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Ryan Luckey spent four years leading the AT&T team in sponsorship strategy, consulting, property management and activation to enhance the telecommunications giant’s brand reputation and competitive advantage. Until November 2017, when he was promoted to a new role as AVP of Corporate Brand Marketing, Luckey led the evolution of the role of sponsorships at AT&T by leveraging the power of its network to exceed the demands of increasingly empowered and connected fans.
Interviewed backstage at the Leaders Sport Business Summit in New York in March last year, Luckey discusses AT&T’s process of selecting and measuring the success of the 70 sponsorship properties in their portfolio, new ways the organisation are activating core sponsorships through the AT&T network and how millennial consumers are expecting more from brands.