Sports Marketing Essentials, by Pepsi, a course elsewhere


Sports Marketing Essentials, splash

From Front Office Sports

Introducing FOS Essentials, a series of complimentary, interactive courses designed to help professionals stay on top of today's ever-changing sports landscape.

In our first course, Sports Marketing Essentials, you’ll hear from leaders at Pepsi Sports and their agency partners at Genesco. Topics include Pepsi’s overall sports strategy and how they bring brands to life at marquee events including The Super Bowl and NBA All-Star Game. We’ll also explore how brands leverage athletes, the rising importance of esports and gaming, the importance of data and how they’ve pivoted in a post-COVID environment. Register now for an inside look at this sports megabrand.

Course Lineup


PepsiCo: Fundamentals of a Sports Megabrand

Justin Toman

Head of Sports Marketing, PepsiCo

An inside look at how one of the world’s largest megabrands navigates the world of sports sponsorships, partnerships and media.


Athlete Endorsements

Adam Nurik

Vice President, Genesco Sports Enterprises

Learn how Pepsi approaches athlete endorsement deals and the role athletes play in marketing objectives.


Gatorade and the World of the Athlete

Jeff Kearney

Global Head of Sports Marketing, Gatorade

How an iconic global brand born out of a cultural moment continues to reinvent itself and stay an integral part of the athlete, sideline and game.


Branded Events and League Activations

Eric Robinson

Director, Genesco Sports Enterprises

Pepsi’s agency, Genesco, breaks down how they plan and execute league activations including the Mountain Dew 3-pt contest during NBA All-Star Weekend.


Esports: Transition from Traditional Sports

Paul Mascali

Head of Esports and Gaming, PepsiCo

Understanding the $130B global Esports gaming market and best practices around engaging gamers and their fan bases.


Using Data to Inform Sports Marketing Strategy

Bill Hudock

Marketing and Communications, SponsorUnited

The power of data and how brands utilize it to better understand the sports landscape and deliver on brand objectives.


Make-goods: Reevaluating partnerships in a COVID-19 world

John Markiewicz

Senior Director, Genesco Sports Enterprises

How the pandemic’s shutdown and return to sports has caused brands to pivot and work with their partners on creative substitutions (make-goods) to fulfill their contractual obligations.


Super Bowl Marketing

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