#272: Matt Lederer, Comcast - The Strategy Behind Comcast’s Partnerships

Matt Lederer is the Vice President of Brand Partnerships & Engagement at Comcast, where he leads the strategy and execution behind a $90 million portfolio of partnerships that bring the Xfinity brand to life across sports, entertainment, gaming, and music. With over 20 years of experience in brand and experiential marketing, Matt has positioned Comcast at the center of culture and innovation—connecting technology with passion. Under his leadership, Comcast has developed one of the most dynamic partnership ecosystems in the industry, managing more than 8,000 events each year through its national Events Center of Excellence.

Throughout his career, Matt has led high-impact collaborations with some of the world’s biggest names and properties—spanning NASCAR, the NBA & WNBA, Team USA, and Unrivaled, as well as partnerships with Taylor Swift, Katy Perry, FaZe Clan, and AEG. His data-driven approach has transformed Comcast’s sponsorship model, producing a 200%+ marketing payback and setting new benchmarks for brand engagement.

An interesting fact: Matt began his career as a grassroots marketer before scaling to oversee Comcast’s entire national partnership strategy. His journey from field marketing to leading a global entertainment and sports portfolio reflects his unique ability to blend creativity with analytics, ensuring every fan experience delivers both emotion and measurable value.

Podcast Chapters:

02:53 Navigating Partnerships in Sports and Technology

05:52 Evaluating New Partnerships and Audience Engagement

09:00 The Role of Data in Partnership Decisions

12:00 Adapting to New Sports Trends and Experiences

14:59 The Evolution of Sponsorships and Athlete Engagement

17:58 The Future of Media Consumption and Live Experiences

20:59 The Impact of AI on Sports Sponsorships

24:02 Looking Ahead: Major Events and Consumer Behavior

Matt Lederer: 🏠 Website: comcastcorporation.com

💼 LinkedIn: https://www.linkedin.com/in/matthewjlederer/

Andrew Petcash:

🏠 Website: https://profluence.com

💼 LinkedIn: https://www.linkedin.com/in/andrewpetcash/

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