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The Impossible Route is an inspirational, ambitious and beautiful cycling documentary that is unbelievable until you watch the actual episodes yourself. What started as a personal challenge between two highly capable cyclists is now a growing community-based movement. The program had amazing content and millions of engaged viewers but did not yet have a polished set of B2B materials to share the story with prospective clients. From introduction to first pitch, we built the organization's new materials in one week.

Topics: Best Practices

Your first couple of months and years as a new sponsor will introduce you to the most significant sources of ROI that you can gain from the partnership. It is essential to activate these sources as well as they serve as the foundation of your program. But what happens when you are ready to introduce a bit more sophistication into your program?

Topics: Sponsorship ROI

The demand for digital content and engagement is massive. Brands want content that their audience relates to and for a good reason - it is incredibly effective. No matter how much the digital side of things are expanding, we believe the human and in-person things  need  to develop at least as much to keep up. 

Topics: Marketing Strategy

The last 18 months of alternate realities have made brands question the effectiveness and resilience of their investments across all forms of business. Still, for some reason, marketing is the first cut when times become uncertain. This has opened up some gaps in traditional approaches to sponsorship - which at one point relied solely on "butts in seats."

Topics: Sports Business

We are often asked if our agency is responsible for selling news sponsorships on behalf of teams, drivers and other properties. While there are some excellent agencies in this world that do just that, we are emphatically focused on representing sponsors to make sure they gain the most value possible out of their investment. 

Topics: Sports Business

"These" brands may refer to any of your competitors, any of the vendors you buy from, or any of the brands that you look up to. A group of brands with something in common.

It refers to the other brands that have also chosen to invest in a particular driver, series, venue or team with you. If your brand is sponsoring a property, who else is there with you? What brands do you share space with?

Topics: Motorsports Marketing

We have seen the marketplace adapt to many shifts across our work in different series, sports, brands and partners. Now more than ever, these essential pillars of value are shining through the more mainstream vanities such as views, attendee counts, and impressions. 

You will find new and fresh value when your organization limits the inbound noise to focus on these core principles. These principles have been distilled down to their most essential form so you can get right to it.

Topics: Sponsorship ROI

We have long been fans of the somewhat cliché idea of 2+2=5. This is what happens when you put together two seemingly similar categories of things and end up with more than the sum of their parts. This strategy becomes available to brands that have assets in multiple different categories, sports, or media types.

Your brand likely falls in that category even if you have to think about things a bit differently. Some partnerships make more sense than others to integrate, like the one we are going to spotlight here, but this concept works across a variety of ways.

Topics: Sponsorship Activation

Our area of focus in the sports business world might come off pretty specific to most, and that's how we like it. We were poking around some broader trends in the sponsorship world and what we found was pretty remarkable. 70% of sponsorship spending is directed at sports. The next bucket of sponsorship investment? 10% on entertainment properties such as the Academy Awards and Grammys. These figures point to the idea that an investment in sponsorship is rich with opportunities for brands to showcase their story authentically.

Topics: Sponsorship Activation, Foundations

There are so many elements that go into a well-run and well-considered marketing strategy. We have been experiencing a massive shift with marketers moving their budget and resources toward digital resources - putting millions of dollars behind search campaigns, YouTube advertising, promoted social media posts and more.

That has been what is stealing the headlines, anyway. Quietly behind the scenes, event specialist Bizzabo tells us that 80% of marketers still believe live events (even when needing to run them virtual) are critical to their company's success. Live events are a broad topic and platform in their own right. It could be proprietary events, sponsored presentations, webinars, or even smaller lunch & learn type concepts.

Topics: Marketing Strategy, Foundations