If I was a rainmaker, I’d go to Chicago next month and back slap at IEG’s 23rd annual Sponsorship Conference. It looks to be a client-side festival of some magnitude.
Here’s one session, I’d attend.
Spreading the Wealth: The Strategy Behind ConAgra’s Shift to Multi-brand Sponsorships
Mike Hargrave, Vice President, Sponsorship and Event Marketing, ConAgra Foods, Inc.
The packaged goods giant’s new sponsorship focus is on finding broad platforms that can promote multiple brands and be leveraged to benefit ConAgra’s retail customers. In addition to allowing the company to share costs across multiple brand budgets, a key driver of the strategy is gaining support from the grocery trade, which wants large-scale, impactful programs. Hargrave will delve into how the strategy is working with ConAgra’s first-time Six Flags and minor league baseball deals, as well as its reworked tie to NASCAR’s Joe Gibbs Racing, including activation ideas that involve interacting with consumers in ways that enhance their on-site experiences.