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Possibly one of the most complex and intriguing forms of marketing over the years has been sponsorship. The industry has evolved massively from logos and egos to rapidly advancing technical partnerships on a global scale. There is no longer room for passive sponsorship management. Executive teams are demanding clear ROI formulas to be delivered regularly to ensure maximum value is created with every dollar of investment. We believe there is no "silver bullet” in sports marketing that boils everything down to one number because there are too many extraordinary ways to activate sponsorships with your most important stakeholders.

Topics: Sponsorship ROI, Foundations

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The nearly $6 billion world of motorsports marketing is a challenging, rich and intensely exciting realm to operate in. Some of the largest brands in the world have built their presence from simple grassroots programs, to dynamic, multi-series dynasties. From the outside looking in, they make it look easy. But for marketing managers, executives, and those interested in working with motorsports sponsorship programs to market their business it can quickly become overwhelming without the right know-how and support in your corner.

Topics: Foundations, Motorsports Marketing

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When you invest in any type of marketing program, zooming out to understand the full scope of what you can do with it right from the start can be extremely valuable. While running digital ads and accessing traditional media still plays an important role, sponsorship brings your brand to life and gives you access to an entirely new platform. You just need to make sure it is the right one for your brand.

Topics: Marketing Strategy

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Never before in history have you had more choice as a consumer or as a decision maker. Lower barriers to entry and greater access to large audiences have fueled an unprecedented expansion of options big and small. In your personal life, that means choices like clothing brands, apps to use, sparkling water flavors, movies to see, songs to listen to, books to learn from…and just about every other corner of your passions. 

Topics: Marketing Strategy

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Sometimes the biggest challenge of getting started with a new project is fighting the unknown. When you don't know what you need, you don't know how to get started. In sports marketing, this can be especially frustrating for the different parties that come together to make the whole environment work. Fortunately, there are plenty of resources to support your brand and maximize the opportunities to succeed.

Here, we have outlined the differences to provide some guidance on the value two different types of agencies can bring.

Topics: Sponsorship ROI

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The sponsorship world has gotten more and more scrutinized at the same time that competition within sports has never been more fierce. This has created a necessary dynamic for teams, series and venues to be extremely diligent with how they spend their time and money. Often that plays out to a service-heavy sales and acquisition process for new sponsorship where you may feel very well looked-after, followed by a sometimes tricky “stage 2” where you want to start building and activating.

Topics: Sports Business

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The explosion of digital platforms in the last ten years has been nothing short of remarkable. The access, reach and lowering of costs that social and digital marketing platforms have developed continue to introduce a host of opportunities for brands to engage their audiences. This has led to a slide for brands that has eroded the human elements that originally put them on the map. We believe that your marketing does not have to be digital…all of the time. Here's why.

Topics: Marketing Strategy

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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

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I have been asking myself this question a lot lately. Our world is increasingly detail-heavy where the smallest things can make the biggest difference. These things are important, and for me personally, mean a lot. I have to catch myself and zoom out to make sure the detailed work I am focusing on still is tied into the larger picture, the original or changing objectives, etc.

Topics: Culture

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The demand for digital content and engagement is expanding at a rapid pace. 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

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