2026 UPCoP Conference Agenda

July 28-30, 2026 - Lawrence, Kansas

(All times are local)

Tuesday, July 28

Tuesday activities take place at the Jayhawk Welcome Center, 1266 Oread Ave, Lawrence, KS

12:00pm - 2:00pm - UPCoP Board Meeting (for UPCoP Board members only)

2:00pm - 6:30pm - Registration Tables are open for registration bag pick-up

2:30pm - 3:00pm - Welcome Session: Partnerships

3:00pm - 3:30pm - Welcome Session: UPCoP Level-Setting

3:30pm - 5:00pm - Sponsored Sessions

• 3:30pm - 4:15pm - Sponsored Session #1 (choose from one of the three sessions being presented concurrently - see further below)

• 4:15pm - 5:00pm - Sponsored Session #2 (choose from one of the three sessions being presented concurrently - see further below)

• Each sponsor presentation will be in a separate room, and will be presenting during EACH of the timeslots.

• Too Good To Be “Trooh” (Trooh) - Trooh will introduce the simple and accessible path to implementing digital signage, highlighting how it can quickly become a revenue-generating tool with minimal overhead costs. Attendees will gain insight into practical applications and strategies for leveraging digital signage to maximize impact and profitability when partnering with Trooh!

• Amazon Just Walk Out

• Modeling Campus & Partner Alignment (flytedesk) - In any university-corporate partnership, each party has objectives crucial to determining individual success. How do we measure the alignment of a corporate partnership with university values and objectives? Conversely, how does a corporation measure the alignment of the partnership with their specific values and objectives? In this session, flytedesk will discuss the work they are doing to help create a framework for coordinating university-corporate engagement.

5:00pm - 5:30pm - BREAK

5:30pm - 7:00pm - Welcome Reception Sponsored by Pepsi

Wednesday, July 29

Wednesday activities take place at the KU Conference Center, 815 Fambrough Drive, Lawrence, KS

8:00am - 5:00pm - Registration Tables are open for registration bag pick-up

8:00am - 8:30am - Breakfast available

8:30am - 8:40am - Welcome & Opening Remarks by Hosts from the University of Kansas

8:40am - 9:20am - Executive Welcome & History of KU by Heath Peterson, President of KU Alumni Association

9:20am - 9:30am - Housekeeping and what to expect

9:30am - 10:30am - Partner Success Stories

• Moderated by Judd Norris of the University of Kansas, this panel features KU partners Pepsi and Central Bank.

10:30am - 10:45am - Introduction of Exhibitors

10:45am - 11:00am - BREAK in Exhibitor Space

11:00am - 12:00pm - Case Study: Display Devices

12:00pm - 1:15pm - LUNCH

1:15pm - 1:45pm - Case Study: Herff Jones

1:45pm - 2:45pm - 3-2-1 Launch (Your Partnerships Office)

• Moderated by Beth Pickard, Founder of BMP Consulting Solutions, this panel features discussions about the successes and challenges in the process of launching a campus partnership office. Hear from industry leaders, who have had a variety of experiences with the process. Panelists include: Nikki Goodenow of West Virginia University, Samantha Stevens formerly of Michigan State University and Val Gill formerly of Indiana University.

2:45pm - 3:15pm - BREAK

3:15pm - 4:15pm - Converting Student Success Model to Predictive Sponsorships: Using Existing University Data to Forecast Partnership Performance

• This session explores how predictive analytics can reshape the way universities evaluate and enhance their sponsorship strategies. Drawing on methods originally used to model student success, we will show how similar techniques can forecast audience behavior, strengthen activation planning, and reveal the most promising partnership opportunities. We will also showcase clear, concise visualizations designed to tell the story in an elevator-pitch format, helping stakeholders quickly grasp insights and make data-driven decisions. Attendees will leave with practical approaches for leveraging existing university data to elevate the impact of their sponsorship efforts. Session will be presented by Michelle Mitchell and Shane Hinckley, both of Texas A&M University.

4:15pm - 4:30pm - Day One Wrap-Up

4:30pm - 5:30pm - BREAK

5:30pm - 6:00pm - Buses begin boarding from OREAD Hotel to Allen Fieldhouse

6:00pm - 8:00pm - Networking Dinner at Allen Fieldhouse, Presented by The Superlative Group

8:00pm - 8:15pm - Buses board at Allen Fieldhouse for return to OREAD Hotel

Thursday, July 30

Thursday activities take place at the KU Conference Center, 815 Fambrough Drive, Lawrence, KS

7:00am - 8:00am - Walking Tour of the University of Kansas (Meet at KU Welcome Center)

8:00am - 12:00pm - Registration Tables are open for registration bag pick-up

8:00am - 9:30am - Breakfast Available

9:30am - 10:30am - UPCoP Annual Meeting (all higher education representatives are welcome!)

10:30am - 12:00pm - Breakout Sessions (open to all higher education representatives)

• Breakout Session #1 - Policies & Collaboration with Key Stakeholders

  • Facilitated by Brandon Fudge, Boise State University

• Breakout Session #2 - How Athletics Can Bring Value to Campus and Vice-Versa

  • Facilitated by Chris Boyer of North Carolina State University and Kurtis Mason of Oklahoma State University

• Breakout Session #3 - Best Practices to Optimize Your Sideline Apparel Deals

  • Facilitated by Evelin Simmons of the University of Massachusetts System

12:00pm - 1:00pm - LUNCH

1:00pm - 1:15pm - Welcome Back & Housekeeping

1:15pm - 2:00pm - Case Study: Collegiate Mobile: Bringing generations of fans together powered by wireless, fueled by passion.

• Learn about how Collegiate Mobile partners with universities to create win / win partnerships, serving specific priorities on each campus. Whether it’s unique and customized experiences for customers or give-back funds to scholarship and dedicated needs, Collegiate Mobile is connecting campus communities with pride.

2:00pm - 2:45pm - Case Study by Two Circles: Elevating University Partnerships: What Campuses Can Learn from Professional Sports

• As universities face increasing financial pressure and growing expectations from corporate partners, many campus partnership programs remain underdeveloped relative to professional sports and leading athletic departments. This session will explore how universities can unlock new commercial value through a more strategic, integrated approach to partnerships - spanning valuations, packaging, go-to-market strategy, and organizational infrastructure. Two Circles’ Nick Garner and Zack Sugarman will lead this discussion alongside Ohio State’s Kevin Griffin, with discussion topics including:

  • Why campus partnerships are often undervalued relative to comparable sports and entertainment properties

  • How universities can better monetize existing enterprise relationships and key categories where there is already significant business spend

  • The data, technology, and operational infrastructure required to deliver modern partnership programs

  • The opportunity to better align campus and athletics sponsorship efforts to create a more cohesive commercial strategy

2:45pm - 3:00pm - BREAK in Exhibitor Space

3:00pm - 4:00pm - New Money, New Models: How External Investment is Changing Higher Ed

• NIL, private equity, and new forms of private capital are rapidly transforming how universities generate revenue. This panel of leaders from three institutions will discuss what these investment models mean for higher education and why they’re emerging now. Exploring how external investment is appearing on campuses today and how asset centralization may reshape licensing, sponsorships and broader revenue‑generation strategies. Attendees should walk away with a basic understanding of the current external investment issues facing today’s higher education revenue-generating staff. This fireside chat will feature Brett Eden of the University of Utah, Shane Hinckley of Texas A&M and Kevin Griffin of Ohio State University.

• 4:00pm - 4:45pm - Naming Rights: Overview of the KU Gateway District and Revenue Opportunities

• 4:45pm - 5:00pm - Wrap-Up & 2027 Destination Announcement