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...
The best thing about a full client list is we have customers that have believed the pitch and spent dollars on your assets. It shouldn't take much to upsell your current sponsorship clients in sports.
They get it. They are onboard.
Now you're...
I’m sitting in a sponsorship meeting just 8 months ago with a client of ours. It’s the usual Agency, Partner, & Team three sections of the table divided (At SQWAD we get brought into sponsor meetings to help answer questions so...
I have such a blast rocking with Rich Franklin of the Portland Winterhawks each week on The Inches Podcast.
His knowledge and experience have been invaluable to me in the industry and we started this podcast so I could help share both...
For most of the sports teams in the U.S. & Canada, we are the smaller teams. Whether a “niche” league, “minor” league, whatever it may be, there are more of us than the larger Big 5 league teams.
Most of the time...
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...
In the infamous words of acclaimed Chicago Poet Chance the Rapper:
“The people’s champ must be everything the people can’t be.”
These words have always rung out to me whenever hearing them when the song would come onto my playlist. What does it...
We’re going through a very interesting time in sports in the U.S….we’re seeing sports betting open up for the first time for many states.
This shift has changed the entire trajectory of how sports are consumed, watched, and analyzed. It also will...
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...
