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