2012 Sports Business Conference at Indiana University

Schedule Check-in Opening Remarks Team Operations Panel Breakout Session A Topic Breaking into Sports Through Ticket Sales Crisis Management Not Your American Pastime Breakout Session B Topic Entrepreneurship Keeping Your Athlete Relevant Brand Activation Branding and Marketing Panel Closing Remarks Location Hall of Honor BU-219 BU-219 Time 12:00 PM-12:45 PM 12:45 PM-1:00 PM 1:00 PM-1:45 PM

Room BU-200 BU-202 BU-211

Time 2:00 PM-2:45 PM 2:00 PM-2:45 PM 2:00 PM-2:45 PM

Room BU-200 BU-202 BU-211 BU-219 BU-219

Time 3:00 PM-3:45 PM 3:00 PM-3:45 PM 3:00 PM-3:45 PM 4:00 PM-4:45 PM 4:45 PM-5:00 PM

Team Operations Participants: Larry Hoepfner, Rob Laycock, Lon Rosen Topic: The 1,500 professional sports teams in the United States generate about $30bn in revenues. To stay at the top and compete, sports franchises must not only compete on the field but in the boardroom as well. Participants on this panel have worked in three of the four major sports leagues in America. This panel will dive into the ins and outs of working for professional sports teams, the interplay with athletes, and continuing to grow an already large business. Branding and Marketing Participants: Melanie Dyer, Todd Sermershem, Ben Sturner Topic: The Los Angeles Galaxy spent $32.5 million on a contract for David Beckham. Return on that contract did not just come in the form of endorsement deals, but sponsorships, marketing, and public relations as well. This panel will detail how sports properties and brands intertwine. The speakers will tie in marketing from all sides including brands, properties, and athletes.

2012 Sports Business Conference at Indiana University

Participants
Melanie Dyer, Marketing Manager, KFC Yum! Brands Panel: Branding and Marketing, Breakout: Brand Activiation
After leading clients in media planning, buying, and promotions at several ad agencies Melanie Dyer managed a $200MM ad budget as National Media Manager of Kentucky Fried Chicken for 11 years. She developed and managed sports promotions for KFC including a nationally televised partnership with EA Sports Madden and NFL, Sponsorship and event activation with the AVP, ongoing partnerships with ESPN and other athlete contract and endorsements.

Larry Hoepfner, Executive Vice President of Business, Columbus Blue Jackets Panel: Team Operations; Breakout: Not Your American Pastime
Hoepfner joined the Blue Jackets after spending eight years at FSN Florida. His current role as Executive Vice President of Business Operations has him actively involved in all facets of the organizations business efforts including the guest services, merchandising, marketing, promotions, client services, communications, fan development, community development and event presentation departments.

Rob Laycock, Vice President of Marketing, Pacers Sports and Entertainment Panel: Team Operations; Breakout: Breaking Into Sports Through Ticket Sales
After graduating from the Kelley School of Business with a Masters in Business Administration in Marketing in 2006, Laycock began his assent on the marketing side of the Pacers organization. In 2009, Laycock was featured in the Sports Business Journal for being one of the five NBA team executives driving change. Prior to his promotion to the VP of Marketing, Laycock worked as the Director of Interactive Marketing where he oversaw the strategy behind the digital and database marketing efforts of the Pacers.

Lon Rosen, Executive Vice President, Magic Johnson Enterprises Panel: Team Operations; Breakout: Crisis Management
Rosen began his career over 20 years ago with the Los Angeles Lakers and Kings as the Director of Promotions and Special Events. He moved into representation with his first client, Earvin Magic Johnson. Rosen has previously worked for the William Morris Agency, the scEndeavor Agency, Fox Entertainment, Lagardre Unlimited, and the Los Angeles Dodgers.

Todd Sermersheim, Vice President of Sales, Maximum Sports Panel: Branding and Marketing; Breakout: Keeping Your Athlete Relevant
Prior to joining the Maximum Management team, Sermersheim spent three years with the WWE overseeing its Midwest and West Coast sponsorship sales. He has also previously worked for SME Branding, the NLL, and Reebok. Sermersheim graduated from the Kelley School of Business in 2004 with a JD/MBA.

Ben Sturner, Founder and CEO, Leverage Agency Panel: Branding and Marketing; Breakout: Entrepreneurship
Sturner started Leverage Agency after spending time at Bennett Global Marketing Group and Lycos Network. TrueNYC.com, an entrepreneurial magazine, named Mr. Sturner as one of the top entrepreneurs in the sports and entertainment marketing industry. Sturner served as an adjunct sports marketing professor at New York University and Columbia University, as well as an advisor to the Ivy Sports Symposium, the Sports Executive Association, and the Sports Business Association.