Beyond the Scoreboard: Marketing Wins from Minnesota's Top Teams

Sports marketing isn’t just highlight reels and logo placements—it’s strategy, storytelling, and community building that would make any CMO’s playbook jealous.

On October 9, MIMA takes over the Securian Financial Club at CHS Field (yes, the one with skyline views worth the ticket alone) for Beyond the Scoreboard—an evening designed to sharpen your marketing instincts and give you a front-row seat to how brands and teams build partnerships that actually deliver.

Three mini-keynotes, three different angles, one unfiltered conversation:

• Anna Olson & Daniel Wallace, Securian Financial x Minnesota Twins — Power of the Patch: how a simple jersey patch became a masterclass in brand visibility, merchandising, and B2B engagement.
• Jarrell Tolbert, Minnesota Timberwolves & Lynx — Plays That Connect: Partnerships through Digital Storytelling: how owned content channels activate sponsors and connect teams, fans, and brands in ways that matter.
• Hailey Courtney, Minnesota United — inside look at building loyal fan communities through social strategy and creative partnerships.

Then we put it all on the table in a panel Q&A: measurement, authenticity, pitfalls, selling success up the chain and the future of brand-team partnerships. No spin, no fluff—just the real plays.

Registration includes your first drink (because good ideas need fuel), food, and access to an exclusive group of Minnesota’s sharpest marketers.

Doors at 5. Program at 6. Networking with a skyline view at 7. Don’t sit on the sidelines—tickets are limited, and this is one game you’ll want to be in on.

MIMA is a community marketing, content and creative leaders who are driven to push the industry forward. From the dawn of dot com to the emergence of social strategy to Google's first neural network – for 25 years, MIMA has been here shining a light on what strategists need to know about what's next and connecting the curious minds who are facing new challenges head on.

Our mission is simple: build a stronger, smarter industry in Minnesota through events that expand our collective knowledge, illuminate emerging technologies and techniques, and amplify the unrivaled talent in MN. Ready to shape the future together?

Thanks to Securian Financial for hosting the MIMA community at the Securian Club at CHS Field! Their generosity makes it possible to bring everyone together to deepen our knowledge and expand our minds.

Also check out other Sports events in Saint Paul.