2017-Sept-14

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Driving Business Impact While Enacting Social Good




Members of the Global Sponsorships Marketing and Product Placement Team have some fun out of the office
Members of the Global Sponsorships Marketing and Product Placement Team have some fun out of the office.

What do the following have in common: The Ellen DeGeneres Show, Jimmy Kimmel Live! GRAMMY-nominated artist OneRepublic, the Olympic and Paralympic Games, the National Basketball Association (NBA) and Live Nation? Answer: They're all platforms that showcase Cisco's networking technologies in remarkable ways.

If you knew that already, you may not know that a small Cisco team of innovative thinkers and business strategists—the Global Sponsorships Marketing and Product Placement Team—works tirelessly behind the scenes to bring these unique technology showcases to life. The group is focused on driving meaningful change and real business impact by 1) driving sales 2) building brand awareness and preference and 3) growing employee pride and engagement.

"We partner with some of the biggest names in the sports and entertainment world to provide innovative opportunities to showcase Cisco's technology in ways that truly touch people's passions and drive real business impact for the Cisco brand," says Maria Dincel, Managing Director, Global Sponsorships and Product Placement. "Our team is incredibly passionate about the work that we do and the value we bring back to the business."

One of the team's shining achievements is the Jimmy Kimmel Live! Wall of America. Powered by our video conferencing technology, this giant video screen enables virtual audience members to interact with Jimmy during live broadcasts, often with hilarious results.

"The Wall of America solution is something uniquely Cisco that no other technology partner can deliver," says Mindy Warner, who oversees product placement. "It's the result of a strategic partnership that's a win-win for both parties—the show gets this unique solution customized to their needs, and we get amazing marketing benefits at zero cost."

Cisco's network powered the 2016 Rio Games, and will do so again in Tokyo in 2020.
OneRepublic using Cisco Spark to stay connected.
Jimmy Kimmel's Wall of America in partnership with Cisco.

Other high-profile partnerships include Cisco's decade-long role as an Official Technology Partner of the NBA; and integration with the 2012, 2016 and 2020 Olympic and Paralympic Games. No matter the project, the team's approach is highly creative, many-layered and multi-pronged. Many of the partnerships aim to transform businesses, industries and even lives.

"It's not just about putting the Cisco logo on something," says team member Ashley Marusak. "We're truly driving meaningful change and real business impact, and to do that we need to be able to show the power of our solution."

"It's not about being an ad, but a value-add," says Alexandra Rosen, who helps drive Cisco's growing impact in the live entertainment industry. "We are leveraging the latest capabilities in networking with Cisco Meraki gear to keep the back-of-house connected on this summer's Live Nation U2 Joshua Tree Tour, and have showcased Cisco's cutting-edge collaboration tools with Spark and Spark Board by finalizing the tour set design for OneRepublic."

Enacting Social Good

Corporate social responsibility also plays a leading role in each of the sponsorship programs. Cisco uses the Olympic and Paralympic Games as a platform to enact change and give back. That means not only bringing world-class networking and security technology to the Games, but also giving the host countries a helping hand in their own digital transformation—leaving them better places than we found them.

In Rio, Cisco didn't just build an amazing network for the Games to run on, all while blocking millions of security threats. It also educated local students through our Networking Academy, leaving behind an educated workforce and creating job opportunities for disadvantaged youth. And it created programs such as Cisco Olympians, which highlighted the contributions of amazing employees around the world.

Through our partnership with Live Nation and the American pop-rock band OneRepublic, we're helping transform an industry that sees technology at the core of its ongoing digital evolution. But in addition to implementing Wi-Fi connectivity at various Live Nation venues to enhance the fan experience, we've partnered with the GRAMMY Museum to support music education and STEM for 20 schools across the United States.

"While we're transforming these industries, we also use every door that we open through sponsorships to create a positive social change," says James Mescall, a senior marketing manager on the team. "Giving back is not only part of our values, it's also central to the programs we want to create."

Cisco employees and their families enjoy an NBA Clinic as part of the festivities surrounding the 2016 Global Game in Madrid, Spain.
Cisco employees and their families enjoy an NBA Clinic as part of the festivities surrounding the 2016 Global Game in Madrid, Spain.

The NBA partnership offers another example of the team's efforts to enact a positive change. Not only does it benefit that organization's employees, who use technologies like WebEx and Jabber in their daily work, but it also enhances the fan-facing experience. In addition, the global appeal of the NBA (through events such as the NBA Global Games) gives the Sponsorships team an opportunity to activate different programs around the world every year. This year, the team is supporting hospitality and marketing efforts in China, South Africa, Brazil, the UK, Canada and the United States—all of which helps raise global awareness of Cisco.

And just as significantly, the partnership provides opportunities for Networking Academy students to get the chance of a lifetime to support events such as NBA All-Star Weekend.

A Global Family

The team is spread across America, but is together often at events, activations and meetings. The comradery built by working long hours at events around the world has built a special chemistry.

"We feel like we're a family—not only in our professional lives, but also in our personal lives," Mescall says.

The Global Sponsorship and Product Placement Team  members always enjoy their time spent together at events, activations and  meetings.
The Global Sponsorship and Product Placement Team members always enjoy their time spent together at events, activations and meetings.

Although the work may sound glamorous, it comes with a good deal of pressure, stress and uncertainty. But the unpredictability is also part of its appeal.

"Every situation is different—every partnership, every conversation you have is unique," says Mindy Warner. "You have to apply creative thinking to pull things off. We come together to pitch in. No task is too small."

What leadership qualities and behaviors does it take to be effective in the team?

For Ashley, there's a degree of letting go that's required when working with shows like Ellen or Jimmy Kimmel—and then enjoying how our brand is portrayed. "These programs help us show a different side of our brand and showcase the breadth and scope of Cisco to a new demographic," she says.

Mescall says the ability to collaborate is vital—including with C-level executives. "You've got to have a passion for working with people and a tact for how to do that," he says.

"We are constantly pushing boundaries and working across borders in every sense, and for that trust and good communication is key. Nothing beats working with people who are not just good at what they do but truly care," says Alex.

So what's next for the Global Sponsorships Team?

A major focus is the 2020 Tokyo Olympic and Paralympic Games. The team will spend the next three years working hand-in-hand with Cisco Japan to drive digital transformation in preparation for the world's largest sporting event.

"Our focus is truly on bringing Cisco's vision to life through this partnership – changing the way people in Tokyo and throughout Japan live, work, play and learn," says Rob Neumann, CTO of Olympic and Sponsorship Activations.

But they'll also be on the lookout for the next meaningful platform. "We are continuously evolving how we activate our brand, share our stories, and connect with new and existing audiences," Rosen says.

Mindy foresees tighter integration between the team and sales/hospitality—especially as it becomes easier to see revenue that's attributable to the team's efforts. "Before, it was hard to see how sponsorship moves the needle, but it's easier to track those things today," she says.

Whatever the future holds, the team's members say they feel ready for it. "It's a marketer's dream to be given a blank slate of a platform and told to help deepen our relationship with it and help position our brand," Ashley says. "I pinch myself often."

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