Featured Articles

In-Stadium vs. Out Of Stadium Digital Sponsorship Assets…The Value In Each

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...

The 14 Sports Sponsorship Sales Commandments by Rich Franklin (1–7)

I said it before, but the value I get when chatting with Rich Franklin on sponsorship is always unrivaled. I’m blessed to have him as a resource and knowledge base for all things sponsorship. When I am struggling with something in sponsorship…he...

Your Sponsorship Package Should Be A Story, Not A Menu

Everyone always talks about stories in sales…and rightfully so. As humans, we are physiologically conditioned to accept stories more than any other form of communication. Stories build trust, they build empathy. Neuroscientists found that when listening to a well-told story, the exact...

Understanding the levels to sports sponsorship and how you can close deals with it.

In sports (and really most other) advertising & sponsorship the more interaction you can build with a consumer, the more valuable our assets can be to brands. In sponsorship, there are levels of value that a single asset will hit. Almost like...

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...

The sponsorship economics behind the last recession & how we can learn from it.

As I’ve written about before, I was in college during the 08 recession. I wasn’t yet in the professional world & not yet selling sponsorship. By the time I got into the game, the economy was pretty well recovered and I rode...

So you don’t think attention is on your fan’s phone during your sports games…

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...

Sh*t happens at deadlines…how to get an answer from your prospect that is ghosting you in sports…

Ghosting, Friend Zone, whatever you want to call it…sometimes after a great pitch and initial interest from a partner, we get radio silence. This is not specific to sports & event sponsorship…this happens in ALL of sales. You will get ghosted in...

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...