Details: Inside FC Barcelona’s Successful Sponsorship Sales Strategy Arturo De La Fuente, Americas Director of Business Development, FC Barcelona FC Barcelona is the most followed football club in the world, with a global fan base of 300 million fans whom it unites through social media. Arturo will share insights into FC Barcelona’s global strategy, with an emphasis on the key factors to leveraging digital and social media ahead of new commercial opportunities. How Live Events Are Transforming the Economics of Publishing John Cook, Co-founder, GeekWire interviewed by Michael Aisner, Founder, Frame x Frame GeekWire produces events ranging from a celebration of local startups to an annual ping-pong tournament for 2,000 paying attendees. That portfolio generates low seven figures in sponsorship revenue annually and helped propel GeekWire to profitability within a year of its launch in 2011.

GENERAL SESSION 12:30 – 1pm Conference Wrap-Up and Takeaways Lesa Ukman, Futures Director, and Jim Andrews, Senior Vice President, IEG and ESP Properties This interactive session will summarize and capture the key ideas and insights of three days’ worth of content, connecting the dots and pulling out important themes and trends.

WWW.IEG2016.COM +1.312.944.1727 #IEG2016 TO REGISTER NOW WWW.IEG2016.COM DISRUPT. REFRAME. THRIVE.

This is the first year that Millennials will outnumber Baby Boomers, becoming the dominant force in economic activity and the most coveted consumer group worldwide.

Growing competition among brands to connect with these 1.8 billion digital natives—who prefer experiences to things and who shop corporate values as much as value pricing—has combined with monumental shifts in technologies and media to impact every industry in every corner of the world and has catapulted sports, entertainment, event and cause marketing into a global catalyst for disruption and innovation.

Sponsorship gives companies transformational opportunities to connect with a new generation of fans and empower those they already have.

From proximity, personalization and datafication to virtual reality, wearables and mobile apps—and all the information that can be captured through these technologies—options to engage have increased significantly while costs have gone down.

The confluence of snowballing demand by Millennials—as well as Gen Z and the many Boomers who think young—for differentiated experiences and the new technologies and media that enable them means sponsors and rightsholders need new strategies for the digital age—and not just a digital strategy to incorporate into their existing models.

Our industry is at a pivot point with new players and new money pouring in. Join us as we shape the future of partnerships together at IEG 2016.

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REGISTER MULTIPLE ATTENDEES ONLINE: www.IEG2016.com AND SAVE PHONE: +1.800.834.4850; outside the U.S. • $1,995 for one registration and Canada, please call +1.312.944.1727 • $1,795 per person for 2 to 5 registrations EMAIL: [email protected] • $1,695 per person for 6 or more registrations

CANCELLATION: Full refunds will be sent for written cancellations emailed or postmarked by April 1, 2016. Conference Workbook plus 50% refund will be sent for written cancellations emailed or postmarked between April 2, 2016 and April 8, 2016. There will be no refunds on registrations or cancellations made after April 8, 2016.

REGISTRATION INCLUDES ALL SESSIONS, NETWORKING EVENTS AND ONLINE RESOURCES • MULTIPLE LEARNING FORMATS: presentations, • ONLINE DASHBOARD: delegate contact panels, workshops and round tables in formation and message center, session recordings, speaker handouts and more • NETWORKING SOCIAL EVENTS SUNDAY, MONDAY AND TUESDAY • MEALS: Sunday evening through Wednesday morning with dinner on your own Tuesday night • SPECIAL-INTEREST GROUP MEETINGS

AND INDUSTRY-SPECIFIC LUNCH TABLES

HOTEL INFORMATION FROM IEG The Sheraton Grand Chicago has reserved a block Having shaped and defined sponsorship over three of rooms at preferential rates of $215 per night. decades, IEG is the globally recognized source for Rooms go fast, so book early. Call the hotel at industry insights, trends, training and events. IEG +1.312.464.1000 and request the IEG Conference is part of ESP Properties, a WPP company. As a rate or visit www.IEG2016.com. commercial and creative advisor for rightsholders, ESP Properties helps organizations unlock greater value from their audiences and brand partnerships.