Limpert Tech "SullyCast" on ALT 105.7 and iHeartRadio 1/3/20 - Director of Digital Media at AEG Global Partnerships

What is the state of sports in this country?

Matt Lawler, director of digital media at AEG Global Partnerships, is at the head of this. He will be speaking on the panel “The State of Sports Analytics” on Thursday, January 9 at CES. He joins Rick here to talk.

Have a listen:

Matt is responsible for leveraging digital assets and creating massive brand partnership opportunities across professional sports teams (LA Kings, LA Galaxy), hundreds of venues (STAPLES Center, Dignity Health Sports Park) and thousands of live events each year including The Coachella Valley Music & Arts Festival, Stagecoach and many more.

Topics:

How advances in technology and data tracking are allowing teams and events to understand their fans to a greater degree.
How to make sure to capture meaningful data before, after and during an event.
The importance of sponsorship analytics: how analytics can create more effective partnership campaigns.
How analytic strategies are driving the future of sporting ticket sales through an improved fan experience, maximizing revenue and overall increased attendance.
Etc.
 
With millions of dollars invested in AEG, Matt is integrating cutting-edge digital capabilities into strategic media and marketing campaigns, engaging communities and building partner and fan-generated content.

Matt Lawler is the director of digital media for the Global Partnerships division of AEG, the world’s leading sports and live entertainment company. Acting as an internal agency for AEG, Global Partnerships oversees worldwide sponsorship sales and activation for over 135 world-class platforms across five continents and numerous other assets, including venues, sports franchises, events, tours, festivals and digital content among other AEG holdings. In 2017, AEG Global Partnerships managed $2 billion in contractually obligated income across its global assets and was responsible for generating $525 million in annual revenue.

Within AEG Global Partnerships, the company’s most profitable division, Lawler is responsible for the execution of strategic digital media initiatives, including the development and management of digital and social marketing campaigns, engaged communities and engaging partner and fan-generated content. As part of these efforts, Lawler concentrates on monetizing digital capabilities and integrating them into the larger Global Partnerships business strategy. He also works alongside the strategy and analytics teams to ensure that sales and activation teams across AEG Facilities, Presents, and Sports are using the company’s digital facets to drive and enhance value for all partners.

Prior to joining AEG Global Partnerships, Lawler served as vice president and group director of social for media agency Canvas Worldwide. While there, he was responsible for developing connected technology solutions for clients across a range of industries, including retail, entertainment, non-profit, and automotive. Lawler also managed a social media-spend budget of $35 million and spearheaded business development efforts that lead to a 20 percent increase in the agency’s annual media-spend budget.

Previously, Lawler served as social media account director at Initiative, a global communications agency, where he led a team in the execution of social media strategy across clients’ paid, owned and earned media channels. Lawler worked with clients such as Kia and Hyundai, and oversaw social production elements for major international events, including MTV’s Video Music Awards, Billboard Music Awards, Vidcon, Super Bowl, NBA Finals and more.

Throughout his career, Lawler has been a part of teams that were recognized for their creative achievements. While at Initiative, he was a critical part of the implementation and distribution strategy for the Kia Nirobot, the first chat bot developed for an automotive brand in the U.S. The service went on to win a Shorty Award with Gold distinction in 2017.He also was an instrumental part of the Initiative team that developed Kia’s “Best Day of Your Life” Tumblr post, which was recognized by AdWeek as one of the top 25 sponsored brand posts on Tumblr in 2015.

Lawler attended the University of Pennsylvania where he was a member of the Penn Quakers basketball team and achieved a Bachelor of Arts degree in philosophy, political science, and economics. He also holds an MBA from the University of Southern California. Lawler currently lives in Pasadena with his wife and daughter.