Sponsors Will Take Different Approach to Sports Labor Stoppages

Sponsors Will Take Different Approach to Sports Labor Stoppages

With Major League Baseball locking out players last week, the prospect looms of losing games to a drawn-out fight over the next collective bargaining agreement. While everyone hopes for a settlement before the 2022 baseball season heats up—giving MLB and union...
Step Into a Sponsor’s Shoes and You May Not Like the Fit

Step Into a Sponsor’s Shoes and You May Not Like the Fit

Those of us who have never worked full-time on the corporate side of sponsorship marketing may find ourselves daydreaming about what it would be like to have one of the most coveted roles in sports business. From the outside—and perhaps especially for the salesperson...
Connecting Loyalty Programs Across a Team’s Sponsorship Portfolio

Connecting Loyalty Programs Across a Team’s Sponsorship Portfolio

Many sports teams and consumer brands run loyalty programs, but only recently have properties and sponsors started to integrate them as part of a sponsorship activation. One difficulty was the “conversion factor” between two points systems. What’s the airline mile...
Time for Sports Properties to Focus on Their Brands

Time for Sports Properties to Focus on Their Brands

In the vernacular of sports and other partnerships, corporate sponsors are often referred to as “brands,” while sponsored organizations are typically called properties or rights holders. While this works as industry shorthand, it partially negates the consideration of...
What’s the Best Partnership Sales and Servicing Structure?

What’s the Best Partnership Sales and Servicing Structure?

In recent conversations with two sports properties, each shared that it was revamping the way it solicits, sells and works with corporate partners. And each was doing the exact opposite of the other. One was adopting an “account-management” structure, eliminating its...