Freeman Doubles Down on Strategic Sponsorships

January 8, 2018

DALLAS — January 8, 2018 — When it comes to putting on successful events, organizations are constantly challenged to innovate, increase revenue, drive attendance and create exciting sponsorships that drive engagement. With this in mind, Freeman, the leading global provider of brand experiences, today announced it is expanding its sponsorship practice.

The expanded practice will apply the company’s expertise in designing tailored sponsorship communities to help clients create a high level of alignment between event attendees and sponsors. With the expanded focus on sponsorship, Freeman will extend its influence well beyond establishing a growing partner community, it also will help clients better understand how aligning goals and building relationships between attendees, sponsors and exhibitors can help all parties involved achieve a more effective and profitable brand experience.

“Show organizers need sponsors, partners and activations that align with what their audiences want and what their business objectives dictate,” said Hellena O’Dell, senior vice president of corporate sponsorships, Freeman. “By building a strategic sponsor community, we can help our clients deliver a better audience experience, which results in more success attracting attendees and offsetting costs.”

Freeman recently chose O’Dell to lead its team of sponsorship experts. She joins the company from Hartmann Studios, where she served for more than three years as vice president of event strategy, partner and customer engagement. Prior to that, she led global partner engagement at Oracle for 19 years.

“Devising the best approach for sponsorship can be a tricky task for a brand,” said O’Dell. “At Freeman, we design our sponsorship community by aligning a brand’s strategy and future goals with the right sponsors to create more authentic and powerful experiences for attendees.”

At Freeman, sponsorship experts custom-tailor a brand’s strategy to drive increased audience engagement and improved results. Their strategic approach looks across associations, non-profits and corporations to identify common trends and find the best sponsorship partners for a brand.

“Adding Hellena’s experience and talent to our team further strengthens our presence in this key focus area,” said David Gauthreaux, executive vice president of global sales, Freeman. “Recent success working with brands like Atlassian, Cisco and SEMI Americas demonstrates that demand for sponsorships integrated with strategy and digital capabilities is going to continue to increase. With Hellena’s leadership, we will be even better positioned to deliver effective and profitable sponsorship designs for customers in the years to come.”

To learn more about the expanded sponsorship approach at Freeman, please click here.

To explore the best practices for generating big results for sponsorships, download the insights paper, “The Business Case for a Better Sponsorship Model: Best Practices for Big Results.”

Discover the steps necessary to ensure you are getting the most out of your sponsorship dollars by downloading the insights paper, “Secrets of High-Impact Sponsorships: Choosing the Right Opportunities for Your Brand.”

About Freeman

Freeman is the world’s leading brand experience company. We help our clients design, plan, and deliver immersive experiences for their most important audiences. Through comprehensive solutions including strategy, creative, logistics, digital solutions, and event technology, Freeman helps increase engagement and drive business results. What makes us different is our collaborative culture, intuitive knowledge, global perspective, and personalized approach, gained from our 90 years as an industry leader. Freeman is a family-owned company with 90+ locations worldwide and over 7,000 employees, 2,000 of whom are located outside the U.S. For more information, visit

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Media Contacts

Stephen Phillips, Freeman
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Matt Falso, on behalf of Freeman
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