For leaders who take time to learn before they invest.
A focused forum on sponsorship, partnership, and ROI.
Most conferences optimize for more content.
This one is built for better decisions.
SponsorshipX brings together leaders who slow down, learn the landscape, and invest with intention — not pressure.
No trade show floor.
No sales pitches.
Just learning that leads to smarter partnerships.
You’ll join CMOs, partnership leads, and innovation teams from global brands, agencies, emerging platforms, and rights holders — all focused on turning sponsorship into measurable impact.
PARTNERS
Position your brand as a thought leader in sponsorship valuation, connect with high-value clients, and drive results.
DELEGATES
If you’re responsible for justifying sponsorship spend, elevating your brand’s impact, or advancing your knowledge, you must be here.
SPEAKERS
Join the industry’s top minds to discuss best practices, cutting-edge research, and inspiring stories that will shape the future of sponsorship metrics.
Learning that outlasts the event.
clear frameworks for evaluating sponsorship opportunities
real world examples
of partnerships that delivered ROI
better questions
to ask before
committing budget
peer insight you won’t get from decks or large conference rooms
Registration Open
Start your day at Registration—your first stop to collect materials, get oriented, and prepare for what’s ahead.
Pre-Event Huddle
Jumpstart your networking, master the conference app, connect with fellow delegates, and unlock every opportunity to maximize your ROI Forum experience.
Welcome Lunch
Start the conference together at the Welcome Lunch, where great food meets great conversation. Use this time to meet new faces and catch up with familiar ones.
The New ROI Pressure Cooker
Sponsorship ROI has never been under more scrutiny. With AI changing measurement expectations, CFOs demanding tighter justification, and global event saturation raising the bar, this session explores how sponsorship professionals can adapt, optimize, and prove value in a rapidly evolving landscape.
Engineering Sponsorship ROI BEFORE the Deal Is Signed
Most sponsorship conversations focus on ROI after a deal is signed. This session challenges that mindset and argues that ROI is largely determined much earlier, at the moment the sponsorship decision is made. Using a contemporary brand scenario, this presentation will explore how a CMO might evaluate sport as a growth lever, examining how audience intelligence informs smarter partnership selection, how activation strategy should align with clear perception goals, and how the right KPIs can be identified before a dollar is even spent.
From there, the focus shifts to validation with a practical measurement framework that integrates ongoing brand tracking, custom research, and media exposure analysis to move beyond surface-level reporting and toward more confident, informed decision-making. Attendees will leave with a clear system for engineering sponsorship ROI from the beginning and proving it at the end.
Experiential Strategy That Delivers: From Concept to Measurable Impact
Experiential marketing is more than flashy activations, it’s strategic design that drives real business results. This panel brings together event and brand leaders to share how they plan, execute, and scale experiences that deliver measurable ROI. Discover how top teams align experiential initiatives with brand goals and sponsorship objectives, ensuring every activation is purposeful and impactful. From ideation to execution, this discussion will show how experiences can translate into conversions, social amplification, and long-term growth, giving brands a blueprint for measurable success.
Conversations in Measurement
Take a seat at subject-focused tables, where industry practitioners share proven approaches and facilitate discussion. Exchange ideas and learn from those turning strategies into measurable results. Apply your perspective, tackle real challenges, and walk away with actionable insights you can put into practice.
Meet the ROI Roundtable speakers who will drive the conversation forward:
Norm O’Reilly – Measuring Brand ROI: Moving Beyond Impressions with Meaningful Metrics
Jade Descheneaux – The Fan-Made ROI: Measuring and Turning Unauthorized Uses Into Dollars
Andrew Lafiosca – Building Your Measurement Strategy and Why It Matters
Gina Scott – The Player Economy: How NIL is Reshaping Value Creation in Professional Sport
Tracking & Maximizing the ROI of Earned Media
Earned media can’t be controlled, but that doesn’t mean it’s accidental. This session breaks down how leading teams strategically position themselves to capture and amplify impactful moments across broadcast and social. From tracking and valuation to partner-driven amplification, you’ll learn how to turn your organization’s most notable exposures into measurable impact and integrate earned media into a smarter, more complete marketing strategy.
Built Together: How Brands and Properties Grow Side by Side
When a brand partners with an emerging property, there is no legacy playbook—there is only possibility. This session explores what it really takes to build something together from an early stage, where strategy, trust, creativity, and measurement must evolve in real time. Through the perspectives of both brand and agency-side commercial representation, this conversation will unpack how alignment is built before scale, how ideas are shaped collaboratively, and how to define success when the blueprint is still being written. Attendees will explore how early-stage partnerships create impact when brands and emerging properties grow side by side.
Steel City Kickoff Happy Hour
Join us for the Steel City Kickoff Happy Hour! Sip on refreshing cocktails and savor delicious appetizers as you connect with fellow attendees. Build new relationships, exchange insights, and channel your inner GM with draft-inspired activities in a fun, engaging atmosphere.
Cocktails in the Steel City
Unwind and connect at a pre-arranged bar in Pittsburgh. Enjoy drinks and conversation in a casual setting, perfect for meeting fellow delegates and making new connections.
Registration
Start your day at Registration—your first stop to collect materials, get oriented, and prepare for what’s ahead.
Breakfast
Grab a bite, sip your coffee, and start the day connecting with fellow attendees.
Small Group ROI Chats
Start off Day 2 by taking part in optional one-on-one or small-group ROI discussions, designed to provide guidance and insight on measurement, valuation, and more. Come ready with your questions (sign up via the app, limited to 15 participants).
Inside the NFL Sponsorship Portfolio: Maximizing ROI
Get a behind-the-scenes look at how leading brands strategically build and manage their NFL sponsorship portfolios to drive results. This session highlights proven approaches for leveraging marquee events, amplifying community programs, and integrating data-driven digital touchpoints to boost fan engagement, maximize sponsorship value, and craft a cohesive, results-driven portfolio strategy.
1:1 Playbook
Strategy meets insight in these one-on-one conversations. Leaders break down the plays behind their success, sharing real-world examples, key decisions, and actionable takeaways. 1:1 Playbook Sessions provide the inside view on what drives results so you can apply the winning plays to your own strategies.
Know Your Audience, Know Your ROI
In a landscape where fans engage across broadcast, digital platforms, live experiences, and evolving fandom ecosystems, knowing exactly who you are reaching is essential to building partnerships that last. This session explores how a deep, data-informed understanding of audiences is the first step in driving sponsorship ROI. While short-term ROI can sometimes be achieved without precise audience alignment, long-term “sticky” ROI depends on it—fueling relevance, repeat investment, and sustained partner value. Join us to explore why audience clarity must come before activation design, measurement frameworks, and partnership negotiation, and how leading organizations are prioritizing audience insight as the first and most important step in building successful sponsorship programs.
Three Deals That Changed the Game: Measuring Player Value
What does true player value look like today? This session spotlights three transformative partnerships that set new benchmarks for performance and impact. Through real-world examples, we’ll examine the strategy, execution, and metrics that mattered most—uncovering how brands evaluate success and why players are increasingly viewed as strategic growth drivers within the sports ecosystem.
Networking Lunch Reception & Flag Football Draft
Grab a tasty lunch and recharge before the live SponsorshipX Flag Football Draft, where teams and matchups are revealed and the excitement builds toward the first snap of friendly competition.
Flag Football Tournament brought to you by T1
Hit the field for friendly competition and team-building at the Flag Football Tournament! Join your drafted team, show off your skills, strategize with teammates, and enjoy a fun, active way to connect with fellow delegates. Whether you’re playing to win or just there to cheer on your team, it’s a great way to celebrate teamwork and camaraderie.
Flag Football Happy Hour
Shake off the sweat with refreshing drinks and food field side after playing a few games of flag football.
Cocktails in the Steel City
Unwind and connect at a pre-arranged bar in Pittsburgh. Enjoy drinks and conversation in a casual setting, perfect for meeting fellow delegates and making new connections.
Registration
Start your day at Registration—your first stop to collect materials, get oriented, and prepare for what’s ahead.
Breakfast
Grab a bite, sip your coffee, and start the day connecting with fellow attendees.
Small Group ROI Chats
Start off Day 3 by taking part in optional one-on-one or small-group ROI discussions, designed to provide guidance and insight on measurement, valuation, and more. Come ready with your questions (sign up via the app, limited to 15 participants).
Behind the NFL Draft: Strategy, Sponsorship & ROI
Go inside one of the NFL’s most powerful tentpole events to understand how the Draft is built, scaled, and optimized for maximum impact. This session explores the strategic thinking behind the NFL Draft and how decisions are made to drive fan engagement while unlocking commercial value. Attendees will get a behind-the-scenes look at the Draft and how sponsorship is integrated into the Draft experience, from early-stage planning through execution across broadcast, digital, and live platforms. Explore how the NFL measures success and delivers clear ROI for both the league and its partners, and why the Draft continues to stand as one of sport’s most influential and forward-thinking properties.
The Renewal Equation: Using Data to Predict Sponsorship ROI
Dive into the data behind sponsorship renewal and see how renewal rates serve as a proxy for positive ROI. Using a statistical model focused on the probability of renewal, this session analyzes how factors such as brand strength, industry trends, economic conditions, and geographic considerations influence decision-making.
Through live discussion and expert insights, attendees will uncover which factors increase the likelihood of long-term engagement, how positive ROI drives higher renewal rates, and which partnership characteristics signal sustainable success. Participants will leave with actionable insights for structuring and optimizing sponsorships to maximize ROI, create lasting impact, and achieve long-term value.
Break
Refuel with coffee and mingle with fellow attendees. Swap ideas, make new connections, and snag a moment with speakers to tackle the burning questions you’ve been waiting to ask!
Conversations in Measurement
Take a seat at subject-focused tables, where industry practitioners share proven approaches and facilitate discussion. Exchange ideas and learn from those turning strategies into measurable results. Apply your perspective, tackle real challenges, and walk away with actionable insights you can put into practice.
Meet the ROI Roundtable speakers who will drive the conversation forward:
Norm O’Reilly – Measuring Brand ROI: Moving Beyond Impressions with Meaningful Metrics
Jade Descheneaux – The Fan-Made ROI: Measuring and Turning Unauthorized Uses Into Dollars
Jacie deHoop & Jamie McCormick – Driving Growth: Monetizing the ROI of Female Fandom
Andrew Lafiosca – Building Your Measurement Strategy and Why It Matters
Jonathan Jensen – Effects of Brand Rivalries: Competition for Exclusive Sponsorships
Lisa Young – The Trust Economy: How Authenticity, Consent, and Alignment Drive Long-Term Brand ROI
Beyond the Scoreboard: Measuring Fan Engagement and Return on Objectives
Explore how the NFL and its sponsors go beyond traditional exposure metrics to measure the real ROI of their partnerships. This session dives into strategies for tracking fan engagement, social sentiment, and brand affinity, while connecting sponsorship activations to long-term business outcomes. Speakers will share innovative approaches to proving value, optimizing campaigns, and demonstrating measurable impact to key stakeholders.
Networking Lunch Reception
Refuel with a delicious lunch. Take a break, enjoy great food, and get energized for an afternoon packed with learning, networking, and exciting football experiences.
NFL Draft Experience Activation Tour
Explore the NFL Draft’s top brand activations, seeing firsthand how leading brands engage fans during this high-profile event. Observe each activation up close and take away key lessons on what makes these sponsorships successful, drawn from insights shared throughout the Forum.
NFL Draft Celebration
Join us together at our Draft watch party where delegates come together to watch the action live on the big screen. Watch, react, and discuss in real time, creating the shared excitement and connection that only a group viewing can deliver.
Farewell Cocktails in the Steel City
Wrap up the ROI Forum with farewell cocktails in the Steel City where you can share stories, enjoy laughs, and a final toast with fellow delegates while celebrating the memories of the past few days.
Andrew Lafiosca is Nielsen Sports’ North America Managing Director, responsible for overall business performance in the United States and Canada. His responsibilities include leading teams across client services and commercial, as well delivering Nielsen’s market-leading sponsorship and fan analytics solutions to sports properties, leagues and teams, esports organizations, sponsor brands, games publishers and agencies. In his 24 years in the industry, Lafiosca has held leadership positions at several top brands, professional teams and agencies. He joined Nielsen as part of the Repucom acquisition in 2016, responsible for leading new business teams and managing the Teams and Brands businesses prior to becoming Managing Director in 2022. Lafiosca’s deep industry experience has been instrumental to serving Nielsen Sports’ diverse client set and spearheading innovative solutions. Lafiosca holds a Bachelor of Science in Psychology from James Madison University and a masters degree in Sports Management from the University of Tennessee, Knoxville. He currently sits on the board of Big Sky Futbol Club in his hometown of Big Sky, Montana, and recently stepped down from the advisory board of The Hart School at James Madison University. Lafiosca, his wife and two daughters are avid snow sport enthusiasts & enjoy spending time outside in the mountains.
Davey Chadwick is Head of U.S. Sport – Client Services at YouGov Sport, where he leads the team responsible for delivering audience intelligence, sponsorship effectiveness measurement, and commercial insight to many of the most influential organizations in sports and entertainment. He serves as a strategic advisor to U.S. pro teams across the ‘Big 5’ leagues, major league offices, global brands, and leading marketing agencies. Davey specializes in translating fan and consumer data into revenue-driving strategy — helping properties refine go-to-market positioning, unlock new sponsorship categories, and quantify ROI in an increasingly fragmented media landscape. Prior to YouGov, he led Sponsorship Strategy & Consumer Insights for the Philadelphia Flyers and Wells Fargo Center and held roles with Madison Square Garden, Wasserman (formerly CSM), and Deloitte Consulting. A published thought leader in Sports Business Journal and frequent industry speaker, Davey focuses on how data, AI, and evolving fan behavior are reshaping partnership strategy and commercial growth across the sports and entertainment ecosystem.
Dedra joined Toyota in the summer of 2017, and oversees Toyota’s Global and Domestic Olympic and Paralympic partnerships, using them to motivate team members, engage regional teams and dealers, and support the company’s evolution from an automaker into a broader mobility brand. She leads the strategy, creative development, and execution of Olympic and Paralympic marketing across all channels, and is responsible for managing and activating the U.S. Olympic & Paralympic Committee, 17 National Governing Bodies, and 29 Team Toyota partnerships. Before joining Toyota, Dedra spent more than a decade at TD Ameritrade as Director of Social Media and Corporate Sponsorships. She also played a key role in establishing TD Ameritrade’s partnership with the NFL and led activation efforts for both the NFL and the U.S. Olympic & Paralympic Committee sponsorships. She earned a Bachelor of Science in Psychology and an MBA with a concentration in Marketing from the University of Maine, where she was also a member of the NCAA field hockey team.
Gina R. Scott is a sports marketing powerhouse with 25+ years of experience building transformative brand partnerships across the NFL, NBA, and corporate America. As Vice President of Partner Services at NFL Players Incorporated, she leads the NFLPA's strategic partnership portfolio — negotiating and activating deals that connect Fortune 500 brands with thousands of NFL players' group licensing rights. Named a Sports Business Journal Game Changer (2021), Sports Executive of the Year by the Black Sports Business Symposium (2023), and one of Sports Illustrated's 100 Influential Black Women in Sports (2022), Gina brings hard-won insight on brand building, sponsorship strategy, and executive leadership to every stage she graces. She is the founder of The Spice Factory LLC, a board member of the Sponsorship Marketing Association, and a professor in George Washington University's Sports Philanthropy program. A University of Florida alumna and proud Gator, Gina is based in the Washington, DC metro area.
Jade Descheneaux is a global media, entertainment, and sports professional with 12+ years of experience executing commercial rights strategies and high-value partnerships across North America and Europe. She currently serves as an Executive Business Consultant for MILE 44, a Los Angeles-based sports content studio, and advises rights holders on how to maximize the value of their commercial rights. Prior to that, Jade held roles at Meta in New York City, the European Broadcasting Union in Geneva, and the IOC in Lausanne, where she led high-stakes negotiations and partnerships at the intersection of tech, entertainment, and sports. Originally from Montreal, Jade holds law degrees from the University of Ottawa and UCLA School of Law, and an MBA from IE Business School. Outside of work, she is a former figure skater and avid skier.
Hannah Missry is the women’s sports lead within the Properties Division at Excel Sports Management, overseeing strategic relationships with women’s sports clients and brand partnerships. A former Division I basketball player at Fordham University and Atlantic 10 Champion, she began her career in Marketing Partnerships at Madison Square Garden before joining Excel in 2020. At Excel, Hannah drives commercial strategy across the women’s sports landscape across the WNBA, NWSL, and supporting key initiatives with Unrivaled alongside client and co-founder Napheesa Collier. Passionate about advancing equity in women’s sports, Excel also supports a premier women’s talent roster headlined by Caitlin Clark and Napheesa Collier. Hannah holds both a bachelor’s degree and a Master of Science from Fordham University.
Jacie is a Co-Founder of The GIST, a sports media brand reaching over 1 million subscribers and 40 million monthly readers. Under her leadership, the company has achieved 100% year-over-year revenue growth and built partnerships with globally recognized brands including Nike, Toyota, and State Farm. In her work with the NFL, Jacie focuses on developing campaigns that connect male and female sports audiences while highlighting the influence of female fans in driving growth. She has been recognized on Forbes 30 Under 30 and Sports Business Journal’s Power Players in Women’s Sports. Jacie is passionate about the role female fans play in shaping the future of the sports ecosystem and is committed to advancing more women into and through the industry. Outside of work, she loves football and tennis and is an avid road cyclist.
Jamie McCormick is a Senior Brand Partnerships lead at The GIST with over seven years of experience in sports media. In her current role, she oversees creative partnerships across key categories, including auto, apparel, and beauty. The GIST is a female-owned sports media company with over 1 million newsletter subscribers in North America and official partnerships with the NFL, National Women's Soccer League, and Team Canada. Since 2018, The GIST has provided equal coverage of women’s and men’s sports, reaching a new community of female fans.
Jess is a Senior Manager in Sponsorship Strategy at the NFL. Since joining in 2023, Jess has supported a wide variety of strategic initiatives including international growth, asset development, and new business across new and emerging categories. Prior to the NFL, Jess held roles at Meta and Accenture working across strategic initiatives and M&A integration. She earned a Bachelor's from Penn State and resides in New York City.
John Bray is the Director of Partnership Solutions for the Pittsburgh Pirates. He leads the development of revenue-driving partnership strategies that connect brands with fans at PNC Park. And across the club's media, digital, and community platforms. He works across sales, marketing, and creative, building programs that align partner objectives with the energy and passion of Pirates baseball. Over the past decade, John has helped shape the Pirates' partnership approach. Developing new assets, refining go-to-market strategy, and leading the storytelling behind key proposals. The goal is simple: take complex ideas and make them clear. make them compelling. Make them work. His work centers on turning insights into ideas that are easy to understand, compelling to buy, and built to deliver results. He is particularly interested in where partnerships go next. Moving beyond traditional models and building platforms that are more thoughtful, more creative, and more accountable to real business outcomes.
Jonathan A. Jensen serves as an Associate Professor at Texas A&M University, with a focus on the intersection of the dynamic fields of data science and sport business and specializing in the application of advanced statistical models to study questions related to sponsorship ROI. A two-time finalist in the research papers competition at the MIT Sloan Sports Analytics Conference, Jensen has co-authored three papers honored with the “Paper of the Year in Sport Marketing” award from the American Marketing Association’s (AMA) Sport and Sponsorship-Linked Marketing Special Interest Group (SportSIG). His research has been featured in USA Today, The Wall Street Journal, The Economist, AdWeek, Chicago Tribune, Atlanta Journal-Constitution, Portland Business Journal, Columbus Dispatch, The Baltimore Sun, and the WGN Morning News. Prior to entering academia, Jensen served as an executive for leading sport marketing agencies in global advertising networks Omnicom Group (GMR) and Publicis Groupe (Relay Worldwide), as well as working for teams in the National Football League (NFL) and Major League Baseball (MLB). Jensen earned a B.A. from the University of Notre Dame, a M.S. from the University of Massachusetts-Amherst, and a Ph.D. with a Graduate Interdisciplinary Specialization in Quantitative Research Methods (GISQRM) from The Ohio State University.
Lindsay O’Brien is Vice President of Partnerships at The T1 Agency, where she leads partnership strategy, measurement, negotiation, and portfolio management for some of Canada’s leading brands. She helps organizations build partnership portfolios that drive business impact while creating meaningful community connections. With more than 15 years of experience across sports, entertainment, and talent partnerships, Lindsay has worked across the full ecosystem spanning property, brand, and agency roles. She brings a consultative marketing approach to developing partnerships that elevate brand positioning and unlock new opportunities for brands. Prior to joining T1, Lindsay held roles at MLSE and Molson Coors, developing integrated marketing partnerships across professional sports and entertainment. Outside of work, she’s a mom of three (plus a dog!), a sports and music enthusiast, and a passionate believer in the power of sponsorship to bring people together.
Kate Flowers is a seasoned event professional with over 15 years of experience in sports and brand activations. Currently working in events at FanDuel, she has led production for high-profile properties including the College Football Playoff, Major League Soccer All-Star Games, and NWSL. Working in sports has not deterred her love of being a fan or attending a live production of any kind, just make sure those step and repeats have been steamed!
Lisa Young joined the Seahawks in 2005, steadily advancing within the organization's partnerships department. Young oversees all aspects of the team's Corporate Partnerships group. She also contributes to academia as an Adjunct Professor at Seattle University, teaching in the Albers School of Business & Economics, Sports & Entertainment MBA program. Before joining the Seahawks, Young initiated her career in advertising at a boutique firm in San Diego. A graduate of the WSU Murrow School of Communications, she resides in Woodinville, Wash., with her husband Jeremy and their two children, Caroline and Harrison.
Mark Harrison founded the MH3 Collective, a group of ventures grounded in passion, people, profit and purpose. The Collective includes Humanity, T1, Sidekick, and SponsorshipX. In addition, he co-founded the Black Talent Initiative to combat racism through economic resilience and Park Street Education, a charity to remove all barriers to children’s education. His community involvement includes serving as the Board Chair of Big Brothers Big Sisters of Toronto and as a Board Member of the CAMH Foundation and the Canadian Academy of Recording Arts and Sciences/The JUNO Awards. Mark is a recipient of the Black Business and Professional Association's Harry Jerome Award, the Association of Canadian Advertisers’ 2022 Gold Medal Award winner, a 2025 American Marketing Association Marketing Hall of Legends inductee, and the 2025 Sponsorship Marketing Council of Canada Hall of Fame winner. Mark is also CBC Toronto Metro Morning’s business columnist, regularly discussing marketing, workplace, and entrepreneurial matters.
Mary Frances Ierlan is a Senior Manager of League & Team Partnerships at FanDuel, leading integrated marketing partnerships with professional sports leagues and teams including the NFL, MLB, WNBA, PGA TOUR, F1, and NASCAR. She oversees campaign strategy, execution, and performance analysis while driving measurable partnership impact through cross-functional collaboration. She previously spent time at Zoomph and the Milwaukee Bucks in marketing and content roles. She earned her degree from Marquette University.
Matt Shapiro is the SVP, Global Event & Market Strategy of the National Football League (NFL)
Michela Giovannotto is the Vice President of BizBash, part of Informa, where she leads the brand’s overall strategy, programming, and event portfolio. With a background in sales, event production, and marketing, she brings a multi-disciplinary approach to experiential marketing. Giovannotto is recognized for creating events that amplify BizBash’s role as a thought leader in event innovation. Her leadership includes building communities through content driven experiences that highlight creativity, technology, and best practice. Known for her ability to balance strategy with execution, she plays a key role in shaping BizBash’s brand as a hub for event professionals worldwide.
Dr. Norm O’Reilly has been a partner with the T1 Agency for almost 20 years. Over that time, he has worked on more than 250 client projects, ranging from Fortune 100 companies to small amateur sport properties and causes. He has generated insights as lead author of research studies, blog posts, and white papers, and has participated on the organization’s leadership team. He speaks often, including keynotes to industry. As a T1 partner, he has led numerous projects with brands and properties, with a client list that includes PepsiCo, Nike, Shell, Esso, Canadian Paralympic Committee, Ottawa Sports and Entertainment Group, Canadian Olympic Committee, Mondelez, Kids Help Phone, Nissan, Hockey Canada, BMO, Dairy Farmers of Canada, USports, Canadian Center for Ethics in Sport, Canadian Hockey League, and many more. He co-founded and has led the Canadian Sponsorship Landscape study, now in its 20th edition and was co-lead on Canada’s Most Valuable Property Study in 2014, 2016, and 2018. O’Reilly is recognized as one of the leading scholars in the business of sports. He is currently Dean of the College of Business at the University of New England. He has authored or co-authored 23 books and more than 170 peer-reviewed journal articles.
Rachel is a Customer Success Manager at Trajektory, working closely with team partners across all seven major professional leagues, the NCAA, and leading global brands. Her portfolio includes all 3 major professional sports teams in Pittsburgh. By analyzing multi-channel sponsorship data, Rachel provides the insights necessary for stakeholders to make impactful business decisions to maximize ROI. She is a graduate and proud alum of Georgetown University where she competed in track and field.
Roger Payne serves as the Chief Operating Officer at Trajektory, where he oversees operational excellence across sales, customer success, marketing, business intelligence, and product development. Roger specializes in helping brands navigate complex information to make informed, strategic sponsorship decisions. Prior to joining Trajektory in 2024, he served as Vice President of Account Management at YouGov, managing a $40+ million revenue portfolio and supporting major sectors including technology, retail, QSR, finance, and consumer goods. Prior to YouGov, Roger was an Account Director at TMA, where he led measurement and insights for blue-chip clients such as AT&T, State Farm, Citrix, and others, ensuring sponsorship and marketing efforts delivered measurable consumer impact. A few years were spent at Killerspin Table tennis, focused on growing the brand though marketing, sponsorship, and managing international product procurement. His foundational experience began at Navigate Research where he helped grow the firm from a two-person startup into a well-respected sports and entertainment analytics group. Roger is a graduate of Miami University and is an active member of the Chicago professional community with the Union League Club of Chicago and Exec Club of Chicago, and previously serving on the Navy Pier Associate Board and the National Parkinson Foundation.
Tara Jackson is the Senior Director of Strategic Partnerships and Influencer Marketing at Thorne, where she leads partnerships, influencer, and ambassador strategy. She is responsible for scaling a high-impact, integrated ecosystem across sponsorships, key partners, and talent, while building the infrastructure and strategic roadmap to accelerate brand growth. With 15 years of experience at the intersection of sports, wellness, and culture, Tara has built a reputation for structuring and activating transformative partnerships that drive both brand equity and measurable business outcomes. She specializes in developing scalable sponsorship models and culturally relevant talent partnerships that resonate with consumers. Prior to Thorne, Tara held roles at Throne Sport Coffee, BodyArmor, UFC, and Octagon, where she worked across premier sports properties and global talent partnerships. She holds a BA from American University, an MBA from the University of Memphis, and a Master of Sports Administration from Ohio University.
Sarah Kloepple is the editorial director for BizBash, a print and online publication for event professionals and experiential marketers. She has been with the brand since 2022. She previously held editor roles at Meetings Today and St. Louis Magazine.
Taylor Sullivan is a Corporate Partnerships Activation Coordinator for the Pittsburgh Steelers, where she develops and executes partnership proposals, using data and insights to shape strategy and drive effective activations across multi-media platforms. She plays a key role in building sales narratives, creating proposals, and ensuring partners receive measurable value from their investments. Taylor has built her sports career within the Steelers organization, with experience spanning ticketing, partner engagement, and partnership activation. This background gives her a well-rounded understanding of how partnerships are sold, executed, and retained. With a foundation in sales and project management, Taylor brings a practical, data-informed approach to partnerships, focused on delivering strategic value and long-term partner success.
Thomas Labuzienski is a Senior Partnerships Manager at Microsoft, leading marketing and activation across Microsoft’s partnership with the NFL. He oversees integrated campaigns across Microsoft’s technology portfolio, branded media content, customer experiences and hospitality, and cross‑company activations that connect NFL platforms with Microsoft customers and partners. His work focuses on driving measurable business impact through storytelling, technology, and experiences. Before working on Microsoft's partnership with the NFL, Thomas spent time in Microsoft's quantum computing group and Xbox gaming business. He also spent time leading other partnerships across Microsoft's sports and entertainment portfolio including Special Olympics, Cloud9, the Billie Jean King Cup, Hendrick Motorsports, and the Seattle Reign. He earned a Bachelor of Science in Marketing and Operations Management from the Kelley School of Business at Indiana University.
Tiffany Shepard is the Director & Senior Counsel of Brand Rights and Brand Protection for the FIFA World Cup 2026. In this role, she leads the North American enforcement strategy to safeguard FIFA’s World Cup 2026 IP, retail licensing, and sponsorship rights from ambush marketing, counterfeiting, and unauthorized affiliations. Prior to joining FIFA26, Tiffany served as the Assistant General Counsel of Legal and Business Affairs at BuzzFeed Media Enterprises, Inc., a digital media company. She advised on talent negotiations, commercial transactions, sponsorships, events, international licensing, and branded content for marquee brands such as Complex, Tasty, and BuzzFeed. Before her tenure at BuzzFeed, Tiffany was the Associate General Counsel at The Kraft Heinz Company. There, she focused on NIL partnerships, FTC compliance, IP, and marketing strategies for multi-billion-dollar brands. Tiffany's earlier experience includes her role at The Procter & Gamble Company, where she served first as Global Brand and Trademark Counsel and then as the North America Brand Protection Leader and Senior Legal Counsel. Tiffany holds a JD from Northwestern University Pritzker School of Law and a BA from Hampton University. In her spare time, she loves to travel, mentor students and read cheesy romance novels.
Each day I work to make an impact to move our brand and business objectives forward through the power of sports. My career journey started in data analytics and I put those skills to use every day in the role and industry I enjoy tremendously being a part of. I love the challenge of making small things big and squeezing every opportunity out of the assets to drive business results.
Toby McAuliffe is a Global Partnerships leader at Amazon Web Services, where he oversees AWS's strategic relationships with the NBA and NFL. His focus in his current role is on driving multi-dimensional partnerships spanning cloud transformation, AI/ML innovation, media integration, and revenue growth initiatives. His leadership has delivered significant impact throughout his career, including launching partnerships with Oracle Red Bull Racing, the Premier League, the Golden State Warriors, and the San Francisco Giants. Prior to his current role, Toby’s career has been focused on growing revenue and strategic initiatives with partners across sports and enterprise businesses. A featured speaker and award-winning partnership leader, Toby holds an MBA from Purdue University's Krannert School of Management and resides in Seattle.
Third-year operator and partnerships marketing manager for the Pittsburgh Penguins. Oversees rotational signage on broadcast, TV monitors, and LEDs. Also a pretty good PA Announcer.
Located at 59 S. 2nd Street in Pittsburgh, PA, The Distillery Complex blends historic charm with a modern twist. Originally home to Joseph S. Finch’s rickhouse in the late 1800s, the building has been thoughtfully preserved—its bones, structure, and character intact—while new construction has transformed it into a six-story playground.
The Distillery Complex
This isn’t just a venue.
For SponsorshipX, the Distillery Complex serves as our central gathering point, where keynotes, discussions, and small-group sessions unfold in a setting designed for conversation.
But the forum doesn’t live in a single room.
Throughout the week, select moments of SponsorshipX will extend across vibrant areas of Pittsburgh, allowing delegates to experience the city.
Our official room blocks are now sold out. For those still looking to stay at the Sheraton, Even, or Hampton, our team may be able to assist with availability and preferred rates.
Please contact us at guestservices@sponsorshipx.com and we’ll be happy to help.
We’ve secured hotel blocks in Pittsburgh for SponsorshipX delegates to ensure convenient access to the forum and surrounding NFL Draft activity.
Hotel blocks are available
April 21–23 (three nights inclusive).
Need to extend your stay? Contact guestservices@sponsorshipx.com to arrange additional dates.
EVEN Hotel
Downtown
425 Forbes Avenue
Pittsburgh, PA 15219
Available accommodations:
King
Queen / Queen
$1,350.22 USD for 3 nights
Sheraton
Station Square
300 W Station Square Dr
Pittsburgh, PA 15219
Available accommodations:
King
Queen / Queen
$2,047.90 USD for 3 nights
Hampton Inn
West Mifflin
1550 Lebanon Church Rd
Pittsburgh, PA, 15236Available accommodations:
Single King or Queen
Queen / Queen
$816.70 USD for 3 nights
Why book within the block?
SponsorshipX is designed for meaningful interaction. Staying within the hotel block keeps you in proximity to the leaders, partners, and conversations that define the experience.
Join the organizations helping shape the future of sponsorship.
Connect with brand leaders, partnership strategists, and decision-makers responsible for sponsorship investment and impact.
EXPERIENCE SPONSOR
DAY SPONSOR
MEDIA SPONSOR
EDUCATION PARTNER
MEDIA INTELLIGENCE PARTNER
