There’s a temptation in business—especially in sports sponsorships—to believe that reach is everything. The bigger the audience, the bigger the impact. The more logos, the better. The wider the net, the more fish you’ll catch.
But more often than not, this thinking...
I held off on writing this because I really didn’t want to incite panic on what might happen and drive clicks if it wouldn’t actually bring value and was all based on the scare.
I also held off because of the seriousness...
I’m young in this game. I’ve only been doing this for 5 years in the world of sports.
That is selling sponsorship.
I look back at the early days of sports sponsorship…seeing Ebbets Field in the ’20s filled with signs of Chesterfield Cigarettes....
If a sponsorship activation is posted, but no fan engages with it...did it really even happen?
Well, it did, mainly because you as the brand paid for it. But the return on your investment went out the door along with your chances...
It’s a part of sales…unfortunately.
We pitched, we got the head nods, we got the plan, we thought this one was game over and we had them closed…
Then we got a nice "NO" 4 weeks before the season starts.
This week on The...
Technology is the pinnacle of the advancement and growth of sports. From the first patents of a football to the invention of instant replay, we’ve seen technology catapult sports to be a frenzy of fan entertainment.
While most people focus on the...
If an activation is promoted, and no fan is there to hear it, does it even exist? Well…yes…but it wouldn’t be very successful.
Marketing your activations are a HUGE part of launching a new campaign with your fan base. At SQWAD we’ve...
For most of the sports teams in the U.S. & Canada, we are the smaller teams. Whether a “niche” league, “minor” league, whatever it may be, there are more of us than the larger Big 5 league teams.
Most of the time...
I’ve been spending a lot of time thinking about what sponsorships in sports have become...and what they were always meant to be.
Not from the perspective of inventory or impressions. Not CPMs, logo counts, or “media...
There’s a temptation in business—especially in sports sponsorships—to believe that reach is everything. The bigger the audience, the bigger the impact. The more logos, the better. The wider the net, the more fish you’ll catch.
But...
“The goal is not to fit in. The goal is to resonate.”— Rick Rubin
The Misconception of Attention
Most sponsorships start from the wrong place.
We assume the audience will care.We assume the logo is enough.We assume that...
In the world of sports sponsorships, creativity is often boxed into a role: something that belongs to the agency, the graphic designer, or the "creative team."
But what if creativity wasn’t a department—it was a mindset?
What...
In sports, perfection is often the illusion.
A perfect record. A flawless play. A pristine image on the jumbotron.
But in the realm of sponsorship, where connection matters more than control, perfection can be a liability. It...
In the high-stakes world of sports sponsorships, where millions are spent on visibility, impressions, and association, a powerful truth often gets lost: fans don't show up for brands.
They show up for the love of the...
I'm always interested in the exact definitions of the words we use. Sometimes, they can be powerful in understanding the meaning behind the everyday language we use.
The definition of the word Resolution is "a firm...
Predicting the future is a seductive pursuit, yet it’s often an exercise in navigating uncertainty with incomplete information.
While patterns and data can provide a glimpse into what might be, the future is shaped by countless...
Whether you are a brand sponsoring a team...or a team selling inventory, we can't let our sponsors become J.A.S.
Just. Another. Sign.
We see this too much in sponsorship. Logo slap. Logo placement on every nook and...
