Applying Expert Knowledge Into Daily Practice
Investment in sports, entertainment, and arts sponsorships continues to grow because of its unique ability to deliver value. In a world where media is fragmented, customer attention scarce, and differentiation is hard to achieve, we have rightly become even stronger proponents of the need for sponsorship within brands’ marketing mix. Although our industry knows this based on basic proven marketing principles and results, greater insight into the psychology of why sponsorship is so effective can equip us to further fine tune strategies and activations.
Join our panel of research experts who will share their most relevant findings and how to apply best practices into sponsorship management through real world examples. We welcome any and all challenging questions in advance!
THE MODERATOR
Devorah Lithwick
Senior Vice President & Chief Brand Officer
Bell Canada
THE SPEAKERS
Jonathan Jensen
Assistant Professor, Sport Administration
University of North Carolina
T. Bettina Cornwell
Philip H. Knight Chair and Head, Department of Marketing
University of Oregon
Rick Burton
David B. Falk Professor of Sport Management
Syracuse University
Please see more information on the Authenticity in Horizontal Marketing Partnerships: A Better Measure of Brand Compatibility here: Authenticity in Horizontal Marketing Partnerships JBR 2019.pdf