A Partnership Legacy Nearly a Century in the Making

A Partnership Legacy Nearly a Century in the Making

Fair warning that today’s post contains no insights into how to wring additional value out of sports partnerships. Nor does it uncover any interesting trends or share much in the way of practical takeaways for sports marketing practitioners. Instead, it shines a light...
Looking Back at the NFL’s Big Game #58: Viva Las Vegas

Looking Back at the NFL’s Big Game #58: Viva Las Vegas

This year’s NFL Championship in Las Vegas exceeded all the lofty expectations set in the lead up to the Big Game. Advertisers, broadcasters, and fans alike all expected a championship for the ages, and they received more than they could’ve ever wanted. The NFL’s 58th...
Unsolicited Advice for Super Bowl Advertisers

Unsolicited Advice for Super Bowl Advertisers

From its inaugural visit to Las Vegas to the never-ending interest in the Travis Kelce-Taylor Swift romance, and from an overtime nail-biter of a game to near-certain record ratings, Sunday’s NFL championship game definitely delivered for avid fans, casual viewers and...
Sponsorship Activations Surrounding the Big Game

Sponsorship Activations Surrounding the Big Game

We are just a few days away from the 2024 NFL Championship game! The 49ers and Chiefs will face off in Las Vegas this Sunday. With the year’s biggest sporting event comes countless activations from the team and league sponsors looking to capitalize on the hype and...
United Airlines Rides Team Status to Early Super Bowl Victory

United Airlines Rides Team Status to Early Super Bowl Victory

Alongside football bettors and fans of the four teams playing in the NFL’s conference championship games on January 28, there was another group of people with vested interest in the outcomes. United Airlines marketers had to sweat out wins by the Kansas City Chiefs...
How Partnership Marketing Can Finally Earn the Respect It Deserves

How Partnership Marketing Can Finally Earn the Respect It Deserves

As recent reports from the likes of PWC, SponsorUnited and others have documented, spending on sports sponsorships—not to mention partnerships in entertainment, arts & culture and other segments—continues to grow steadily each year, as it has for most of the last...
Will U.S. Presidential Campaigns Seek to Sponsor in 2024?

Will U.S. Presidential Campaigns Seek to Sponsor in 2024?

Politicians are brands, and as such there is a compelling case that just like other marketers they can benefit from the power of affiliating with sports and entertainment properties. Political campaigns have long seen the value in reaching mass audiences by...
The Growth of Sports Sponsorship in 2023

The Growth of Sports Sponsorship in 2023

2023 was a financially arduous year for most brands, but that did not stop the continuous advancement of the sports sponsorship space. Sports sponsorship saw sizeable growth for all four of the major professional sports leagues in the United States, despite many...