Nick Lawson

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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 plan. But we can’t get too enamored with the asset, we have...

The Biggest Competitor to Sports & Event Sponsorship is Paid Social Ads. Here’s Why.

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...

Why Sports Sponsors LOVE Digital Contests

In an over-saturated attention market standing out is key. Sponsors have Instagram ads to grab that attention…but those are getting pretty oversaturated. I’ve talked before about how your influence as a team can help with the...

Your Stadium Connectivity Should Not Be The Reason Why You Don’t Activate Digitally.

I hear this objection a lot…” Our stadium doesn’t have wifi and connectivity is terrible. We can’t implement this or any digital activation.” I hear you. Sometimes we feel like it is beyond our control. An easy...

Understanding the levels to sports sponsorship and how you can close deals with it.

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...

Sponsorship can’t only be “Awareness”​ advertising anymore…or we’ll lose.

I was reading about sponsorship (because well…I’m a bit obsessed with it if you couldn’t tell) and something slapped me in the face, I know, I’ve said things slap me in the face in the past…unfortunately,...

Utilizing LinkedIn to connect & stay connected with sports sponsorship prospects.

We keep saying it…but it always holds true. Sponsorship prospecting is a 24/7/365 deal now. As Rich Franklin with the Winterhawks says “We’re always prospecting.” But when the season gets started, things like fulfillment and activation...

What Happens When A Sponsor Bails Last Minute Before The Season?

It’s a part of sales…unfortunately. We pitched, we got the head nods, we got the plan, we thought this one was game over and we had them closed… Then we got a nice "NO" 4 weeks before...

Sh*t happens at deadlines…how to get an answer from your prospect that is ghosting you in sports…

Ghosting, Friend Zone, whatever you want to call it…sometimes after a great pitch and initial interest from a partner, we get radio silence. This is not specific to sports & event sponsorship…this happens in ALL of...

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“If I’m going to spend my money with (your team here), what would be on my checklist?”​

Bonus, there is an editable spreadsheet at the end to help you create your own checklist. Read through to the bottom). Look, it’s been overstated…but...

How in-stadium sponsorship pans out in the next 5–10 years

I’m young in this game. I’ve only been doing this for 5 years in the world of sports. That is selling sponsorship. I look back at...

Setting up sponsorship assets that bring value for gaming sponsorships.

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...

Empathy In Sponsorship & Sports Biz Has Never Been More Important

The more I dive into sports business,  and particularly sponsorship, I am starting to realize how important empathy is in everything we do…and something...

Why deadtime in your stadium is the most valuable sponsorship inventory you have

There is a misconception that I hear a lot from teams I speak with as far as why digital is not for them. I hear...