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.
PepsiCo: Fundamentals of a Sports Megabrand
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.
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
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
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
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
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
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.