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.
(L-R): Chris Allan, Sophie Breheny, Alex Honson
Attendees can also expect to be given insights into how they can best prepare for, and use, proactive and reactive work, while learning about how to make the most of sponsorships.
Meanwhile, Kate Chapman, the Parramatta Eels’ general manager, brand, social impact and fan development, has signed on to present ‘Raising The Game: A Purpose Led Approach to Winning Fans’.
Chapman’s session will see her delving into her employer’s identity and culture to explain how its values form its overall social strategy. The relationship the Eels has with its fans will be examined, particularly in terms of diversity, to provide a masterclass in how the iconic sports team/brand is able to stand the test of the sports marketing landscape’s time by embodying positivity, resilience and strategic thinking.
Kate Chapman
Delegates wanting to empower their sports brands and forge new, iron-clad relationships with their customers and fans will not want to miss Chapman’s talk.
But the Eels aren’t the only entity confirmed to be speaking on community.
‘Sport, Storytelling and Behavioural Science: Building Deep Brand Connections’ is expected to marry sports, behavioural science, and storytelling to showcase how the athletic chemicals – such as oxytocin, dopamine and adrenaline – relate to storytelling, sparking strong emotional connections between athletes, brands and fans.
The session will also look into how sports and athletes can trigger cultural and societal changes. Suncorp’s executive manager, sponsorships & community response, Jenny Hutchison, and the NSW Swifts’ player Sophie Fawns, will be presenting the session.
(L-R): Sophie Fawns, Jenny Hutchison, Samara Kitchener
The managing director and founder of the House of Kitch, Samara Kitchener, is locked in to moderate the session.
The session roster for Mumbrella’s Sports Marketing Summit 2024 is shaping up nicely with industry-leading talent signing on to deliver their expertise. Already, numerous top-tier sports brands’ and marketers’ participation have been confirmed. For instance, the Formula 1 is revving up to discuss its fan engagement strategies, while representatives from rebel and The Monkeys will discuss how rejecting unrealistic portrayals of athletes in advertising helped the brand grow.
The Sports Marketing Summit is being held at Royal Randwick at the Australian Turf Club on September 19.
Event tickets can be purchased now.
Subscribe to the daily newsletter
Got a tip?
Matthew is the editorial assistant at Mumbrella. He joined the company at the end of September 2023.
Linkedin
topics
Alex Honson
Chris Allan
House of Kitch
Jenny Hutchison
Kate Chapman
lion
Mumbrella Sports Marketing Summit
NSW Blues
NSW Swifts
Parramatta Eels
Samara Kitchener
Sophie Breheny
Sophie Fawns
Sports Marketing Summit 2024
Suncorp
Tooheys
Have your say