It’s something I hear a lot and drives me mad in the sports world.
Like really insane, because it is a misunderstanding of where attention is at all age levels.
I can’t tell you how many times I’ve heard the reason a team...
I’ve been harping a ton on YouTube lately…and well…it’s because there is a TON of money being spent there by brands.
In sponsorship, we sell advertisements. We sell the ability to reach an impassioned group that we have access to and influence...
We've all been there in sales. We have a prospect that we KNEW was a lock. We gave the pitch, asked for the business, and now are waiting on their answer.
But the more we wait, the more we lose our sales...
I sit here today contemplating a recent comment by a brand on their thoughts to in-stadium signage…..
“An in-stadium sign….when you think about it…is a sexy highway billboard ad…and as a brand, we don’t get excited about that.”
Even in my digital biased...
There are cycles in almost everything in life. Nothing ever grows exponentially forever.
This can be seen in nature, our economy, and countless other places in our lives. No bull market lasts forever. No Bear market does either.
How you navigate those peaks...
Ice cream or soup…which is better? Tough question to answer.
Ice cream, on one hand, is great for hot days. It’s also sweet so it is meant for after a meal. You can eat it on a cold day in the winter…but...
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...
Not all budgets for brands are “marketing” or “sponsorship”. There is some depth there.
Understanding the dynamics of a brand’s budget (and buckets) can help you close your deals and even open up more revenue for your team.
It’s something that Rich Franklin...
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...
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...
