Connecting Loyalty Programs Across a Team’s Sponsorship Portfolio

Connecting Loyalty Programs Across a Team’s Sponsorship Portfolio

Many sports teams and consumer brands run loyalty programs, but only recently have properties and sponsors started to integrate them as part of a sponsorship activation. One difficulty was the “conversion factor” between two points systems. What’s the airline mile...
Time for Sports Properties to Focus on Their Brands

Time for Sports Properties to Focus on Their Brands

In the vernacular of sports and other partnerships, corporate sponsors are often referred to as “brands,” while sponsored organizations are typically called properties or rights holders. While this works as industry shorthand, it partially negates the consideration of...
What’s the Best Partnership Sales and Servicing Structure?

What’s the Best Partnership Sales and Servicing Structure?

In recent conversations with two sports properties, each shared that it was revamping the way it solicits, sells and works with corporate partners. And each was doing the exact opposite of the other. One was adopting an “account-management” structure, eliminating its...