Nick Lawson

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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...

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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...

The Great Pivot In Sports…What It Looks Like On The Other Side

There is a great quote from a 19th-century banker Nathan Rothschild that I love and keep coming back to. “Great fortunes are made when the...

Your fans are the experts on how they like to consume & connect with your sponsors…not your team

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,...

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...

Making sure your digital partnership assets pencil out for your team

Buying digital assets are fun. Finding new ways for your team to engage fans and connect partners is an essential part of a sponsorship...