Featured Articles

Words I heard today…”​In-Stadium Signage is the Sexy Equivalent to a Highway Billboard Ad”​

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...

How to run a successful sales pitch meeting in sports sponsorship

There is nothing worse than when a pitch meeting goes off the rails. I mean NOTHING. All of a sudden you are talking about the cost of an impression on a highway billboard instead of the packages you are presenting to a...

Snapchat is the new email marketing for ticket sales, and it’s better.

I’m very bullish on Snapchat. Two big reasons why are: -The headlines say it’s dead (it’s not, maybe in stock price but it has a large number of users) -It’s the key to young to middle-aged fans. I was on Twitter the other day...

Easily Scale Your Pre-Game Social Content In Sports With The Spectacles.

“I don’t have the resources to create brandable social videos, I’d love to…but I just don’t have the bandwidth to do it.” I can’t count the number of times I’ve heard this in and out of sports. I get it, I’ve been there...

Empathy In Sponsorship & Sports Biz Has Never Been More Important

The more I dive into sports business,  and particularly sponsorship, I am starting to realize how important empathy is in everything we do…and something that we have somewhat forgotten in our work. Empathy is everything today. It is a superpower. The ability...

Top 5 ways to LOSE a sponsor

Many times, we focus on the tactic TO do to keep our sponsors as opposed to NOT to do. But understanding the landmines, we can avoid them early before there is a problem. Mostly though…we need a map in order to navigate...

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...

Your fans are the experts on how they like to consume & connect with your sponsors…not your team

I believe in constant auditing of what you’re doing. The way we keep from being complacent is to constantly challenge what we’re building, creating, and putting out there in the world to connect with our fans. It allows us to push to...

Latest Articles

The difference between sponsorship and advertising

This is a debate that comes up constantly if you are in the sponsorship industry.  Sports teams will share how sponsorship is more than advertising. They will push the fanatical fans that the brand should want...

Technology and The Future Of Stadium Advertising

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...

Reap Rewards With Effective Sports Fan Engagement 

We as humans are hard-wired for engagement. We crave the ability to connect, feel, and vibe with others. It is how we become a part of a community. The same applies to the sports fans that...

So you’re in a brand new market…here’s how to kickstart your sponsorship sales

Let’s face it…if you work in the sports industry you are bound to move a ton. Many of us have racked up the miles as we grow in the industry. But in the sponsorship industry, which...

Fans see over 3,000 sponsorship ads on game day. Here’s why that is a problem.

Close your eyes and think back to the last sports game you attended as a fan. What is the first thing you see? Maybe it is the field/court/ice? Maybe the concession stand of your favorite food...

Why Education > Awareness In Sponsorship

Awareness drives me insane in the sponsorship & advertising world.  Logo placement obviously has its value, the more times the customers see the logo the more likely they are to recognize and purchase the product when...

Sports Sponsorship Predictions For Growth In 2022

It seems as though each year we are met with new opportunities, obstacles, and trends in sponsorship. It’s something that I love about our industry. It is forever progressing as our brands and fans change with...

Dealing with game postponements in sports sponsorship

As we sit here in the early stages of 2022, most of us are probably feeling a bit of bad deja vu. Just as we thought we were out of the impacts of COVID to...

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...