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SXSW 2020

Putting Fans in Charge of Honest Sports Marketing

In a culture where sports brands are often pushed to be socially and politically charged, it can be difficult to strike a relatable tone with a dedicated fan base. Finding expert marketers who are already fans of these brands can help discover the sweet spot behind cause alignment and what rings authentic to their team devotees.

Relying on fans and expert creatives who know their client best can help create authentic content, where spontaneous fad-hopping can cause brand marketing to crash and burn. Industry marketing experts and sports brands will dissect why it pays off to have fans in the boardroom as well as the stands, and the effects this relationship has on maintaining a devoted audience with an honest voice.

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  1. How can sports brands return to an authentic marketing process by tuning out the noise in favor of dedicated fan voices?
  2. How can marketers and advertisers avoid the hype train and focus on quality marketing content that reinforces a clients’ long-standing brand ethos?
  3. Build a legacy business relationship between a marketer and their client, honing a trust-driven rapport and avoiding major pitfalls.


  • Eran Lobel, CEO/Executive Producer, ELEMENT Productions
  • Ted Dalton, Sr. Vice President of Corporate Partnerships and Business Development, Boston Celtics
  • Patrick Cassidy, Global Director, Consumer Marketing at New Balance, New Balance
  • Kristi Dosh, Reporter, Forbes


Amanda Drum, Account Executive, Press Kitchen

Meta Information:

  • Event: SXSW
  • Format: Panel
  • Track: Advertising & Brand Experience
  • Level: Intermediate
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