Featured Articles

More relationships touchpoints, less logo touchpoints in sports sponsorship

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 shifts to "How many signs can I get sold?". Many times though, those assets we focus on are...

Let’s stop using the “OLD FAN”​ excuse for why you haven’t gone digital as a sports team.

It’s something I hear a lot and drives me mad in the sports world. Like really insane, because it is a misunderstanding of where attention is at all age levels. I can’t tell you how many times I’ve heard the reason a team...

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 we have access to and influence...

Gaining Interest from Brands That Don’t Spend on Sports Sponsorship

Some brands just don't spend on sports sponsorships. Never have...some say they never will. There are categories that we can usually count on to spend on sports sponsorships. Auto, Banks, Insurance, etc. Most of the time they are already spending there. Conventional...

What is Sports Promotion?

The power and emotion of sports are powerful tools. Our teams have created fan bases with similar characteristics, and followings that rival some religions. Fans want to be part of something, it is a human need that lives deep in our brains....

How to populate content on 7 different digital platforms with one video in sports.

I had a friend say she was starting a video show to post onto Instagram TV. It was long-form and meant to help build her brand up through helpful content. I asked, “Why just Instagram TV?” She gave the answer I get a...

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 points...but also dangerous ones. Whenever we...

Why fan segmentation in sports sponsorship is so important

Nothing is worse when you get an ad when there is no way you fit the product. My favorite is when I get cat offers from a certain pet store (I won’t say which one). Two issues there: I own a dog….so you...

Latest Articles

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...

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, and putting out there in the world to connect with our...

The Age Of Agile Sponsorship

As with all things, we must adapt to survive in business. Whether it is the natural progression in an industry, a change in consumer behavior, or overall innovation…we have to constantly expect change. Sometimes dramatic events accelerate...

Top 5 ways to LOSE a sponsor

Many times, we focus on the tactic TO do to keep our sponsors as opposed to NOT to do. But understanding the landmines, we can avoid them early before there is a problem. Mostly though…we need...

Why we need to look at sponsorship as monetizing your influence.

Sports teams have been the pinnacle of influence in pop culture and our lives. We have pulled in fans, enthralled them with our stories, our wins, our losses, and made our brand a part of...

What is your sponsorship department the best in the world at?

In sponsorship, we are constantly competing for advertising dollars. Every day not only do we go head to head with other sponsorship advertising options, but we battle against other forms of advertising. Digital ads are a...

Apple will significantly affect your sponsors and how they run digital ads.

I’ve said it here time & time again that our biggest “competitor” for sponsorship dollars are digital ads. The efficiency and traceability of these ad platforms really make them attractive to brands to dump their money...