In my most recent post, I discussed the need for marketers to shift from being buyers of sponsorship to investing in partnerships and...

My recent work with a handful of brands seeking to establish or refresh their approach to sports and entertainment partnership has been a...

In January, the NHL announced a new partnership, naming Tylenol its official pain, cold & flu symptom relief partner in Canada. In...

Fall officially returned this past weekend, finally legitimizing the actions of the seasonal fanatics who began donning sweaters and...

While numbers lie at the heart of all brand partnerships with sports and entertainment properties, three figures from this week’s news...

Sports marketers often refer to the fact that beer drinking and sports viewing go hand in hand when explaining the large sums of money...

The term “food and beverage” is a common one, reflecting the natural link between products we humans eat and drink. But when it comes to...

An agreement between the men’s and women’s pro tennis tours to jointly manage and sell their media, sponsorship and data rights could be...

Although one organization’s move does not signal a trend, the stars are aligning within college sports to reasonably expect other...

Among the many reasons sports and entertainment partnerships are popular with product and brand marketers is that a single sponsorship...

In working with teams, event producers and other rights holders on their sponsorship sales process, I have found that setting collective...

Data from a new research study sheds some important light on how—and how much--value NBA jersey patch ID delivers to sponsors. Since the...

The admonition to be bold and take risks in order to achieve success is far from a new idea. Yet it bears repeating for marketers and...

A year ago, I wrote a post  about the many questions raised by what has now been confirmed as Infinite Athlete’s one-year front-of-jersey...

As last week’s article  in The Wall Street Journal summarized, the rise of women’s sports, the emergence of numerous star female athletes...

Now that the Olympic flame has been extinguished in the Jardin des Tuileries and Tom Cruise is safely back on solid ground, how about a...

Miami-born recording artist Pitbull and Florida International University have announced a naming rights partnership for the school’s...

The first ten days of the Paris Olympic Games have not been lacking in exciting competition, headline news and developments, and, as...

Websites and publications that review advertising creative have had a lot to say this week about Hyundai’s new “It’s O.K.” spots, which...

From its inaugural visit to Las Vegas to the never-ending interest in the Travis Kelce-Taylor Swift romance, and from an overtime...