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The first thing that you need to know is that the business of sport starts in the marketing department of your company. Often, the decisions are made when brands mix in with sports, but it does not (and probably should not) end there. We are going to explore the tactics, mechanics, and strategies of today’s leaders in sports business and gain an understanding of how you too can leverage this dynamic platform to better your business.

During our time together here, we will crunch some definitions, bust some myths, define some jargon and get you to a place to be dangerous the next time a team or venue approaches you for sponsorship.

Topics: Sports Business, Foundations

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The sponsorship world has gotten more and more scrutinized while competition within sports has never been more fierce. This has created a necessary dynamic for teams, series, and venues to be extremely diligent in spending 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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We believe that hosting customers, partners and employees at an entertainment or sporting event (especially when your brand is endemic to the event) is an excellent way to connect and build relationships. There are opportunities to build rapport in a non-pressurized and relaxed environment that is hard to come by during regular office hours.

Topics: Sports Business

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Sponsorship can be an integrated alternative to traditional media marketing and a platform where consumers are receptive to hearing your message. The data points to how motorsports, and also emerging sports, score much higher than the average messaging engagement figures captured by SportsBusiness Journal in their annual online survey.

Topics: Sports Business, Motorsports Marketing

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Sponsorships are high profile, and therefore are highly scrutinized as part of the overall marketing strategy. Often, this will leave brands thinking that if their logo isn’t part of a winning team then the business side of their involvement isn't winning either. These two things do not have to go hand-in-hand, and by developing the right brand activation programs your sponsorship can evolve into a business or technical partnership that reaches far beyond shared logo space.

Topics: Sports Business

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Marketing your product and service through sponsorship offers a different experience than if you were to market through more traditional media or even a digital platform. There are more risks, more challenges, more opportunities, and ultimately a host of unique benefits that come along with marketing through sports business.

Topics: Sports Business

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The last few 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 relied solely on "butts in seats."

Topics: Sports Business

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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

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For many years, rights holders and properties did not need to change their model to reflect a more dynamic marketplace. Things were simpler and were valued in a more basic way. Digital platforms have shaken that up dramatically for industries of all forms.

Only recently are we starting to see sports look for new evolutions in the way they are presented and consumed. SportsBusiness Journal recently covered the changing sponsorship model of NASCAR and we thought it deserved some extra analysis from the agency side.

Topics: Sports Business

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When you enter into something as specific as a motorsports sponsorship to promote your product, service or technology, it is going to pay off to consult experts before you invest any resources. It is hard to know for sure which way is the way forward when this environment functions so much different than other platforms.

In the short run, you will be temporarily "busier" with bringing an agency partner up to speed on your objectives and projects. It takes a bit of time to onboard properly, and this can be a source of fear in starting something new.

Topics: Sports Business

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