A Key Link in the Sponsor-Fan Chain Is Breaking
As host of MLB All-Star Week, Coors Field was unsurprisingly awash in T-Mobile magenta for last Monday’s Home Run Derby. But viewers of the ESPN broadcast could be forgiven if they were turned off by the overt branding because it was lacking the context of the...
The Future of Company Sports Tickets
In 2021, Anheuser-Busch changed the game when they started selling their unused tickets to recoup value while also launching a breakthrough loyalty program.
Job Descriptions Provide Prospective Partner Insights
When evaluating sponsorship opportunities, smart marketers go beyond assessing the assets, rights and benefits that a rights holder commits to delivering. They also seek information on whether the property will be a good partner. In addition to due diligence that...
Early NIL Deals: A Boon for College Athletes, A Meh for Most Brands
As even non-sports fans know by now, last Thursday was a banner day for collegiate athletes, marking the first time they were able to monetize their name, image and likeness rights without running afoul of the NCAA and risking their eligibility. The impact of a...
Sports Partnerships Will Benefit from Return to In-Person Meetings
Just before Anheuser-Busch was named Sports Sponsor of the Year by Sports Business Journal last week, TicketManager hosted two online round-table discussions with the company’s Director of Sponsorships, Lisa Woodward. In discussing numerous aspects of managing one of...
NFTs Just Might Be the Missing Link Between Sports, Brands and Causes
NFTs are here. For how long, with what future impact, and who will benefit most may still be up for debate, but the fact that there is a market for them and there is money to be made is not. As leagues, teams and athletes have jumped (or stuck a toe) into marketing...
Restricting Sponsorship Categories Can Cause a Riot
Little did we know when FTX and the Miami Heat announced their naming rights deal in March that the cryptocurrency exchange would be in the news for an even bigger partnership just a few months later. One of the largest sponsorships in esports’ brief history, the deal...
Sponsors’ Balancing Act: How High Can the Wire Go?
The sponsorship equation used to be fairly simple. Brands supported teams, athletes, events and other organizations that their consumers and customers were passionate about. Stepping up to become an official sponsor—rather than simply an advertiser or ticket...