The Fundamentals of Sponsorship Series – Session 3: Sponsorship Operations
The Fundamentals of Sponsorship Series is designed for ACA Member marketing professionals who are new to sponsorship or want to deepen their understanding of this increasingly important aspect of an integrated marketing strategy. The series provides brand-side marketers with essential knowledge and insights into the key aspects of sponsorship.
This third session is about Sponsorship Operations; come learn the essentials of managing sponsorships, including effective stakeholder management, risk management, and portfolio optimization. This session covers crucial processes, contract basics, and key performance indicators to ensure your sponsorships run smoothly and effectively.
Content:
– Stakeholder Management
– Risk Management
– Portfolio Management
– Routines/Process
– Contract Basics
– Portfolio Key Performance Indicators (KPIs)
Presenter: Ian Malcom, President and CEO at Lumency & Rebecca Shanks, SVP, Sponsorship & Operations at Lumency
Date: Monday, May 12, 2025
Time: 12:30 p.m. – 1:30 p.m. ET
Rebecca Shanks, SVP, Sponsorship & Operations at Lumency
Rebecca Shanks brings over 25 years of agency and brand experience in integrated marketing communications, from strategy to execution. Since 2021 she has served as SVP of Sponsorship & Operations at Lumency, focusing on sponsorship consultation and agency operations. Previously, as Vice President at The T1 Agency, Rebecca worked with multiple brands leading sponsorship and experiential programs. Her decade at Coca-Cola included various marketing roles, managing sponsorships and activations for the Olympic Games, FIFA, and Canadian sports. She also worked out at the 2010 Vancouver Olympic Games and was an Olympic Torchbearer. Rebecca volunteers with the SMCC Mentorship program and the Black Talent Initiative, and she previously sat on the board of Canadian Women & Sport. A mom of two young athletes, she enjoys skiing, watersports, dance and Peloton.
Ian Malcolm, President and CEO at Lumency
Ian has more than 30 years of experience in brand marketing, with special focus in sponsorship marketing.
He has been a contributing writer and has provided commentary for Strategy Magazine and Marketing Magazine and has been called upon by other media for comment on issues around sponsorship and experiential marketing including the Globe and Mail, the Toronto Star, the National Post, Canadian Business and the CBC.
Ian is a past speaker at the Canadian Sponsorship Forum (SponsorshipX), presenter at the IEG Sponsorship Conference, keynote at the Irish Sponsorship Summit, a five-time Sponsorship Marketing Council of Canada (SMCC) Sponsorship Marketing Awards judge, a Globe & Mail 5-to-Watch judge, a frequent presenter for the World Federation of Advertisers and instructor in the SMCC’s Fundamentals of Sponsorship professional development program.
Ian is the recipient of the Canada’s Sports Business Awards 2021 Alumni Achievement Award.
If you have any questions or have difficulty registering, please contact Capucine Printemps: 416-991-2297