Mumbrella Sports Marketing Summit roster grows with Lion, the Parramatta Eels, NSW Swifts and more
The session catalogue of Mumbrella’s Sports Marketing Summit 2024 is growing with presentations on how reworking a classic sports jingle helped Tooheys grow its brand; the Parramatta Eels’ approach to authentic, meaningful engagement with diverse fans; and how the intermingling between sports and storytelling can result in powerful brand connections.
‘What’s New is Old: How a 45-Year-Old Campaign Brought New Life to Tooheys’ is an insightful talk that will be presented by Lion’s connections director, Chris Allan, head of corporate and brand communications, Sophie Breheny, and brand partnerships leader, Alex Honson.
During their presentation, the three Lion employees will unpack how the alcohol brand successfully revived a jingle that is over three decades’ old, and paired it with the NSW Blues to bring it to old and new fans alike. It’s a session that spotlights the power that history possesses, and will provide delegates with tips on how they can use the past to pave the way for their brands’ futures.
