At our Sports Marketing Services Summit in Park City,
leaders from the NBA, Heineken, Puma, IBM, and Meta shared insights on engaging fans, creating authentic athlete partnerships, leveraging AI, and turning sports moments into brand opportunities.
Catch the best moments from the on-stage discussions below.
Watch the full session recordings here.
Hope Tannenbaum, VP, Membership,
NBA, emphasized that fan influence is foundational to NBA ID, highlighting the Dunk Contest’s use of creators and live voting to engage younger audiences.
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Justin Alvis, Senior Brand Manager,
Heineken, shared how the Go for Dos campaign owned the two-point conversion moment in college football, consistently reinforcing the
brand’s message of boldness every week.
Kristina Bayton, Global Sports Marketing Manager - Basketball, Puma, discussed how the brand aligns with athletes’ interests, from
postpartum advocacy to music and animal rights, to build authenticity and enter new market spaces.
Monica Ellingson, Practice Lead, Sports and Entertainment, IBM, shared how the company
uses AI to measure the excitement of individual player shots and automatically generate highlights to personalize broadcasts around fans’ favorite players and moments.
Nicholas Robinson, Global Integrated Marketing,
Wearables, Meta, discussed using athletes, creators, trainers and equipment staff to tell stories using their wearables to reach consumers.
If you’re interested in submitting content for future
editions, please reach out to our Managing Editor, Barbie Romero at Barbie@MediaPost.com.