As avid sports fans and working with an impressive roster of sports clients, we at Umbel think a lot about the intersection sports and data. Sports teams and stakeholders have a tremendous opportunity to leverage data to optimize the attendee experience, create loyalty programs, better understand the lifetime value of attendees and to increase overall ticket sales.
On May 27-28, sports and data will be top of mind at one of the largest sports-related conferences, the Intersport Brand Engagement Summit in Chicago, and we could not be more excited to participate.
Intersport and the Sports Business Journal have concocted an amazing lineup of speakers from all segments of the sports industry — owners, brands, marketers and stakeholders. Here are four sessions that will cover some of the most pressing challenges for sports teams today:
Sports Marketing 2025: The New Rules of Engagement
With the marketing landscape rapidly changing, this session will kickstart the conference with a bang. Sports teams, sponsors, brands and investors are approaching marketing in the digital world in an entirely new way and this type of collaboration unlocks fresh opportunities across the industry. Highlighting the new applications of sports marketing, this panel will feature: Brooks Boyer of the Chicago White Sox, Steven Justman of NBC Sports Ventures, Jeff Kearny of Gatorade, Jason Langwell of Intersport, Molly Sapienza of The PNC Financial Services Group, and Eelco van der Noll of Anheuser-Busch InBev.
Featured Interview: Brand Innovator Session
Under Armour CEO, Kevin Plank, will be interviewed by Intersports’ Charlie Besser. Kevin’s success and uncompromising approach to his brand is perfect example of how he is committed to what he refers to as the “Connected Fitness business.” Under Armour’s focus on functionality first, make it one of the most innovative brands today. With the recent opening of their Austin office, we’re excited to hear what our new neighbor is up to, as well as hear more about their core values that drive their success.
Tech Talk: Why Data is the Ultimate Game Changer for Marketers
Umbel CEO, H.O. Maycotte, will address some of the most important questions within the sports industry — who are your customers and are you targeting them effectively? With the increase of data available from several sources – ticket sales, gated Wi-Fi, TV broadcasting, etc. – do you as a stakeholder, owner or marketer really know who you are talking to? Do you have access to and can you gain insights from the data you’ve collected? HO will be answering these imperative questions, as well as how sports teams can make data the most valuable asset they own.
Driving Brand Affinity: Making Your Big Event a Personal Experience
We’ve all heard the concept that a loyal customer is the best customer, but how do we create that experience with the size of events that happen within the sports industry? Brands strive for personalization, but tackling this type of personalization on such a massive scale can be quite a feat. There are several brands who have mastered the art of personalization and will be sharing their wisdom during this session. Featuring Justin Finn of StubHub, Dan Griffis of Target, Shana Gritsavage of Under Armour, Allison Miller of the Chicago Cubs and Jeff Wohlschlaeger of NASCAR, this diverse panel will offer interesting similarities and divergences that will lead to a powerful conversation!
Umbel has been able to successfully help sports brands like the Pacers and Circuit of the Americas leverage data to increase tickets sales, create targeted sponsorships and increase fan engagement . If you are interested in meeting up with Umbel during Intersport Brand Engagement Summit, let us know by contacting us at Events@umbel.com or by requesting a demo.
We look forward to seeing you there!