After the Final Whistle: Will Your Sponsorship Still Stand? - on demand
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Major sporting events create some of the world’s most powerful platforms for brands, but success is no longer measured by reach and visibility alone. As sponsors invest in global moments like the FIFA World Cup, the Olympics, and other mega-events, they must consider the broader impact of their partnerships, including environmental responsibility, social impact, and brand alignment. This session explores how purpose-driven sponsorship strategies can build trust, inspire communities, and create a lasting legacy, proving that the greatest partnerships don’t just capture a moment, they help shape what comes next.
The Panelists:
Marijn Luchtman: Global Head of Sponsorships, Just Eat Takeaway.com
Mike Geddes: VP, 17 Sport & Board Member, Oakland Roots
Patty Hubbard: Fractional Chief Experience Officer, San Francisco Signal
With over 20 years of experience across Tech, Media, FMCG, and Telecom, Marijn is a dynamic leader known for blending commercial strategy with innovative, purpose-driven partnerships. In her current role at Just Eat Takeaway.com, she oversees all UEFA sponsorships—including the UEFA Champions League—driving impactful campaigns that champion environmental and social sustainability.
Mike Geddes leads the USA practice of 17 Sport, a global, purpose-led sports marketing, advisory, and investment firm. Over the last 25 years Mike has been one of the leading voices at the intersection of ‘sports and purpose’: As a reporter for the BBC he reported from five continents on topics like corruption, racism and hooliganism as well as on the world’s biggest sporting events before moving into non-profit leadership in underserved communities in the UK, South Africa, Colombia, Cambodia and many others. As a social entrepreneur he has co-founded several startups including Oakland Roots, the first, purpose-driven professional sports team in the United States. As the first ‘Chief Purpose Officer’ in American pro sports, he helped grow the Roots to a $100M valuation including leading the most successful community investment round in American pro sports history. He has written and spoken on the topic on CNN, MSNBC, Forbes and others and at many academic institutions and is an accomplished and experienced public speaker and moderator. He is a Climatebase Fellow (Cohort 4) and Voiz Academy graduate.
Patty Hubbard brings more than 30 years of experience in brand, sports, and entertainment marketing to her role as Fractional Chief Experience Officer at the San Francisco Signal, an expansion team launching in 2027 in the LOVB volleyball league. Before joining the Signal, Patty was Chief Marketing Officer of the Bay Area Host Committee (BAHC), a non-profit that brings major, world-class events to the San Francisco Bay Area with a mission to unite the region through sport and re-energize the Bay. She led all brand and marketing efforts for the BAHC brand and its hosted events, including the 2025 NBA All-Star Game, Super Bowl LX, and six FWC matches in 2026. Prior to BAHC, Patty served as Head of Marketing & Business Development for Uru Sports. Founded in 2020, the company is a tech platform tailored to athletes transitioning into new careers. Before Uru Sports, Patty spent five years helping current and former pro athletes with their off-field endeavors through Brand Forward Sports (BFWD), the athlete brand consultancy she co-founded in 2017. BFWD helped athletes tap into the power of their platforms. Earlier in her career, Patty spent 11 years as one of MKTG's founding partners and its West Coast President.
Register below and join us Thursday September 17, 12:00 PM - 1:00 PM EDT / 5:00 PM - 6:00 PM BST
Catch up on our previous webinar, The Future of Purpose-Driven Sponsorship, on demand here.