WELCOME

Greetings: On behalf of the Ivy Sports Symposium Planning Committee and Advisory Committee, it is our great pleasure to welcome you to the 6th annual Ivy Sports Symposium. Today marks a milestone in the history of the event. This years installment is the rst to be held at an Ivy League campus other than Princetons, and we are proud to begin this new chapter at Penn. To the over 200 students from more than 30 colleges and universities who travelled thousands of miles to attend todays Symposium, we urge you to take advantage of this opportunity to learn from and connect with some of the most accomplished professionals in our industry. To the over 250 professionals, including more than 80 speakers, who took time out of your busy schedules to be with us today, we hope you are able to maximize your Symposium experience by networking with peers and speaking with students. As always, your time and support are greatly appreciated. This event would not be possible without the generosity of the Wharton Sports Business Initiative as well as our many sponsors, partners and supporters. We would also like to thank the University of Pennsylvania and the Wharton Undergraduate Division for their support in making the 6th annual Ivy Sports Symposium an overwhelming success. Warmly,

Royce Cohen (Penn 12) President, Undergraduate Sports Business Club University of Pennsylvania

Chris Chaney (Princeton 07) Founder & Executive Director Ivy Sports Symposium

Jackson Lewis LLP - Manhattan Sports Business Academy - Penn Year of Games - Wasserman Foundation

SPORTSSYMPOSIUM.ORG

WELCOME

Friends: On behalf of the Wharton Sports Business Initiative, the Wharton School and the University of Pennsylvania, welcome to our campus and welcome to the 6th annual Ivy Sports Symposium. We are proud to host this evolving Ivy League tradition. The Wharton Sports Business Initiative (WSBI) provides the umbrella at Wharton for multiple sports business activities, including events and research, that focus on optimizing the industry. As you attend panels today, we encourage you to think beyond the dollars and cents of the business. Since the beginning of WSBI, one of the structural pillars for us has been to be focused on the social impact possibilities for sport, consistent with the Wharton Schools overall focus on social impact. This area has received a reinvigorated focus with Brazil and South Africa hosting global sporting events, and a recent high prole Sports Illustrated article, Sports Saves the World. When I worked for Peter Ueberroth leading up to the 1984 Olympic Games, he was fond of the Winston Churchill quote, which we feature on the WSBI website: Some see private enterprise as a predatory target to be shot, others as a cow to be milked, but few are those who see it as a sturdy horse pulling the wagon. I use this quote to inform students wanting to use sport to save the world that working with a for-prot business does not mean you cant be involved nor instrumental in the save the world with sports efforts. While you are here, please do not hesitate to let us know how we might help you make the best use of your time. We also welcome any thoughts you might have on the Wharton Sports Business Initiatives work. Sincerely,

Kenneth Shropshire (Columbia JD 80) David W. Hauck Professor, and Professor of Legal Studies and Business Ethics, Wharton School, University of Pennsylvania Faculty Director, Wharton Sports Business Initiative

Bon Apptit Catering at Penn - Columbia University Graduate Sports Management Jackson Lewis LLP Academy - Wasserman Foundation 201 1 -IManhattan V Y S P OSports R T S Business SYMPO S I U M - Penn Year of Games 4 SPO R T S S YProgram M P O Sin IU M.O RG 4

Wharton Sports Business Academy for High School Students

Wharton Sports Business Initiative (WSBI)

would like to thank the following industry leaders for being the rst to pledge their support to the Wharton Sports Business Academy and our efforts to develop a new generation of diverse sports industry leaders:

Major League Soccer National Football League Anthony Noto

United States Tennis Association U.S. Soccer Kenneth L. Shropshire

To learn more about opportunities to support the Wharton Sports Business Academy please contact us at 215-898-1393 or via email at sportsbusiness@wharton.upenn.edu To apply, please go to www.whartonsportsbiz.org

COMMITTEES
PLANNING COMMITTEE
Royce Cohen (Penn 12) Chair Cole Grubman (Penn 13) Special Projects Director Stephen Guss (Penn 12) Panels Director

Arielle Lafuente (Penn 12) Logistics Director

Alex Pietrogallo (Penn 13) Special Projects Director

Emil Pitkin (Harvard 09, Penn PhD 14) Speakers Director

Jennifer Wong (Penn 12) Creative Director

Brandon Bagley (Penn 11) Director, Business Development Phinaz Marketing Group, Inc.

Jason Belzer President Global Athlete Management Enterprises, Inc.

Anthony Caponiti Partner Activ8Social

Allison Galer (Brown 11) Coordinator RaptorAccelerator

Gabe Gershenfeld (Cornell 11) Executive Development Fellow in Business Analytics Cleveland Indians

Eric Kutner (Princeton 95) Advisor, Consultant and Entrepreneur

Steven Lang (Penn 11) Associate Scout Sport & Entertainment

Kenneth Shropshire (Columbia JD 80) Faculty Director, Wharton Sports Business Initiative Wharton School, University of Pennsylvania

ADVISORY COMMITTEE
Joe Becher Associate, International Sports Practice Odgers Berndtson Randy Bernard Chief Executive Officer Indy Racing League, LLC Ken Brenner (Princeton 89) Founder & Chief Marketing Officer Legacy Connect

Ryan Donovan (Dartmouth 96) Vice President, Marketing NBC Sports Group

Joe Favorito Strategic Communications, Marketing & Branding Consultant

Steve Hellmuth (Princeton 75) Executive Vice President, Operations and Technology NBA Entertainment

Christopher Lencheski President Front Row Marketing Services

Dan Mannix President & Chief Executive Officer LeadDog Marketing Group

Patrick McGee President ProVentures

Ben Sturner Founder & Chief Executive Officer Leverage Agency

Steve Tseng Senior Vice President, Business Development for Western Region IMG Worldwide, Inc.

Frank Vuono (Princeton 78) Co-Founder & Partner 16W Marketing LLC

Jamie Zaninovich Commissioner West Coast Conference

Ex officio Chris Chaney (Princeton 07) Founder & Executive Director Ivy Sports Symposium

Bon Apptit Catering at Penn - Columbia University Graduate Sports Management Jackson Lewis LLP Academy - Wasserman Foundation 201 1 -IManhattan V Y S P OSports R T S Business SYMPO S I U M - Penn Year of Games 6 SPO R T S S YProgram M P O Sin IU M.O RG 6

creating food that is alive with avor and nutrition, prepared from scratch using authentic and locally-sourced ingredients

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SPEAKERS DIRECTORY
Jerry Anderson, Populous George Atallah, National Football League Players Association Charles Baker, DLA Piper LLP Paul Barber, Vancouver Whitecaps FC Sean Barror, RaptorAccelerator Ray Bednar, Hyperion Marketing Returns - Rockefeller Consulting Kathleen Behrens, National Basketball Association Hal Biagas, Wasserman Media Group, LLC Lucien Boyer, Havas Sports & Entertainment Andrew Brandt, ESPN, Inc. Jack Brewer, The Jack Brewer Foundation John Brody, Wasserman Media Group, LLC Alexander Brown, Univision Communications, Inc. Michael Brown, IMG Consulting Rick Burton, Syracuse University Christopher Cabott Anthony Caponiti, Activ8Social Peter Carlisle, Octagon Gregg Clifton, Jackson Lewis LLP Michael Copeland, Canadian Football League Tom Crawford, USA Ultimate Eric Dienes, United Nations Ryan Donovan, NBC Sports Group Mark Dyer, IMG College Derek Eiler, IMG College Peter Englehart, Competitor Group, Inc. Joe Favorito David Feher, Dewey & LeBoeuf LLP Jim Fiore, Stony Brook University Chris Flannery, Sports, Entertainment & Lifestyle Advisory Barry Frank, IMG Media John Genzale, Milano United Todd Goldstein, AEG Global Partnerships David Gross, Major League Lacrosse Des Hague, Centerplate Derrick Hall, Arizona Diamondbacks (honorary) Robin Harris, The Ivy League Steve Hellmuth, NBA Entertainment Barry Kahn, Qcue David Katz, Sports Media Ventures, Inc. Paul Kelly, College Hockey, Inc. Mark Lamping, MetLife Stadium Terry Lefton, SportsBusiness Journal Christopher Lencheski, Front Row Marketing Services Donald Lockerbie, Olympvs International, LLC Tim McDermott, Philadelphia Eagles Kevin McNulty, Momentum Worldwide Pat McQuaid, Union Cycliste Internationale Alexander Mogilyansky, International Mind Sports Assocation Bernie Mullin, The Aspire Group Michael Neuman, Scout Sports and Entertainment Mary OConnor, The Marketing Arm Scott ONeil, MSG Sports Chris Overholt, Canadian Olympic Committee Mark Pannes, RaptorAccelerator Eugene Parker, Maximum Sports Management Doug Perlman, Sports Media Advisors, LLC Len Perna, Turnkey Sports & Entertainment Raymond Peterson, American Rugby Management Group, LLC Joseph Ravitch, The Raine Group Dennis Robinson, New Jersey Sports & Exposition Authority Leon Rose, CAA Sports Lon Rosen, Magic Johnson Enterprises Scott Rosner, Wharton School Mark Rothenberg, Havas Sports & Entertainment, US Christopher Russo, Big Lead Sports Jim Scherr, 776 Original Marketing Carolyn Schlie Femovich, Patriot League Bill Schlough, San Francisco Giants Angelo Scialfa III, Fox Run Group, LLC Darryl Seibel, British Olympic Association Greg Shaheen, National Collegiate Athletic Association Kenneth Shropshire, Wharton School Ryan Steelberg, Brand Afnity Technologies Peter Stern, STRATEGIC David Sternberg, Universal Sports Jennifer Storms, PepsiCo Ben Sturner, Leverage Agency Mori Taheripour, USAID Brendan Tuohey, PeacePlayers International Mark Waller, National Football League

Jackson Lewis LLP - Manhattan Sports Business Academy - Penn Year of Games - Wasserman Foundation Bon Apptit Catering at Penn - Columbia University Graduate Program in Sports Management Jackson Lewis LLP Academy of Games - Wasserman Foundation 201 1 -IManhattan V Y S P OSports R T S Business SYMPO S I U M - Penn Year 8 8

AGENDA
8:00AM - 9:00AM

R E G I S T R AT I O N & B R E A K FA S T
Patty & Jay H. Baker Forum | Sponsored by the Columbia University Graduate Program in Sports Management

Registration will remain open until 12:45PM.

8:45AM - 9:00AM

WELCOME & OPENING REMARKS

Auditorium G06
Royce Cohen (Penn 12), President, Undergraduate Sports Business Club, University of Pennsylvania Kenneth Shropshire (Columbia JD 80), David W. Hauck Professor, and Professor of Legal Studies and Business Ethics, Wharton School, University of Pennsylvania Chris Chaney (Princeton 07), Founder & Executive Director, Ivy Sports Symposium

9:00AM - 10:00AM

O P E N I N G K E Y N O T E R O U N D TA B L E : T H E G L O B A L D E B AT E
Auditorium G06
From the NBAs immense popularity in Asia to Americas growing fascination with the Premier League, sports have become a truly global business. How has the industry changed in response to this development? What can the US market teach its counterparts on a global scale, and what can it learn? Where are unique investment opportunities domestically and internationally? Will China and the other BRIC nations continue to dominate the discussion about the international future of sports? As each sport looks to make its mark on the world stage, which factors set clubs, franchises, teams and leagues apart from the competition?

Moderator: Bernie Mullin, Chairman & Chief Executive Ofcer, The Aspire Group Peter Englehart, (Harvard MBA 88), President & Chief Executive Ofcer, Competitor Group, Inc. Pat McQuaid, President, Union Cycliste Internationale Scott ONeil (Harvard MBA 98), President, MSG Sports, The Madison Square Garden Company Joseph Ravitch (Yale JD 88), Partner, The Raine Group

Bon Apptit Catering at Penn - Columbia University Graduate Program in Sports Management Jackson Lewis LLP Academy - Wasserman Foundation 201 1 -IManhattan V Y S P OSports R T S Business SYMPO S I U M - Penn Year of Games 10 10

Premier Faculty. Ivy League Academics.

Our part-time Graduate Program in Sports Management is a rigorous, structured program designed to train managers for careers in all sectors of the sports industry. The program offers a comprehensive overview of the sports business while providing industry-specific training in finance, human resources, law, marketing, and facility and event management.

SELECT PROGRAM FACULTY

Val Ackerman Leonard J. Elmore Joseph A. Favorito John Genzale Ramon Katz Donna Lopiano Lee Lowenfish M. Dianne Murphy Michael Neuman Neal Pilson Tony Ponturo William D. Squires

LEARN MORE
For more information about the Graduate Program in Sports Management at Columbia, visit ce.columbia.edu/sports22

APPLY NOW

AGENDA
10:15AM - 11:15AM

1 A M A R K E T I N G & S P O N S O R S H I P S : P R O P E R T I E S TA L K
Room F85
Not long ago, sponsorships simply involved a logo on a stadium or arena board and numbers on a balance sheet. Yet, in recent years, the market has changed beyond recognition. Unprecedented demands have been placed on sports marketers to deliver greater returns on investments, while properties are being asked to be more creative and exible. In an age of activation, experiential marketing and a constant search for value, what differentiates a good sponsorship from a bad sponsorship?

Moderator: Terry Lefton, Editor-at-Large, SportsBusiness Daily, and Reporter, SportsBusiness Journal, Street & Smiths Sports Gorup Paul Barber, Chief Executive Ofcer, Vancouver Whitecaps FC Chris Flannery, President, Sports, Entertainment & Lifestyle Advisory Mark Waller, Chief Marketing Ofcer, National Football League

10:15AM - 11:15AM

1B MEDIA & TECHNOLOGY I

Room 245
Sports across the world rely heavily on television revenues, but the media landscape is drastically changing before our very eyes. With internet protocol television, mobile devices, streaming, the promise of 3D technology, and more, the media market is becoming increasingly fragmented and difcult to predict. Where will the next technological innovation come from? Which outlet(s) are on their way out? Will networks continue to pay top dollar for properties unable to command the attention of their traditional audiences? How will properties protect their rights-holders from a growing army of pirates?

Moderator: Derrick Heggans, Managing Director, Wharton Sports Business Initiative, Wharton School, University of Pennsylvania Charles Baker (Cornell JD 85), Partner, DLA Piper LLP Barry Frank (Harvard MBA 57), Executive Vice President, IMG Media, IMG Worldwide, Inc. Doug Perlman, Founder & Chief Executive Ofcer, Sports Media Advisors, LLC Ryan Steelberg, Co-Founder & Chief Executive Ofcer, Brand Afnity Technologies

Bon Apptit Catering at Penn - Columbia University Graduate Sports Management Jackson Lewis LLP Academy - Wasserman Foundation 201 1 -IManhattan V Y S P OSports R T S Business SYMPO S I U M - Penn Year of Games 12 SPO R T S S YProgram M P O Sin IU M.O RG 12

AGENDA
10:15AM - 11:15AM

1 C S P O R T S & S O C I A L I M PAC T
Room 255
The inuence of sports stretches beyond the lines on a eld or the walls of an arena. In what ways can sports aid in eliminating discrimination, hate and violence, while creating lasting solutions and promoting healthy development and social responsibility? Do athletes, teams, leagues and corporate sponsors have a responsibility to contribute to society at both a local and global level? This session will examine the altruistic and strategic importance of philanthropic causes as well as the long-term benets to the sports spectrum and its members.

Moderator: Mori Taheripour (Columbia 92, Penn MBA 03), Senior Advisor, Sports for Development, USAID Kathleen Behrens, Executive Vice President, Social Responsibility and Player Programs, National Basketball Association Jack Brewer, Founder & Executive Director, The Jack Brewer Foundation Eric Dienes, Liasion Ofcer, Ofce on Sport and Development for Peace, United Nations Derrick Hall, President & Chief Executive Ofcer, Arizona Diamondbacks (honorary) Brendan Tuohey, Co-Founder & Executive Director, PeacePlayers International

Jackson Lewis LLP - Manhattan Sports Business Academy - Penn Year of Games - Wasserman Foundation

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AGENDA
11:30AM - 12:30PM

2 A L A B O R R E L AT I O N S
Room F85
The NBA followed the NFL into a lockout this year, marking only the second time two domestic major leagues were simultaneously shut down by labor disputes. The stakes are high, the issues are complex and the immediate and future prosperity of many teams and leagues hangs in the balance. We will discuss the state of labor relations and hear from those who are or have been at the bargaining tables. Is the future one of player power, or will the clubs and leagues take control?

Moderator: Gregg Clifton (Harvard 82), Partner, Jackson Lewis LLP Hal Biagas, Executive Vice President, Management, Wasserman Media Group, LLC Michael Copeland, Chief Operating Ofcer, Canadian Football League David Feher, Partner, Dewey & LeBeouf LLP

11:30AM - 12:30PM

2B MARKETING & MEDIA

Room 245
Marketing strategies must be exible in order to adapt to shifts in the media landscape. The viewing experience for fans is continually changing, requiring changes in the ways content is delivered and consumed. As a result, companies must nd new and unique ways to target consumers and deliver messages. A panel of experts will discuss the current and future media landscape, as well as its lasting impact on sports marketers. Will elite events such as the Super Bowl move further away from lower-prole properties?

Moderator: Sean Barror, Co-Managing Director, RaptorAccelerator Rick Burton, David B. Falk Professor of Sport Management, Syracuse University, and Former Commissioner, National Basketball League (Australasia) Derek Eiler, Senior Vice President, IMG College, IMG Worldwide, Inc. Michael Neuman, Managing Partner, Scout Sports and Entertainment Mark Rothenberg, Senior Vice President, Havas Sports & Entertainment, US

Bon Apptit Catering at Penn - Columbia University Graduate Program in Sports Management Jackson Lewis LLP Academy - Wasserman Foundation 201 1 -IManhattan V Y S P OSports R T S Business SYMPO S I U M - Penn Year of Games 14 14

AGENDA
11:30AM - 12:30PM

2 C V E N U E S & S TA D I U M S
Room 255
Venues and stadiums are adapting to the new economic times. With more venues being built for both individual teams and major events than ever before, watchwords such as legacy and sustainability are becoming prevalent. Older venues are struggling to fund major renovations and increase protability while stadiums such as the MetLife Stadium and Nationals Park are setting new benchmarks in terms of environmental impact. Can and should the rest of the industry follow in their footsteps? How do you balance the fan experience with environmental sustainability?

Moderator: Mark Pannes, Co-Managing Director & Principal, Raptor Accelerator Jerry Anderson, Senior Principal, Populous Des Hague, President & Chief Executive Ofcer, Centerplate Mark Lamping, President & Chief Executive Ofcer, MetLife Stadium Donald Lockerbie, Managing Director & Chief Executive Ofcer, Olympvs International, LLC Dennis Robinson (Harvard MBA 90), President & Chief Executive Ofcer, New Jersey Sports & Exposition Authority

12:45PM - 1:45PM

NETWORKING LUNCH
Patty & Jay H. Baker Forum | Sponsored by Jackson Lewis LLP

Jackson Lewis LLP - Manhattan Sports Business Academy - Penn Year of Games - Wasserman Foundation

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AGENDA
12:45PM - 1:45PM

1 0 N E X T/ S P E A K E R S L U N C H E O N
MBA Lounge/Koo Plaza | Sponsored by the Manhattan Sports Business Academy

Host: David Cushnan, Editor, SportsPro In 2011, the Ivy Sports Symposium, in partnership with SportsPro, founded the 10 NEXT, an annual award that honors the next generation of sports industry leaders from around the world who will shape the business in the next coming decades. Ivy Sports Symposium-SportsPro 10 NEXT Class of 2011:
HARRIE BAKST President & Founder Carnegie Sports & Entertainment, Inc. Age: 26 JIM MCCLOUD Director, Sponsorship Sales Major League Baseball Advanced Media Age: 28

BRETT CLARKE General Manager, Sales and Marketing Wests Tigers Rugby League Football Club Age: 29

JARED MELZER Sports Marketing Manager Johan Bruyneel Sports Management Age: 29

BEN HARTMAN Director, Athletes & Personalities Octagon, Australia Age: 28

DAVID OESTREICHER Manager, Global Business Development National Basketball Association Age: 27

DARREN HEITNER Entertainment Sports & Intellectual Property Attorney Age: 26

JARED SCHOENFELD Manager, Corporate Hospitality The Madison Square Garden Company Age: 26

MONICA LEWIS Sports & Entertainment Publicist ProMo Strategies Age: 27

JOHN YOUNGER Senior Director, Business Development Roush Fenway Racing Age: 28

Bon Apptit Catering at Penn - Columbia University Graduate Sports Management Jackson Lewis LLP Academy - Wasserman Foundation 201 1 -IManhattan V Y S P OSports R T S Business SYMPO S I U M - Penn Year of Games 16 SPO R T S S YProgram M P O Sin IU M.O RG 16

AGENDA
1:00PM - 1:45PM

LUNCH SESSION A: EMERGING SPORTS

Room F90

Moderator: Angelo Scialfa III, President, Fox Run Group, LLC Tom Crawford, Chief Executive Ofcer, USA Ultimate David Gross, Commissioner, Major League Lacrosse Alexander Mogilyansky, International Grandmaster, International Draughts, and Spokesperson, International Mind Sports Association Raymond Peterson, President, American Rugby Management Group, LLC

1:00PM - 1:45PM

L U N C H S E S S I O N B : P U B L I C R E L AT I O N S & C O M M U N I C AT I O N S
Room F65

Moderator: Scott Rosner (Penn JD 97), Practice Assistant Professor, Legal Studies and Business Ethics, Wharton School, University of Pennsylvania George Atallah, Assistant Executive Director, External Affairs, National Football League Players Association Joe Favorito, Strategic Communications, Marketing & Branding Consultant Tim McDermott (Cornell 95, Harvard MBA 01), Chief Marketing Ofcer, Philadelphia Eagles

Jackson Lewis LLP - Manhattan Sports Business Academy - Penn Year of Games - Wasserman Foundation

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AGENDA
2:00PM - 3:00PM

3 A M A R K E T I N G & S P O N S O R S H I P S : A G E N C I E S TA L K
Room F85
The conuence of the recession has had major implications for sports marketers. Companies are tightening their marketing budgets while simultaneously demanding that marketers nd new ways to connect with fans. It has become a competitive necessity to develop unique initiatives that deliver the greatest value, whether by working more closely with partners to reach local consumers or launching global, culturally-aware campaigns. This session will examine some of the industrys more innovative ideas, including how marketers are utilizing social media and other non-traditional platforms.

Moderator: John Genzale (Columbia MS 75), Owner, Milano United, and Founding Editor, SportsBusiness Journal, Street & Smiths Sports Group Lucien Boyer, President & Chief Executive Ofcer, Havas Sports & Entertainment John Brody, Principal, Sales, Wasserman Media Group, LLC Todd Goldstein, President, AEG Global Partnerships, LLC Christopher Lencheski, President, Front Row Marketing Services Kevin McNulty, Chief Marketing Ofcer, Momentum Worldwide, and Co-Chairman, Momentum Sports

2:00PM - 3:00PM

3 B E N T R E P R E N E U R S H I P & I N N O VAT I O N
Room 245
What lights the spark that allows a company such as Under Armour to grow from a start-up to a billion-dollar enterprise? Perspiration or inspiration? Was Under Armour founder Kevin Plank simply in the right place at the right time? Can we predict when or where the next industry entrepreneur will ourish or does the nature of the industry suggest that we wont realize what is happening until it is already upon us? A panel of sports business entrepreneurs will share their stories, thoughts and insights.

Moderator: Anthony Caponiti, Partner, Activ8Social Barry Kahn (Cornell 03), Founder & Chief Executive Ofcer, Qcue Len Perna, Founder, President & Chief Executive Ofcer, Turnkey Sports & Entertainment Christopher Russo (Harvard MBA 90), Founder & Chief Executive Ofcer, Big Lead Sports Ben Sturner, Founder & Chief Executive Ofcer, Leverage Agency

Bon Apptit Catering at Penn - Columbia University Graduate Sports Management Jackson Lewis LLP Academy - Wasserman Foundation 201 1 -IManhattan V Y S P OSports R T S Business SYMPO S I U M - Penn Year of Games 18 SPO R T S S YProgram M P O Sin IU M.O RG 18

AGENDA
2:00PM - 3:00PM

3 C C O L L E G E AT H L E T I C S
Room 255
The fundamental objectives of college athletics programs are seemingly straightforward: Run a scally sound program with a strong value system that best serves all student athletes. However, the abundant and complex issues that leaders on the university and conference level face on a day-to-day basis are constantly challenging these principles. This panel will explore topics such as the challenge of true amateurism and talent development and new ways to increase revenues, as well as discuss how major recent scandals may affect the future of the NCAA.

Moderator: Robin Harris, Executive Director, The Ivy League Mark Dyer, Senior Vice President & Chief Executive Ofcer, IMG College, IMG Worldwide, Inc. Jim Fiore, Director of Athletics, Stony Brook University Paul Kelly, Executive Director, College Hockey, Inc. Carolyn Schlie Femovich, Executive Director, Patriot League Greg Shaheen, Interim Executive Vice President, Championships and Alliances, National Collegiate Athletic Association

3:00PM - 3:30PM

NETWORKING BREAK
Patty & Jay H. Baker Forum | Sponsored by the Wasserman Foundation

Jackson Lewis LLP - Manhattan Sports Business Academy - Penn Year of Games - Wasserman Foundation

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AGENDA
3:30PM - 4:30PM

4 A AT H L E T E M A R K E T I N G & R E P R E S E N TAT I O N
Room F85
An athlete is far more than a team employee. An athlete is a brand, and thus sports agents no longer limit their services to negotiating player contracts, but also creatively seek new opportunities to generate revenue for their clients. How will agents continue to nd better ways to position their clients in an extremely cluttered advertising environment? What steps are agents taking to protect their clients public images in a world of social networking and instant communication? How do labor disputes impact individual players?

Moderator: Christopher Cabott, Sports Attorney, Professor & Agent Andrew Brandt, NFL Business Analyst, ESPN, Inc., and Lecturer, Legal Studies and Business Ethics, Wharton School, University of Pennsylvania Peter Carlisle, Managing Director, Olympics and Action Sports, Octagon Eugene Parker, Founder & Partner, Maximum Sports Management Leon Rose, Head, Basketball, CAA Sports Lon Rosen, Executive Vice President, Magic Johnson Enterprises

3:30PM - 4:30PM

4B MARKETING & SPONSORSHIPS: BRAND FOCUS

Room 245
With the recent economic downturn and its impact on consumer behavior and spending, brand marketers are under more pressure than ever to develop marketing platforms that will produce considerable returns on their investments. Marketing and sponsorships continue to provide measurable benet to many organizations corporate marketing strategies, but brands demand that their partners be more aware of the brand side business goals during contract negotiations and beyond. What are the dramatic changes in how brands are now doing business in sports to deliver their objectives?

Moderator: Ryan Donovan (Dartmouth 96), Vice President, Marketing, NBC Sports Group Ray Bednar (Harvard MBA 91), President, Hyperion Marketing Returns Rockefeller Consulting Michael Brown, Vice President, Director of Global Business Development, IMG Consulting, IMG Worldwide, Inc. Peter Stern, Founder & President, STRATEGIC Jennifer Storms, Senior Vice President, Global Sports Marketing, PepsiCo

Bon Apptit Catering at Penn - Columbia University Graduate Sports Management Jackson Lewis LLP Academy - Wasserman Foundation 201 1 -IManhattan V Y S P OSports R T S Business SYMPO S I U M - Penn Year of Games 20 SPO R T S S YProgram M P O Sin IU M.O RG 20

AGENDA
3:30PM - 4:30PM

4C MEDIA & TECHNOLOGY II

Room 255
Sports across the world rely heavily on television revenues, but the media landscape is drastically changing before our very eyes. With internet protocol television, mobile devices, streaming, the promise of 3D technology, and more, the market is becoming increasingly fragmented and difcult to predict. Where will the next technological innovation come from? How can properties leverage the power of social media? Will networks continue to pay top dollar for properties unable to command the attention of their traditional audience?

Moderator: Steve Hellmuth (Princeton 75), Executive Vice President, Operations and Technology, NBA Entertainment Alexander Brown, President, Sports, Univision Communications, Inc. David Katz (Penn 94), Founder & Chief Executive Ofcer, Sports Media Ventures, Inc. Bill Schlough (Penn MBA 98), Senior Vice President & Chief Information Ofcer, San Francisco Giants, and Interim President, San Jose Giants David Sternberg, (Princeton 90), Chief Executive Ofcer, Universal Sports

4:45PM - 5:45PM

C L O S I N G K E Y N O T E R O U N D T A B L E : T H E O LY M P I C G A M E S
Auditorium G06
The success of the Olympic Games rests in the hands of several powerful entities: the host city, the International Olympic Committee, television networks, and participating countries to name a few. As the 2012 Summer Olympics near and a new television contract with NBC is being nalized, leaders from various sectors of the Olympics business sit down to discuss the current well-being of the industry, their preparations for London, and their predictions on the future evolution of the Games. Who will be the winners, and losers, of London 2012?

Moderator: Darryl Seibel, Director of Communications, British Olympic Association Mary OConnor, Vice President, Olympic Marketing & Global Platforms, The Marketing Arm Chris Overholt, Chief Executive Ofcer & Secretary General, Canadian Olympic Committee Jim Scherr, Chief Executive Ofcer, 776 Original Marketing, and Former Chief Executive Ofcer, United States Olympic Committee Kenneth Shropshire (Columbia JD 80), David W. Hauck Professor, and Professor of Legal Studies and Business Ethics, Wharton School, University of Pennsylvania

Jackson Lewis LLP - Manhattan Sports Business Academy - Penn Year of Games - Wasserman Foundation

SPORTSSYMPOSIUM.ORG

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AGENDA
6:00PM - 7:30PM

NETWORKING RECEPTION
Patty & Jay H. Baker Forum | Sponsored by the Penn Year of Games and Penn Athletics/The Penn Relays

The Ivy Sports Symposium Fellowship Program was created in 2011 in order to provide talented graduate and undergraduate students with a unique opportunity to actively contribute to the success of the Ivy Sports Symposium. Each year, the Ivy Sports Symposium selects one or two students to provide critical support on a variety of Ivy Sports Symposium ventures and to work with the Executive Director on many important organizational tasks. Margaux Jackson (Columbia MS 13) was selected as the inaugural Ivy Sports Symposium Fellow. Read more about Margaux below. For more information about the Ivy Sports Symposium Fellowship Program, please email us at fellowship@SportsSymposium.org.

2011/2012 Fellow

Margaux Jackson is the assistant national team programs manager for the United States Rowing Association, a position she has held since 2007. USRowing is a non-prot organization recognized by the United States Olympic Committee as the national governing body for the sport of rowing in the United States. Margaux manages daily operations of the three USRowing national training centers, primarily focusing on athlete services. Additionally, Margaux serves as a team manager for the Olympic, Paralympic, Pan American, senior, under 23 and junior national rowing teams. She is also a key liaison between USRowing and the United States Olympic Committee, the United States Anti-Doping Agency and the International Rowing Federation. In 2011, Margaux joined the Ivy Sports Symposium as its rst fellow. She works closely with the Executive Director on various projects, including supervision of the advisory board and coordinating the bid process for future symposiums. Margaux earned her Bachelor of Arts degree from Colgate University in International Relations. She is currently pursuing a Master of Science degree in Sports Management at Columbia University. At Colgate, Margaux was a four-year varsity member and team captain of her Division I NCAA rowing team. She currently resides in Princeton, NJ.

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SPEAKERS DIRECTORY

Collegiate and Professional Sports Industry Group

Comprised of attorneys with deep, practical experience in the sports world, Jackson Lewis Sports Industry Group is uniquely situated to serve the diverse needs of collegiate and professional sports entities. Our attorneys have a profound understanding of the issues affecting the realm of sports and athlete management.
With over 660 attorneys in 47 offices from coast to coast, Jackson Lewis provides creative and strategic solutions to employers in every aspect of employment, labor, benefits and immigration law. Our firm has one of the most active employment litigation practices in the U.S., including a current caseload of over 5000 litigation matters and 300+ class actions. To learn more about our services, please contact Gregg E. Clifton at (602) 714-7044 or visit us online at www.jacksonlewis.com.

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