Featured Articles

Snapchat is the new email marketing for ticket sales, and it’s better.

I’m very bullish on Snapchat. Two big reasons why are: -The headlines say it’s dead (it’s not, maybe in stock price but it has a large number of users) -It’s the key to young to middle-aged fans. I was on Twitter the other day...

Competing As A “Smaller”​ Team In A Crowded Market In Sports Sponsorship

For most of the sports teams in the U.S. & Canada, we are the smaller teams. Whether a “niche” league, “minor” league, whatever it may be, there are more of us than the larger Big 5 league teams. Most of the time...

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 shift has changed the entire trajectory of how sports are consumed, watched, and analyzed. It also will...

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 fans. It allows us to push to...

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 your fan base. At SQWAD we’ve...

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 have to make up $17Bn in...

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...

The 90 Day Plan For Sports Sponsorship.

The first stage was a bit of a shock for most of us when games ended. It seemed like overnight we were game-less, plans in the trash, and now scrambling to still bring value to our partners. Well, that shock is over....

Latest Articles

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...

Create a new sponsorship asset with a pixel on your sponsored content

Trackability is one of the most IMPORTANT pieces in advertising today (Again, sponsorship in sports and events is advertising). A big reason why is the other competing options in advertising has trackability engrained in their offerings....

How understanding Sponsorship Budget Buckets can help you close your deals.

Not all budgets for brands are “marketing” or “sponsorship”. There is some depth there. Understanding the dynamics of a brand’s budget (and buckets) can help you close your deals and even open up more revenue for...

Easily Scale Your Pre-Game Social Content In Sports With The Spectacles.

“I don’t have the resources to create brandable social videos, I’d love to…but I just don’t have the bandwidth to do it.” I can’t count the number of times I’ve heard this in and out of...

3 Do’s & Don’ts In Activating Digital Contests

At SQWAD we see a lot of digital contests, whether our own or others in the field. As you could imagine, we have seen some flop and some succeed. What we are always in pursuit of...

How to De-Risk your Assets to Sponsors

When you break down sales it is essential you de-risking the thing you are selling. You are trying to tell a story that helps them believe that this asset will lead to results in the goal...

The two graphs that scare the SH*T out of me in sports sponsorship.

There are two graphs that unequivocally scare the SH*T out of me in sports sponsorship. (Click the image above for the source article — eMarketer.com) The first is the fact that 54% of all advertising dollars in 2019 will...

The Stunt: Grabbing attention today with an age-old concept & a young Jimmy Kimmel story

This week on The Inches Podcast I got to sit down with Rich Franklin, VP of sponsorship for the Portland Winterhawks, to chat on sports sponsorship. Quick back story, Rich & I work together on digital...

How to run a successful sales pitch meeting in sports sponsorship

There is nothing worse than when a pitch meeting goes off the rails. I mean NOTHING. All of a sudden you are talking about the cost of an impression on a highway billboard instead of the...