2025 Agenda
Tuesday, May 20
8:30 AM
REGISTRATION OPENS
8:45 AM
4se Connect & Breakfast - Structured Networking
(Space is limited. Pre-registration required.)
10:00 AM
Welcome to 4se 2025 - Day 1
Your Guide to Two Impactful Days Exploring Revenue-Driving Collaborations Across Sports, Entertainment, Music, Fashion and Culture
HOSTS
- Devin and Jason McCourty, Super Bowl Champions and Broadcasters
10:15 AM
Creating Multi-Hyphenate Storytelling
What you will learn: How SMAC has worked with a wide variety of talent to help them tell their stories in an authentic way that provides value to the athletes, the audience and brands.
- Constance Schwartz-Morini, Co-Founder & CEO, SMAC Entertainment
- Michael Strahan, Award-Winning Journalist & Host, Pro-Football Hall of Famer and Co-Founder, SMAC Entertainment
Moderator: Abe Madkour, Publisher & Executive Editor, Sports Business Journal
11:00 AM
4se Up Front, Day 1 - Industry Leaders Examine the Most Important Issues and Opportunities in Sports + Entertainment Collaborations
A rundown of the most important issues of the day when it comes to collaborations across sports and entertainment. Learn what innovative brand and marketing leads are doing to engage current fans, find new fans, and broaden the appeal and relevance of sports properties.
- Andrew Grossman, Chief Growth Officer, New York Mets
- Dee Kundra, Managing Director, Americas, FC Bayern Munich
- Shana Stephenson, Chief Brand Officer, New York Liberty
Moderators:
- David Cushnan, Content Director, Leaders in Sport
- Joe Lemire, Senior Writer, Sports Business Journal
11:45 AM
NETWORKING BREAK
Hosted by Universal Production Music
12:15 PM
Sports, but Scripted - How Sports Properties Drive Revenue and Fandom Through Fictional and Documentary Programming
What you will learn: The impetus behind the creation of Foolish Club Studios and the Kansas City Chiefs’ vision for how sports properties maximize the value of their IP and drive new fandom through fictional and documentary storytelling.
- Libby Geist, President, Words + Pictures
- Gelsomina Picariello, Sr. Director of Media Programming and Development, Kansas City Chiefs & Foolish Club Studios
Moderator: Mollie Cahillane, Staff Writer, Sports Business Journal
12:55 PM
Casting for Alt Revenue Streams - Examining How The Simpsons Came to Monday Night Football and the Bottomline Impact
What you will learn: How the production team at ESPN worked together to create and execute The Simpsons alt cast on Monday Night Football, plus a discussion on audience metrics and future collaborations like this one to find new fans and new revenue.
- Josh Helmrich, Senior Director, Media Strategy, Business Development & Next Gen Stats, NFL
- Spike Szykowny, VP of Edit & Animation, ESPN
Moderator: Joe Lemire, Senior Writer, Sports Business Journal
1:35 PM
NETWORKING + LUNCH
2:30 PM
Fashion + Football - Inside the NFL’s Fashion-Forward Plan to Engage New Audiences
What you will learn: Why the NFL hired a “fashion editor” and why one of the most powerful leagues in the world sees fashion as an integral part of its continued growth, especially when targeting younger audiences.
- Kyle Smith, Fashion Editor, NFL
- Ian Trombetta, SVP, Social & Influence Marketing, NFL
Moderator: Austin Karp, Managing Editor, Newsletters, Sports Business Journal
3:10 PM
A Conversation with David Falk - Insights from the Legendary Sports Agent Behind Air Jordan, Space Jam and 40 Years of Impactful Cross-Industry Collaborations
What you will learn: The cultural impact of sports and entertainment collaborations, from the advent of shoe culture in the 1980s to the creation of Space Jam with Michael Jordan in the 1990s to present day. Stories and lessons from representing some of the biggest athletes to collaborate across sports, entertainment, fashion and music, including Michael Jordan and Allen Iverson. The evolving role of the sports agent and the impact of NIL on college sports and athlete compensation.
- David Falk, Founder, FAME
Moderator: Abe Madkour, Publisher & Executive Editor, Sports Business Journal
3:50 PM
NETWORKING BREAK
4:20 PM
Industry Synergy - Making Cross-Industry Cultural Magic with Brands, Sports & Fashion
What you will learn: Why leading brands like Samsung Mobile see increased value and ROI through activations that include assets across sports, entertainment and fashion. How emerging leagues like Unrivaled are attracting fans of all ages through creative partnerships outside of sports.
- Alex Bazzell, Co-Founder & President, Unrivaled
- Jacqueline Cooper, VP, LaQuan Smith
- Olga Suvorova, Chief Marketing Officer, Samsung Mobile
Guest Moderator: Ann Wool, President, UEG North America
5:00 PM
Game-Day Glam - How Fashion-Forward Designers are Changing the Face of Sports Merchandising
What you will learn: How a don of a jacket from Taylor Swift sparked a global merchandising deal with the NFL and Fanatics – and why all parties involved see significant value in fashion-forward merchandise.
- Kimberly Alula, SVP of Merchandising, Fanatics
- Kristin Juszczyk, Fashion Designer & Founder, Off Season
Guest Moderator: Daniel-Yaw Miller, Creative Lead, Special Projects, OffBall
5:40 PM
Brand Reboot - What Sports and Entertainment Properties Can Learn From the Harlem Globetrotters at 100
What you will learn: How a nearly 100-year-old brand has reimaged where to find fandom and how to deliver a sports and entertainment product to Gen Z and Gen Alpha.
- Keith Dawkins, President, Harlem Globetrotters & Herschend Entertainment Studios
6:10 PM
4se After Dark
Entertainment from the Harlem Globetrotters — Drinks, Food and Networking
Wednesday, May 21
9:00 AM
REGISTRATION OPENS
9:15 AM
Workshop
Hosted by NASCAR Learn more about the topics discussed here
Harry Bienstock, Voldex Head of Growth
Aaron Cohen, Words + Pictures Chief Creative Officer
John Dahl, NASCAR Senior Vice President of Content
Nick Rend, NASCAR Vice President of Interactive & Emerging Platforms
Brandon Volas, Roblox Senior Client Partner
(by invitation only; inquire to attend jtong@sportsbusinessjournal.com)
10:15 AM
Welcome to 4se 2025 - Day 2
HOSTS
- Devin and Jason McCourty, Super Bowl Champions and Broadcasters
10:30 AM
4se Up Front, Day 2 - Industry Leaders Examine the Most Important Issues and Opportunities in Sports + Entertainment Collaborations
A recap of Day 1 of 4se and rundown of the most important issues of the day when it comes to collaborations across sports and entertainment. Learn what innovative brand and marketing leads are doing to engage current fans, find new fans, and broaden the appeal and relevance of sports properties.
- Susan Goodenow, Executive Vice President, Brand and Public Affairs, Chicago Bulls
- Richard Heaselgrave, Chief Revenue Officer, Paris Saint-Germain Football
- Cory Moss, President, Brand Management and Marketing, Learfield
- Uzma Rawn Dowler, Chief Marketing Officer & SVP of Global Corporate Partnerships, Major League Baseball
Moderators:
- David Cushnan, Content Director, Leaders in Sports
- Joe Lemire, Senior Writer, Sports Business Journal
11:15 AM
Riding the Edge - Shaun White on Building Fans, Brands and a Business Beyond the Halfpipe
What you will learn: Lesson for the sports and entertainment industries from action sports’ approach to storytelling and lifestyle branding. Challenges and opportunities in launching the Snow League and aligning with brand partners like Pacifico. The future of fan engagement: where sports, entertainment and culture intersect
- Shaun White, 3-Time Olympic Gold Medalist, Investor and Founder, Snow League
Moderator: Chris Smith, Staff Writer, Sports Business Journal
12:00 PM
Player Empowerment - How Athletes and Agents Build Images and Careers Beyond Sports
- Eric Eways, Head of Marketing, KLUTCH Sports Group
- Kayvon Thibodeaux, Linebacker, New York Giants
Moderator: Rachel Axon, Staff Writer, Sports Business Journal
12:30 PM
NETWORKING + LUNCH
1:30 PM
Converging Worlds - What the Sports Industry Can Learn from Music's Integrated Marketing Efforts Across Gaming, Film & Beauty
In today’s entertainment landscape, the lines between music, gaming, film, and beauty are not just blurring—they’re merging. This dynamic panel brings together different music industry voices to explore how integrated marketing strategies are changing artist marketing driving brand awareness, increasing audience engagement, and creating immersive cross-platform fan experiences. From synchronized content drops to strategic collaborations and interactive campaigns, learn how these tactics are building cultural relevance and reshaping how fans discover content and connection
- Jake Posner, Founder & CEO, The Culture Theory
- Brooke Rascoff, Global Head of Music Marketing & Partnerships, Riot Games
- Grace Segundo, Founder & CEO, Parks & Wreck, Head of Digital for Ariana Grande
Moderator: Austin Karp, Managing Editor, Newsletters, Sports Business Journal
2:00 PM
Digital Realms - How Sports, Entertainment & Music Properties Attract the Next Generation of Fans on Roblox, Fortnite and Emerging Platforms
- Ricardo Briceno, Chief Business Officer, Gamefam
- Michael Delle Donne, Director, Digital Strategy & Business Development, Warner Music Group
- Nick Rend, Vice President, Interactive and Emerging Platforms, NASCAR
- Brandon Volas, Senior Client Partner, Roblox
Moderator: David Cushnan, Content Director, Leaders in Sport
2:40 PM
4se Workshop - How to Create Engaging Content for the Modern Fan
A unique opportunity for 4se attendees to learn from and engage with leading media personalities and content creators who have redefined the conversation around sports and built businesses around their innovative approach to grow fandom at the intersection of sports, entertainment, music, fashion, and pop culture.
- Katie Nolan, Sports Commentator Host, SiriusXM podcast Casuals
- LJ Rader, Founder and Creator, Art But Make it Sports
- Maddy Sells, Social Media Producer + Talent, Enjoy Basketball
- Lily Checketts Shimbashi, Founder and CEO, Sports.ish
Moderator: Michaela Hammond, Co-Founder & CEO, OffBall
3:30 PM
EVENT CONCLUDES
