Digital scratch-off games in sports are becoming more popular. It's not surprising, because we are entering the participation age of sports sponsorships. Sponsors no longer want to just “Be Seen” by your fans.
The odd inventory that included stadium signs and scoreboard...
Trackability is one of the most IMPORTANT pieces in advertising today (Again, sponsorship in sports and events is advertising).
A big reason why is the other competing options in advertising has trackability engrained in their offerings. This allows advertisers (brands) to see...
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 our industry, cases are spiking across...
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...
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...
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...
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 more often than not, this thinking...
Ok, we are past citing that it will be a new world when we come out of this. Obviously, things won’t be normal for a long time…especially in sports.
It’s time to take action, adjust, and make sure we aren’t the team...
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...
