In today’s crowded marketplace, we know that standing out requires more than just your logo or tagline. It demands relevance, emotional connection, and strategic alignment. This session explores how brands, even those in traditionally “unsexy” industries like insurance and financial services, can harness the power of strategic sponsorships to drive real, measurable brand awareness and trust.

Using Lincoln Financial's partnership with NFL quarterback Jalen Hurts as a case study, we’ll unpack how a strategic sponsorship during a brand refresh helped Lincoln Financial reposition itself as a modern, purpose-driven leader — while aligning with an athlete known for resilience, leadership, and excellence. 
      The result? A Super Bowl-caliber season not only for Hurts but also for Lincoln Financial, marked by increases in positive brand impressions, buzz, and engagement across local and national markets.

After this session, you'll be able to: 

• Brand-Partner Fit Framework: Use a values-based checklist to vet and match potential partners who align with your brand’s mission — not just star power.
• Content Integration Playbook: Learn how to co-create owned and earned content with your partner that humanizes your brand and fuels shareable storytelling.
• Regional + National Amplification Strategy: Discover how to tailor your sponsorship activation to generate buzz in key markets while scaling impact nationwide.