AI Fan Insights Could Hold Key to Better On-Site Activations
Wireless phone service provider UScellular tweeted findings from an artificial-intelligence-driven experiment it conducted at State Farm Stadium during Sunday’s NFL Super Bowl LVII that showed about 24 percent of attendees missed seeing a least one of the game’s...
Time for Apple Watch to Show Apple Music How to Activate a Sponsorship
First, let’s be clear: This is not a review of Rihanna’s Super Bowl LVII Halftime Show. (Although I do have some thoughts on that.) Instead, this is a look at what Apple Music, the new title sponsor of said show, did—and did not do—with its shiny and expensive new...
MoneyLion, Kroger Deals Could Revive Good Activation Ideas
Two news items from the past week might signal a return to some successful sponsorship practices of the past. Marking the beginning of its second year as a sponsor of the 23XI Racing NASCAR Cup Series team, financial services app MoneyLion launched MoneyLion Hot Pass,...
Minnesota Wild Announce TicketManager as Official Ticket Management and Corporate Re-Sale Partner
Minnesota Wild and TicketManager Partner to Help Companies Get the Most Use and Best ROI from Corporate Tickets Including re-sale powered by Ticketmaster The Minnesota Wild announced today all corporate partners and businesses with suites, premium seats and season...
Changes in Marketing C-Suite Roles Could Greatly Impact Sports and Entertainment Partnerships
A recent article in The Wall Street Journal highlighted a trend among companies reviewing candidates for chief marketing officer and other senior marketing roles, namely that many are “increasingly favoring candidates with deep experience in so-called...
YETI Proves Good Partnership Prospects Are Not Always the Shiny New Things
Properties seeking new sources of sponsorship revenue spend a great deal of time focused on emerging categories and brands. The idea, of course, is that fishing in the same pond—continually going back to companies and industries already spending on sports and...
Advice to FIFA World Cup 2026 Host Cities: Manage Your Expectations
Last week’s news that FIFA will allow the 16 host cities for the 2026 World Cup to sell local marketing rights marks a first for the tournament. On one hand, it marks a departure for one of the first major properties to go all in on the fewer-bigger, less-is-more...
BMO Stadium Partnership Is a Roadmap to Dealmaking
The agreement to put the BMO banking brand on Los Angeles FC’s stadium—as well as a separate sponsorship with Angel City FC—offers some valuable lessons to other sports and entertainment marketers. In particular, the reported 10-year, $100-million deal with LAFC for...