Great Events · 2026-06-03 · 30 min
Meet the woman who built the sponsorship strategy behind Fanatics Fest. In this episode, Rachel Andrews and Felicia Asiedu sit down with Paulina Giusti , Director of Sponsorships at Fanatics Events . Paulina shares what it takes to craft activations, energize brands, and drive revenue for a festival that draws 175,000 sports fans. She takes us behind the scenes of Fanatics Fest, revealing how internal alignment, strategic sponsor partnerships, and fan-first experiences can turn an event into a memorable and profitable venture. What you’ll learn: How sponsorship activations are built from strategy to execution What B2B marketers can learn from B2C fan experiences Why relationships are the foundation of successful events Things to listen for: (00:00) Meet Paulina Giusti of Fanatics Events (03:55) The difference between B2B and B2C events (06:22) What Fanatics Fest actually is (08:13) Designing memorable fan experiences (14:22) How sponsorship fulfillment actually works (19:50) Measuring sponsorship ROI and event success (22:22) Advice for event marketers moving into B2C
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