Making your mark in the multi-billion dollar global sports industry is a challenge. So how do teams like the Red Sox and the Dallas Cowboys drive revenue? They create powerhouse brands that attract, engage, and retain fans by leveraging big data, creating cross-platform media and engagement plans, and using dynamic social media strategies to maximize live event experiences. Using theoretical and real-world examples, Ben Shields will share innovative best practices from the business of sports that are relevant to any consumer-driven enterprise.