ASM Global has named Jason Oberlander as chief commercial officer to dramatically expand its partnerships. Oberlander was a key architect of the growth of Learfield IMG College, which holds the multimedia rights to more than 200 of the nation’s top collegiate athletic properties including the vast majority of Power 5 programs.
“We have the scale, consumer touchpoints and ability to integrate brands into music, sports, business, tech and more that will drive value for the brands, content providers, venue partners and guests,” ASM Global President and Chief Executive Officer Ron Bension said. “Jason’s extensive experience, particularly with IMG in forging new national partnerships with Fortune 1000 brands, will provide far and away the most diverse and enriching opportunities the industry has ever seen.”
Oberlander will oversee ASM’s plans to grow its position in naming rights and marketing partnership generation for its arenas, stadiums, theaters and convention centers. ASM Global and AEG Global Partnerships have secured recent naming rights deals including the Coca-Cola Music Hall and Distro T-Mobile in Puerto Rico, the renamed T-Mobile Center in Kansas City, Missouri, and the AO Arena in Manchester, England.
“ASM’s growth potential is unlimited,” Oberlander said. “We’re the world’s largest live-event marketing platform, which enables us to deliver fan-engagement opportunities to brands across the guest journey; and we can do it on a scale that no one else can deliver. Fans are craving live-event experiences more than ever, and brands will want to be a part of those moments. No one has the breadth of events, venues, tenant partners and boots on the ground like ASM. At a full run, there are 164 million people coming through our venues. That’s more than the four major U.S. professional sports leagues combined. We are very excited to show brand partners what we’re planning.”