ANA | Sponsorship and Experiential Marketing and Multicultural Committee Meeting

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