Allstars Engagement and Internal Branding and Team Manager of AirAsia Allstars Esports Club
9:30 AM Non-Endemic Brand Sponsorship in Asia: How AirAsia Went About a Successful Internal Campaign to Successfully Partner with Mineski
· Understanding the Inside Out Approach of Esports Adoption and Organisational Buy-In
· Campaigning for esports internally and presenting the business case to obtain CXO buy-in
· Understanding the rationale investments into esports: How did marketing and branding make the decision?
· Current Air Asia sponsorship partnerships and future opportunities
10:30 AM Panel Discussion: How Have We Fared So Far: Perspectives from Endemic and Non-Endemic Brand Sponsorship
This panel discussion will take an in-depth look at the experiences and value from both endemic and non-endemic brand sponsorship in the esports scene. The discussion will focus on the nuts and bolts of putting together a solid marketing and branding strategy, recruiting the right talent to execute campaigns, and analyze how the participants have successfully navigated both internal and external challenges in their journey. The panel will provide delegates with a comprehensive inside view of how to successfully develop a coherent strategy, partner and position your brand and achieve optimal results.
11:40 AM Roundtable 9: Garnering Internal Organisational Buy-in and Support for Esports Marketing and Sponsorship
It can be difficult to justify and garner internal buy in for esports marketing campaigns internally, especially when you do not have a dedicated esports marketing division within your organisation. This roundtable will showcase how a grassroots, organic approach can help build and justify that business case for esports internally.