2016 Schedule

Interactive: March 11–15  •  Film: March 11–19  •  Music: March 15–20

Avoiding the Penalty: Legal Promotions on Game Day

Monday, March 14
5:00PM - 6:00PM

Hilton Austin Downtown
Salon H
500 E 4th St

In the midst of March Madness, brands are locking down valuable (and pricey) sponsorship and endorsement deals. While these partnerships promise brands the exclusive right to market products in the name of big-ticket events, not all brands have the budget for the official playing field. With so much attention on these sporting spectacles, brands looking to join the conversation can unknowingly stumble into the legal danger zone. In this panel, Ira Schlussel, General Counsel, HelloWorld and Paul Hourigan, Counsel, Sports and Entertainment Marketing Partnerships, Coca-Cola, offer how-tos for maximizing real-time engagement during official sporting events, while staying within the legal bounds.

Hashtags: #sxsw #sportsmktg


Ira Schlussel at SXSW

Ira Schlussel

SVP/General Counsel


Ira, SVP, General Counsel, leads the Legal Services team, ensuring legal compliance of all HelloWorld campaigns in areas including promotion and marketing law, CAN-SPAM, COPPA, direct mail, as well...

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Paul Hourigan at SXSW

Paul Hourigan

Counsel, Sports & Ent Mktg Sponsorships

The Coca-Cola Company

Paul Hourigan serves as the primary legal counsel for the North American division of The Coca-Cola Company, focusing on all professional sports sponsorships and marketing partnerships. Prior to joi...

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