“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...
Last week on The Inches we dove into a topic that I think doesn’t get enough love in the sponsorship world but is vital to the success of our partnerships with brands.
Many times we look at brands and think “What asset...
Every time I hear Mike Johnston dive into building culture…I’m blown away.
For those of you who don’t know who Mike Johnston is, he is the Vice President, General Manager, and Head Coach of the Portland Winterhawks Hockey Club in the Western...
We've all been there in sales. We have a prospect that we KNEW was a lock. We gave the pitch, asked for the business, and now are waiting on their answer.
But the more we wait, the more we lose our sales...
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, Instagram, and other social media platforms...
Today brands aren’t all about profit. Mainly because today customers demand that a brand make positive impacts on the world and our communities.
This means our sponsorship packages need to adapt as well if we are really looking to drive value for...
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...
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 want to just watch the action;...
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...
