It’s Not About You: Reminders to Focus on the Fan

It’s Not About You: Reminders to Focus on the Fan

A conversation and a news item last week reinforced one of sponsorship’s foundational elements: Brands must keep their eyes on the prize, and the prize is not the attention of fans—which is relatively easy to earn—but rather their goodwill, loyalty, and support. The...
AI Fan Insights Could Hold Key to Better On-Site Activations

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...
MoneyLion, Kroger Deals Could Revive Good Activation Ideas

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,...
BMO Stadium Partnership Is a Roadmap to Dealmaking

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...
Potential Playoff Change Could Test the Will of NFL Sponsors

Potential Playoff Change Could Test the Will of NFL Sponsors

Thanks to the Cincinnati Bengals’ win over the Buffalo Bills Sunday, we now know that the NFL playoffs will not feature a neutral-site AFC Championship Game this weekend. But the possibility has prompted a great deal of discussion about whether the NFL would consider...