Agenda Highlights
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2024 Agenda
*Subject to Change
Tuesday, May 21
10:30 AM
WELCOME
4se 2024: New York
10:35 AM
The Entertainment Constellation: NASCAR's Drive to Diversify Revenues
- Tim Clark, Chief Digital Officer, NASCAR
- Rajah Caruth, NASCAR driver
- Connor Schell, Founder, Words + Pictures
What you will learn: Fresh ideas for your sports organization to diversify into new digital and content touchpoints.
- Bringing NASCAR’s Netflix series to life and riding the documentary wave
- The next generation of NASCAR drivers: bedroom to back straight, virtual to Victory Lane
11:05 AM
Big, Bold and Brilliant Brand and Fan Experiences: Lessons from Music and Sports
- Richard Yaffa, EVP and Global Head, Universal Music Group for Brands
- Marco Nazzari, Director, Marketing, Brand and Business Intelligence, FIFA
What you will learn: Discover what successful collaborations between sports organizations and the music industry look like – and how to find yours.
- What brilliant brand and fan experiences look like in the music industry – and how that compares with sports
- How to tap into ever-changing brand needs and audience demands
11:35 AM
COFFEE + NETWORKING
12:05 PM
4 Things You Need... to Learn from Reddit to Unlock the Power of Fan Communities
- Sarah Rosen, Senior Director of Content Partnerships, Reddit
What you will learn: How to deepen connections and engagement with your fans on Reddit and beyond.
- How fandom across sport and entertainment is evolving
- Tricks and tips for nurturing successful, inviting online communities
12:30 PM
4 Things You Need… to Know to Commercialize Nostalgia
- Eli Kumekpor, CEO, Mitchell & Ness
What you will learn: How your sports organizations can tap into nostalgia to drive new revenue.
- Defining and redefining nostalgia to make it work for your product and marketing
- Creative and commercial hits and misses: the art and the science and how they work together
1:00 PM
LUNCH
2:00 PM
The AI Conversation: Changing the Face (and Voice) of the Sports-Entertainment World
- Charlton Gholson, Director, Strategic Partnerships, Meta
What you will learn: Tactics for how you can monetize the latest AI developments and innovations across sports and entertainment.
- Revolutionizing the creative space: how science and art can work together
- Tactics and strategies for a fast-changing technology
2:30 PM
Wrapping Entertainment Strategies Around the Major Leagues
- Steve Mayer, Chief Content Officer, NHL
- Stephanie Scarpulla, Senior Director, Global Music Partnerships, Music and Media Clearances, Major League Baseball
What you will learn: How the NHL’s and MLB’s work with artists and labels to enhance the fan experience can translate to what you can do for your fans.
- Revamping and fueling the game-day experience
- Using music to engage, inspire and enhance sports
3:00 PM
Fútbol's Cultural Moment in North America: Leveraging the Opportunity of a Unique Decade
- Marco Liceaga, Senior Vice President – Sports Rights Acquisitions and Commercial Partnerships, TelevisaUnivision
What you will learn: Effective ways to drive attention, forge collaborations and maximize the moment as the Copa America, FIFA Club World Cup and FIFA World Cup take place in North America.
- Capturing and exciting a passionate Hispanic fútbol fanbase
- What brands need to know to authentically tap into the world's most popular sport
3:20 PM
COFFEE + NETWORKING
4:00 PM
Fame and Fortune: How to Develop Lifestyle Brands Around Talent
- April Guidone, Chief Operating Officer, SMAC Entertainment
- Kelsey Trainor, Chief Strategy Officer, More Better
- Ricardo Viramontes, Chief Content Officer, SpringHill Entertainment and GM, UNINTERRUPTED
What you will learn: How to build successful, multi-industry brands around your athletes.
- The power of celebrity-led collaborations and brand relationships
- Owned IP and product development: the secret sauce
4:30 PM
Anatomy of Cowboy Culture: How PBR are Supercharging a Passionate Fan Base and Brands are Leveraging the Opportunity for Growth
- Mark Fine, Chief Marketing Officer, Professional Bull Riders
- Colby Yates, Head Coach, Arizona Ridge Riders, and Country Music Artist
- Ashby Graham, Vice President of Marketing, JCB Inc.
What You Will Learn: How to leverage multiple cultural touch points to drive brand awareness and build a base of passionate fans for your league or team.
- Crafting potent brand partnerships to superserve fans and achieve business goals
- The rise of country music and broader Western culture: now and next
5:00 PM
Power of The Dream: The Creative Process Behind the Upcoming Prime Video Documentary
- Sue Bird, WNBA Legend and Producer, Power of the Dream
- Dawn Porter, Director and Producer, Power of the Dream
What you will learn: How to monetize your athletes and brand in video entertainment.
- Best-in-class storytelling meets best-in-class production
- The promotional power behind world-leading sports documentaries
5:30 PM
DAY 1 CONCLUDES
4se New York: After Hours
- Entertainment, food and drinks
Wednesday, May 22
10:30 AM
Connecting Culture, Celebrity and Community: Inside the Curry Brand
- Ryan Drew, GM, Curry Brand, Under Armour
What you will learn: How to build a brand/athlete collaboration to drive awareness and profitability.
- How Under Armour is building out the Curry Brand
- Connecting culture, celebrity and community: the what, why and how
- The next phase of brand development: preparing for life after the NBA
11:00 AM
The Gen Z Athlete Takeover: Making Cultural Impact Through Sports and Storytelling
- Red Gerard, Olympic and X Games Champion Snowboarder
- Sophie Goldschmidt, President and CEO, US Ski & Snowboard
- Hailey Langland, Olympian, and X Games Champion Snowboarder
How to work most effectively with a new generation of brand-savvy, social-first, purpose-driven athletes to boost your fan connection game.
- Storytelling, content creation and building authentic relationships with fans
- Athletes and brand partners: creating the right dynamics
11:30 AM
COFFEE + NETWORKING
12:00 PM
4 Things You Need ...to Transform a Sneaker Design into a Marketing Icon
- Stephanie Howard, Co-Founder, Endstate and former Lead Designer, Nike
What you will learn: How to leverage the creative process powering innovation in the physical and digital world to drive awareness of your team and/or brand.
- Building products that imbue meaning and enhance experiences
- Powering togetherness through product design
- Standing out in the crowd; capturing and recapturing attention
12:30 PM
Sonic blast: Why Audio Branding is a Marketing Game-changer
- Michael Boumendil, Co-Founder & President, Sixieme Son
- Nathan Strawn, Senior Group Manager, Branding Strategy, TD Bank
What you will learn: How using sound in the customer journey can boost your marketing KPIs.
- How to create an impactful, memorable audio identity
- Building storytelling and narrative through sound
- Achieving tangible results out of a multi-sensory marketing campaign
1:00 PM
LUNCH
2:00 PM
Driving Revenues Through Enhanced Fan Experiences: The Future of Sports IP
- Jamie Reilly, General Manager, Moment Factory Events & USA
- Tom McElwee, Regional General Manager, USA and Canada, Fever
What you will learn: How new partnership models can help you expand audiences, amplify the fan experience and maximize revenue through innovative and immersive experiences.
- How sports organizations can create additional entertainment experiences away from game day
- The pop-up model – and the future of live, immersive experiences
- How Pepsi, NBA, X Games, Netflix and Messi are leading the way in developing new IP
2:20 PM
The Fashion Thread: How Sports Can Collaborate with Fashion to Enhance Loyalty, Belonging and Identity
- Kenny Annan-Jonathan, Creative Director, Crystal Palace
- Paakow Essandoh, Founder, MIZIZI International
- Amanda Pong, Senior Director Of Merchandising, Brooklyn Nets
- Samuel Schler, Founder, Collab x Collab
What you will learn: How to leverage fashion to create more loyalty in your fans.
- Cultural connections and the role sport can play
- The emerging influence of athleisure
- The future of the Creative Director within sports organizations
3:00 PM
Perfecting the Sports Storyline: Inside WWE’s Creative Writing Room
- Christine Lubrano, SVP, Creative Writing Operations, WWE
What you will learn: How to drive awareness and profitability from creating original scripted content.
- Detailing the WWE's creative process for developing characters and storylines
- The critical importance of storytelling and narrative development
3:30 PM
EVENT CONCLUDES
