Featured Articles

Words I heard today…”​In-Stadium Signage is the Sexy Equivalent to a Highway Billboard Ad”​

I sit here today contemplating a recent comment by a brand on their thoughts to in-stadium signage….. “An in-stadium sign….when you think about it…is a sexy highway billboard ad…and as a brand, we don’t get excited about that.” Even in my digital biased...

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 packages you are presenting to a...

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...

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 sports. I get it, I’ve been there...

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 that we have somewhat forgotten in our work. Empathy is everything today. It is a superpower. The ability...

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 a map in order to navigate...

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...

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...

Latest Articles

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...