What Now?

It is unbelievable to think how the world has changed in the past four months.  Where do we even start? How do we try to separate business from social, political, health and personal feelings right now?  It is difficult to compartmentalize nor should we look at anything in a vacuum.  However, we do need to forge ahead and […]

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5 Tips To Stay Ready

During my 25-year career I’ve learned to expect the unexpected, but I don’t think anyone could have predicted the current situation.  9/11 took us by surprise and changed our lives forever, but after a brief disruption the games carried on.  Work stoppages from labor disputes erased parts of seasons and recessions made getting deals done awfully difficult.  However, […]

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More than just a bobblehead…

After all of these years, bobbleheads still sell tickets.  Fans also enjoy a nice T-shirt or hat and everyone loves fireworks.  In addition to helping put butts in seats, these promotional giveaways can be good assets for sponsors to own.  On the surface, it’s a simple win-win for everyone.  However, there is so much more you can do to […]

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Who’s Keeping Score?

“Half of our marketing works, I’m just not sure which half it is”.  Sadly, this old saying still rings true for a lot of companies.  When it comes to sponsorship, things aren’t much different.  So how do we know what impact sponsorships are having on the business and who is keeping score?  Ideally, this is a […]

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Swing for the fences!

This upcoming Monday fans around the country will witness some of baseballs biggest boppers like the Yankees rookie Aaron Judge and the hometown favorite Giancarlo Stanton slug it out in Miami at the T-Mobile Home Run Derby.  The long ball is back this season in a big way and everyone is swinging for the fences.  […]

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Engagement

Move over “activation”, the latest and greatest sponsorship buzzword is now “engagement”.  The definition of “engage” is to participate or become involved in or to get and keep someone’s attention.  Even though it may be overused, it is what most sponsors are looking for these days.  It is often referred to in the context of […]

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Breaking through the clutter

As a Sponsorship marketer for over twenty years, I’m begrudgingly accepting a lot of what we do as an industry doesn’t really work.  This is difficult to acknowledge, but the average fan does not notice or pay attention to the signs in a stadium, PA announcements, print ads and web banners.  They certainly don’t see […]

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Key ingredients to a good Partnership Summit

Most properties conduct some form of a partnership summit.  I’ve attended, hosted and presented at dozens of them throughout the years.  Some are good and others are easily forgettable.  For those of you who play the role of host, it is not easy to plan and even more of a challenge to get the right […]

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Start with a plan

The calendar just passed the halfway mark and Summer is getting into full swing.  It is now time for many of us to begin planning for next year.  Before determining budgets and renewing any contracts, it may be worth spending a little time reassessing your strategy or developing a new one.  Begin by asking yourself […]

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It’s Mobile First, Middle and Last

With the new baseball season upon us hope is in the air.  Everyone is in first place for at least one day.  MLB hopes to surpass last season’s total of 73.74 million tickets sold across the 30 clubs.  The Dodgers just announced they are already at the 3 million mark before the first pitch is even thrown.  […]

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