2026 Agenda
Tuesday, June 9
8:30 AM
Invite- Only Workshop Registration & Breakfast
9:00 AM
Invite-Only Workshop
Level 6 - Northwestern, Purdue, Ohio State & Wisconsin
Hosted by
10:00 AM
Main & Connect Registration
Level 7
Hosted by
10:30 AM
SBJ Connect: A Structured Networking Brunch/Lunch
Level 6 - Indiana, Iowa, Michigan & Michigan State
For the first 100 attendees who check in onsite
SBJ Connect: Structured Networking is a facilitated networking experience focused on:
- Connecting attendees through guided conversations and topic-driven discussions
- Sharing insights and exchanging ideas
- Building lasting professional relationships in a structured yet relaxed setting
11:00 AM
Lunch
Level 7 - Grand Ballroom Salon 3
12:15 PM
Opening Remarks
Level 7 - Grand Ballroom Salons 1 & 2
12:30 PM
From Trick Shots to Trendsetters: The New Era of Sports Culture
Level 7 - Grand Ballroom Salons 1 & 2
Join Dude Perfect’s CEO Andrew Yaffe for an inside look at how the brand’s blend of culture, creativity, and community has redefined modern sports fandom and inspired new pathways to reach emerging audiences.
Andrew Yaffe, CEO, Dude Perfect
Moderator: Bret McCormick, Staff Reporter, Sports Business Journal
1:00 PM
The Sponsorship Remix: Culture, Creativity & Conversion
Level 7 - Grand Ballroom Salons 1 & 2
Explore the latest trends reshaping sponsorship marketing, from cultural storytelling and data driven activation to evolving fan expectations—offering brands new pathways to relevance, measurable impact, and breakthrough partnership value.
Brian Graybill, President, Intersport
Jay Kaufman, EVP & Head, Sports & Live Entertainment, National Research Group
Matt Lederer, VP, Brand Partnerships & Engagement, Comcast Xfinity
Leela Srinivasan, CEO, Parity
Jim Van Stone, President, Business Operations & Chief Commercial Officer, Monumental Sports & Entertainment
Moderator: Terry Lefton, Editor-at-Large, Sports Business Journal
1:40 PM
AI at Work: Inside AWS Transformation of the Sports Partnership Model
Level 7 - Grand Ballroom Salons 1 & 2
Learn how AWS is transforming sports partnerships through AI-driven analytics, cloud innovation, and personalized fan experiences—reshaping performance insights, storytelling, and engagement across leagues worldwide.
Shelby Williams, Head, Integrated, Sports Marketing, AWS
Moderator: Ethan Joyce, Staff Reporter, Sports Business Journal
2:00 PM
Advancing Tradition Through Tech: How USAA Evolves the Army-Navy Game Experience
Level 7 - Grand Ballroom Salons 1 & 2
Explore how USAA leverages the Army-Navy Game through immersive fan activations, influencer strategy, and community programs—strengthening brand affinity while honoring military tradition and elevating America’s most storied college football rivalry.
Jen Escobar, VP & Head, Brand Marketing, USAA
Justin Zambuto, EVP, 160over90
Moderator: Irving Mejia-Hilario, Staff Reporter, Sports Business Journal
2:20 PM
FIFA World Cup 2026 Preview: Bank of America
Level 7 - Grand Ballroom Salons 1 & 2
A global cultural moment, the FIFA World Cup 2026 offers a powerful stage. This session explores BofA’s sponsorship strategy, showcasing integrated activation, innovative fan engagement, and expanded reach across audiences and communities.
Derek Aframe, EVP, Octagon
Brad Ross, Head, Global Partnerships & Social Media Marketing, Bank of America
Moderator: Bret McCormick, Staff Reporter, Sports Business Journal
2:40 PM
Break
Hosted by
3:10 PM
The Modern CMO Game Plan: How Leagues and Teams Are Winning the Battle for the Next‑Gen Fan
Level 7 - Grand Ballroom Salons 1 & 2
Explore how team and league CMOs navigate converting casual fans, delivering data‑driven personalization, sustaining authenticity, producing year‑round content, and adapting to streaming‑driven consumption shifts reshaping modern sports marketing.
Kay Bradley, CMO, Chicago Stars
Chad Coleman, CMO, LPGA
Uzma Rawn Dowler, CMO, Major League Baseball
Kathryn Frederick, CMO, Los Angeles Rams
Moderator: Terry Lefton, Editor-at-Large, Sports Business Journal
3:50 PM
How Dr Pepper Is Redefining Sports Marketing Through Cultural Storytelling, Precision at Scale, and Breakthrough Partnerships
Level 7 - Grand Ballroom Salons 1 & 2
Discover how Dr Pepper is reinventing sports marketing—expanding Fansville, embracing mixed-reality storytelling, and using precision, AI-powered fan targeting to build deeper connections, drive Gen Z growth, and shape modern sports culture.
Derek Dabrowski, SVP, Cold Brands, Keurig Dr Pepper
4:10 PM
Inside the Velvet Rope: What Brands Really Want from Premium Hospitality
Level 7 - Grand Ballroom Salons 1 & 2
Explore what brands truly value in premium hospitality—from elevated guest experiences and VIP access to data‑driven ROI—unpacking how hospitality can deepen partnerships, influence decision‑makers, and drive long‑term brand loyalty.
Tonia Constable, VP & Head, Global Sponsorships & Experiences, Marriott
Paul Hodges, SVP, Sponsorships & Experiential Marketing Strategy, Regions Bank
Emily Spiegel, EVP & Head, Hospitality & Events, MKTG Sports + Entertainment
Tracy White, President, REVELxp
Erin Zinser, SVP, AXS Sponsorship Sales & Activation, AEG Global Partnerships, AEG Global Partnerships
Moderator: Bret McCormick, Staff Reporter, Sports Business Journal
4:50 PM
From Cocktail to Cultural Icon: The Honey Deuce® Playbook
Level 7 - Grand Ballroom Salons 1 & 2
Explore how Grey Goose and the U.S. Open transformed the Honey Deuce®, the Signature Cocktail of the U.S. Open, into a cultural ritual, showcasing the power of long-term partnerships, experiential marketing, and iconic fan experiences that elevate brand impact.
Rasheda Petty, Brand Manager, North America, Grey Goose
Deanne Pownall, Managing Director, Corporate Partnerships, United States Tennis Association
Moderator: Irving Mejia-Hilario, Staff Reporter, Sports Business Journal
5:10 PM
Beauty in Motion: Sephora’s Playbook for Expanding Sports Perception
Level 7 - Grand Ballroom Salons 1 & 2
This session will explore how Sephora is supporting the growth of women’s sports, as well as existing fandoms, through partnerships like Unrivaled, WNBA expansion teams, NBA teams and Athletes Unlimited Softball League, with a focus on athlete visibility, cultural relevance, and fan engagement.
Nanette Nunu, Director, Marketing Partnerships, Sephora
Moderator: Jenn Azara, Director, Tech & Women’s Sports Content, Sports Business Journal
5:30 PM
Closing Remarks
Reception
Hosted by
Wednesday, June 10
7:30 AM
Breakfast
8:30 AM
Opening Remarks
Level 7 - Grand Ballroom Salons 1 & 2
8:45 AM
CMO in the Spotlight: Kristyn Cook at State Farm
Level 7 - Grand Ballroom Salons 1 & 2
State Farm’s Kristyn Cook will share how the brand drives cultural relevance through innovative sports partnerships, athlete storytelling, and fan-focused engagement strategies shaping the next era of sports marketing.
Kristyn Cook, EVP & Chief Agency, Sales & Marketing Officer, State Farm
Moderator: Jenn Azara, Director, Tech & Women’s Sports Content, Sports Business Journal
9:15 AM
Where Culture Meets Consumption: How PepsiCo Powers Women's Sports
Level 7 - Grand Ballroom Salons 1 & 2
Carolyn Braff shares how PepsiCo is leveraging women's sports as a modern growth engine, using strategic partnerships, storytelling, and brand integration to deepen consumer connection and drive business results.
Carolyn Braff, VP, Sports & Entertainment, PepsiCo
Moderator: Terry Lefton, Editor-at-Large, Sports Business Journal
9:35 AM
Industry Insight
The Power of Play: Creating Meaningful Brand Connections Through Youth Sports Access
Level 7 - Grand Ballroom Salons 1 & 2
Presented by
Lowe’s and TeamSnap discuss how participation-driven partnerships are redefining sports marketing by driving impact through access, community investment, and deeper connections with the next generation of athletes and families.
Katie Moore, Manager, Sports Brand Marketing, Lowe’s
Moderator: Nicole McCormack, Senior Vice President & General Manager, Brand Solutions, TeamSnap
9:55 AM
Cheez-It Courts Gen Z: A Flavor-Forward Path Into Basketball
Level 7 - Grand Ballroom Salons 1 & 2
Explore how Cheez-It leverages the game and culture of basketball —from team and league sponsorships to media to athlete partnerships—to authentically engage multicultural Gen Z hoops fans and grow brand penetration.
Diane Sayler, Senior Director, Full Funnel Marketing, Mars Snacking
Moderator: Ethan Joyce, Staff Reporter, Sports Business Journal
10:15 AM
Break
Hosted by
10:45 AM
From Sales Event to Cultural Moment: How Toyota & NFL “Supercharged” Toyotathon
Level 7 - Grand Ballroom Salons 1 & 2
Discover how Toyota and the NFL transformed Toyotathon into a culture-first moment—leveraging fashion, music, and collectibles to reinvigorate a legacy promotion and unlock new value from existing sports sponsorship rights.
Dedra DeLilli, VP, Marketing Communications, Toyota North America
11:05 AM
INDUSTRY INSIGHT
Level 7 - Grand Ballroom Salons 1 & 2
Hosted by
Inside T-Mobile Breakfast at Bethpage: Reinventing the Ryder Cup Fan Experience
Discover how T-Mobile and the PGA of America reimagined Ryder Cup coverage with a 5G-powered alt-cast, blending entertainment, technology, and fan engagement to create a groundbreaking, younger-skewing live golf experience.
Kristen Herlihy, EVP, Omaha Productions
Rob Smith, GM, Digital, PGA of America
Moderator: Fahad Zahid, Head, Brand & Marketing, PGA of America
11:25 AM
BREAKOUT SESSIONS
SPORTS & ENTERTAINMENT TRACK
Level 7 - Grand Ballroom Salons 1 & 2
Hosted by
The Next Generation Playbook: How Sports Properties are Reaching Tomorrow’s Fans Today
Discover why reaching younger audiences is essential for long‑term growth, and learn the strategies, platforms, and partnerships driving deeper fan connection, sustained relevance, and future‑proofed revenue in a shifting sports landscape.
Steve Braband, Head, Digital, WWE
Luka Dukich, VP, Content Marketing, Chicago Bulls
Kat Marquez, Lead, Global Sports Partnerships, TikTok
Scott Meldrum, EVP, Digital Solutions, Learfield
Zack Weiner, Co-Founder & President, Overtime
Lisa Willett, Senior Director, Global Strategic Partnerships, Roblox
Moderator: Dan Kaufman, Managing Director, Sports Business Journal
GROWTH MARKETS TRACK
Level 6 - Northwestern, Purdue, Ohio State & Wisconsin
Investing in Play: How Brands Win in Youth Sports
This panel explores how brands, properties, and organizers are elevating youth sports through partnerships, content, and community-driven marketing strategies that grow participation, build loyalty early, and strengthen the overall sports ecosystem.
Elizabeth Campbell, VP, Marketing, McDonald’s
Tari Haro, Chief Growth Officer, 3STEP
Brian McClintock, Senior Executive, Communications, Little League International
Chloe Pastore, President, Strategic Alliances & Partnerships, Publicis Sports US
BJ Pilling, President, PlayOn Sports
Moderator: Ethan Joyce, Staff Reporter, Sports Business Journal
12:15 PM
Lunch for All Attendees
Level 7 - Grand Ballroom Salon 3
12:15 PM
Invite-Only Lunch Workshop
Level 6 - Indiana, Iowa, Michigan & Michigan State
Hosted by
1:25 PM
BREAKOUT SESSIONS
SPORTS & ENTERTAINMENT TRACK
Level 7 - Grand Ballroom Salons 1 & 2
Hosted by
Beyond the Game: How Culture-Driven Storytelling Is Redefining Fan Engagement for Sports Properties
Explore the use of culture-driven storytelling spanning fashion, music, entertainment, and lifestyle—to deepen fan identity, expand reach, and unlock new creative and commercial opportunities beyond the game.
Manny Cabrera, Founder & Lead Designer, Gente Fina
Claude Mitchell, Coordinating Director, Music, ESPN
Brian Pham, VP, Strategy & Creative, Influencer
Kate Schoff, Head, Sports & Entertainment Marketing, JPMorganChase
Adam Zimmerman, SVP, Marketing & Content, Atlanta Braves
Moderator: Terry Lefton, Editor-at-Large, Sports Business Journal
GROWTH MARKETS TRACK
Level 6 - Northwestern, Purdue, Ohio State & Wisconsin
The Momentum of Women’s Sports: A New Era of Opportunity
This session explores the explosive growth of women’s sports, highlighting new investment, rising media value, and innovative partnerships shaping one of the fastest expanding opportunities in the sports marketing landscape.
Alex Chang, CRO, Gotham FC
Amber Cox, COO & GM, Indiana Fever
Meaghan Savin, Director, Strategy & Solutions, Corporate Partnerships, Chicago Sky
Amy Scheer, EVP, Business Operations, PWHL
Ryu Yokoi, Chief Media & Marketing Capability Officer, Unilever North America
Moderator: Jenn Azara, Director, Tech & Women’s Sports Content, Sports Business Journal
2:15 PM
Fans Have More Friends: Designing a Modern Fandom Ecosystem - A Featured Interview with HEINEKEN CMO Ali Payne
Level 7 - Grand Ballroom Salons 1 & 2
How HEINEKEN USA is building a unified, fan-first ecosystem across sports and music, leveraging cultural relevance, integrated portfolios, and connected partnerships to deepen community, elevate participation, and drive scalable sponsorship growth.
Ali Payne, CMO, Heineken USA
Moderator: Abe Madkour, Publisher & Executive Editor, Sports Business Journal
2:35 PM
The Creator Era of Sports: A Featured Interview with Kenny Beecham
Level 7 - Grand Ballroom Salons 1 & 2
Kenny Beecham will share how he rose from YouTube creator to NBC Sports partner, building Enjoy Basketball into a community-first brand reshaping fan engagement and modern basketball storytelling.
Kenny Beecham, Co-Founder & Creator, Enjoy Basketball
Moderator: Irving Mejia-Hilario, Staff Reporter, Sports Business Journal
2:55 PM
Break
3:25 PM
Star Power, Storytelling & Sport: The Strategy Behind Gainbridge’s Breakthrough Activation – The ANNIKA
Level 7 - Grand Ballroom Salons 1 & 2
Explore how Gainbridge’s award-winning activation at The ANNIKA leveraged stars like Caitlin Clark, Annika Sörenstam, Nelly Korda, and IndyCar ambassadors to elevate women’s sports and set a new benchmark in cultural, cross-property brand storytelling.
Mike Nichols, Chief, Sponsorship Strategy & Activation, Group 1001/Gainbridge
3:45 PM
First-Ever U.S. Olympic and Paralympic Partnership: What It Takes to Go Big in Sports Partnerships
Level 7 - Grand Ballroom Salons 1 & 2
Pennymac’s inaugural Olympic and Paralympic partnership reveals the strategy, internal alignment, and long-term vision required to enter global sports and activate one of the world’s most complex sponsorship platforms.
Susan Hallock, CMO, Pennymac
Cameron Wagner, Chief Client Officer, Elevate
Moderator: Jenn Azara, Director, Tech & Women’s Sports Content, Sports Business Journal
4:05 PM
Data-Driven Deals: The New Blueprint for Smarter Sports Partnerships
Level 7 - Grand Ballroom Salons 1 & 2
Learn how Reliant/NRG Energy and the Dallas Cowboys use data-driven partnership measurement to compare investments, identify the rights that truly drive brand impact, and benchmark deals across the sports industry.
Katie Register, Director, Sponsorship Marketing, Reliant/NRG Energy
Hunter Renfro, Senior Manager, Corporate Partnerships Strategy & Insights, Dallas Cowboys
Kirk Wakefield, Founder & CRO, Wakefield
Moderator: Bret McCormick, Staff Reporter, Sports Business Journal
4:25 PM
Closing Remarks
4:30 PM
Conference Concludes
