The terms “partner” and “partnership” have become synonymous with “sponsorship” in the vernacular of sports marketing. Too often though, they are merely just words. So when either a sponsor or rights holder actually lives up to the ideal of being a partner, it...
Last week saw two blockbuster naming rights partnerships revealed. Miami-Dade County landed a 19-year, $135-million deal with cryptocurrency exchange FTX to succeed American Airlines as the title sponsor of the Miami Heat’s waterfront home, followed by...
With most of the sports world excited about and focused on the return of fans to live games, the experience of buying a ticket and attending an event took a couple of unexpected, if not necessarily intentional, knocks recently. First, Triller Fight Club purchased the...
This post is not about structuring sponsorship payment schedules, as interesting and important as that topic may be. No, the headline refers to an emerging category that may become an active player in sports and entertainment partnerships—buy-now-pay-later (BNPL)...
It has been hard for anyone in the business of sports to avoid talk of blockchain technology, cryptocurrency and non-fungible tokens (NFTs) recently, mostly attributable to the eye-popping figures attached to NBA Top Shot moments, but also extending to other...
You can find droves of people working for Twitter, Facebook, Snap, Instagram and other platforms whose jobs are to establish partnerships with sports rightsholders and marketers. Those companies view themselves, essentially, as media partners, much in the same vein as...
In addition to the many long-term effects of COVID-19 on live events, the pandemic is having a near-term impact on sponsorships across sports, entertainment and other types of properties, most notably in downward pressure on the value of sponsorship rights. Compelled...
Although on the radar screens of marketers for some time, the members of Gen Z—complete with consumer behavior radically different from their elders—have reached critical mass, with the oldest now entering their mid-20s. This is a critical time for sports to address...
Just as the 2020 holiday season got underway, the Drone Racing League received a gift from mobile telecom giant T-Mobile in the form of a multi-year partnership that not only includes a sponsorship component granting the brand official status as the DRL’s exclusive...
Uncertainty abounds. What will happen in the world of ticketing when live events are postponed or canceled? Front Office Sports recently spoke with our CEO Tony Knopp to discuss the state of the industry. Tony noted that the worst-case scenario had likely been...
