Sponsorship continues to grow across categories, yet it remains one of the leastgoverned areas of marketing spend. Marketing procurement is well-positioned to bring structure, alignment, and stronger decision-making to this space, but the path in is not always clear.
Using recent World Federation of Advertisers/Lumency data and real-world patterns observed across global organizations, Ian and Ryan will outline:
• why procurement is often left out of sponsorship decisions, and how to change that
• the common governance gaps that put value and compliance at risk
• the essential questions procurement can use to build credibility and influence internally
• a structured way to approach sourcing, evaluation, and renewal discipline in sponsorship
The session will focus on practical thinking rather than templates, giving procurement leaders a clearer role, greater confidence, and permission to engage differently with marketing and sponsorship stakeholders.
We’ll reserve time for Q&A to help participants test their challenges, share experiences, and explore how this thinking can be applied inside their own organizations.
Presenters: Ryan Dunnigan; VP, Strategy & Client Service, Lumency and Ian Malcolm; President & CEO, Lumency
Date: Tuesday, June 2, 2026
Time: 11:30 a.m. – 12:30 p.m. EDT
Ryan Dunnigan, VP, Strategy & Client Service, Lumency
With more than 15 years of experience in sponsorship, partnerships and brand marketing, Ryan has worked with global and national brands to develop strategies that connect consumer passion points with measurable business impact. His expertise spans sponsorship strategy, consumer engagement and activation, helping brands create more effective partnerships that drive relevance, visibility and long-term commercial value.
Ian Malcolm, President & CEO, Lumency
Ian has more than 35 years of experience in sponsorship and brand marketing, with expert focus on sponsorship strategy, valuation, activation and measurement. He has advised global and national brands across portfolio development, partnership evaluation and commercial strategy, helping organizations build more effective sponsorship investments with stronger business alignment and long-term impact.
If you have any questions or have difficulty registering, please contact Capucine Printemps