The sport of stock car racing is a pioneer when it comes to many aspects of sponsorship. The establishment of NASCAR’s Winston Cup Series...

By now even those with a passing or even no interest in sports, or baseball in particular, are aware that 26-year-old Juan Soto just...

Partnering with sports and entertainment properties has always been about balance for brands. How to become involved with activities...

With the rush to take advantage of the multiple marketing benefits offered by women’s sports properties, marketers may find themselves...

With universities, amateur sports bodies, bowl games, golf tournaments and other nonprofit organizations attracting an increasing number...

Many reports from the second running of Formula 1’s Las Vegas race this past weekend noted the sheer volume of brand activation and...

In a recent report on the top five global consumer trends for 2025, market research company Euromonitor International highlighted the...

More than four years on, many aspects of life during the Covid pandemic have receded in our collective memory—a fact brought painfully...

If I told you that a widely recognized brand that has dabbled in sponsorship is seeking to build upon its awareness, shift its image and...

The incoming U.S. presidential administration has said that import tariffs will be a top priority beginning in January. According to the...

Evaluating the performance of sponsorship and partnerships is a crucial element of sports marketing. Often, including in many posts on...

Seeking to capitalize on the massive global interest in professional soccer, FIFA, the sport’s international governing body, has gone all...

“I can’t quantify it, but it’s a pretty good assumption that we’re definitely getting new guests outside of the venues based on the...

Prior to the start of the baseball season, Taco Bell made the decision to end a two-decades-old official partnership with Major League...

There is a great deal to unpack from the recent announcement that Campbell’s has become an official sponsor of five sports properties:...

I had the immense pleasure of joining business and marketing guru Seth Godin on stage last week at the annual TicketManager Partner...

As the nature of the business relationship between marketers and sports, entertainment and other properties has evolved over the past few...

Sports and entertainment marketers have decades of success stories about sponsorships that helped brands achieve business objectives. We...

While we are a long way from official action—especially considering the way things have been working, or not, in the U.S. Congress in...

The evolution of the marketplace for jersey patch partnerships in U.S. pro sports has been fascinating to watch ever since the NBA got...