Featured Articles

5 Opportunities In Sports Sponsorship Going Into 2021

2020 was a hell-of-a year for the sports industry. One that we’d like to forget. But as we look back at it, there are some shifts that will help shape the future of the industry. We were exposed in many ways. But...

Essential vs. Expendable. How you should be thinking about your sponsorship packages

(BONUS: An active worksheet your team can use to game plan your outreach…but first you have to read the article to understand & use it. It will be worth it…I promise) I’m a fanatic about how to thrive in economic downturns. And...

Top Shifts In Sports Sponsorship For 2020 & Beyond

2020 may be one of the most vital years for sports sponsorship this century. We are in the golden age of digital marketing and advertising….all while we have been slow to adopt digital into our sponsorship assets & packages. 2020 will be a...

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 out to why we want to...

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 you are overstating the number of times fans are looking at their phones on game day.” My jaw...

5 Pillars To Any Great Digital Sports Sponsorship Contest

At SQWAD we run a lot of digital contests with some great teams. With running those contests we’ve learned a lot in the process. And a few recurring items have popped up with the digital contests we’ve seen success with. We broke...

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 does either. How you navigate those peaks...

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 it constantly “I want my fans focused on the game, not on their phones.” Well first off I’d...

Latest Articles

The sponsorship economics behind the last recession & how we can learn from it.

As I’ve written about before, I was in college during the 08 recession. I wasn’t yet in the professional world & not yet selling sponsorship. By the time I got into the game, the economy was...

“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 you can’t operate the same way you did before the crisis. For...

Essential vs. Expendable. How you should be thinking about your sponsorship packages

(BONUS: An active worksheet your team can use to game plan your outreach…but first you have to read the article to understand & use it. It will be worth it…I promise) I’m a fanatic about how...

Re-thinking your physical booth sponsorship assets for next year

We have no idea what sports will look like when we get back. How will our spaces change? Will the concourse still be a bustling corridor of energy & excitement? Or will it be empty...

The math behind why brands opt for digital over your traditional sponsorship assets

For all the people who are going to comment with full caps about how traditional ads work and brands have been buying them forever… You are right. Of course, they work. If they had a success...

7 Sponsorship Campaigns Perfect For The Remote Restarts In Sports

Games are coming back…which is amazing. It is an amazing opportunity to get back to Zero with any sponsorship make goods we lost in the shutdown. The keys we need to remember is 2 fold: We...

How you can authentically add your sponsors into your health & safety messaging

We’re on the horizon for getting fans back into our stadium barring a major health setback. (knock on wood). With fans back we’ll need to ensure that they feel safe, are safe, and still have...

The end of seasonality in sports sponsorship

I’ve always been intrigued with seasonal businesses. Summer beach restaurants, pumpkin patches, Christmas stores…they have a 3-month window to sell 90% of their inventory. If they hit big, they hit big. If they have a slump,...

The 14 Sports Sponsorship Sales Commandments by Rich Franklin (1–7)

I said it before, but the value I get when chatting with Rich Franklin on sponsorship is always unrivaled. I’m blessed to have him as a resource and knowledge base for all things sponsorship. When I...