Featured Articles

The two graphs that scare the SH*T out of me in sports sponsorship.

There are two graphs that unequivocally scare the SH*T out of me in sports sponsorship. (Click the image above for the source article — eMarketer.com) The first is the fact that 54% of all advertising dollars in 2019 will be spent on digital campaigns and...

Why deadtime in your stadium is the most valuable sponsorship inventory you have

There is a misconception that I hear a lot from teams I speak with as far as why digital is not for them. I hear it constantly “I want my fans focused on the game, not on their phones.” Well first off I’d...

How you can authentically add your sponsors into your health & safety messaging

We’re on the horizon for getting fans back into our stadium barring a major health setback. (knock on wood). With fans back we’ll need to ensure that they feel safe, are safe, and still have a great experience in our stadiums...

The math behind why brands opt for digital over your traditional sponsorship assets

For all the people who are going to comment with full caps about how traditional ads work and brands have been buying them forever… You are right. Of course, they work. If they had a success rate of 0 they wouldn’t exist. So...

Let’s stop using the “OLD FAN”​ excuse for why you haven’t gone digital as a sports team.

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...

“If I’m going to spend my money with (your team here), what would be on my checklist?”​

Bonus, there is an editable spreadsheet at the end to help you create your own checklist. Read through to the bottom). Look, it’s been overstated…but you can’t operate the same way you did before the crisis. For one thing, with the lost inventory...

How to successfully market your digital activations & contests with your fans (after launching…

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...

Getting Started With Digital Sports Sponsorship Assets. 0–1

This week on The Inches Podcast we dive into how to get started when tackling adding digital to your sponsorship assets. Most of the clients we chat with know they have to get digital integrated into their game day for multiple reasons....

Latest Articles

Rethinking Minimum Spend Limits In Sports Sponsorship

Since I started in the sponsorship industry...we’ve always had a minimum spend. I was always told “We need a brand to commit to our value.” or “the smaller deals take too much time.” Both are valid...

Are we headed for a sports BOOM….then BUST?

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...

The new era of prospecting in sponsorship comes in your social feeds

One vital thing to understand is brands are still spending dollars in this pandemic. Despite what we may hear from them about budgets being tight or locked, a massive amount of money is being spent...

How to successfully market your digital activations & contests with your fans (after launching…

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...

We were over-leveraged in sports and the pandemic exposed it…here’s how we can diversify

‘It is not the strongest of the species that survives, not the most intelligent that survives. It is the one that is most adaptable to change’. Commonly misquoted to Charles Darwin, it was actually written by...

One Tweak Can Increase Your Team’s YouTube Reach (And Why It Matters In Sponsorship)

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...

Why GIFs Should Be On Your Sponsorship Marketing Radar For 2021

What if I told you you could harness and hack the second largest search engine for your sports team and sponsors…for free. Yes…for free. Well, you can through GIFs. Yup, those funny animations we see all over Twitter,...

How to build the perceived value of your sponsorship assets & department

Value is a very interesting dynamic in economics. Why do we spend $1,000,000 for a Ferrari over $30K for a Toyota? Are the parts really 33X better? Have they built a brand that is 33X better...

Sponsorship post-pandemic is all about re-building habits, old and new.

Humans are creatures of habits. It is extremely hard once we’ve entered a habit to change it. In reverse, it takes a lot for us to build new habits. But there was a pandemic that rewired...