More information about Hashtag Sports LIVE

Hashtag Sports LIVE Agenda.

Our series of back-to-back panels, presentations and interviews will address the most critical challenges and opportunities in fan engagement today. Sessions will be conducted via live stream video powered by Grabyo Producer and organized around five agenda themes.

Hashtag Sports LIVE has 5 agenda themes:

Brand Content & Engagement.

Featured Interview: CJ McCollum

Deemed the "The NBA's Most Media-Savvy Star" by Sports Illustrated, CJ McCollum will discuss how he's uniquely engaging with audiences through digital content during the league's pause, as well as how he develops authentic fan relationships by working closely with brand partners who align with his values and interests. In conversation with rising Bleacher Report personality Taylor Rooks, CJ will discuss the impact of COVID-19 on his fan engagement strategy, how he selects brand partners and the importance of authenticity, why athlete podcasts are a channel marketers should pay attention to, and his role in the launch of PlayersTV and what's next for him in media.

Speakers:

  • CJ McCollum, Athlete, Host & Creator, Pull Up with CJ McCollum
  • Taylor Rooks, Host, Bleacher Report (moderator)

Reshaping Content for a Reorganized Sports Calendar

COVID-19 has changed the world as we know it and may have ripple effects on the sports calendar for years to come. Marketers and media professionals alike are looking at their campaign schedule or content calendar and trying to get their bearings: what is still relevant, how have audience priorities shifted, and when to plan for business as usual. Hear from leading content strategists as they dissect current content trends, explore how to adapt strategy, and discuss when/what to start planning for sports return.

Speakers:

  • Sarah Crennan, Head of Content, Yahoo Sports
  • Lyndsay Signor, VP, Consumer Engagement, NBC Sports
  • Marc Kohn, Chief Content Officer, Overtime

Evolving Brand-Property Relationships

Panelists representing brands, properties, and agencies will discuss the biggest ways their relationships are shifting, what they need most from each other to succeed and what changes to partnership & activation strategy both can anticipate as the sports & entertainment landscape recovers and evolves.

Speakers:

  • Kristen Gambetta, Sr. Director, Sports and Entertainment, Rakuten
  • Anup Daji, VP, Growth & Development, Experience, Wasserman

Branded Content In This Moment & Beyond

The relationship between brands and sports publishers is quickly evolving. For some brands, media companies are a consultancy of sorts, helping advise on new content formats and building out remote production operations. For other brands, publishers are generating the lion's share of their engagement with consumers while live sports and entertainment remain on pause. In this panel, leaders in sports marketing and content creation will talk about how they see branded content changing, including how their organizations have adapted, the blueprint for developing cost-effective creative, and what their strategies will look like when the sports calendar is full again.

Speakers:

  • Beckley Mason, Executive Director, Playmaker, Bleacher Report
  • Julie Foster, Senior Director, Marcom Activation, EA Sports

The Future of Video.

New Platforms & Partnerships: Where are Sports Fans?

As fan consumption rapidly evolves, so do the platforms available for marketers and content creators to reach them. Brands, athletes, and sports organizations alike are experimenting with new platforms ranging from streaming audio to short-form video and more to deepen affinity and engagement. A new generation of social platforms and emerging content companies offer innovative opportunities for marketers and creatives to engage consumers with or without live sports. This session will highlight the platforms that are increasingly being employed to win over the next generation of fans and the blueprint for growing partnerships.

Speakers:

  • Kevin Straley, Chief Content Officer, TuneIn
  • Harish Sarma, Global Strategic Partnerships and Corporate Development, TikTok

Creating New Fan & Event Experiences on Mobile

Few customers are more demanding than sports fans—especially when starved for live action. Their mobile devices are their lifeline and access is the expectation. Advances in technology are accelerating to meet the modern fan's needs on mobile and deliver more interactive and engaging forms of media and entertainment. From 5G connectivity driving broadcast-quality streaming experiences on mobile devices to immersive media experiences like augmented reality, the future of fan engagement is in fan's hands. Hear from a panel of leading experts on how technology is creating new types of experiences for your fans across all devices, both at the event and at home.

Speakers:

  • Shiz Suzuki, AVP, Sponsorships and Experiential Marketing, AT&T
  • Rachel Jacobson, President, DRL
  • Shaun Carrigan, Director of Experience, Intel Sports

Market Insights & Opportunities.

Creating a Single View of the Fan Across the Organization

To gain insight into fan behavior, it is no longer sufficient to understand when and where a fan attends a game. The modern fan may interact and engage with leagues & clubs across a variety of mediums—on social media, through the the purchase of merchandise, or by watching on TV or live streams—but never step into the stadium or arena. With this in mind, sports properties today need a full, 360º picture of who the fan is in order to deepen engagement and become fully integrated across functions and departments. Hear from a panel of experts who will share their expertise in personalizing content, tailoring products, and developing fan-focused campaigns resulting from a single customer view and audience data management.

Speakers:

  • Jorge Urrutia del Pozo, Head of Fan Audience Strategy & Engagement, NBA
  • Christian Lau, CTO, LAFC

Executive Perspective on Industry Evolution

The sports landscape will forever be changed by the historic hiatus resulting from COVID-19. The most forward-thinking businesses are adapting to this shift by embracing new business models, partners and technologies. To succeed moving forward, organizations across sports & entertainment must meet the needs of the modern fan. Hear from a panel of industry veterans as they discuss their strategies and outlook for the evolving sports, media and entertainment landscape.

Speakers:

  • Stefanie Rapp, Chief Revenue Officer, Bleacher Report
  • Donn Davis, Founding Partner, Revolution Growth

Growing Role of Purpose in Content & Engagement

The modern fan wants to support clubs and see sponsors whose values align with their own. They increasingly expect athletes and brands to take a stand on hot-button issues and play a role in bettering the world. But even more, as the coronavirus pandemic has decimated lives and livelihoods, sports marketers and content creators are giving fans new ways to give back. In this session, hear from the minds behind purpose-driven content and campaigns, and learn how you can build engagement efforts that support causes that your supporters care about.

Speakers:

  • Didac Lee, Head of Digital Area, Board of Directors, FC Barcelona
  • Florence Bossard, Global Marketing Director, Danone

Internal Diversity Creates External Inclusion

The panel will discuss the importance of recruiting and hiring diverse talent, which leads to a plethora of fresh ideas and viewpoints, and in turn results in increased engagement with underrepresented fans. Areas of conversation will include the impact of COVID-19 on hiring practices, why it is important to be inclusive in the recruiting of content-based positions, the creative impact that hires of diverse backgrounds bring to an organization’s brand, and the first-hand experiences these individuals had when it came to the effect of internal diversity leading to external inclusion of more diverse fans & partners.

Speakers:

  • Rick Alessandri, Managing Director, Turnkey Search
  • Frantz Cayo, Executive Producer, BET Experience

Recovery & Live Events: Understanding Audience Needs

The world has changed and what were once big, exciting moments in our lives will now be confusing, concerning and complicated experiences. The live events environment will be impacted indefinitely—we don’t yet fully know what the weeks, months, even years ahead will uncover about how we come together through common passions and as a connected community. But we’re already seeing properties and brands work together to innovate and reestablish a sense of entertainment through new and/or enhanced security measures, unexpected extras and more control in the hands of the audience. This panel will highlight how industry leaders are approaching and responding to a deeper understanding of their audiences’ needs, mindsets and values in the post-COVID world, and how continued engagement through fan passions can build stronger connections.

More information about Hashtag Sports LIVE