One of the things that makes this work so powerful is that it takes every single form of marketing and wraps it around the central theme of

Using AI to scan broadcasts and social media, Gum Gum Sports gives sponsors new insights into value associated with brand positions.

Kayleen Tecker, Partnership Marketing Manager, Caribou Coffee When people think of NFL sponsors, they tend to think of huge, multinational corporations with pockets so deep you can swim around in them. Caribou Coffee doesn't exactly fit that description. With a marketing budget that's infinitesimal compared to most NFL partners, Caribou has to be dialed in on their marketing investments. Partnership Marketing Manager Kayleen Tecker provides 5 Tweets on how she's finding succe

While the impact of legalized sports wagering to expand profits for major pro sports leagues is well established and exhaustively discussed,

With a wide ranging partnership portfolio that includes Audi, Disney, and National Geographic, Rachel Haley provides insights into how Airbn

The iconic audio equipment manufacturer has a comprehensive partnership with the League and all 32 of its teams, a mammoth investment that m

Is cannabis the next big category for sports marketers? Before we answer that one, a quick review of the market is in order. A recent Yahoo News/Marist University survey estimated the number of Americans who currently use marijuana at 55 million (22%) ("current use" means having used cannabis at least once or twice in the past year.) About 35 million are what the survey calls "regular users," or people who use marijuana at least once or twice a month. Up until recently, these

Charles Greenstein, SVP Global Sponsorships, Bank of America We're not saying Bank of America's Charles Greenstein threw the gauntlet in a recent interview with the Sports Business Journal, but he sure as heck lobbed it some. Coming on the heels of the much publicized incentive program being promoted by sponsorship titan AB In-Bev, it's clear that sports marketing investors are feeling their oats. Here are 5 Tweets culled from the exchange, which you can read in its entirety

To encourage frank (ok, blunt) responses, all the participants were guaranteed anonymity.

Kenneth Cortsen, PhD, University College of Northern Denmark You probably think you've spent a fair bit of time thinking about sports, marketing and branding. Well, I guarantee that you haven't done nearly as much ruminating as Kenneth Cortsen, one of only a handful of people in the world with a PhD in sports marketing. We've translated his 5 Tweets from their original Danish (JK: his English is better than ours...) to get insight into his thinking on how sports can advance m

Walking downtown a couple of weeks ago, I passed the ornate window of a bakery. The display of goods was so enticing, I immediately shelved the original intent for my outing and entered the shop. Sweet tooth pounding, I proceeded to the counter and asked for a piece of chocolate cake. The baker smiled, dropped below the counter for moment, and emerged to begin sliding different items over to me: flour, sugar, milk, eggs, cocoa, vanilla and butter among them. Confused, I asked

SJ Earthquakes VP of Sponsorship Jessica Smith didn't arrive at her current role like Athena springing from the forehead of Zeus. No, like so many sports professionals before her, she followed the tried and true path of ticket sales. With her #5Tweets, Jessica shares what she learned on the path from ticket sales to corporate sponsorship, and provides valuable insights for those looking to make a similar progression. -1- "Become a top producer in your ticket sales role. Show

The King of Beers just shoved a big (and probably overdue) stick-in-the-spokes of the sponsorship industry by rolling out incentive-based pa

Christina Low has managed broadcast and sponsorship portfolios for some of the largest sports properties imaginable, including the Olympics and English Premier League. She's got 5 Tweets for US brands on how to position their global sports investments for international audiences. -1- "Many US companies invested in global sports are too focused on US-based activation. Biggest returns will come from international markets" -2- "Luckily, IoT & big data simplifies targeted cross

The NBA's Sacramento Kings just completed a successful inaugural season at their new downtown arena, the Golden 1 Center. Sr. Director o

There was a time, not that long ago, when the Olympic rings were considered the gold standard for sports marketing. No other event (with the possible exception of World Cup Soccer) could touch the global reach and excitement of the Games. As the influence of the Games increased, the Olympic Rings became an emblem of success for sports marketers. Those companies that could afford the 8 figure rights fees (and at a minimum equivalent activation expenses) achieved the corporate

When Casey Stauffer began managing corporate partnerships at BYU, Facebook had 12 million users. Today it's closer to 1.8 billion. In that intervening time, BYU has become one of the most adept sports organizations at using social media to engage fans with sponsors. Below are Casey's five tweets on finding success with social media, sports and sponsorship: 1. Content is king in sports, and video content is the KING of Kings. Social Media is visual. NOT text based. Show rather

In reality, the quest for the Holy Grail is more about a journey and the accompanying self-discovery than actually locating the chalice itse

To this point, the Olympics have placed the enormous burden of hosting the Games on a single city. Instead of this tired, inefficient model,

Cities and local governments are on a perpetual search for new revenue. Raising taxes is politically daunting (to say the least), and creati