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Monday, September 29, 2025
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9:00am
- 9:30am
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WELCOME & REGISTRATION
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9:30am
- 9:35am
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9:35am
- 10:05am
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PROVING IMPACT AND DRIVING OUTCOMES: A MODERN APPROACH TO MARKETING MEASUREMENT IN LIVE SPORTS
Today’s media landscape is more fragmented than ever — and live sports sits at the heart of that disruption. With games now split across multiple streaming platforms and devices, marketers face growing challenges in understanding what truly drives outcomes. In this opening session, Viant co-founders Tim and Chris Vanderhook will challenge outdated measurement models, particularly the over-reliance on last-touch attribution, which often misleads brands into over-investing in lower-funnel tactics.
They’ll unpack why this is especially true for live sports, where attention is high, but conversions may occur long after the moment has passed. The conversation will highlight the critical role of high-impact, full-funnel channels like CTV in building awareness, brand equity, and consideration - but is also the catalyst for lower funnel conversions. With practical frameworks and live sports examples, this session will help brand leaders reorient their measurement strategies to reflect how modern consumers engage — before, during, and after the game — and how media investments should follow.
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Tim Vanderhook
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Co-Founder & CEO
Viant Technology
Chris Vanderhook
Co-Founder & COO
Viant Technology
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10:05am
- 10:35am
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BRAND ROI: THE DATA YOU NEED AND HOW TO USE IT
This session explores PepsiCo's data strategy to inform human-centric decision making in the world of sports & entertainment. With a portfolio of more than 20 billion-dollar brands and presence in more households than toilet paper, PepsiCo's team leverages insights tied to the consumer journey to translate how investment in consumer passion points leads to short-and long-term brand growth.
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Will Passera
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Strategy Insights Manager
PepsiCo
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10:35am
- 11:05am
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CTV, CONTEXT, AND LIVE SPORTS: TURNING ATTENTION INTO BRAND IMPACT
Connected TV (CTV) is transforming how brands reach audiences, especially during high-engagement moments like live sports, but fragmentation and signal loss have made it harder to prove impact across the funnel. In this fireside chat, IRIS.TV CEO Field Garthwaite and Upwave CEO Chris Kelly will reveal new data demonstrating how contextual targeting redefines brand performance, without relying on cookies or personal data.
They’ll unpack key findings from Upwave's report, The Brand-Building Power of Contextual Targeting on CTV, highlighting that campaigns utilizing IRIS-enabled™ data drive 2x lift in awareness, 3x in ad recall, and 5x in favorability, consistently outperforming standard CTV benchmarks. The conversation will touch on the application of contextual and emotional targeting, including in live sports programming, emphasizing how real-time viewer attention can enhance ad effectiveness and close the gap between relevance and measurable results.
With practical campaign examples, this session equips brand leaders with actionable insights to refine their targeting and measurement strategies, ensuring their CTV investments drive meaningful outcomes, even amidst the excitement and engagement of live sports.
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Field Garthwaite
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CEO
Iris.TV
Chris Kelly
CEO
Upwave
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11:05am
- 11:30am
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NETWORKING BREAK
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11:30am
- 12:00pm
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BEYOND THE BOX SCORE: NAVIGATING SPORTS AUDIENCES IN THE STREAMING ERA
The world of sports consumption is rapidly changing, with streaming platforms taking center stage alongside traditional broadcasts. This dynamic panel, featuring leaders from the NFL and the NBA will delve into how these major leagues are adapting to the streaming revolution. We'll explore the evolving habits of sports fans, the critical role of data and audience insights in shaping content and engagement strategies, and the new opportunities emerging for advertisers and media partners in this fragmented landscape. Discover how these powerhouses are leveraging cutting-edge analytics to understand, engage, and grow their fan bases in a truly multi-platform world.
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Moderator: Zach Lewis
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Group VP, Sports Audiences
Nielsen
Michelle Auguste
VP of Global Media Insights
NBA
Adriane Berman
Vice President, Media Reporting Analytics & Strategy
National Football League
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12:00pm
- 12:30pm
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DRIVING BRAND AND BUSINESS IMPACT FOR PRUDENTIAL WITH LIVE SPORTS
Live sports offer unmatched engagement and cultural relevance but turning that passion into measurable business results takes a data-driven approach. Learn how Prudential is leveraging marquee moments like the Rose Bowl Game presented by Prudential, strategic media partnerships, programmatic extensions, and a balanced mix of linear and streaming to connect with core audiences and drive value for the brand.
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Jennifer Mahovlic
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Paid Media Director
Prudential
Kieran Geyer
Paid Media Manager Programmatic
Prudential
View Presentation
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12:30pm
- 1:30pm
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LUNCH
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1:30pm
- 2:00pm
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FROM PODIUMS TO PERFORMANCE: MEASURING THE BUSINESS IMPACT OF TEAM USA SPONSORSHIPS
Discover how Delta Air Lines transformed its role as the official airline of Team USA at the 2024 Paris Olympic and Paralympic Games into measurable brand equity, engagement, and revenue. This session unpacks Delta’s full-funnel sponsorship measurement model, showing how to capture both the emotional power and business impact of cultural moments, across channels including broadcast, social, and streaming. You’ll take away practical strategies for building measurement into sponsorships from day one, turning them into a lasting source of insight and performance.
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Tim McGarry
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Senior Manager, Marketing Insights & Analytics
Delta
View Presentation
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2:00pm
- 2:30pm
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HILTON + MCLAREN: 20 YEARS OF HIGH-PERFORMANCE PARTNERSHIP
This session dives into Hilton’s two-decade journey with the McLaren F1 racing team—an evolution from a B2B relationship into a fan-first, culturally resonant partnership. Learn how Hilton has tapped into the global phenomenon of F1 racing to drive brand performance and connect with travelers and racing fans around the world through content, hospitality, and shared passion.
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Katharine Zike
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Director
Hilton Honors Partnerships
Ryan Kasperski
Senior Director, Content Marketing
Hilton Honors Partnerships
View Presentation
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2:30pm
- 3:00pm
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WINNING AS ONE TEAM: PERNOD RICARD’S PLAYBOOK FOR SMARTER, IMPACTFUL LIVE SPORTS SPONSORSHIPS
Pernod Ricard may be a smaller player on the field, but we’re stepping up with a smarter game plan—investing in sports sponsorships that help us move the ball down the field with precision. This session explores how we can choose the right plays to stay competitive and make every sponsorship count. We’ll share our journey from a decentralized approach to a unified one that elevates the consumer journey, encourages a portfolio mindset, and ensures we maximize every asset on the field. To bring discipline to our strategy, we’ve introduced a partnership evaluation filter—our playbook for consistent, objective, and insight-driven decisions. Grounded in brand alignment and commercial goals, our guiding principles help us stay on offense—prioritizing key markets, connecting with target audiences, and driving conversion from awareness to purchase. We’ll share how we are mobilized to win as one team—with clear roles, shared goals, and accountability that drives performance.
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Karen Chisholm
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Director, Marketing Effectiveness
Pernod Ricard USA
Jonathan Moeis
Director, Strategic Partnerships
Pernod Ricard USA
View Presentation
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3:00pm
- 3:15pm
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