THE FOURTH ANNUAL

SPORTS INDUSTRY CONFERENCE

@UOFTSPORTSBIZ #SIC2015

AGENDA9:00 AM - 9:45 AM9:45 AM - 9:50 AM9:50 AM - 11:10 AM11:20 AM - 12:25 PM12:25 PM - 1:55 PM1:55 PM - 3:05 PM3:10 PM - 3:40 PM3:45 PM - 4:55 PM5:00 PM - 5:55 PM5:55 PM - 6:00 PM

REGISTRATIONOPENING REMARKSPANEL ONE: C-SUITE - WHY INVEST IN SPORTSPANEL TWO: SAME SCRIPT, DIFFERENT STORYLUNCH WITH THE RAPTORPANEL THREE: BIG DATA & HOW WE VIEW SPORTSROBERT ELWOOD: LIFE LESSONS OF SPORTSPANEL FOUR: DISRUPTIVE MARKETING IN SPORTSKEYNOTE: JOHN BITOVECLOSING REMARKS

ABOUT TEAMSince 2011, the University of Toronto Sports and Business Association (UTSB) has been bringing some of the best sports business conferences to the Uni-versity of Toronto. Consistently bringing impressive lineups of speakers, UTSB has made it a mantra to bridge the gap between students and the sports industry. Our reach includes students, faculty, alumni, and industry profes-sionals from numerous organizations located both within the GTA and across North America.

EVENTS

CORPORATE RELATIONS

MARKETING

FINANCE

Genevieve KwanJozef AgtarapMakarie AneesMithuran ManogaranTajudeen AdeyemiKatie WalewskiFilip Pejic

Daphne FengRaag Kashyap

Agatha RainerAnojh Ganesan

Daniel OhStephanie KopkoMelanie YuAndre GadboisArco RectoShivain ThaparAlyne Azucena

EXECUTIVESTed MachizawaCindy ZhouLauren HoweGiovanna Campagna

PresidentExecutive Vice PresidentExecutive Vice PresidentVice President

Co-Director of Corporate RelationsCo-Director of Corporate Relations

Co-Director of MarketingCo-Director of MarketingPublic Relations CoordinatorMarketing CoordinatorMarketing CoordinatorMarketing CoordinatorDigital Media Coordinator

Director of FinanceFinance Manager

Director of EventsEvents CoordinatorEvents ProducerEvents Development SpecialistLogistics CoordinatorEvents CoordinatorEvents Research Analyst

C-SUITE: WHY INVEST IN SPORTS? PANEL ONE

It is becoming increasingly common to see corpo-rations spend an enormous amount of time and re-sources reaching fans through sports. What are the factors that drive these corporations to take note of the sports industry and leverage sponsorships? More so, how do trends within the sports industry influence executive decisions?

DAVID KINCAID

SCOTT MOORE

KEN OTTO

JUSTINE FEDAK

MODERATOR

PANELIST

PANELIST

PANELIST

Managing Partner & CEO | Level 5 Strategy

President | Sportsnet & NHL Properties at Rogers

President, Family Dining & CDO | Cara Operations

Head of Brand, Advertising & Sponsorship, BMO

David is the founder and managing partner of one of Canada’s leading strategic brand consul-tancies, Level 5 Strategy Group. David Kincaid is also an author, Canada’s Marketer of the Year (1998), an inductee in the American Marketing Association’s “Marketing Hall of Legends,” and an adjunct professor at Queen’s School of Business.

Justine is responsible for brand positioning, adver-tising, and promotional activities for the personal, commercial and wealth management businesses for BMO. Last month, she was honoured by the Chi-cago Business Journal as One of 40 Women of Influence.

Scott is an award-winning television producer and executive with more than 20 years of industry ex-perience. He is currently responsible for oversee-ing the programming, sales, production, regulato-ry, engineering and distribution for Rogers Media television including Sportsnet, Sportsnet World, Sportsnet One, Citytv, OMNI, Bio, OLN, G4 and FX Canada, as well as for all 55 Rogers Media radio stations across Canada. Prior to joining Rogers Media, Scott Moore was Executive Direc-tor of CBC Sports & General Manager of CBC’s Media Sales & Marketing Department, and also served as Vice-President of CTV Sportsnet (sub-sequently Rogers Sportsnet) from 1998 to 2003. Scott Moore has also held senior production posi-tions with TSN as Executive Producer and CTV as Executive Producer, Olympic Coverage.

SUMMARY

Cara Operations is Canada's largest full service restaurant organization, operating some of the most recognized brands in the country including Swiss Chalet, Harvey's, Milestones, Montana's, and Kelsey's. At Cara Operations, Ken leads the franchise development, real estate development, restaurant design and construction and renovation departments. He previously served as Chief Oper-ating Officer for Boston Pizza International where he was responsible for the ongoing strategic de-velopment of the Boston Pizza brand in Canada.

SAME SCRIPT, DIFFERENT STORYPANEL TWO

Fans are consuming news like never before. With the advent of social and digital applications, sports broadcasting and reporting has changed dramati-cally in the past few years. How do these industry leaders engage with their audiences on their respec-tive mediums? What is the key to not only surviving in this ever-changing media landscape, but thriving?

PANELISTPANELIST

PANELIST

PANELIST

MODERATORDANIEL BRUNO

JAMES MIRTLESCOTT MORRISON

EVANKA OSMAK

STEVE MCALLISTER

Copywriter & Contributor | TSN BarDown

NHL Writer | The Globe and Mail

Sports Anchor | Sportsnet

Journalist | Sportsnet

Managing Editor | Yahoo Sports MagazineSteve is the former sports editor of The Globe and Mail, and covered the Toronto Blue Jays’ back-to-back World Series championships in 1992 and 1993 as the national baseball writer for The Canadian Press. Steve is also a former media relations manager for the National Hock-ey League Players Association and a former On-tario Hockey Association referee.

Evanka earned a civil engineering degree from Queen's University, and says that her proudest moment was leaving a hard-earned engineer-ing career to follow her dreams in the world of broadcasting! After receiving a diploma in radio and television broadcasting in 2005 at Seneca College, she started her career as a news an-chor in Orillia. Evanka also spent two years at an NBC-affiliated television station in Yuma, Arizona before returning to Canada to join Sportsnet.

Scott is a renowned sports journalist who has also served two terms as president of the Profession-al Hockey Writers’ Association and authored nu-merous hockey books, including “Hockey Night in Canada: By the Numbers,” “Mats Sundin: Center of Attention” and “Hockey Night in Canada: My Greatest Day.” Presently, Scott contributes to CBC Television, CBC Radio and CBC Newsworld and appears frequently on Hockey Night In Canada.

Daniel interned at PrimeTime Sports & Enter-tainment and TSN’s Off the Record with Michael Landsberg before becoming a copywriter and contributor for TSN’s BarDown, where he has interviewed prominent athletes and celebrity sports fans alike including Wendel Clark, Doug Gilmour, Antonio Davis, Alvin Williams, Grant Fuhr, Bret Hart, Genie Bouchard, Nick Jonas, and Terry Crews!

SUMMARY

James is a hockey writer at The Globe and Mail and analyst with TSN Hockey Analytics. A grad-uate of Ryerson University and Thompson Rivers University, James Mirtle joined The Globe and Mail as an editor and reporter in the sports de-partment in 2005. He has covered the Toronto Maple Leafs for the last six seasons as well as the 2012 Olympic Games, two world juniors, the Stanley Cup finals, several Memorial Cups, Vanier Cups and the Scotties Tournament of Hearts.

BIG DATA & HOW WE VIEW SPORTSPANEL THREE

The growth of sports analytics has led to a great-er understanding of scouting, player development, and in-game strategies. Today’s panel brings mul-tiple perspectives from the world of sports. Discov-er how data has permeated into sports including basketball, soccer, football and hockey as well as different job functions including managers, writers, and analysts. In the end, how will analytics further sports in the years to come and beyond?

MODERATORALEX BURWASSER

JASON ROSENFELD NEIL SMITH

RICHARD WHITTALL

KEVIN ABRAMS

PANELIST PANELIST

PANELIST

PANELIST

Sports Analyst | Bloomberg Sports

Director of Basketball Analytics | NBA Sports Analyst/Former GM | Sportsnet/NHL

Assistant GM | New York Giants

Soccer Writer | The Guardian

Jason was previously the Director of Basketball Analytics for the Charlotte Bobcats, as well as the Assistant GM of Basketball Operations for the Shanghai Sharks. He was also a Basketball Op-erations Assistant for the NBA’s Basketball Without Borders program in Beijing, and a statistical con-sultant for the Ukrainian national team!

A graduate of Trinity College in Hartford, Alex earned a double degree in Math and Economics. After spending his first two years out of college in Boston working as a Quantitative Analyst for an asset management company, Alex decided his powers would be better used for sports analysis. Now at Bloomberg Sports, Alex is responsible for analysing comprehensive sports data and deliver-ing analysis to clients including sports media outlets and journalists, sports organizations, and fans.

Kevin is the primary negotiator for player con-tracts and is responsible for managing the Gi-ants’ salary cap and player salary budget. Fur-thermore, he is involved in the strategic planning for football operations and coordinating the or-ganization’s compliance with the NFL’s Collective Bargaining Agreement. Prior to his role as the Gi-ants' assistant GM, Kevin Abrams served as the team’s salary cap analyst.

Richard is an award-winning writer, researcher, and editor with a special focus on the develop-ments in soccer analytics, football finance issues, and general interest topics related to football. He is the editor of the Score Inc.'s soccer blog, Counter Attack and his work has appeared in publications including ESPN, Yahoo! Sports Can-ada, FoxSoccer.com, the Globe and Mail, and Toronto Life.

SUMMARY

Neil was the General Manager of the New York Rangers from 1989–2000, ultimately leading the Rangers to their first Stanley Cup Championship in 54 years in 1994 and positioning the team as one of the most successful and profitable brands in the NHL. In recent years, Neil Smith has served as a scout to the Anaheim Ducks and St. Louis Blues, and was the owner and head coach of the ECHL’s Greenville Road Warriors. He is now an on-air analyst for Rogers Sportsnet.

DISRUPTIVE MARKETINGPANEL FOUR

Why play by the rules when you can create your own? These companies have disrupted their respec-tive industries by challenging conventional thinking and being innovative with their marketing strategies. Not only have these companies reached existing and emerging markets, but they have also created new consumer segments. How are these organization dif-ferent and how do they manage to cut through the noise and shift industry thinking through marketing?

SUSAN KRASHINSKY KEVIN FOLEYMODERATOR

PANELIST PANELIST

PANELIST

PANELISTSUSAN O’BRIEN

KEITH DEGRACE JOHN MCCAULEY

Advertising & Marketing Reporter | The Globe And Mail

VP of Marketing | Red Bull CanadaSenior Director of Marketing | MLSE

Founding Partner | Project 10

VP of Strategic Marketing | Canadian TireSusan leads the brand’s successful “Tested for Life in Canada” product quality program, and is the driving force behind Canadian Tire’s multi-year “We All Play For Canada” brand campaign. Her work at Canadian Tire contributed to the compa-ny’s Marketer of the Year Award in 2013 from Marketing Magazine, and in 2002, Susan herself was nominated for the magazine’s Top 30 Under 30 award.

Over the last 15 years, Kevin has established himself as one of the leading creative storytellers in North America. His interest in the stories behind the headlines and statistics have culminated into an award-winning style of production that walks the line between the grandeur of professional sports and the intrigue of the human condition. His clients have included Red Bull, Nike, RBC, To-ronto Blue Jays and more.

John has over 15 Years of sports media, content, digital and marketing experience in five differ-ent leagues including the NHL, NBA, MLS, AHL and MLB. He currently oversee all Marketing, CRM, Digital Media and business development for the multiple brands at Maple Leaf Sports & Entertainment, one of the premier sports and en-tertainment companies in the world..

Susan covers advertising and marketing for the Globe, reporting on trends in how companies use different media to reach consumers. Susan was the Globe’s media reporter from 2010-2012, and worked as a freelance reporter in both news and business contributing to publications includ-ing the Ottawa Citizen, Montreal Gazette, and more.

Keith is responsible for the development and ex-ecution of marketing and branding strategies for Red Bull, and has years of sports marketing ex-perience with a focus on communications, product and brand management. Prior to Red Bull, he has worked with some other leading brands in the world of sport including Ping, Reebok, and Tay-lorMade-adidas Golf.

SUMMARY

ROB ELWOODGUEST SPEAKER

JOHN BITOVEKEYNOTE

John Bitove is the founder of both the Toronto Raptors and the Air Canada Center. In addition to his Raptors-related pursuits, John has been the volunteer president for the City of Toronto’s bid for the 2008 Olympics, and was the vol-unteer organizer for the 1993 IAAF World In-door Championships in Athletics (track and field) and the FIBA World Championship of Basket-ball. John was also the very first recipient of the James Naismith Award of Excellence by Cana-da Basketball.

Today, Bitove will be sharing his past experi-ences of building Toronto up as a first-class sports destination as well as sharing his thoughts on how he sees the Toronto sports landscape changing in the future.

Rob Elwood is the host of the #1 Sports Podcast in iTunes N&N, ‘Who Are You: Life Lessons of Sports’. He has interviewed hundreds of executives, coaches and athletes to uncover and support that some of life's greatest lessons may be learned through the platform of sport. Today, he joins us a co-founder of 'The Sports Mind Institute' to share some of his greatest insights having launched an online interactive educational platform to. Through the power of story from recognizable interviewees such as Tony Dungy, Paul DePodesta, Tom Garfinkel, Mike Tannenbaum, Erik Weihenmayer and Lee Cockerell, Robert will reveal a common thread derived from the collectiveexperiences and the power of work-life integration through sports.

RAFFLE INKINDSPONSORS

This year, all proceeds from our raffle will go to the MLSE Foundation. With the support of all four MLSE teams, the Foundation supports the refurbishment of local athletic facilities and funds charities that support kids through sports and recreational programs. The MLSE Foundation believes that all kids should have access to sport and the opportunity to dream big, and so do we!

A SPECIAL THANKS TO