ASM Global grows commercial partnership division
ASM Global has expanded its commercial partnerships division with three new executive hires.
The venue giant has announced the appointments of Bryce G. Townsend as SVP, commercial partnerships; Kevin Dent as VP sponsorship sales and business development; and Emily Wilson, director of marketing solutions.
Jason Oberlander, ASM’s chief commercial officer, says the hirings will help provide “the most scaled, diverse and impactful opportunities the industry has seen to date”.
“We have even more scale, consumer touchpoints and the ability to integrate brands into music, sports, business, tech and more”
“We have even more scale, consumer touchpoints and the ability to integrate brands into music, sports, business, tech and more –that will drive unmatched value for the brands, content providers, venue partners and guests,” he says.
Townsend brings more than 20 years’ experience of strategic consulting, brand marketing and commercial strategy experience with a diverse background including executive leadership roles at GroupM, Momentum Worldwide and the Drone Racing League.
Dent has spent over 25 years in various sports and lifestyle corporate sponsorship roles including AT&T, NBA, MLS, the Summer Olympics and Host Communications. Wilson, meanwhile, joins from Dotdash Meredith, America’s largest digital and print publisher; following stints at Time Inc. and Universal McCann.
ASM Global has created the world’s largest live-event marketing platform, and its commercial partnerships department has forged new multi-venue partnerships this year including ChargeFUZE, Clorox, DoorDash, Infor, Kingdom of Sweets, Three and Wicked Kitchen, as well as new naming rights partners including Rudolf Weber-ArenaA in Oberhausen, Germany, and Desert Diamond Casino in Arizona.
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ASM Global taps Jason Oberlander
ASM Global has named Jason Oberlander as chief commercial officer as it looks to dramatically expand its partnerships.
Formerly SVP, national sales at Learfield IMG College, Oberlander will take responsibility for overseeing ASM’s plans to grow its position in naming rights and marketing partnerships for its venues.
“We have the scale, consumer touchpoints and ability to integrate brands in – to music, sports, business, tech and more – that will drive value for the brands, content providers, venue partners and guests,” says ASM president and CEO Ron Bension.
“Jason’s extensive experience, particularly with IMG in forging new national partnerships with Fortune 1000 brands, will provide far and away the most diverse and enriching opportunities the industry has ever seen.”
ASM’s growth potential is unlimited
With AEG Global Partnerships, ASM Global has secured recent key naming rights and other ASM Global corporate partnerships for venues such as the Coca-Cola Music Hall and Distro T-Mobile in Puerto Rico; the renamed T-Mobile Center in Kansas City, Missouri; and the AO Arena in Manchester, England.
Other recent alliances include a multi-year technology partnership with Mobilitie and a multi-year agreement with Honeywell.
“ASM’s growth potential is unlimited,” adds Oberlander. “We’re the world’s largest live-event marketing platform, which enables us to deliver fan-engagement opportunities to brands across the guest journey; and we can do it on a scale that no one else can deliver.
“Fans are craving live event experiences more than ever, and brands will want to be a part of those moments. No one has the breadth of events, venues, tenant partners and boots on the ground like ASM. At a full run, there are 164 million people coming through our venues. That’s more than the four major US professional sports leagues combined. We are very excited to show brand partners what we’re planning.”
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