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Wednesday, February 24 | 9:30 am - 10:50 am
Location: South Pacific E
The 2021 keynote event is still in the planning stage. Please check back in the fall for more details.
Building a Brand
Charlotte Jones, Dallas Cowboys Executive Vice President and Chief Brand Officer, was the first female keynote speaker at IRE. She oversees all business operations, strategies and applications surrounding the team’s brand as it is presented to fans worldwide. Charlotte as she discussed building one of the MOST recognizable and valuable sports brands in the world and about the groundbreaking approach she organized for fundraising. She shared strategies about setting high expectations, the pressure to deliver and continuing to raise the bar. She also shared the new fan engagement initiatives and innovations the Dallas Cowboys Football Club is spearheading. Those in attendance learned how Charlotte Jones became the most powerful woman in sports! Brad Sham, the American Sportscaster who is known as the “Voice of the Dallas Cowboys”, moderated the session.