Sponsorship in the 2020s: Leveraging Technology to Uncover Gems

SSAC

English - May 23, 2020 16:59 - 56 minutes - 103 MB - ★★★★★ - 11 ratings
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Robert Hofmann - Vice President, Account Director & Club Sponsorship Lead, Club Business Development, NFL

Lauren Riker - Global Marketing Analytics Manager, New Balance

Scott Tilton - CEO & Co-Founder, Hookit

Tiffany Frits (Moderator) - Business Operations Manager, ESPN Stats and Information Group

From headphones to tennis shoes, sponsorship influences buying decisions because of one simple reason: fans want to be like their sports idols. Though sponsorships improve sales, they have historically been difficult, if not impossible, to quantify. But with increasing ways to measure fan engagement, can we use data to truly understand and predict the value of sponsorship? This panel will examine how brands are utilizing machine learning, targeted advertising, and incentive-based sponsorships to predict successful athlete and league partnerships. Brands, leagues and sponsor tech will weigh in on how to succeed in this emerging and exciting space heading into the new decade.