Overview of the Panel Discussion

On the inaugural day of the Brand Innovation Summit organized by Sports Business Journal (SBJ) in Chicago, a distinguished panel explored the theme, “Capitalizing on the Growth and Momentum of Women’s Sports.” The session was expertly moderated by Jenn Azara, Managing Editor of SBJ Tech, who also oversees the publication’s focus on women’s sports.

Panelists and Their Insights

The discussion featured executives from various sectors:

• Brandy Everhart – Director of Media & Partnerships, CarMax
• Stephanie Martin – CMO & Chief Communications Officer, LOVB
• Kim Ng – Commissioner of Athletes Unlimited Softball League
• Kirby Porter – Chief Brand Officer, Unrivaled
• Amy Scheer – EVP/Business Operations, PWHL
• Shiz Suzuki – VP/Global Brand Sponsorships & Experiential Marketing, American Express

Key Discussion Points

Innovative Campaigns and Storytelling

Ng shared insights on the success of the Athletes Unlimited Softball League’s viral “golden ticket” campaign, emphasizing the joy it brought to participants. “To see the just pure unadulterated joy … I said, ‘whoa, this is going to be big,’” she remarked.

The panelists discussed how compelling narratives enhance fan engagement:

• Porter highlighted Unrivaled’s emphasis on a fan-first strategy, noting their “founding fan” campaign aimed at invigorating local fan bases.
• Scheer mentioned the PWHL’s establishment of a media house to foster deeper connections, stating, “The more invested they are in our players, the more invested they are in their team.”
• Suzuki emphasized the importance of connecting with previously untapped audiences through strategic brand initiatives.
• Everhart described storytelling as fundamental to CarMax’s commitment to women’s sports, showcasing athletes’ narratives through custom content.

Strategic Brand Partnerships

Scheer elaborated on how the single-entity structure of the PWHL allows for innovative partnerships, as there are no territorial restrictions. “We can be as creative as our potential partners’ limitations,” she noted. Porter echoed this, stating that fans view partners as integral to the league’s identity.

Everhart pointed out the collaborative nature of investments in women’s sports, reflecting on the shared journey towards success. “So much of what we’re doing is building something together,” she stated. Suzuki added that initiatives aimed at uplifting women also benefit families and communities at large.

Creative Brand Integrations

During the discussion, panelists highlighted standout brand collaborations:

• Martin mentioned the Liberty’s partnership with Essie, showcasing Ellie the Elephant in nail polish promotions.
• Porter spotlighted Unrivaled’s tunnel walk and glam room sponsored by Sephora at Wayfair Arena.
• Scheer praised Nike’s “You Can’t Win. So Just Win” campaign for its bold attitude.
• Suzuki discussed Charlotte Tilbury’s strategic entry into sports sponsorships, including a collaboration with Dallas Cowboys cheerleaders.

Closing Thoughts on Community Engagement

The session concluded with reflections on community involvement. Martin likened the atmosphere to a Taylor Swift concert, noting the collective aspiration to leave a positive mark. Ng stressed the need for professionalism in these ventures, emphasizing the significance of understanding the business landscape.