The Future of Company Sports Tickets
In 2021, Anheuser-Busch changed the game when they started selling their unused tickets to recoup value while also launching a breakthrough loyalty program.
Job Descriptions Provide Prospective Partner Insights
When evaluating sponsorship opportunities, smart marketers go beyond assessing the assets, rights and benefits that a rights holder commits to delivering. They also seek information on whether the property will be a good partner. In addition to due diligence that...
Early NIL Deals: A Boon for College Athletes, A Meh for Most Brands
As even non-sports fans know by now, last Thursday was a banner day for collegiate athletes, marking the first time they were able to monetize their name, image and likeness rights without running afoul of the NCAA and risking their eligibility. The impact of a...
Sports Partnerships Will Benefit from Return to In-Person Meetings
Just before Anheuser-Busch was named Sports Sponsor of the Year by Sports Business Journal last week, TicketManager hosted two online round-table discussions with the company’s Director of Sponsorships, Lisa Woodward. In discussing numerous aspects of managing one of...
NFTs Just Might Be the Missing Link Between Sports, Brands and Causes
NFTs are here. For how long, with what future impact, and who will benefit most may still be up for debate, but the fact that there is a market for them and there is money to be made is not. As leagues, teams and athletes have jumped (or stuck a toe) into marketing...
Restricting Sponsorship Categories Can Cause a Riot
Little did we know when FTX and the Miami Heat announced their naming rights deal in March that the cryptocurrency exchange would be in the news for an even bigger partnership just a few months later. One of the largest sponsorships in esports’ brief history, the deal...
Sponsors’ Balancing Act: How High Can the Wire Go?
The sponsorship equation used to be fairly simple. Brands supported teams, athletes, events and other organizations that their consumers and customers were passionate about. Stepping up to become an official sponsor—rather than simply an advertiser or ticket...
Here Comes the Rebound: Ticket Demand Greater than Pre-Pandemic
Echoing what Live Nation president Joe Berchtold told CNBC last week, recent TicketManager conversations with teams and venues all point to the release of pent-up demand for live sports, music and other entertainment events. The most interesting takeaways from...
Proof Positive: Revealing Data on Sports Sponsorship’s Effectiveness
As much as everyone involved in sports marketing likes to describe their organizations as data driven, the field itself has long suffered from a lack of empirical evidence proving its effectiveness as a driver of brand objectives. Proof exists. It’s just too often...