- Expert panel and afternoon networking
- Exclusive evening event with discounted tickets
- Aviva Studio venue tours
Cities are shaped by their cultural moments. Music, sport and major live events create shared experiences, build pride in communities and help define how cities are seen around the world. Now more than ever before, brands are part of making those moments happen.
This panel will explore how sponsorship contributes to the identity and growth of cities. Using examples from music, sport and live entertainment, the conversation will look at how partnerships between brands and sports/cultural organisations can support the communities they share.
Rather than focusing purely on brand activations, the discussion will explore the broader role sponsors can play in cultural ecosystems. How can sponsorship help cities thrive, support creative talent and create long-term impact?
Sign up now for ESA’s eagerly-awaited return to Manchester, where ESA Member Factory International will host our community at the iconic Aviva Studios.
A panel comprising experts from Amex, Aviva and Factory International will headline this event – with Danny Fahey (Head of Music & Culture Partnerships at Ear To The Ground) providing a scene-setter.
- David Edwards (Vice President Demand Generation at American Express UK)
- Jane Hector-Jones (Brand Partnerships & Sponsorship Director at Factory International)
- Tom Whiteside (Head of Group Sponsorship at Aviva).
The day will begin with optional venue tours from 13:00, with the afternoon event starting at 14:00. Guests are then invited to return to Aviva Studios at 18:30 to attend the opening night of The Surge: An Ode to Sinead O’Connor.
An experience not to be missed! Please contact ESA Events to request a discount code for the evening event.
Please sign up to the ESA mailing list if you are not already receiving our emails.
Provisional schedule
- 13:00-14:00: Venue tours (optional)
- 14:00: Arrivals and networking
- 14:45-15:45: Session
- 15:45-16:45: Networking and drinks
- 16:45: Afternoon event closes
- 18:30: Evening event (optional)
David Edwards
VP, Demand Generation, American Express UK
As Vice President of Demand Generation at American Express, Dave leads the brand’s efforts to connect with prospective Cardmembers in the UK, with a particular focus on Millennial and Gen Z audiences. He is passionate about embedding the Amex brand within culture via authentic, purpose-driven initiatives. Dave’s role covers brand marketing, card acquisition and the acclaimed Amex UK Experiences programme, which includes high-profile sponsorships such as Factory International, the National Theatre and Somerset House Summer Series. In addition, Dave spearheads innovative initiatives like the Amex Unsigned programme, an award-winning campaign that helps champion, support and platform unsigned and emerging music artists in the UK. Dave was uniquely placed to address this opportunity, having DJ’d around Europe professionally before transitioning into finance after studying business in the United States. He still DJs in his spare time.
Jane Hector-Jones
Brand Partnerships and Sponsorship Director, Factory International
Jane oversees the delivery of authentic, meaningful brand partnerships from Factory International’s landmark arts and culture venue, Aviva Studios, in Manchester. Jane is recognised in the industry for her thoughtful and innovative approach to partnering with notable brands to deliver dynamic and impactful campaigns. Previously at Channel 4 for 10 years, Jane is also regarded for setting up the Partnership and Content team for Channel 4 Nations and Regions, the development and delivery of the supermarkets anti-racism campaign, and winning the Campaign awards Grand Prix prize for her part in the “Black to Front” team. Jane’s recent successes include working with the other major brands on the panel to develop bespoke activations, from international broadcasts to aftershows and skateparks, and launching the inaugral MIF headline partnership to market.
Tom Whiteside
Head of Group Sponsorship, Aviva
Tom is currently Group Head of Sponsorship at Aviva, where he has developed the new venue-led group sponsorship strategy, which includes Dublin’s Aviva Stadium and Manchester’s new landmark new arts, culture and music venue, Aviva Studios. He joined Aviva in 2022 from Toyota GB, where he oversaw three Olympic and Paralympic Games. Prior to this, Tom worked at sports marketing agency Synergy as Consultancy Lead for clients such as Martini, BMW and RBS.
