Focus Session: Sponsorship in the New Economy

17 Jan

Ports: Sponsorship in the New Economy – Lea Parrell and Jed Pearsall

View Lea Parrell’s Presentation (PDF 3.72MB)
View Jed Pearsall’s Presentation (PDF 347kb)

Recruiting sponsors for events and attractions was never easy, but finding them in the new economy is a true art.  This panel focuses on helping you understand what sponsors are looking for, who is looking, how to activate to get more out of their commitment and what sponsorship benefits work for everyone.

Speaker: Lea Parrell, President, Harmony Marketing

Lea Parrell

Known throughout the industry as an “opportunity broker,” Lea Parrell brings over 25 years of diverse experience in every area of marketing. Over those years, Lea has been responsible for creating some of the most successful and unique marketing & sponsorship strategies, media and corporate partnerships, events, broadcasts and cause-related marketing projects in bothCanadaand abroad. 

Lea is the Co-Founder of Water’s Edge Festivals & Events, a Not-For-Profit organization dedicated to producing the annual Redpath Toronto Waterfront Festival.  Lea also contributed to the rebranding and marketing of Toronto’s Waterfront BIA, including corporate and media partnerships and all government funding for the inaugural, “Redpath Toronto Waterfront Festival/Great Lakes United TALL SHIPS CHALLENGE® 2010” which saw the tall ships return to Toronto not having been here since 1994. 

In addition, Lea and her company, Harmony Marketing, have been engaged in a wide range of distinctive projects. These include valuating and assessing current inventory and developing structured sponsorship programs for the Look Good Feel Better, Santé International Wine Festival and the Jazz Performance & Education Centre (JPEC); creating sponsorship activation programs for Luminato: Toronto Festival of Arts & Creativity; creating strategic national marketing and communication plans and overseeing their execution on behalf of the Canadian Association of Community Living; providing Partnership Asset Valuations for Baycrest Foundation and Waterfront BIA; and working on sponsorships sales for Ontario Place, The SONY Centre, Dancap Productions, Tourism Whistler and The Apollo Theatre in New York City.

Prior to launching her company, Harmony Marketing, Lea gave over 15 years to various divisions of Special Olympics Canada, including 6 highly productive years as Vice President of Marketing & Development. 

Lea began her marketing career in the television world, producing numerous entertainment and drama shows, many of which were sold in worldwide syndication.

Speaker: Jed Pearsall, President, Performance Research

Jed Pearsall

Jed Pearsall is president of Performance Research (Newport, Rhode Island), a company specializing in research, measurement, and strategic planning for corporate sponsorship of sports and special events.  The firm’s consulting and evaluation work affects over $500 million worth of sponsorship investments each year.  A partial list of corporate clients includes Allstate, Anheuser-Busch In-Bev, Citibank, Coca-Cola, Kodak, Mars, Sony Ericsson, UBS, and Visa.  Property clients include Disney, Indy Racing League, NASCAR, NCAA, NFL, Major League Soccer, and the Women’s Tennis Association.  

Jed holds a doctorate in sports management from Temple University and completed undergraduate work in psychology at Dartmouth College and pre-doctoral studies at the Wharton School of Business, University of Pennsylvania.  Jed has been a featured speaker for the past 25 years at IEG’s annual conference on event marketing (Chicago), and is a co-author of the ANA’s (Association of National Advertisers) Event Marketing Management Guide.  Prior to founding Performance Research, Jed was a faculty member at Temple University specializing in Sociology of Sports.  Jed currently serves on the Advisory Board for Tall Ships America.

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