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MKTG’s Eric Ginsberg Named a McCormack Alumni On the Rise

We’re excited to share that Eric Ginsberg, Director of Digital Strategy at MKTG, was awarded the McCormack Department of Sport Management 2017 Alumni on the Rise Award. The award was established in 2012 in order to recognize alumni who have graduated within the past five to ten years and have become leaders in their respective industries. For more information about the Award, check out the press release below that was distributed today. KUDOS ERIC!!



McCormack Department of Sport Management Announces 2016-2017 Alumni on the Rise Awards

Amherst, MA (March, 2017) – The Mark H. McCormack Department of Sport Management at the Isenberg School of Management, UMass Amherst has named Eric Ginsberg (BS ’09), Karina Herold (MBA/MS ’08), and Evan Olesh (BS ’10) as recipients of its 2016-2017 Alumni on the Rise Award.

“The success of these young professionals is a true testament to their talent, dedication, and education,” said Janet Fink, Department Chair. “As a department, we are excited to see what lies ahead for all three recipients.”

Established in 2012, this annual award recognizes McCormack alumni who have graduated within the past five to ten years and have become leaders within their respective sport industries.

Eric Ginsberg is the Director of Digital Strategy at MKTG where he manages digital and social sponsorship initiatives for brands such as AT&T, FedEx, Sunoco, Wells Fargo, Hitachi, Big Machine Records and ARRIS. Ginsberg co-launched, and manages MKTG’s influencer marketing practice, which is responsible for helping brands partner with dynamic content creators around major sports and music events. Ginsberg’s work has been recognized by several industry publications, including Cynopsis Media, who named him a “30 and Under Media Industry Rising Star”.

Karina Siam Herold is the Senior Associate Director of Athletics at Pepperdine University, overseeing the department’s academic services, external operations units, as well as athletic medicine and strength and conditioning services. Before joining Pepperdine, Herold served as the Sports & Entertainment Sales Director for the Los Angeles Sports & Entertainment Commission (LASEC).

Evan Olesh has been with PUMA North America since graduating in 2010. Currently, he serves as the Director of Marketing, overseeing the consumer activations for the brand on a global scale. Prior to working with PUMA, Olesh worked at Major League Soccer and the Gazelle Group.

Department Chair Janet Fink will present the Alumni on the Rise Awards during the annual McCormack Sport Management Awards Banquet at the Mullins Center on Tuesday, April 4, 2017.


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Written by Mary Kate Pleggenkuhle
Mary Kate Pleggenkuhle

March 22nd, 2017 at 4:37 pm

MKTG’s Jennifer Masi: 2017 Vanderzwaag Award Recipient

We’re thrilled to share that MKTG S&E Vice President, Jennifer Masi, was awarded the 2017 Harold J. Vanderzwaag Distinguished Alumni Award this week by The Mark H. McCormack Department of Sport Management at the Isenberg School of Management, UMass Amherst. The Vanderzwaag Award recognizes McCormack alumni for professional excellence and outstanding achievement in the sports industry, as well as for their dedication to the McCormack Department of Sport Management. To learn more, check out the press release below. Way to be Jen!


McCormack Department of Sport Management Announces 2016-2017 VanderZwaag Award Winners

Amherst, MA (March, 2017) – The Mark H. McCormack Department of Sport Management at the Isenberg School of Management, UMass Amherst is pleased to announce Chris Antonetti (MS ’97), Jennifer Masi (MS ‘99), and Russ Spielman (BS ‘92) as recipients of the 2016-2017 Harold J. VanderZwaag Distinguished Alumnus Award.

“Their commitment to the department and advancement in the industry serve as an inspiration to those looking to make a lasting impact. This year’s recipients truly embody Dr. VanderZwaag’s legacy,” said Janet Fink, Department Chair.

Established in 1993, the annual award recognizes McCormack alumni for their professional excellence and outstanding achievement in the sports industry as well as for their dedication to the McCormack Department of Sport Management.

Jennifer (Schulte) Masi is currently the Vice President of MKTG (formerly Team Epic), a position she has held since 2003. Masi is a strategist for Wells Fargo and AT&T, managing sponsorships and relationships with Major League Soccer, US Soccer, and the Mexican National Team. Prior to MKTG, Masi worked with the University of Connecticut, Velocity Sports and Entertainment, and Red Peg Marketing.

Chris Antonetti has been with the Cleveland Indians for 18 seasons. After serving six seasons as General Manager Antonetti was promoted to President of Baseball Operations in 2015. This past season, he led the Indians to a World Series appearance with key strategic moves that proved crucial to their post-season run. In 2016, he was named MLB Executive-of- the-Year by Baseball America.

Russ Spielman is founder and principal of The Legacy Agency Worldwide (TLA). Spielman co-leads the talent marketing and broadcasting divisions for TLA, and has worked with elite personalities including Steve Young, Jameis Winston, Nick Mangold, Justin Turner, RA Dickey, and Osi Umenyiora. In addition, Spielman works in the corporate marketing division on behalf of numerous Fortune 500 companies to leverage the power of sports.

Department Chair Janet Fink will present the VanderZwaag Awards during the McCormack Sport Management Awards Banquet at the Mullins Center in Amherst, Massachusetts on Tuesday, April 4th, 2017.



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Written by Mary Kate Pleggenkuhle
Mary Kate Pleggenkuhle

March 22nd, 2017 at 3:38 pm

Adweek Features Gatorade Combine in SXSW Ultimate Roundup of Experiential Activations


We are so honored to share that for the second year running*, the activation we produced with Gatorade was featured as one of the best at SXSW. This year, in Adweek’s Ultimate Roundup. The activation, which we produced featuring Gatorade’s tech partners Kitman, STRIVR, and Sparta Science showcased a future Combine imagined by Gatorade and validated by Sports Illustrated. See what Adweek had to say about the Gatorade Combine:

“Gatorade’s Combine showed off the ‘future of athlete evaluation’ by partnering with three leading sports tech companies currently being used by collegiate and professional sports teams to evaluate player potential, increase efficiency and identify and minimize athletes’ exposure to injury.

Gatorade brought interactive exhibits from three sports tech brands to its downtown Austin corner. Kitman Labs uses a Microsoft Kinect to ‘analyze movement function and biomechanics for potential injury risk.’ STRIVR showed off what is essentially a very detailed virtual reality game used for situational training in football. The simulation puts you in the shoes of a quarterback and asks you to decide how to run a certain play based on what the defense is doing.”

Read the rest on Adweek


CNBC named us one of the best in 2016!

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Written by Mary Kate Pleggenkuhle
Mary Kate Pleggenkuhle

March 16th, 2017 at 11:10 am

NFL Extra Points at Super Bowl 51

NFL Extra Points teamed up with one of the greatest kickers of all time, four-time Super Bowl Champion Adam Vinatieri.

On Thursday, Feb. 2nd Adam appeared on 16 national media outlets, all pitched and secured by MKTG. Shows included: ESPN w/ Hannah Storm, Jim Rome, Jenny McCarthy (& Donnie Wahlberg), NFL Network, Sirius XM, NBC Sports, CBS Radio and many others. During the interviews, Adam talked about his media moment that would take place on Friday, Feb. 3rd at the NFL Extra Points Kick, a branded field goal kicking activation within NFL Experience. The goal was simple: set a new Guinness World Record for the most fields goal made in a minute.

The next event was the Guinness World Record attempt, one that Adam was taking very serious and had been practicing for at the Colts facility leading into the week. It was so important, that Adam actually sent his own kicking footballs and brought in his holder, former Colts punter Pat McAfee. The event included 10 media outlets and was broadcast live across the country. Local TV affiliates could tap into the media onsite and air the attempt during their local news broadcast. Other media outlets included Fox News, TMZ, USA Today and Sports Illustrated.

It’s with great pleasure to announce that Adam set a new record with 28 field goals in a minute!

On the social side of things, NFL Extra Points put a new spin on their program based on a recommendation by MKTG. The digital strategy team recommended a first of its kind social influencer program for the bank which was highlighted by two live events and a series of video content around cardmember benefits, playful trick kick videos, and highlight videos from the live content. The first live event was a H.O.R.S.E. field goal competition that took place within the Extra Points Kick at NFL Experience with former NFL kicker Jay Feely, former pro-kicker and current kicking coach Brian Jackson, and current professional soccer player and USWNT member Ali Krieger (pictured below).

Check out the videos here:

H.O.R.S.E. Challenge Highlights

Skipping the Line at the Extra Points Kick

Danettes: 20% off at

Brian Jackson Trick Kicks

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Written by Edmee Jorge
Edmee Jorge

March 3rd, 2017 at 1:25 pm

Sights and Sounds of Sunoco Racing

Sunoco will kick off the 2017 motorsports season with its largest activation effort of the year, centered around the Daytona 500 race weekend.

As one of five founding partners for the Daytona Rising project completed in 2016, Sunoco features multiple levels of consumer engagements, bringing the brand to life. Sunoco’s “Injector” display space includes: The world’s largest Sunoco Diamond (measuring 64 ft. and weighing 12,000 lbs.), the 84 ft. long Sunoco “Shimmer Wall” made up of 83,300 independently moving squares depicting a waving flag, and the Sunoco Celebration Cam .GIF station where fans can simulate their own victory celebration to share via personal social channels.

Additionally, a roaming digital team will be onsite in Daytona capturing the pageantry and excitement surrounding NASCAR’s most prestigious event. The content team’s storytelling will deliver the sights and sounds of the race track to Sunoco’s passionate fan base via social.

For the third straight year, Sunoco will tout its “Essence of Racing” campaign, led by Sunoco’s advertising agency of record Allen & Gerritsen, throughout the motorsports season. This year’s campaign theme is reliant on the premise that “If It Has An Engine”, all you need is Sunoco fuel and a passion for competition to race. The commercial spots will debut during NASCAR’s Speedweeks and feature race footage from over 50+ racing disciplines, including: NASCAR, INDYCAR, NHRA, speedboat racing, and lawnmower racing, among others.

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Written by Edmee Jorge
Edmee Jorge

February 24th, 2017 at 9:38 am

Congratulations Sakiya Daniel: Forty Under 40 Class of 2017!

This past weekend, SportsBusiness Journal announced their annual Forty under 40 Class, which aims to identify and honor the most promising young executives in the sports business under the age of 40.

We are proud to announce the inclusion of MKTG VP, Sakiya Daniel in this year’s list.

Sakiya, who is based out of our Charlotte office, has been instrumental in our relationships with Sunoco and Toyota. From our work ranging from NASCAR to the Olympics, Sakiya has been front and center in many high profile programs.  She is very deserving of this recognition and we send our congratulations!

See the full list here: 

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Written by Edmee Jorge
Edmee Jorge

February 21st, 2017 at 2:18 pm

MKTG scoops Best Use of Innovation in Sponsorship at the European Sponsorship Association Excellence Awards for work with Fitness First and Team GB

by Nadia Atchia
Wednesday, February 15 2017

Thursday 9th February marked the 10th annual European Sponsorship Association Excellence Awards, which saw MKTG awarded the Best Use of Innovation in Sponsorship award for their Sport Profiler campaign with Fitness First and Team GB. This award recognises innovation across the sponsorship industry, including new research, measurement or evaluation in the field of sponsorship.

The campaign’s primary goal was to engage new and existing customers around the brand’s partnership with Team GB .  MKTG created an online tool which profiled users on their fitness and physique, before paring them with the most suitable Olympic discipline.  As well as being a PR generator around the ‘One Year to Go’ and the 2016 Rio Olympics itself, the Sport Profiler also acted as a sales funnel for Fitness First, allowing them to capture data around prospective members and offer free sessions in gym, in turn helping to convert new customers.

To find out what kind of Olympian you are, visit the GB website:​​

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Lessons From a Veteran Super Bowl Marketer

Our very own Mike Reisman, President of Sports & Entertainment at MKTG, offers his take on Super Bowl marketing for AdWeek:


By way of introduction, I’m a crusty old veteran of the sports marketing business—old enough to remember when my dad brought home our first color TV set to watch our beloved Jets win Super Bowl III (little did I know I’d be waiting 38 years and more for the next one). Along the way, I’ve been fortunate enough to attend a ton of football’s “world championships.”

You probably don’t care about my Super Bowl life story—I wouldn’t if I were you. But I wanted to provide context about the evolution of Super Bowl marketing in this digital/social/live video era—coming from someone who began watching Super Bowls when analog ruled. For what it’s worth, the most stirring Super Bowl emotion I’ve experienced were the pre-game ceremonies expertly staged by the NFL at the height of the Gulf War in 1991 in Tampa. Whitney Houston sang an absolutely exhilarating version of the National Anthem followed by a bone-rattling flyover by five Air Force fighter jets. The patriotic fervor during Desert Storm was palpable. The game was also pretty damn good—the Giants defeating the Bills when Scott Norwood’s 47-yard field goal attempt went wide right as time expired…

Read the rest on AdWeek

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Written by Mary Kate Pleggenkuhle
Mary Kate Pleggenkuhle

February 14th, 2017 at 12:51 pm

MKTG Art Pairings

From left to right: Kokoshen Li, Curator, ArtFuse Inc., Zhang Lanjun, Xu Jin, Peter Office; Artwork behind by Zhang Lanjun

In celebration of the Chinese New Year, The Year of the Rooster, we were pleased to welcome world-reknowned artists, Xu Jin and Zhang Lanjun, two leading Chinese artists, to unveil their exhibitions at our NYC Global HQ. Last night, 150 guests toured the exhibit and were treated to a Lion Dance bringing luck to everyone in attendance.

Organized by New York – based independent curator Kokoshen Li, the exhibition features a total of 22 recent paintings. Reflecting Xu Jin’s and Zhang Lanjun’s respective life experiences, these works manifest widely different styles, ranging from realistic to semi-abstract to abstract. The two bodies of work are formally distinct but have a common feature – saturated colors and many delicate layers. The brushstrokes are heavy yet elegant, the overall images captivating. Contemplating any of the paintings, one can sense the emotional upsurge in the artist at the moment of creation. Viewing the works one after the other, one travels through diverse artistic visions of the world.

Xu Jin has a place in Chinese art history as a leader of the’ 85 New Wave, a pioneering post – Mao avant – garde movement. Xu later immigrated to New York, where he has since lived and worked for 30 years. As he says, “Half of my life is in America and the other half is in China.” Xu Jin’s style is firmly rooted in Chinese tradition, yet marked by a free, romantic vigor reflecting his decades of immersion in the Western social and artistic environment.

Zhang Lanjun, born in the 1963 in Jiangsu Province, took his initial training in copper etching. His painting style is sometimes delicate and timeless, like that of ancient Chinese painters, and sometimes wild and restless, in the manner of the contemporary action painting school. In this show, he presents nine examples from his “Metamorphosis” series and “The Book of Revelation.” In these melodious, cheerful, playful, and occasionally peculiar works viewers experience over and over again the seemingly invisible but tangible struggle between the flesh and the soul.

Take a look below to see artwork from this world-renowned pair as well as photos from the Lion Dance:


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Written by Paige McConney
Paige McConney

February 9th, 2017 at 10:56 am

MKTG Canada weighs in on Super Bowl ads and value for Canadian brands

Matthew Klar, Director of Strategy at recently acquired sports and entertainment sponsorship consultancy S&E Sponsorship shares some fresh insights on Super Bowl ads in the new media context that has seen for the first time U.S. ads broadcast on the American feed in Canada.

Last night’s Super Bowl 51 was a momentous game on many counts. The event saw the first overtime minutes played during a Super Bowl and the New England Patriots quarterback Tom Brady coming back in the fourth quarter to earn a record fifth championship ring.

With the dropping of simultaneous substitution, it was also the first night that U.S. ads appeared on the American feed in Canada. The appeal from Bell and NFL Canada against the CRTC’s order is being heard tomorrow, so it remains to be seen if the U.S. commercials will be seen in Canada going forward.

The pundits MiC tapped all chose to watch the U.S. feed. Read on to find out why, as well as their favourite ads and whether they see a value in Canadian brands continuing to buy into the game.


Click here to read the rest of the article

This article was originally published in Media in Canada

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