If you’ve listened to our podcast The Inches, first THANK YOU!
If you haven’t, we’ve spent the last 6 months chatting about sponsorship and how digital is affecting the industry with some tactics you can implement to succeed.
Rich has been a huge...
I was in a sponsorship meeting the other day and heard a number that jumped at me like a linebacker seeing a fumbled football.
40%…this sponsor (brand) said that 40% of their sponsorship budget was reserved for digital campaigns & initiatives.
Wow…that is...
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....
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...
Nothing is worse when you get an ad when there is no way you fit the product.
My favorite is when I get cat offers from a certain pet store (I won’t say which one).
Two issues there:
I own a dog….so you...
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 decision to do or not to...
Digital baseball in-game promotions are taking ball games for a turn. Upping the game.
A summer day of baseball at the ballpark is one of the most coveted American pastimes. Generations have been raised on hot dogs, peanuts, and home runs.
But it’s...
I’ve nibbled a bit around it before but I really think that utilizing text messaging as a sponsorship asset will be the killer move of 2020.
We’ve used this tactic in ticketing and it has proven to be a valuable asset….but there...
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...
