Mission: Partnership Evolution


BARK panel discussion focuses on trends in evolving sponsorship landscape

On Monday evening, we hosted more than 80 guests at the New York office for our May BARK event, a panel discussion titled “Mission: Partnership Evolution.” Panelists provided an engaging inside look on the evolution of the traditional sponsorship model, talking emerging categories, new partnership opportunities, the changing world of rights fees and what’s next in the commercial landscape.

The conversation, moderated by CEO of CSM North America Dan Mannix, featured industry leaders like Lew Sherr (Chief Revenue Officer, USTA), Christine Burke (VP, Strategic Partnerships and Runner Products, New York Road Runners), David Wright (Chief Marketing & Commercial Officer, Minor League Baseball), and Danny Lee (Publisher, Sports Illustrated).

Some takeaways from the panel included:

“How we create experiences with tennis at the core that still connect to millennials and how they are spending their time? Today, we’re much more focused on what the property can bring to digital and social.” – Lew Sherr on the US Open’s transformation

“It’s important that sponsors understand that we are a participation sport, and the best way they can participate in our property is to engage the elite runner to the every day runner and why they are passionate about the property.” – Christine Burke

“Any partner we take into the fold has to believe in our community mission as a nonprofit.” - Christine Burke