ACKNOWLEDGMENTS LETTER FROM THE DEAN -...

Welcome to the University of Michigan

On behalf of staff, faculty and students, welcome to Ann Arbor, Michigan — home of the University of Michigan — and to theinaugural Michigan Sport Business Conference.

This innovative conference, brought to you by the Ross School of Business, the School of Kinesiology and University of Michigan Athletics, brings together top industry leaders that will help educate and develop the future sport business leaders of tomorrow.

“The Changing Faces of Sport” is the vision of students from the School of Kinesiology and the Ross School of Business who are determined to build relationships and give their peers an opportunity to learn from the best and brightest leaders in the sport industry.

Throughout the day, the conference will offer valuable insights about revenue models of college sports, branding, advertising, sponsorship and media. The event will showcase the potential available in sport business while highlighting this rapidly evolving and expanding field of study.

My personal thanks and sincere gratitude go to all the student leaders who took the initiative to plan and drive the conference forward. Their energy and organizational abilities are inspiring. I also wish to thank all of the dynamic speakers and special guests for taking time out of their incredibly busy schedules to give back to students and the academic community at the University of Michigan. Lastly, I thank all of our sponsors, alumni and faculty members for their generous support in making this event possible.

I am proud that the University of Michigan is dedicated to foster growth and innovation in the business of sport and provide opportunities to connect with industry leaders.

Best regards,

Ron Zernicke Professor and Dean School of Kinesiology

LETTER FROM THE DEANACKNOWLEDGMENTS

1 Michigan Sport Business Conference Michigan Sport Business Conference 2

A special thanks to all the partners of the MSBC

Legends Partners

Leaders Partners

www.optishotgolf.com

Alumni Program DonorsCorey Adler , Max Boigon, Cally Deal, Heidi Fischer, Tom Garfinkle, Steve Geelhoed, Karen Hudson, Louie Iglesias, Brian Litvack, Jamie Miller, Brian Millman, Juliet Newcomber, David Oxfeld, Daniel Schachne, Amanda Schutte, Nathan Suh, Valentin Uncheselu, Dorothy Whitehouse and Emily Ziering

MSBC Advisory BoardStephen Master — VP and Head of Sports Practice at Nielsen Hunter Lochmann — CMO of Michigan AthleticsSeth Ader — Senior Director of Marketing for ESPNIra Stahlberger — Senior VP of Talent Marketing for IMGDave Greeley — Managing Director of Frank N. Magid Associates

In Association With

CONFERENCE NOTES


MSBC Survey and Dancin’ Dogg OptiShot Golf SimulatorAfter the lunch break the MSBC will be giving out surveys to be filled out by the end of the conference. We plan to use your responses to better understand what you enjoyed and what we can improve on for future conferences, as well as who you would like see speak and what topics you would like to hear in the future. Our goal is to develop your perfect event as best as we possibly can.

Fill out a survey and you will be eligible to win an OptiShot Golf Simulator, valued at $900!! Visit Dancin’ Dogg Golf’s table in the lobby for more information on the Optishot.

The MSBC has partnered with the following Ann Arbor restaurants to provide a discounted lunch during the MSBC Lunch Break. Please show your MSBC ticket and lanyard when you check out at the following restaurants:

MSBC Lunch Partners

Revive 619 E. University 15% off regular food menu (Limited Seating)Espresso Royale 1101 S. University $2.00 for any medium drinkAli Baba’s 601 Packard 10% off entire mealPita Pit 615 E. University 15% off entire mealRendez Vous Café 1110 S. University Free soda with purchase of any sandwichQuickie Burger 800 S. State 20% off a combo meal (entrée, side and drink) or any minimum purchase of $10Oasis Mediterranean Grill 1104 S. University 10% off purchase of a sandwich over $5

and Social Media

The MSBC has officially partnered with Bizzabo to offer you a mobile app for event networking and information. Use Bizzabo to network and tweet with attendees and industry executives, as well as stay up to date with the MSBC buzz throughout the day.

To download and set up Bizzabo follow these four simple steps:

1. Visit Bizzabo.com/download or search Bizzabo in your App Store to download the app2. Once downloaded, create a LinkedIn profile or use your existing one in the Bizzabo app3. Search “Michigan Sport”, join the community, and check in4. Enhance your experience and networking at the MSBC, thanks to Bizzabo!!

CONFERENCE AGENDA

MSBC Attendee Name Tags LegendTo better identify all attendees and to enhance networking opportunities, the MSBC has placed colored stickers on each attendee’s name tag. The legend is as follows:

Pink — Committee No Color — Attendees Red — Partners and Sponsors

Black — Faculty Green — Alumni Yellow — SM Advisory Board and Kinesiology Parents Board Orange — Press and VIPs Blue — Speakers/Moderators

8:00 AM-9:00 AM Registration/Breakfast

9:00 AM-9:10 AM Opening Remarks

9:10 AM-10:00 AM College Panel

10:00 AM-10:50 AM Branding Panel

10:50 AM-11:30 AM Networking

11:30 AM-12:30 PM Lunch

12:30 PM-12:40 PM Return to Ross

12:40 PM-1:30 PM Ross and Bowman

1:30 PM-2:20 PM Rohan Oza

2:25 PM-2:55 PM Networking

3:00 PM-3:50 PM Sponsorship Panel

3:50 PM-4:40 PM Media Panel

4:40 PM-4:50 PM Closing Remarks

4:50 PM-5:30 PM Networking

Please note the following minor changes to the MSBC agenda

Stephen M. Ross is the Chairman and Founder of Related Companies. Mr. Ross formed Related in 1972 and today the company includes over 2,000 professionals. Related has developed over $22 billion in real estate and owns real estate assets valued at over $15 billion made up of best-in-class mixed-use, residential, retail, office, trade show and affordable properties in premier high-barrier-to-entry markets. Mr. Ross is also the owner of the Miami Dolphins and Sun Life Stadium.

Mr. Ross is Chairman of the Board of Directors of Equinox Holdings, Inc., serves on the Executive Committee and is a trustee of Lincoln Center and is a trustee of NewYork-Presbyterian Hospital, the Gug-genheim Foundation, the Urban Land Institute and the New York Chapter of Juvenile Diabetes Research Foundation International. He is also a director of the World Resources Institute and the Jackie Robin-son Foundation and chairperson emeritus of the Real Estate Board of New York (REBNY), the city’s leading real estate trade association.

ROHAN OZADIGITAL SPORTS MARKETING


A conversation with Stephen M. Ross and Bob Bowman Principal of Idea Merchants Capital, Former CMO of Glacaéu Vitaminwater

Conversation Facilitated By Mike TiricoAnnouncer — ESPN’s Monday Night Football

Rohan Oza’s parents are both of Indian descent but he was born and raised in Zambia, Africa. He was educated in the United Kingdom at the Harrow School and Nottingham University and came to the United States to receive his M.B.A. from the University of Michigan. Mr. Oza began his career as a manufacturing manager at Mars M&M where he was recruited at the age of 20 as the youngest manager to run Snickers, the second largest product line in Europe.

From Mars M&M, Mr. Oza moved onto The Coca-Cola Company where he was pivotal in leading Sprite to be-come the number one brand for youth and African-American consumers. Mr. Oza then went on to manage the then declining POWERADE brand to three straight years of brand growth with the creation of breakthrough designs, partnerships and advertising campaigns.

Mr. Oza left The Coca-Cola Company to become a partner in the fledgling beverage company Glacéau, where he built the power house brands Vitaminwater and Smartwater through innovative marketing programs and creative partnerships with celebrities like 50 Cent, Jennifer Aniston, Lebron James, Kobe Bryant, Tom Brady, Venus Williams and Alicia Keys. Mr. Oza’s career came full circle when The Coca-Cola Company purchased Glacéau for $4.1 billion and Mr. Oza was appointed as the Chief Marketing Officer across all of Coke still brands.

Mr. Oza subsequently went on to form Idea Merchants Capital, his platform for investing and building iconic brands. His latest ventures include Popchips, the fastest growing snack in the country, and Vita Coco, one of the most popular coconut water drinks and exciting brand in beverages today. Following the model that he pioneered with 50 Cent and Vitaminwater, Mr. Oza has been instrumental in several celebrity investment deals for both Popchips (Ashton Kutcher, Kim Kardashian and Heidi Klum) and Vita Coco (Madonna and Rhianna).

In 2002, Mr. Oza was featured on the cover of Brandweek as one of their “top ten marketers” in the country and was featured on CNN as one of Coke’s fastest rising stars. Mr. Oza has also been featured on the cover of Beverage Industry, in Crain’s New York Business “40 under 40” list, and appeared in SportsBusiness Journal’s “Forty Under 40” list in 2008 and 2009. In 2008, Mr. Oza was presented with the Ad Age “Marketing 50” award. Mr. Oza has also been quoted extensively in the Wall Street Journal, New York Times and USA Today for his expertise in marketing and building iconic brands.

Since 1991 Mike Tirico has handled a variety of assignments for ESPN, ESPN Radio and ABC Sports, establishing himself as one of the most recognizable faces and voices in the sport industry. In 2006 he assumed one of the top positions in sports television as ESPN’s Monday Night Football play-by-play commentator. Mr. Tirico’s other major roles include NBA, College Basketball and Golf play-by-play/host and studio host for major events. Mr. Tirico was named the 2010 Sportscaster of the Year by the National Sports-casters and Sportswriters Association and was nominated for a Sports Emmy.

Panel Discussion with Bob BowmanChief Executive Officer — MLB.comBob Bowman joined Major League Baseball Advanced Media LP (MLBAM), the inter-active media and Internet company of Major League Baseball, as its first President and Chief Executive Officer in 2000. MLBAM operates the official League site, www.MLB.com, as well as each of the 30 individual team sites. Prior to joining MLBAM, Mr. Bowman was President and Chief Operating Officer of ITT Corporation, one of the world’s largest and pre-eminent conglomerates. Mr. Bowman successfully oversaw the growth and operations of the $8 billion conglomerate until its merger with Starwood Hotels and Resorts in 1998. During his tenure, Mr. Bowman and the senior management team at ITT created more than $25 billion of value for the company’s shareholders. Mr. Bowman graduated from Harvard College in 1977, and received his M.B.A. from The Wharton School in 1979.


LEGENDS PARTNERSLEGENDS PARTNERSBrought to you by the official partners of the MSBC Brought to you by the official partners of the MSBC

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Corey Adler — Sport ManagementMax Boigon — Sport Management/Art HistoryCally Deal — Sport ManagementHeidi Fischer — Sport ManagementTom Garfinkle — BusinessSteve Geelhoed — History/Political ScienceKaren Hudson — BusinessLouie Iglesias —Sport ManagementBrian Litvack — BusinessJamie Miller — Sport Management

Brian Millman — Sport ManagementJuliet Newcomber — Marketing/AccountingDavid Oxfeld — Sport Management/CommunicationsDaniel Schachne — Sport ManagementAmanda Schutte — Sport ManagementNathan Suh — BusinessValentin Uncheselu — Ross M.B.A.Dorothy Whitehouse — English/CommunicationsEmily Ziering — Sport Management

Michigan Sport Business Conference Alumni ProgramThe Michigan Sport Business Conference has brought together a group of Michigan alumni who have been involved in the sport industry as Founding Partners. With a $250 contribution these alumni have been an integral part of this year’s conference and will be recognized on the website, during the conference and for the many years to come. Founding Partners will also have an all access pass to the conference and have the unique ability to attend all conference events and network with many students, alumni and executives involved in the sport industry. We greatly appreciate their support and efforts to make the conference a great event this year and for many years to come.

Darren RovellSports Business

ReporterESPN

Media and Reshaping the World of SportsDarren Rovell returned to ESPN in August in a multi-platform role: television, digital media, and ESPN Radio. Mr. Rovell served as sports business writer for ESPN.com from 2000-06, and reported for, SportsCenter, Outside the Lines, and had weekly segments on ESPNEWS. Mr. Rovell was with CNBC from 2006-12, including hosting CNBC SportsBiz: Game On.

Mr. Rovell’s reports — topics include player contracts, endorsements, merchandise sales and memorabilia, among others, are seen, heard and read across ESPN platforms. He has interviewed many of the world’s greatest athletes and top power brokers in sport: Michael Jordan, Tiger Woods, Michael Phelps, Lance Armstrong, NBA Commissioner David Stern, Dallas Cowboys owner Jerry Jones, super-agent Scott Boras and Nike Chief Executive Officer Mark Parker. He is frequently found on Twitter — @darrenrovell — being named No. 1 on Athlon Sports’ 100 Twitter Accounts Every Sports Fan Should Follow in 2011.

Mr. Rovell reported and anchored the Emmy nominated CNBC primetime documentary Swoosh! Inside Nike, which took viewers through the company’s history to the factory floors in Vietnam. He is the author of First In Thirst: How Gato-rade Turned The Science of Sweat Into A Cultural Phenomenon, and On the Ball: What You Can Learn About Business From America’s Sports Leaders, co-written with David Carter.

Changing the Revenue Model of College SportIn 2011, Welch Suggs joined the University of Georgia Grady College Journalism and Mass Communication after careers as a journalist, policy advocate and university administrator. In 2009, he received his Ph. D in Higher Education Policy from the University of Georgia.

After internships at The Atlanta Journal-Constitution, the Atlanta Business Chronicle, and the Memphis Business Journal, Mr. Suggs began his journalism career at The Kansas City Star, covering the headquarters of the NCAA. He covered sports for the Dallas Business Journal and was part of the original reporting staff at the launch of Street & Smith’s SportsBusiness Journal. The Chronicle of Higher Education hired him to be their lead reporter on college sports in 1998, and in 2002 he was promoted to Senior Editor. He left in 2005 to return to his home state of Georgia and published his first book, A Place on the Team: The Triumph and Tragedy of Title IX in 2005.

From 2005-07, Mr. Suggs served as Associate Director for the Knight Commission on Intercollegiate Athletics. He dealt directly with leaders in higher education to tackle the future of college athletics. In 2007, University of Georgia’s president hired Mr. Suggs to liaise with the UGA Athletic Association, NCAA and Office of University Architects.

Welch SuggsAssociate Professor

of JournalismUniversity of Georgia


PANEL MODERATORS

Branding Personalities in the Digital AgeMichael Melfi is an intellectual property and sports and entertainment lawyer specializing in cyber law and social media. Mr. Melfi has a dynamic background that allows him to provide insightful legal services, while creating business devel-opment strategies.

Over the last decade, Mr. Melfi founded and led a national multimedia company. This provided the opportunity for Mr. Melfi to provide brand positioning and image consulting to professionals and celebrities. As Chief Operating Officer and General Counsel, Mr. Melfi pioneered various experiential and digital marketing campaigns for Fortune 500 clients. As a thought leader and innovator, Mr. Melfi began utilizing the internet and various social media platforms to develop an online presence for his company in the top 1% of all websites globally.

Mr. Melfi returned to private practice and established Melfi & Associates, P.C., a firm focused on providing results oriented and financially responsible legal services for forward thinking clients who operate in a Web 2.0 world and recently published a book, The Simple Secrets of Social Media.

Michael MelfiFounder and

Managing PartnerMelfi & Associates

As a senior entertainment, media and sports executive, Dave Greeley has gained extensive experience across a variety of businesses. He began with the hockey divi-sion of Compuware Corporation and then with the Palace Sports and Entertainment. At the Palace, his role centered on developing corporate partnerships, with his signature contribution being partnerships that led to the development of the Palace’s first website.

In 1997, Mr. Greeley took a lead role with the Portland Trailblazers and The Rose Garden. In addition to selling corporate sponsorships and spearheading revenue generating and brand building projects, he was involved with several emerging sports and entertainment businesses, including the Seattle Seahawks and Action Sports Media. In 2000, Mr. Greeley joined the Chicago Bears as Chief Marketing Of-ficer, overseeing a total restructuring of the team’s marketing functions and playing a significant role in the renovation of Soldier Field.

He is now the Managing Director, Practice Leader at Frank N. Magid Associates, a research-based strategic consulting firm. He holds a B.A. and M.B.A. from the Uni-versity of Michigan.

Dave GreeleyManaging Director

Frank N. Magid Associates

PANEL MODERATORS

Developing Meaningful Advertising and Sponsorship for Sports Brands


David A. Brandon began his tenure as Director of Intercollegiate Athletics at the University of Michigan in March 2010. A University of Michigan alumnus, Mr. Brandon, 60, played football under Bo Schembechler and was a member of three Big Ten Championship teams. He received a B.A. degree in Communications from University of Michigan in 1974.

In 1998, Mr. Brandon was elected to the University of Michigan’s Board of Regents and served one eight-year term. He has honorary doctorate degrees from Walsh College, Schoolcraft College, Lawrence Technological University, Cleary College, Albion College, Davenport University and Central Michigan University, where he served as a trustee from 1994-98.

Brandon serves numerous not-for-profit organizations in a variety of capacities, in-cluding the Purple Rose Theatre Company, the Gerald R. Ford Foundation, C.S. Mott Children’s Hospital and the David A. Brandon Foundation.

Prior to joining the athletic department, Mr. Brandon served as Chairman and Chief Executive Officer of Ann Arbor-based Domino’s Pizza, Inc. for 11 years, leading the company to the largest IPO of a restaurant company in history. He also serves as a member of the Board of Directors of Herman Miller, DTE Energy and Kaydon Corpo-ration. Prior to his role with Domino’s, Mr. Brandon served as Chairman, President and Chief Executive Officer of Valassis Communications, Inc.

The network’s first and only president, Mark Silverman guided the network to profitability within two years of launch, and the network has achieved its distri-bution goals. Today Big Ten Network has approximately 53 million subscribers throughout the United States and Canada and is available to a total of 90 million subscribers. In 2011, BTN launched a 24/7 mobile service called BTN2Go, which is available in the U.S. through participating providers. BTN2Go International is now available to fans living outside the United States, Canada and the Caribbean.

Under Mr. Silverman’s leadership, BTN’s ratings and advertising revenue have significantly improved annually, with record-setting ratings for football, basketball, studio shows and original programming. The network also has added top national advertisers, Allstate, Buffalo Wild Wings, Buick, BMW, Discover, GMC and State Farm and attracted top national talent, such as Keith Jackson, Gus Johnson, Jim Jackson, Gary Williams and lead studio host Dave Revsine.

Prior to joining BTN, Mr. Silverman served as Senior Vice President and General Manager of the ABC Cable Networks Group. In this role, Mr. Silverman represented the company’s interests in Lifetime, A&E, and History Channel was a board member. Mr. Silverman also previously served as Senior Vice President and General Manager, ABC Family Channel, where he was responsible for channel operations and the development of its business strategy, with emphasis on ad sales, business affairs, business development and finance.

Dave BrandonAthletic Director

University of Michigan

Mark SilvermanPresident

Big Ten Network

William A. Sutton is a distinguished academician and a proven sports marketing practitioner. Mr. Sutton’s body of work includes notable academic appointments and extensive industry experience. An expert who educates and engages, Mr. Sutton possess a distinct combination of professional experiences that blend his savvy business acumen with his significant university credentials. His academic and industry career experiences are diverse and form a unique prism to observe the sports marketing and sports business landscape. Mr. Sutton’s consultation work has spanned the industry, working with professional leagues, teams, organizations, brands, universities, agencies, and facilities. Mr. Sutton currently holds an appoint-ment as Founding Director and Professor at the Sport and Entertainment Business Management Graduate Program in the Management Department at the University of South Florida and is the founder and principal of Bill Sutton & Associates, a con-sulting firm specializing in strategic marketing and revenue enhancement.

He is the co-creator and architect of the innovative and groundbreaking Sports Sales Combine. CNBC.com hailed the Sports Sales Combine, a careers concept inspired by the NFL Draft Combine, as potentially “the next great idea in sports mar-keting”. Mr. Sutton also has an extensive track record of placing students in careers in the sports industry.

His consulting clients include the NBA, WNBA, NHL, Orlando Magic, Phoenix Suns, MSG Sports, and the New York Mets.

Lawrence (Larry) A. Jones, Executive Vice President Business Operations and Chief Operating Officer of FOX Sports Media Group, is responsible for overseeing the day-to-day operation of FOX Sports Media Group. Jones oversees production budgets, business and legal affairs, talent and rights negotiations, administration and facility and operations management. He played an integral role in FOX’s acquisition of the exclusive network broadcast rights to the NFL, MLB, NASCAR, UFC, the Big Ten Foot-ball Championship Games, the Pac-12 Football Championship Game and its regular season package and the AT&T Cotton Bowl Classic.

Mr. Jones joined FOX Sports in 1994 as Executive Vice President of Business Oper-ations after serving as Senior Vice President, FOX Inc., responsible for developing new business opportunities for the company. He was President and Chief Oper-ating Officer of FX, FOX’s cable television venture, from March 1992 to November 1993 and was in charge of the launch and operational development of FOX Inc.’s then-new 24-hour cable service.

Jones earned his B.A. from Syracuse University and graduated cum laude from the University of Miami School of Law.

Bill SuttonFounding Director

Bill Sutton and Associates

The landscape of college athletics is rapidly shifting. How will universities continue to fuel their fans’ expectations, while ensuring

they advance their core mission of developing student-athletes?PANEL DISCUSSIONS

Changing Revenue Model of College Sport

Larry JonesChief Operating Officer

Fox Sports


After working for various marketing agencies, David Schwab was hired in 1999 by Octagon. Even at that time, he understood the power of marketing, selling and publicizing celebrities. It was that idea that led him to create a new division in the company, First Call, the Agency’s Celebrity Acquisition and Engagement Division that specializes in celebrities in marketing.

Octagon First Call helps brands, their agencies and nonprofit associations use ce-lebrities effectively in marketing initiatives. Since its creation in 2005, the Octagon First Call has grown to develop more than 250 brand/celebrity partnerships annu-ally and has signed some of the best known names in the industry. Mr. Schwab is currently the managing director of First Call and a Vice President of Octagon and regularly called upon as a marketing expert by the USA Today, Wall Street Journal, Forbes and many other news organizations. In 2012, he was recognized for his business excellence as a SportsBusiness Journal “Forty Under 40” Award Winner. Mr. Schwab is currently married to his wife Erika, who he met at the Miami University in Ohio and together they have three fantastic children.

Ira Stahlberger is a Senior Vice President, Talent Representation at IMG Worldwide. He began working at IMG Worldwide in 2009 and acts as a marketing manager for top athletes, helping them build their brand.

A New Jersey native, Mr. Stahlberger graduated from the University of Michigan where he received B.A. in Business and History. He has also studied marketing communications at the University of Chicago’s Graduate School of Business. After school Mr. Stahlberger was a Senior Account Executive with Leo Burnett for three years and a Senior Marketing Manager with Coca-Cola for three years. In 2001, Mr. Stahlberger became the Senior Vice President of Strategic Partnerships at Inter-sport Television, a Chicago-based company that deals with business development marketing for TV, sports and entertainment. For eight years, Mr. Stahlberger led Intersport in business development efforts for privately held sports television and entertainment entities. He worked with ESPN, ABC, NBC, FOX and CBS and aided in the development of branded content for Fortune 500 companies such as Marlboro, GM and Miller Light.

With IMG Mr. Stahlberger has worked with a plethora of IMG’s clients including Joe Mauer, Peyton Manning, Matthew Stafford and Erin Andrews. For each client, he handles endorsements, licensing, appearances and events — essentially everything outside of employment contracts.

David SchwabManaging Director

and FounderOctagon First Call

Ira StahlbergerSenior Vice President

of Talent Marketing IMG

The digital age is drastically changing how personalities brand themselves and connect with their fans. How are sport personalities

evolving to keep pace with the constantly growing digital world?PANEL DISCUSSIONS

Branding Personalities in the Digital Age

Dhani Jones

Dhani Jones played linebacker for the University of Michigan from 1996–99 and received a B.A. with a custom made major called Self-Representation. He spent eleven years in the NFL, playing for the New York Giants, Philadelphia Eagles and the Cincinnati Bengals.

Mr. Jones considers himself an artist first and has a creative agency in New York City called VMG-Creative. He has also been the host of many television productions including Dhani Tackles the Globe (Travel Channel), and In the Zone with Dhani Jones, a one on one interview show that featured current and former players as well as Chief Executive Officers and community leaders. In 2010, Mr. Jones launched “Bow-Tie Cause” as his primary philanthropic initiative and in addition, owns BowTie Café in Cincinnati.

Steve Dubin

Steve Dubin is currently a sports attorney/sports agent at Los Angeles based Yee & Dubin Sports LLC. He received his undergraduate degree from the University of Michigan with a B.A. in 1985 and his law degree from Loyola University in Chicago in 1992.

After graduating from Michigan, he worked in Chicago for a public relations and marketing agency, focusing on entertainment and crises management. Following law school, he practiced law for six years in Los Angeles, specializing in corporate, real estate and litigation. In 1997, he joined Donald Yee, an established lawyer and agent, in forming Yee & Dubin Sports.

The Yee & Dubin Sports company focuses on football, and includes players, coaches and broadcasters. Among their clients are NFL player Tom Brady and head coach of the New Orleans Saints Sean Payton.

Katie BoresKatie Bores plays a leadership role in advancing Blue Cross’ industry-leading brand image through the creation and fielding of brand and segment-specific promotion-al campaigns to promote the company’s product and service portfolio to customers and sales channel partners across Michigan.

As Blue Cross responds to the Affordable Care Act and evolves its business ap-proach toward a B-to-C model to better meet the needs of health insurance consumers, Ms. Bores is called upon regularly to contribute to strategic initiatives, including the development of the company’s first direct-to-consumer marketing campaigns and direct response advertising. Ms. Bores advanced into this role in 2011, after serving in three different management capacities within Blue Cross’ Corporate Communications department.

PrincipalYee & Dubin Sports

Director of Marketing Communications and Advertising

Blue Cross Blue Shield

Media PersonalityDhani Tackles the Globe


Stephen Master is a Senior Vice President at the Nielsen Company and runs the Sports Group. Nielsen is the world’s leading provider of marketing information, audience measurement and business media products and services. The Nielsen Sports Practice works closely with every major sports property including the USOC, NASCAR, NFL, NHL, NBA and MLB as well as leading companies/brands that invest in sports sponsorships & media such as Anheuser Busch, Procter & Gamble, Pepsi and Unilever. As the head of the Nielsen Sports Group, Mr. Master developed the “FANALYTICS” platform which provides brands & properties with a deeper under-standing of how fans consume sports content as well as measuring the impact of sports sponsorship investments. He also created the Nielsen N-Score which is the leading measurement tool for evaluating the brand effect of professional athletes and sports personalities, enabling advertisers to make smart marketing decisions on commercial endorsements.

Prior to joining Nielsen, Mr. Master was the Vice President of Business Develop-ment of Corporate Sponsorships at the NFL. Before the NFL, Mr. Master worked at Octagon Worldwide as the VP of Marketing Solutions where he worked with lead-ing brands to incorporate sports, music and entertainment into their marketing portfolios. Mr. Master also previously worked at the NBA, where he served as the Director of Business Development in the International Group. Mr. Master graduated from the University of Michigan and received an M.B.A. from the Kellogg School of Management at Northwestern University.

David Berson joined CBS in January 2011 as Executive Vice President, CBS Sports and President, CBS Sports Network. He joined CBS after 16 years at ESPN, where he began his career as an intern.

With ESPN, Mr. Berson co-ran the programming department and was responsible for programming strategy, scheduling, development and driving audience con-sumption for all of ESPN’s domestic networks and digital media platforms. He was central in working with key sports figures to identify the content to be produced and distributed by ESPN. Mr. Berson had ultimate responsibility for determining the level of ESPN’s commitment to a specific sport or programming concept, with the goal of best serving fans while driving ESPN’s business. He also had responsibility for developing, launching and managing new businesses, including ESPNU and ESPN’s high school sports business. During the time he was responsible for program scheduling and strategy, ESPN networks set record audience levels and, in an era of rapid media industry change and proliferation, ESPN ratings grew 34 percent.

In January 2006, The Sporting News listed Mr. Berson, then 33, on its annual list of “Young & Powerful.” In 2007-09, he was selected as a SportsBusiness Journal “Forty Under 40” recipient and named as a “Forty Under 40 Hall of Famer.” In 2007 and 2008, he was listed on BusinessWeek’s “The Power 100” ranking of the 100 most powerful people in sports. He is a graduate of the University of Michigan with a B.A. in Communications and Business.

Stephen MasterVice President

Head of Sports PracticeThe Nielsen Company

David BersonExecutive Vice President

CBS Sports

Media Reshaping the World of Sports

Scott Burton is the Executive Editor of ESPN The Magazine, a position he assumed in June 2011. His responsibilities are wide-ranging, from directing writers and editors to creating issue story lineups to recruiting writing talent. Said the magazine’s Ed-itor in Chief, Chad Millman: “Scott is the kind of talent that make magazines thrive. He has a deft touch with words and a keen sense of how conversations fans are having can be turned into stories and packages that truly resonate with readers.”

Before being promoted from Senior Editor, Mr. Burton directed coverage of pro football and fantasy sports. He also conceived and launched two departments: “And Another Thing” and “Next Level.” Mr. Burton was the editor of the best-sell-ing ESPN Fantasy Football preview magazine (2006-11) and co-editor of the ESPN College Basketball Encyclopedia in 2009. Prior to joining ESPN in the fall of 2000, Mr. Burton was an editor at SPORT magazine (1997-2000), Richard Petty’s Stock Car Racing Magazine (1996-97) and College Sports Magazine (1996).

Burton was born in Chicago and grew up in Ithaca, New York. He graduated in 1996 from the University of Michigan. He lives in Farmington, Conn., with wife Nicole, a freelance journalist, and his young son.

Robbie Tran is a business development and marketing professional with extensive financial services expertise in leveraging partnerships, branding, sponsorships and sales. She is the current Brand Manager of Sports Marketing and Partnerships for PepsiCo.

Ms. Tran leads marketing strategy, negotiations, activation and oversight of a multi-million dollar sports marketing budget. She has managed overall MLB sponsorship strategy, including strategic partnerships with MLB Properties, MLB Advanced Media, MLB Players Association, 16 MLB teams and over 30 current and former major league athletes. Ms. Tran increased awareness of Pepsi as official sponsor by 14%+, the largest 1-year increase of any brand and reached highest ever Pepsi score.

Before working with PepsiCo., Ms. Tran was the Manager for Sports Marketing and Partnerships for American Express, where she managed strategic partnerships with senior leadership at over 125 top brands including Nike, Callaway, Adidas, Titleist, USGA and Steiner Sports and built comprehensive and unique marketing programs which generated $20M+ in annual sales.

Ms. Tran graduated from the University of Michigan with a B.B.A. in 2003 and Brooklyn Law School in 2009.

Scott BurtonExecutive Editor

ESPN The Magazine

Robbie TranBrand Manager ofSports Marketing

PepsiCo.

Media has been quickly progressing from print to digital over the past decade. How has this impacted sports, specifically its leagues

and conferences, and where is it leading the industry?PANEL DISCUSSIONS

*Unfortunately, due to work-related affairs, Ms. Tran had to withdraw from the MSBC panel discussion.


Out of college in 1995, Chris McGuire started his career with IMG Academy, as the Director of Soccer Sports Marketing and Sales, where Adidas was a financial backer. In 1999, he became a member of the Adidas team as a field representative, and was later promoted to oversee marketing for the Adidas Soccer Group based in Port-land, Oregon.

In that role, Mr. McGuire facilitated a league sponsorship deal with MLS and expanded the brand’s reach in youth sports around the country. Mr. McGuire was also one of the behind-the-scenes figures who helped coordinate David Beckham’s move to the United States, including an early introduction that set the table to later join the Los Angeles Galaxy. Mr. McGuire has led Adidas’ soccer division to record highs in footwear and apparel sales as well as team jersey sales. He has since been named Director of Sports Marketing for Adidas America, where he signed Adidas’ best NBA rookie class, led by Derrick Rose. The NBA is Adidas’ biggest platform in the United States, and Mr. McGuire plans to expand the brand’s share in football and the college ranks as well.

Mr. McGuire graduated with a B.A. from Indiana University in 1995 and played varsity soccer while he attended Indiana. He is married with a son and a daughter.

In February 2011, Dave Dixon joined Warrior Sports as its Chief Marketing Officer. His career started as a professional indoor lacrosse player in the late 80’s. During this time he was also a marketing representative with IBM. In 1992, Mr. Dixon joined Stroh’s Brewery as a Marketing Executive and Director of Market Research & Marketing Operations. He later served as President and Chief Executive Officer of the breweries Russian division. In 2000, Mr. Dixon had a short stint with Deloitte Consulting before returning to the beer industry in 2002 to work for Miller Brewing Company as a Marketing Executive. During his time with Miller, Mr. Dixon signed a title sponsorship with World Series of Poker for Milwaukee’s Best brand and worked with MMA for the Mickey’s Malt Liquor Business. As the head of Hispanic Market-ing with Miller Brewing Company, Mr. Dixon worked on Miller Lite’s sponsorship of Gold Cup soccer. In 2008, Mr. Dixon left Miller to become the President of sport nutrition company, IDS Sports.

Warrior was known as a Lacrosse company, but Mr. Dixon has recently launched the company into the global soccer business by signing the largest deal in English Premier league history with Liverpool Football Club. The marketing launch of the Liverpool jersey broke all sales records in the history of the club.

Mr. Dixon holds a B.A. in Economics in 1987 and an M.B.A. in 1992 from the University of Michigan.

Chris McGuireDirector of

Sports MarketingAdidas

Dave DixonChief Marketing

OfficerWarrior Sports

To differentiate themselves, brands are utilizing new media and the latest technology to market their content and products. How have these non-traditional methods helped brands better connect with consumers?

PANEL DISCUSSIONS Developing Meaningful Advertising and Sponsorship for Sports Brands

John Shea heads up Sports Marketing for Gatorade. In this role he oversees a staff of fifteen and is responsible for managing the brand’s global sports marketing port-folio, including all league, team and athlete partnerships and negotiations. Mr. Shea has worked at PepsiCo since 2003, holding progressive brand manage-ment and sports marketing positions during that time. Most notably, prior to his current role, Mr. Shea led Gatorade’s new product innovation including the de-velopment and successful launch of the G Series and the brand’s evolution from Sports Drink to Sports Performance Nutrition. He is relentlessly focused on estab-lishing Gatorade as the world leader in fueling athletic performance. Earlier in his career, Mr. Shea worked as a Marketing Consultant at EMI Strategic Marketing, managing marketing strategy consulting projects for Consumer Prod-ucts, Healthcare and Financial Services clients. He also worked at Liberty Mutual in Mergers & Acquisitions, building a $2 billion insurance business through multiple acquisitions as a charter member of a five-person acquisition and business devel-opment team. Mr. Shea holds an M.B.A. from the University of Michigan and a B.S. in Marketing from Boston College.

Seth Ader was named Senior Director, Sports Marketing in January 2005, and is responsible for a wide array of ESPN’s marketing efforts. These include ESPN’s NFL programming — Monday Night Football, Sunday NFL Countdown, The NFL Draft, ESPN’s fantasy football, ESPN’s soccer properties, including the FIFA World Cup, European Championship, English Premier League, Spanish La Liga, MLS and USA Soccer and ESPN’s MLB programming and the Little League World Series.

Mr. Ader joined ESPN in 2001 as a marketing manager handling the marketing efforts of original entertainment programming, ESPN The Magazine and the launch of ESPN Deportes and ESPNHD networks. In January 2003, Mr. Ader served as Director of Marketing, focusing on the NBA and NFL on ESPN before taking on his current role. Previous experience includes Vice President of Marketing of Book4Golf.com (October 1999-January 2001), Director of Marketing and public relations for Tear Drop/Tommy Armour Golf Co. (March 1997-September 1999), sales manager for Conde Nast Publications (June 1996-February 1997) and corporate marketing manager for the New Jersey Nets (June 1994-June 1996).

Mr. Ader’s campaigns have won numerous awards including multiple a 2010 Sports Emmy, numerous Tellys, an Effie, a Mark and a NY Festivals award. He was graduat-ed from The University of Michigan in 1994 with a B.A. in Sport Management and Communications.

John SheaSenior Director

of Sports MarketingGatorade

Seth AderSenior Director

of Sports MarketingESPN

*Unfortunately, due to Hurricane Sandy, Mr. Ader had to withdraw from the MSBC

Liz NagleCreative Marketing

Erica Bloom Social Media

Joey FoxWebsite and Registration

Dustin CairoFounder and Co-President

Brandon RhodesFounder and President

David HermanVice President of Finance

Zachary SchwinderVice President of Operations

Chris HancockExecutive Vice President

Michael FreedmanVice President of Marketing

Jeremy RossMarketing and Treasurer

MSBC PLANNING COMMITTEE

19 Michigan Sport Business Conference

Developed and Operated by University of Michigan Undergraduates

Michigan Sport Business Conference 20

THE MSBC VISIONThe Story Behind the Development of the MSBC

In February 2011, Dustin Cairo and Brandon Rhodes, Michigan undergraduates, met to discuss how to bridge the sport business clubs on campus. “We had similar ambitions and quickly figured out how we could take sport business at the University of Michigan to the next level, a sport business conference,” Rhodes stated. “As undergraduates we had zero doubt that we could make this happen at the highest level.” After creating a vision to educate and develop the future sport business leaders of the world, they quickly recruited a group of passionate Business School and Kinesiology students to turn the vision into a reality. The original core group created a 20-page business plan to pitch to the Business School and School of Kine-siology administrations. “Michigan has a unique ability to host a major sport business conference because of the balance between academic and athletic excellence that exists here,” Cairo said. “We felt that students could annually put together a first class conference that would educate and inspire students interested in pursuing careers in sport.”

“We looked at this, and still do, as entrepreneurs starting a business,” Rhodes said. “Our committee was hustling to get meetings, sharing our passions, and recruiting other like-minded students that shared in our beliefs. At one point we walked straight into Dean Davis-Blake’s office in suits hoping to align our goals with her vision for the school.” While the MSBC committee had early success, receiving support from both schools to move forward, there were road bumps in the beginning. “Despite how hard we were working, our committee struggled at first to gain sponsorship and land key speakers,” Cairo stated. “As the road became tougher it was advice and support from alumni and our athletic department that helped us turn the corner.” The executive committee was able to present their ideas to Athletic Director Dave Brandon and Michigan Athletics Chief Marketing Officer Hunter Lochmann. While both applauded the idea, they sug-gested the MSBC move their conference from its original January date to the fall, in order to coincide with football season. Along with this advice the committee connected with Michigan alum, and Vice President at Nielsen, Stephen Master who loved their idea and suggested establishing a Board of Advisors from the industry to help bridge connections with speakers and sponsors.

After taking the advice the MSBC set off to bring its vision to fruition. Winthrop Intelligence and Coke Zero signed on as the first partners, and hard work throughout the summer of 2012 brought an influx of alumni support and interest in contributing to speaker panels. Sponsor interest arrived at an all-time high as lead-ing executives were announced as panelists, social media began to catch wind of what was happening, and the conference was set underway.

“I would like to give a special thanks to the University of Michigan for providing us with the education and resources to make this event a success. I also want to thank the planning committee for the dedication that went on over the past year,” Rhodes said. “We wanted this conference to embody the Michigan Difference. Congratulations to all of the Planning Committee, whose hard word and dedication have made this possi-ble,” Cairo said.

The Michigan Sport Business Conference committee is proud to present our inaugural event and is looking forward to making the MSBC an annual contributor to the University of Michigan and the sport industry.

John McCarthyCommittee Member

Dylan SherwynNational Sponsorship

Alec StirtonLocal Sponsorship

Liza FalkAlumni Program

Brian FischerLocal Sponsorship

Harrison FormanNational Sponsorship

Blake BogdanovichCatering Liaison

Chelsea PezzolaSpeaker Logistics

Mark WagnerFacilities Manager

Sam ZabawaLogistics Coordinator

Casey ChayetCommittee Member

Dayna ElconinCommittee Member

Elaine GoetzCommittee Member

Matthew RizzoCommittee Member

Megan HiblerCommittee Member

Albert KarschniaCommittee Member

Josh KadenCommittee Member

MSBC PLANNING COMMITTEE

21 Michigan Sport Business Conference

Developed and Operated by University of Michigan Undergraduates

Michigan Sport Business Conference 22

Additional ThanksDexter Mason — President of Sport Business Association

Todd Needle — Photographer

John Kelman —M.B.A. Advisor

Stacey Mates — Business and Sport Management Michigan alum

Craig Ashinsky — Business and Sport Management Michigan alum

Andrew Kunkle — B.S.E., M.S.E. and M.B.A. Michigan alum

MSBC PLANNING COMMITTEEDeveloped and Operated by University of Michigan Undergraduates

The Michigan Sport Business Conference was entirely organized, developed and brought to life by undergraduate students in the School of Kinesiology Sport Management program, students in the Stephen M. Ross School of Busi-ness B.B.A. program, and a sport industry advisory board composed of alumni and Michigan Athletic Department personnel. Thank you to everyone that has played a role in planning the event. We look forward to further developing the MSBC into an event that continues to foster undergraduates interested in pursuing a career in the sport industry.

For information on how to join the MSBC Planning Committee or Advisory Board please email [email protected]

LEGENDS PARTNERS

Michigan Sport Business Conference 2423 Michigan Sport Business Conference

LEADERS PARTNERSBrought to you by the official partners of the MSBCBrought to you by the official partners of the MSBC

Participate in the Michigan Sports Business Conference Case Competition

• Compete against students from across the country!• Use NCAA revenue data to analyze the finances of college sports• Collaborate in teams of three with an assigned faculty member• Present your conclusions to a star-studded panel of judges, moderated by prominent University of Georgia professor Welch Suggs• Prizes include a potential internship opportunity with Winthrop for the winners!

Winthrop Intelligence’s original college sports data and expertise will ensure your team has the information it needs.

For more information about Winthrop Intelligence visit www.winthropintelligence.comPresented with the collaboration of the Michigan Sports Analytics Society

For more information, or to participate, email dougwac.umich.edu

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The Yaffe Center at the Ross School of Business conducts programs for the University community that increase our knowledge and skills in crafting per-suasive communications. For information, visit us at www.yaffecenter.org.

Win AD is a subscription da-tabase service that provides athletic directors with the best data and analysis to save time and money. Win AD is proud to partner with the Michigan Sports Busi-ness Conference.

LEADERS PARTNERS

Michigan Sport Business Conference 2625 Michigan Sport Business Conference

LEADERS PARTNERSBrought to you by the official partners of the MSBCBrought to you by the official partners of the MSBC

mgoblue.com/hailAndroidDownload for

PANEL ADJUSTMENTS Please note the recent changes to the panel discussions

Ms. Elizabeth Parkinson has extensive experience in marketing, branding, business development and communications, having held executive positions with Ann Arbor SPARK, Edelman (one of the world’s largest public relations firms) and the Michigan Economic Development Corporation prior to her time with the Detroit Lions.

At the MEDC, she was responsible for marketing, communication and promotion for the state of Michigan with direct oversight of the award-winning Pure Michigan campaign. Pure Michigan has been acknowledged as one of the five most suc-cessful tourism brands in history and directly generated over $1 billion in sales tax revenues in 2011.

At Edelman, Ms. Parkinson served as Executive Vice President of the Creative Solutions group, developing, coordinating and executing creative campaigns for multi-national clients including Microsoft, Kraft, KFC, Pizza Hut, FTD, Case IH, All-state, Abbott, Pfizer, Fuji Film and Bacardi among many others.

Parkinson holds a B.A. with a major in Marketing and Accounting from Alma Col-lege.

Scott Henderson joined 5-hour ENERGY as President in 2006. At the time, the com-pany had 17 employees and $8 million in annual sales. Currently the company has over 800 employees and annual sales of $600 million. 5 hour ENERGY is available in most every retail channel and current sales are about nine million bottles per week.

Prior to joining 5 Hour ENERGY, Mr. Henderson spent nearly six years in various executive roles at the Handleman Company, a Fortune 1000 company and the leading category manager for prerecorded music sales to national retailers. At Han-delman his diverse roles included Vice President of Finance, Vice President Business Development, Vice President IT and General Manager of the Itsy Bitsy Entertain-ment Company, a children’s entertainment company and a Handleman subsidiary headquartered in New York City.

Prior to Handleman, Mr. Henderson founded and served as President of the Atwater Block Brewery, a microbrewery in Detroit, Mich. Before Atwater he lived in Boston where he was a Consultant with Coopers & Lybrand’s Financial Advisory Services group.

Mr. Henderson holds two degrees from the University of Michigan — B.S. in Geolo-gy 1984 and M.B.A. 1986 and is an avid supporter of Michigan football, hockey and basketball.

Elizabeth ParkinsonSenior Vice President

of Marketing and PartnershipsDetroit Lions

Scott HendersonPresident and Chief

Operating Officer5 Hour ENERGY

*Seth Ader had to withdraw from the MSBC due to Hurricane Sandy

Media and Reshaping the World of Sports

Developing Meaningful Advertising and Sponsorship for Sports Brands

*Robbie Tran had to withdraw from the MSBC due to work-related affairs

ACKNOWLEDGMENTS LETTER FROM THE DEAN -...

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