The Business of Sports and Entertainment: Where Culture, Commerce, and Community Converge

In today’s hyper-connected world, the arenas of sports and entertainment are more than just platforms for spectacle—they are powerful engines of culture, community, and commerce. From stadiums and concert halls to streaming platforms and social feeds, brands are leveraging sponsorships and experiential activations to create moments that matter and connections that endure.

Join the ANA Sponsorship & Experiential Marketing Committee in partnership with the ANA Multicultural and Inclusive Marketing Committee for an immersive day will explore how leading marketers are driving inclusive growth through strategic partnerships across sports, music, film, and gaming. Through compelling case studies, you’ll gain an inside look at what true integration looks like—from creative concept to cultural alignment to measurable impact.

**Agenda is WIP, stay tuned for more**

Breakfast (8:30am - 9:00am)

Welcome and Opening Remarks (9:00am - 9:05am)

 

Session I. From Booth to Brand Exchange: How Coca-Cola Turned Real-Time Feedback into Cultural Resonance  (9:05am - 9:40am)

Coca-Cola’s activation at ESSENCE wasn’t about showing up—it was about tuning in. By centering community voice and measuring emotional impact before, during, and after the event, the brand transformed a festival presence into a cultural dialogue. Through immersive design, music, and interactivity, Coca-Cola captured real-time feedback that revealed what truly resonated. The result: a new model for inclusive brand-building rooted in participation, presence, and shared values.

Speaker:
Stephanie Eaddy
Sr. Director, Cultural Marketing, North America
The Coca-Cola Company

 

 

Session II. Building More Than Bricks: How LEGO is Shaping Culture Through Experiences  (9:45am - 10:20am)

As an experiential partner to LEGO, XD Agency has had the unique opportunity to bring the brand’s purpose to life in powerful, culture-shifting ways. In this session, we’ll unpack three standout activations that redefined what it means to play with purpose. From LEGO Dad Gang, a campaign that celebrated and reframed the narrative of Black fatherhood in America, to LEGO Play Unstoppable, where we built a hands-on space for discovery and imagination, to LEGO x Formula 1, where we handed kids the power to build their own thrills — each experience is a testament to how storytelling, design, and play can shape hearts, minds, and futures.

Speakers: 
Trici Garcia Lansdowne
VP, Creative
XD Agency

Amy Williams
VP of Production
XD Agency

Networking Break (10:20am - 10:35am)

Session III. Soaring to New Heights: Delta Air Lines and Sports Partnerships  (10:35am - 11:10am)
What's the difference between sponsorships, partnerships, and collaborations, and how do you know when and where it's the right time for them? Delta Air Lines will take us through their extensive sports and entertainment portfolio, delving into their storytelling and original content approach across properties like the WNBA. This session will also tie together sponsorships and experiences and share how Delta is approaching experiences as a product, not just a vehicle to promote the brand. 

Speakers: 
Nathan Smith
GM, Brand Marketing
Delta Air Lines

Natalie Lennox
GM, Member Experience
Delta Air Lines

 

 

Session IV. Marketing in the NIL Era: How Industry and Academia Are Shaping the Future Together (11:10am - 11:45am)
This session explores how innovative academic-industry partnerships are unlocking the marketing potential of Name, Image, and Likeness (NIL) in ways that benefit students, brands, and communities alike. Highlighting Atlanta-based initiatives—including collaborations between Clark Atlanta University, local businesses, and student-athletes—panelists will share how companies are engaging with universities to unlock NIL deals. Attendees will gain insight into how NIL can be a strategic tool for brand building, talent development, and social impact when aligned with educational and community goals.

Moderator:
Dr. Ed Timke
Assistant Professor, Advertising and Public Relations
Michigan State University

 

Panelists:
Dr. Markesha Henderson
Assistant Dean, School of Business and Director of Sports and Entertainment
Clark Atlanta University

Jamie Farmer-Echols
Manager, Brand Building
Piedmont Healthcare

Ivory Tabb
CEO
Ivory Tabb Consults

Lunch and Networking (11:45am - 12:30pm)

 

 

Session V. TNT Sports Marketing Fireside Chat (12:30pm - 1:05pm)
Sports is the last bastion of live media entertainment, and there's no shortage of leagues, games, and platforms to tune into. So what does it take to launch a new sports league in an already crowded landscape? This session will delve into the ins and outs of bringing Unrivaled, a new innovative 3v3 professional women’s basketball league, to market via TNT Sports. Hear about the strategies, tactics, and unexpected turns that made Unrivaled come to life in early 2025 and how they're gearing up for next season.

Moderator:
Tara Caiazza
Vice President, Brand and Media
Association of National Advertisers

Speaker:
Anya Johnson
Vice President of Marketing and Commercial Strategy
TNT Sports

 

 

Session VI. On the Road: Leveraging Sports to Connect with Travelers (1:05pm - 1:40pm)

This session will explore how IHG is leveraging sports partnerships to build deeper cultural connections with modern travelers. From youth sports to major league moments, we will share how IHG activates across the sports landscape to drive brand love, community engagement, and meaningful guest experiences. This session will offer a behind-the-scenes look at IHG’s marketing playbook at the intersection of travel, culture, and fandom. 

Speaker:
Sean Brevick
Vice President, Americas Commercial Marketing & Global Field Marketing
IHG Hotels & Resorts

Closing Remarks (1:40pm - 1:45pm)

 

**Schedule subject to change

 

SPEAKER BIOS

Jamie Farmer Echols

Jamie Farmer-Echols is an accomplished brand strategist and marketing leader with more than 15 years of experience across healthcare, energy, and nonprofit sectors. She currently serves as Manager of Brand Building at Piedmont Healthcare, where she leads system-wide branding efforts, integrated campaigns, and strategic sponsorships. Jamie has successfully managed high-profile partnerships with major sports organizations including the University of Georgia, Auburn University, Atlanta United, and others; leveraging the power of athletics to drive brand awareness and community engagement. She holds an MBA from the University of Michigan and is passionate about building authentic, insight-driven connections between brands and the communities they serve.

 

Trici Garcia Lansdowne

Trici Garcia Lansdowne is a true creative force in the experiential world. As VP, Creative at XD Agency, she brings fire to every project — energizing teams, igniting fresh ideas, and lighting up every room she walks into. With a portfolio spanning Lowe’s, Mercedes-Benz, Cox Communications, and Cartoon Network, Trici delivers work that’s both visually striking and emotionally resonant. She’s also a passionate mentor and fierce advocate for authenticity and collaboration, cultivating a creative culture that reflects diverse voices and drives meaningful impact.

 

Amy Williams

Amy Williams is a founding member of XD Agency and the ultimate production powerhouse. Now serving as VP of Production, Amy brings relentless drive, creative instinct, and fearless leadership to everything she touches. With a portfolio that spans iconic brands like LEGO, Adult Swim, Kia, Lowe’s, and countless others, Amy is known for making the impossible happen and making it look easy. She’s the one you want in your corner when the stakes are high and the vision is big.

 

Ivory Tabb

Ivory Tabb is a nationally respected voice in athlete branding, NIL education, and sports marketing strategy. With over 25 years of experience managing athletes, entertainers, and influencers, Ivory has negotiated multimillion-dollar brand deals for superstars like Patrick Mahomes, Shaquille O’Neal , Cardi B, and more!

A proud LSU alum, Ivory began her career building relationships with athletes at Southern University before rising to lead talent strategy for major brands like AT&T, State Farm, and the American Cancer Society. She’s held executive roles at PlayersTV and Panini America, where she pioneered athlete-led content and endorsement deals in the NBA and NFL spaces.

Today, as CEO of IvoryTabb.com, she travels the country partnering with sports and entertainment companies, consulting with brands, and empowering student-athletes and their families to understand the value of their personal brands in the evolving NIL landscape.Known for “making a way out of no way,” Ivory is a passionate speaker, educator, and advocate—bridging the gap between culture, contracts, and opportunity in the world of sports.

Tara Caiazza

Tara has been working in media & marketing for 14 years, first in brand partnerships at Fox Entertainment and then on the Content & Creativity team at Hearts & Science. At Fox, Tara worked on brand integrations & sponsorships for shows like American Idol, MasterChef, and The Masked Singer. On the agency side, Tara led content & partnerships for AT&T Business and Cricket Wireless. In her role as Vice President, Brand & Media at the ANA, she helps lead the Brand Practice, whose mission is to re-establish brand as the most powerful driver of sustainable business growth. She earned an MBA in marketing from Baruch College in 2021. 

Anya Johnson

Anya Johnson is the Vice President of Marketing and Commercial Strategy for TNT Sports at Warner Bros. Discovery. In this role, Anya is responsible for leading marketing strategy, creative, and execution efforts for Unrivaled, College Football Playoff, Big 12 College Football, and TNT Sports on truTV, including live game coverage and surrounding studio and long-form programming. Additionally, Anya leads the Commercial Strategy team that is responsible for developing revenue-focused initiatives and tentpole packages across key sports calendar and cultural moments, as well as leading Fusion priorities across WBD’s US Nets, Max, Warner Bros. Theatrical, and other verticals to ensure cross-promotion of prioritized IP across TNT Sports’ league properties and app/social inventory.

Before joining the Sports division, Anya spent eight years at CNN with increasing levels of responsibility. In her last role at CNN, she was the Director of CNN Creative Marketing, where she led all the experiential marketing activations for CNN Worldwide’s portfolio of brands, including the on-the-ground presence at Sundance Film Festival, SXSW Festival, White House Correspondents’ Dinner weekend, Political Conventions, and more. Additionally, she was responsible for paid media and other tactics to facilitate audience recruitment.

Before her tenure at CNN, Anya held various marketing and content distribution positions at The Weather Channel. She earned a bachelor’s degree in marketing from Georgia State University. In addition to her work, Anya is passionate about mentoring. She participates in various formal and informal mentorship programs, where she mentors young business professionals and aspiring leaders. Anya is based at the Techwood campus in Atlanta, GA, and enjoys traveling.

Ed Timke

Ed Timke, PhD, is an assistant professor in the Department of Advertising and Public Relations at Michigan State University and Co-Editor of Advertising & Society Quarterly, the ANA Educational Foundation's academic journal. Before Michigan State, he was a faculty member at Duke University and the University of California, Berkeley. His research explores how advertising, media, and design practices advance accessibility and inclusion for people with disabilities. He works closely with the ANA Educational Foundation (AEF) to build bridges between academia and industry and co-developed SeeHer Education, an open-access certificate on gender and advertising. Timke will be a Fulbright U.S. Scholar in Sweden in winter/spring 2026.

 

Markesha Henderson

Dr. Markesha McWilliams Henderson is Assistant Dean of the School of Business at Clark Atlanta University. As the school's development officer, she oversees fundraising and partnership efforts. Additionally, she serves as the Director of the Sports and Entertainment concentration, leading academic initiatives in sports and entertainment.

Dr. Henderson presents a unique combination of experiences to inform her work at the intersection of higher education and athletics. As a practitioner, she has held senior roles in all three divisions of the NCAA, including Director of Communications for the Southern Intercollegiate Athletic Conference and Assistant Commissioner of the Southwestern Athletic Conference, and Director of Athletics at Agnes Scott College. She has extended her leadership and expertise to many organizations including commissioned research for the National Football League Players Association (NFLPA) and currently serves as Dean of the NCAA Dr. Charles Whitcomb Leadership Institute.

Dr. Henderson earned a Bachelor of Arts in both Journalism and Communication Arts from the University of Wisconsin, where she was an All-American Track and Field Athlete and National Champion. She also holds a Master of Science in Sport Administration from Georgia State University and a Doctor of Education in Higher Education Administration from The George Washington University. She resides in Mableton, GA with her husband Derrick and two children Derrick II, and William III (Deuce and Trey).

Sean Brevick

Sean Brevick is a seasoned marketing executive currently serving as the Vice President of Americas Commercial Marketing & Global Field Marketing Services at IHG Hotels & Resorts. In this pivotal role, Sean is responsible for crafting and executing innovative marketing strategies that enhance commercial performance across all hotels and brands within the Americas. He also leads a specialized team of digital marketers dedicated to developing and implementing tailored marketing strategies for individual hotels, ensuring that each property maximizes its potential in a competitive landscape.

Sean's extensive career in hospitality marketing began in 2004, when he joined Starwood Hotels & Resorts. He later transitioned to Marriott International, where he held several leadership positions that honed his expertise in the industry. With 30 years of digital marketing experience, Sean's journey started on the agency side in New York City, where he developed a strong foundation in marketing principles and practices.

An alumnus of The George Washington University, Sean earned his Bachelor of Business Administration (BBA) in Marketing. He furthered his education by obtaining a Master of Business Administration (MBA) from Fordham University. His commitment to the industry is reflected in his active participation on the HSMAI Marketing Advisory Board and the governor-appointed Georgia Tourism Board, where he contributes his insights and expertise to shape the future of hospitality marketing.

Sean lives in Atlanta with his wife, two teenage daughters, and two rescue dogs. His passion for marketing, combined with his dedication to the hospitality industry, continues to drive his success and influence in the field.

Nathan Smith

Nathan has been leading the Global Brand strategy for Delta Air Lines since 2022. Through his innovation across culturally relevant events and brand storytelling, Delta is on a mission to transcend the category and become one of the most-admired consumer experience brands in the world. His oversight has led from post-pandemic recovery to becoming the #1 premium domestic airline. Celebrating their Centennial year in business, he has a vision to communicate “action over ads” to align the brand’s values with those if its most loyal customers. Prior to joining Delta, Nathan has held leadership roles in some of the most highly regarded creative Agencies in the world, overseeing New Business Growth, Client relationships, and Creative Strategy. 

Stephanie Eaddy

Stephanie Eaddy is the Cultural Marketing lead for the North American Operating Unit at The Coca-Cola Company where she develops marketing strategies and programming to authentically connect with a growing diverse consumer population. In her role, she builds capabilities across the marketing department to foster deeper understanding across a variety of cultures, enabling better marketing in a multicultural world. She brings a well-rounded strategy and communications background to the role, having worked on some of the most integrated and complex programs at The Coca-Cola Company during her tenure. As the Global Coca-Cola Brand Director, she drove growth through recruitment programs that leverage gaming and music passion points. Prior, she defined the Global Beverage Growth Strategy as the Global Growth Director on the McDonald’s Customer Team. Stephanie built her marketing career as a digital marketing expert, working on groundbreaking new mediums and established demand generation platforms and practices ahead of their time in the telecommunications space.

Stephanie is a mother and wife who enjoys experiencing new cultures through travel and food, and can be found enjoying the outdoors or taking in the arts as often as possible.