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...
Predicting the future is a seductive pursuit, yet it’s often an exercise in navigating uncertainty with incomplete information.
While patterns and data can provide a glimpse into what might be, the future is shaped by countless...
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,...
In sports sponsorship, and really all sponsorship, we get bogged down in assets.
It somewhat makes sense...it is the product we sell. Our mindset sometimes...
