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...
As most of us have heard in sports there are rumors of a pretty large contraction of affiliation in Minor League Baseball. There are talks that the smaller teams would be cut from MiLB’s affiliation and coverage.
The Arena Football League folded...
Look, fans like to game the system. If you get them an offer...they will try to get more than you are offering.
The usual solution: The sponsor sends you coupons and redemption codes to add to the offer.
But what if your sponsor's...
“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 because the sign is big, or...
I hear this a lot from teams. And it is a bit scary. In fact, I heard this recently from a notable team:
“I think you are overstating the number of times fans are looking at their phones on game day.”
My jaw...
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...
We should always be selling benefits over features in sports sponsorships.
Features are the what. They commoditize our product. Benefits are the Why. They bring context to why a brand should spend with your team over buying more digital ads.
So what are...
In the modern sports landscape, fan attention is the ultimate currency. We’ve seen a massive shift toward "playing along" in real-time, highlighted by major leagues leaning into predictive markets and interactive second-screen experiences. Fans don’t...
More inventory doesn’t mean more value. It usually means less.
For years, sports sponsorship has operated under a quiet assumption: if revenue is the goal, inventory is the answer.
Add more signage. Create more assets. Open more...
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...
