What’s In a Brand? Answering the Question for Rights Holders

What’s In a Brand? Answering the Question for Rights Holders

My recent blog post on the partnership between Fanatics and the Make-A-Wish Foundation of America discussed the critical role that a rights holder’s brand plays in the decision of corporate marketers to partner with the organization, as well as how much they are...
Amazon Fan Study Includes Multiple Takeaways for Brand Partners

Amazon Fan Study Includes Multiple Takeaways for Brand Partners

Amazon just released results from a study of fandom across 12,000 consumers in 12 countries, which it conducted with cultural insights and brand strategy consultancy Crowd DNA. Intended as a promotional tool for advertising opportunities across Amazon and Twitch...
Did Fanatics Just Score the Deal of a Lifetime?

Did Fanatics Just Score the Deal of a Lifetime?

For 43 years, the Make-A-Wish Foundation of America has been synonymous with creating moments of joy for critically ill children. This week, sports products manufacturer and retailer Fanatics announced that the nonprofit organization’s sports-related wishes will be...
KC Current Stadium Naming Deal Is on the Right Track

KC Current Stadium Naming Deal Is on the Right Track

Kansas City’s NWSL team announced a ten-year agreement last week making railway giant CPKC the naming rights partner for its under-construction stadium for an undisclosed price. Typically carrying much higher price tags than official sponsor packages, the ability of...
Will LaCroix’s Patch Deal Add Fizz to Sparkling Water Category?

Will LaCroix’s Patch Deal Add Fizz to Sparkling Water Category?

When the Florida Panthers take the ice at home tonight for the first time in this young NHL season, they will be sporting the logo of LaCroix Sparkling Water on their jerseys, having finalized a first-time patch sponsorship with the brand this week. The debut is the...
Truth and Consequences of AI-Powered Sponsorship Lead Generation

Truth and Consequences of AI-Powered Sponsorship Lead Generation

There may be no arguing with the success that some sports and entertainment properties are finding by using AI to generate qualified sales leads, but that doesn’t mean it’s an entirely good thing. Put another way, I would not suggest that teams such as the Nashville...
Will Toyota Achieve Long-Term Success with New NFL Partnership?

Will Toyota Achieve Long-Term Success with New NFL Partnership?

The last time the NFL had an official automotive partner, the New England Patriots had just won their sixth title, defeating the Los Angeles Rams in the lowest-scoring Super Bowl ever in February 2019. Back then, Hyundai was the official vehicle, SUV and luxury...