Data Indicates Potential Success for GEICO’s NCAA Partnership

Data Indicates Potential Success for GEICO’s NCAA Partnership

In March, GEICO announced its return to the NCAA Corporate Champion and Partner Program after a one-year absence, becoming the organization’s official home and auto insurance partner just in time for this year’s collegiate basketball championships. It’s no secret that...
Activation Reserves Mean No More Missed Opportunities

Activation Reserves Mean No More Missed Opportunities

Sports and entertainment sponsors—along with their agencies, advisors and property partners—spend a great deal of time and energy on creating and executing activation programs that will resonate with their target audiences. And well they should, given that activation...
Latest Sports Business News Raises More Questions than Answers

Latest Sports Business News Raises More Questions than Answers

The first week of May has not only brought snow to the Rockies, storms to the Plains and summer-like sunshine and temperatures to many places in the U.S., but also a number of sports partnership announcements that mirror the variety of recent weather patterns. Two of...
Caveat Emptor: Not All Research Contains Meaningful Insights

Caveat Emptor: Not All Research Contains Meaningful Insights

Research into sponsorship’s impact comes in many varieties, including academic studies, syndicated research reports and case studies in which marketers, properties and agencies share results from their brands’, partners’ and clients’ partnerships. As an industry, we...
Is an Edtech Company Your Next Partner?

Is an Edtech Company Your Next Partner?

Based simply on its massive size, the education technology category has no doubt already found itself on the sponsorship target lists of many sports and entertainment rights holders. And in the last few weeks those properties’ sales teams gained two major examples to...
NBA Media Rights: A Step into Streaming?

NBA Media Rights: A Step into Streaming?

The NBA’s current media rights deals with Disney (ESPN) and Warner Bros. Discovery (TNT) is going into its final stretch, with the deals set to expire in 2025.   Last week was the league’s exclusive media rights negotiating window with its current partners, but that...