The Inches: Recent Episodes
Nick Lawson
Welcome to The Inches, a podcast that looks at how digital is changing sports sponsorship & marketing game. Hosted by Nick Lawson, co-founder of SQWAD Sports Inc.
Timing is everything in sales. Making sure that you are there when the customer needs you the most. Finding the right timing for recaps. All the way to giving your promotion enough time to work.
On this episode of The Inches, we dive into specifically how you can infuse timing into your sponsorship strategy and playbook for success.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds & Coachella Valley Lakers and Nick Lawson, Co-founder of SQWAD.
More inventory. More reach. More sponsors....more revenue?
Not always.
In this episode, we dive into why less can be more in sponsorships, and how you can drive the same revenue with less...but make it more meaningful for sponsors.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds & Coachella Valley Lakers and Nick Lawson, Co-founder of SQWAD.
Many times, we don't own the building we play games in. For sponsorship, that means it can limit how we activate and sell.
So how can we get past that to maximize our value and sales for sponsors.
On this episode, we dive into ways you can creatively still create value in venue, even when you don't own the building.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds & Coachella Valley Lakers and Nick Lawson, Co-founder of SQWAD.
We've talked about it a ton on this podcast. Sometimes the best inspiration comes from seeing sponsorships outside of your own sport.
Sometimes, it involves jumping out of your whole sporting event structure.
On this episode, we dive into NASCAR and what we can learn for how the sport and organization activates brand sponsors on race day.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds & Lakers and Nick Lawson, Co-founder of SQWAD.
The price of sports sponsorships have gone up dramatically over the last 10 years. Which makes sense. Sports have never been more popular and viewed.
But what does this mean for the whole ecosystem? And how might smaller teams take advantage of this?
In this episode of The Inches, we dive into conversation around how high prices means a fragmented market, and how your brand or team can navigate it.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Coachella & Stagecoach, 2 concerts that consume the city of Indio in the Coachella Valley. The city almost doubles in size across 2 weekends.
Brands notice...and they put their creative hats on to stand out and activate.
So what can we learn in sponsorships from these activations?
Luckily we have boots on the ground with Rich Franklin, and on this episode of the Inches we dive into what he's noticing around the event and how it can help you rethink your sponsorships.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
The sponsorship model is shifting. Brands want engagement, data, and proof - not logo placements. Not passive inventory.
So why do most of what we sell in sponsorships consist of logo placement?
In this episode, we dig into why passive sponsorship assets are dying, what's replacing them, and how your team can get ahead of the curve before your next renewal conversation.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
We all know digital inventory is a must have in any sponsorship department today.
But how can you build it? How do you price it? How do you manage it successfully?
On this episode we have Digital Sponsorship vet and expert Alex Kopilow from SponCon to answer all those questions and more.
Check out Alex's sponsorship newsletter, SponCon. A must subscribe in the industry.
https://sponconsports.beehiiv.com/
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
It's a big year in sports. Winter Olympics, Summer World Cup, and global events that ignite entire countries.
These events build emotion; brands want to be a part of them.
But how can your local sports team funnel that excitement into authentic sponsorship opportunities?
On this episode of The Inches, we dive into how your team can transform national excitement into big wins for your local sponsorship departments.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
The new inventory sweeping sports in the U.S. over the last decade...jersey & uniform patches.
A great awareness piece, but what is the actual value? And how can you make sure that it doesn't clash with the nostalgia of sports?
On this episode, we dive into how your team should be thinking about your next jersey patch sale and the brands you pitch to.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
The new year brings new trends, new things to pay attention to as our industry evolves.
We'll never be 100% right, but each year we dive into our predictions for the 2026 year in sponsorships.
In this episode, come along with us as we shell out 6 predictions for the sponsorship industry in 2026.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
The year is winding down. Out of office posts are on the rise. It's a great time to relax and enjoy a bit of a break.
But what are a few things that you can do as the year winds down in sponsorship to help jumpstart the 2026 year?
In this episode, we dive into 5 things you can do these last weeks of the year to put yourself in a position to thrive as we kick off the new one.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Premium events are where sports pull out all the stops—energy at a peak, fans fully immersed, every moment engineered to feel unforgettable.
But what can teams learn from these marquee moments and apply to their own game-day experience
This week on The Inches, we dive into a recent visit to the F1 Las Vegas experience and takeaways that can maximize your experience at your own games.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
We call it free sports. It's overtime, it's extra innings, it means the regulation game time you paid for just got extended.
Most of the time, it is one of the most exciting moments in sports.
But should that just be a 'given' for sponsors? Or can you sell into this unique space?
This week, we dive into how your team can sell overtime assets and the value it can bring to your brand sponsors.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
When you aren't the big dog team in sponsorships, it can feel like you get left out of considerations, meetings, and dollars.
So how can we build a strategy to stand out?
In this Episode, we dive into a listener question to talk through finding your team's unique edge, building stories around it, and executing it into your sales with brands.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
In sports sponsorship, there is usually a big breakdown between minor league and major league teams. Each has its unique benefits and advantages when it comes to selling and buying sponsorships.
But what are those advantages for Minor League teams? How can they get the big brand dollars?
This week, we dive into how your Minor League team can compete and how your Major League team can take a note from the minors for revenue growth.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
We have our 'normal' categories. Your Car brand, QSR, Bank, etc., that we all sell into. From an optics & legal perspective, they are all pretty 'safe'.
But then, there are those categories that toe the line. That sometimes operates in that grey area.
These are our Vice industries.
In this episode, we dive into how to manage, de-risk, and align on how you can sell and manage those categories that aren't cut & dry from an optics perspective.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Your Logo & team IP has value. It is a connection to the relationships you have created with your fan base.
So how can you carefully and properly monetize?
In this episode, we dive into Licensing and how your team can add them to your sponsorship packages for maximum value.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Off-season, it's a time to regroup, reflect, and take a bit of a break. Right?
Yes, absolutely...but there is also an opportunity to drive more engagement, connection, and revenue for your partners.
In this episode of the Inches, we dive into 4 ideas that you can easily execute to help drive more connection and revenue for your sponsors in the off-season.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
We all know the common categories in sponsorships: QSR, dealerships, tires, etc.
But what about that next step up, luxury brands? How can we close those...or even get them to care about our team and sponsorship assets?
In this episode, we dive into the strategy your team can execute to find, pitch, and close luxury brands. You'll even find some luxury categories you never knew about.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Trends come and go. But when enough major brands start pulling back on the volume of assets in their sponsorship deals, it’s worth paying attention.
In this episode, we explore a critical shift in sponsor behavior: a move away from bloated asset lists toward lean, high-performing campaigns. Brands aren’t looking for more inventory—they’re looking for impact. And that requires a different mindset from sellers.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
We're back at it, diving into the thing shaping our industry. Artificial Intelligence.
This time, how are our sponsors and brands using it to measure and evaluate your execution and results?
In this episode, we dive into what we're seeing in the industry from a brand perspective and what it means for your property.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
We've all done it (hopefully). You take a job in a market where you aren't the biggest fish in the pond...or even the 4th biggest.
But we still have a property that brings value. So, how do we convince brands when there are bigger entities they can invest in?
This week, we dive into a listener question about selling sponsorships in a crowded market and how creativity can take you over the top.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
AI is transforming every industry—and sponsorship is no exception.
In this episode, we unpack how artificial intelligence is reshaping the future of sponsorships. From smarter audience targeting to predictive analytics and real-time campaign optimization, we explore the real ways AI will impact how brands build partnerships, prove ROI, and connect with fans.
If you work in sponsorship or brand partnerships, this is the episode you don’t want to miss.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
At the start of each year, Rich and Nick share their bold predictions for the trends shaping the sponsorship industry.
Now that we're halfway through the year, it's time to check in—what’s holding strong, what missed the mark, and what surprised us?
In this episode, we revisit our January picks, break down what’s actually happening in the field, and share what to watch next as the sponsorship landscape continues to evolve.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
What happens when your sport isn’t on ESPN… but still has a die-hard community?
Should you just stick with local sponsors? How can you unlock those bigger deals?
We had a great listener question come in this week on this very topic.
In this episode, we dive into the unique challenges and untapped advantages of selling sponsorships for niche and local sports.
From roller derby to motorcycle racing, we explore how smaller sports can punch above their weight by offering hyper-targeted audiences, authentic engagement, and grassroots loyalty that big leagues can't match.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
When Rich & Nick started the Inches, it came from chats on sponsorships in Rich's office below Memorial Coliseum in Portland, OR.
We would dive into all topics, sponsorships, and sports business with no agenda.
Well, this week on The Inches, we decided to take it back to where we started...with no topic.
We dive into topics ranging from youth sports investments, the growth of the women's leagues and what this means for sponsorships, and round it out with how the MLS will deal with going to a European schedule.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
If you work in sponsorships, it will happen. A brand doesn't want to sponsor your team directly...so they creatively try and reach your fans without the partnership.
How do you prevent this from happening?
How can you stop a brand from hijacking the most valuable asset you have as a sponsorship department...your ability to deeply connect with fans?
In this episode, we dive into how to identify, manage, and work through sponsorship infiltration.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Sponsorship entitlements are among the most prized assets in our inventory—powerful tools that tie brands directly to the fan experience.
But what are they really worth? And how do you sell them without underselling their impact?
In this episode, we break down the true value of entitlements, how to position them, and smart strategies to manage and monetize them effectively.
Whether you're selling the naming rights to a segment or locking in a long-term sponsor for a fan-favorite feature, this one’s for you.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
When the Economy Shakes, How Do You Keep Sponsors Steady?
Economic downturns aren’t new—and they’re not going away.
But when budgets tighten and uncertainty rises, your sponsorship revenue doesn’t have to take a hit.
In this episode, we explore proven strategies to maintain sponsor confidence, protect budgets, and even grow partnerships during turbulent times.
From messaging shifts to value re-framing, learn how to not just survive—but thrive—when the market gets shaky.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Are you selling the emotion of sports—or just space on a banner?
Sponsors crave passion, loyalty, and excitement—but what they’re really buying is the inventory that gives them access to it.
So, how do you make sure your sponsorship assets are actually delivering? And how can you confidently say they’re working?
In this episode, we break down how to manage, audit, and optimize your sponsorship inventory to drive real results—for your sponsors and your team.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
In sponsorships, numbers define our worth—but are all numbers created equal?
Does the real value for sponsors come from reaching the largest audience, or is it about engaging the same fans more often?
In this episode, we break down the impact of reach vs. frequency, how each influences sponsorship ROI, and how your team should be leveraging them to maximize value.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
$800M+ was spent on Super Bowl ads this year. That is an insane amount of money to reach probably one of the most captivated audiences in sports.
So, were they successful?
In this episode, we delve into the standout & dud commercials from Super Bowl LIX.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
If you are in sales, you've been met with this objection. You gave the pitch, you got the proposal ready, then right before it's time to sign...you get this objection;
"I don't have the budget".
In this episode of The Inches, we dive into how to work through this objection with your prospects, and how you can set up your sales meetings to make it less likely to come up.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Gone are the days when a simple logo slap was enough. Today, sponsors expect real fan engagement—activations that create memorable connections.
But how do you ensure your activations actually work?
In this episode, we break down the three critical questions you must ask to guarantee your activations drive value for both your team and your sponsors. Tune in to learn how to create experiences that go beyond branding and deliver real impact.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
It's 2025, the new year. A fresh start to reset, refocus, and refresh your sponsorship strategies going into 2025.
Each year, Rich and Nick discuss five resolutions you should make in the new year as you continue to grow in the sponsorship industry.
In this episode, we dive into the 5 we have for 2025.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
We're back at it with our predictions for 2025 in sponsorships. A staple episode for the Podcast.
In this episode, we'll dive into 5 predictions we see as most vital for the sponsorship industry for 2025.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Each year we dive into our sponsorship resolutions on the podcast. The question becomes, did the industry keep up with the resolutions we set?
In this episode, we dive into our 2024 resolutions and see how the industry held up as we round the year out.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Coming up with ideas for sponsorships can be a bit challenging. We constantly want to create the activation that will bring value to the sponsor...and wow them at the same time.
In this episode, we dive into 3 activation ideas you can implement TODAY with minimal investment to move the needle for that partnership you are struggling with.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
You did it, you signed that new sponsor. The ink is still wet on the contract.
What you do immediately afterward sets the foundation for the rest of the relationship.
In this episode, we dive into a 30-day plan your team can implement to ensure your new sponsors and team are ready for their activation while building the new relationship.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Relationships are the foundation of any sales position. But authentic sales are the key.
So how can we maintain and keep authentic relationships with the people we look to work with and sell to?
This week we have the return of a great guest, Jon Grove, to chat through the importance of building and maintaining authentic relationships in sponsorships.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
You aren't going to close every sponsor you talk to. It's just a part of the sales job.
We will get a lot of 'No' answers.
But, that doesn't mean the deal is totally dead. We can still re-engage them for a future deal.
So how can we do that authentically?
In this episode, Rich & Nick dive into the process of cultivating a No throughout the season to have a better chance to convert them to the following one.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
We have to constantly be learning in the sponsorship industry. But not just on 'sponsorship' content. It's important to stay open-minded to advice and resources from other industries that we sell into.
But where can we find them?
In this episode, we dive into our go-to learning resources that we lean on each day and week to keep up with our clients and sponsor's needs.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
The only thing constant in this world is change. Innovation drives change every season.
But how can you harness innovation in sponsorships? And what are we looking at to come next?
In this episode, we dive into innovation in the sponsorship industry and how your team can tackle the trends that come.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
We all have those trusted, off-the-shelf activations that are proven to work for certain sponsor categories.
But is it enough to just pull them off the shelf and sell them as-is? And how can you effectively sell them across different industries?
In this episode, we dive into a listener question about how to creatively customize your go-to activations to deliver more value and stand out to your sponsors and prospects. Tune in to learn how to make these tried-and-true strategies work even harder for you.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Our goal in sponsorship is to find the right balance between what we charge and the value it brings to the partner.
But what happens when we are way off the mark?
In this episode, we dive into what to do when your proposal is not quite what the sponsor was expecting, and how to navigate that conversation to find a fit.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Sometimes the best way to see & confirm what's happening in the sponsorship industry...is to head to the bar.
Connecting with other people working and prospecting deals can help drive our strategy.
In this episode, we explore three key trends we've identified through conversations with industry executives. Join us as we dive into what's shaping the future of sponsorships.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
In any advertising, results take time. Especially when the buying cycle is long for a sponsor.
So how can we manage our sponsor's expectations when they grow impatient for results?
This week, we dive into how you can ensure that you and your sponsor are on the same page for results and a timeline to reach them.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Holidays have become a staple in sports. From the 4th of July baseball and soccer matches to Christmas being a battle for viewership between American football and basketball.
But how can we build them into our sponsorship packages to bring value?
In this episode, we dive into how you can maximize the value of your more popular holidays...as well as some of the less-known ones.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Playoffs aren't promised...and championships for most teams are a rare privilege.
So how can we make sure we're ready as a sponsorship department for when our team gets there?
On this episode of The Inches Podcast, we dive into the 3 Do's and Don'ts of sponsorships when it comes to playoffs and championship games.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Many times in sponsorship, we need buy-in from other departments to execute the packages we sell. Whether it's the social media team, facilities, or even game ops...we need them to help and authorize the items we sell.
So how can we get them on board with what our sponsors want and need?
In this episode, we dive into some ways you can get that internal buy-in before you close your additional sponsorship assets.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
We've all been there in prospecting. We either have hit a rut...or we're plateauing and struggling to find new business.
So where can we find those diamonds in places that few salespeople would look?
In this episode, we dive into a few areas and strategies to help you get out of the new business rut while opening new market segments for your sponsorship team.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
We've all been there. You went into the pitch with a great plan, a great package, and a great feeling this will be a win with a new prospect.
And then, it falls flat. You get those stares, frowns, and bewildered looks throughout the presentation.
So how can you adjust to potentially save the deal?
In this episode, we dive into a few tweaks you can make to ensure that even if a meeting goes south, you can salvage it for a win.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
When we are in season and have full stadiums is normally when sponsors are looking to reach our fans. It's where most of our sponsorship inventory lives.
But what about the off-season? How can we maximize our revenue with off-season events WHILE avoiding oversaturation?
In this episode, we dive into the perfect ways your team can look at and activate your off-season for sponsors new and old.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
You want to work in sponsorships...but the problem is you have been working in another industry for the last 5 years.
So how do you make the jump into the industry if you don't have any direct sports sponsorship experience?
In this episode, we dive into how you can make the industry switch...and even how to think about hiring an applicant who is outside the industry as a current sponsorship hiring manager.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
With this year's NCAA WBB March Madness, we are seeing the exciting sports and players getting the distribution and attention they deserve.
The result is an explosion in viewership rates and popularity.
So how will this affect the sponsorship industry as a whole?
In this episode, we dive into how we see the sponsorship industry shifting with the addition of another major player in the sports landscape for brands to sponsor.
Recaps are a part of life in sponsorships. Your sponsors paid you money for a service, now it's time to show them the results & value.
But are you doing recaps in a way that builds confidence and future business?
In this episode of The Inches, we dive into sponsorship recaps and how your team can build a strategy that drives trust with your sponsors.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
We've all heard the term in sponsorship, Logo Slap....
It's a vivid term used to describe simply putting a sponsor logo on an asset and calling it a day, hoping fans will notice it in the stadium.
Brands hate it. So why is it so prevalent in our space?
In this episode, we dive into what Logo Slap is, why it doesn't work, and how your team can combat it to drive results for your sponsors.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
When you're in the sponsorship world for long enough, you will have some great days that make you proud, and some worst days that have you rethinking this industry.
So what have our best & worst times been?
In this episode, we dive into moments in our sponsorship journey, both good & bad, and what we learned from them.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Love this episode each year, and 2024 SB brought some interesting items and trends.
On this episode of The Inches, we dive into how RIch & I saw the Super Bowl this year from a Sponsorship lens.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
We've all had them. Sometimes great clients will turn into problem ones quickly. It is always on us in sponsorships to help guide them through the tough positions they sometimes put us in.
But how can we specifically do that for each type of difficult client?
In this episode, we dive into Rich's four most common problem clients we see in sponsorship and how to manage each to success for both sides.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
You did it. You closed that prospect. Now they are a bonafide sponsor of your team. The work is over now...right?
Nope. In partnerships, it is critical to stay connected with them throughout the year if we want a shot at keeping their business.
But what are the best ways to do so without feeling transactional?
On this episode of The Inches, we dive into a few key ways you can authentically stay connected to your new sponsors throughout the year.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Research in sales is key. We can't go into a pitch with little to no understanding of our prospect's business or vision.
But how much is too much research? When does it become overkill?
We dive into a listener's question to answer how to think about and execute successful research on your prospects in sponsorship.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
New Year's Resolutions are a funny thing. While a great way to reset the year, we also somewhat look to predict what is important to us for the upcoming year.
So what about sponsorship in 2024?
Here are our biggest resolutions for 2024 that your team should be looking out for to increase your results in the sponsorship industry.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
In sponsorships, our job is to generate revenue for our organization through the value we bring to brands.
Long-term contracts help us guarantee that revenue across multiple.
But how can we drive more long-term contracts with our sponsors? Even better, can we get our 1-year contracts to sign long-term ones?
In this episode, we dive into the ins & outs of long-term contracts and how you should be thinking about them in your sponsorship sales.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
If we can't understand what a sponsor is measuring us on, how can we expect to drive results for them?
Many times though, they won't come out with it. We have to be able to drive the full picture of their expectations for the partnership out of them.
On this episode of The Inches, we dive into 3 questions you should be asking before every partnership begins to help you maximize results and manage expectations.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Trade & in-kind is a part of sponsorship life. And while there can be some benefits to receiving them, there can be consequences if you take too many of them.
But how can you manage expectations when your prospect offers up trade instead of cash?
In this episode, we dive into how to handle in-kind offers from sponsors, and a few ways you can monetize if you do take them.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
They say it takes 7-10 touchpoints to close a prospect on average. But lately, it seems like follow-ups have fallen flat in sales strategy.
So how can you tweak your strategy to make sure your follow-ups don't make you feel like a pest?
In this episode, we dive into the perfect follow-up strategy and mindset you can follow to close more deals with sponsorship prospects & renewals.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Whether it is on ideals or outcomes, our sponsors must be aligned with our team and fanbase before we sign them.
But what happens if we find misalignments for a prospect? What if it is a huge deal financially for our team?
In this episode of The Inches, we dive into how to handle sponsor misalignment and how you can work through the roadblocks.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Knowing your sponsor's goals for the partnership is the first and most vital part of the prospecting process.
But what if the goals they express are all qualitative? What if all quantitative? How do we ensure we are focusing on the right things to make sure that their partnership is a success?
In this episode, we dive into how you can uncover both qualitative and quantitative goals from your prospect to ensure your sponsorship package is a home run.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Gaming & casino sponsorship is one of the fastest-growing verticals in our industry.
But what do they look for when it comes to sponsoring sports properties?
In this episode, we dive in with gaming industry vet Jose Garcia to peel back the curtain when it comes to how he thinks about and buys sponsorships in sports.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
You have a list full of potential sponsors and brands. You're excited to get started reaching out...but then it hits you.
You don't know who the right person to reach out to is. How can you make sure you are contacting the right person to say yes?
In this episode, we dive into how to identify the right person/ people to contact when reaching out...and a strategy to reach multiple decision-makers in one company.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
If you're in the sponsorship industry, you've been there. The season is fast approaching and you have that outfield sign unsold.
So what's the game plan to get value from it?
This week, we dive into a game plan on how to manage your unsold inventory to come out on top before the season starts.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Being efficient and effective in your off-season sales prospecting is a foundation for hitting your goals in sports sponsorship. A bad plan or execution can leave you with missed revenue.
So how can you make sure that you are spending your time wisely each prospecting season?
In this episode, we dive into how segmenting your prospecting can help you close more deals this sales season.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
You've done the work, made the calls, and got your first meeting with a prospect in sponsorship.
But how can you make sure that the initial pitch meeting leads to a close?
On this episode of The Inches Podcast, we dive into a winning structure for your sales meetings to help drive more revenue for your team.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
As sports teams, making sure we understand the viewing and consuming habits of the next generation of sports fans is vital.
The only way we can understand is by creating a dialogue with them.
On this episode of The Inches Podcast, we dive in with Andrew Rush, a college student majoring in Sports Management, on his consumption habits as a fan and where he sees shifts in the industry coming.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
How the heck do I evaluate my sponsorship assets? What are they worth? Am I charging too much? Not enough?
Thankfully, we have the perfect person to answer those questions as a guest this week. Joe Casey, Senior Director, Analytics, Research, & Valuation at Oak View Group, joins the podcast to dive into all things Sponsorship Valuation.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Travel companies are an intriguing vertical for sponsorship. Normally, they don't invest heavily in sports partnerships...but most of the time our fans are the perfect target for their ads.
So how can we pull in more dollars from this segment?
In this episode, we dive into a few creative ways to approach and close more revenue from travel companies.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Rich and Nick make predictions for the upcoming year in the sponsorship world each January. It's a really fun exercise to try and see what we should be paying attention to in the world of sports partnerships.
Even more fun is looking back at the mid-year point and seeing if we are on track.
In this episode, we dive into our 2023 predictions and see which ones are looking like they are right, wrong, or incomplete as we round out the midpoint in the year.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Your first touch point with a potential prospect is so important. Too short...you won't get your value across. Too long...you'll lose them before they finish your outreach.
On this episode of The Inches, Rich & Nick dive into how you can strategize your outreach to prospects and close that next meeting.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Sales are all about momentum. If you lose it, you usually spend time chasing a prospect to reignite the momentum.
But how can we manage the sales pace in the selling process?
This week on The Inches, Rich & I dive into how your team can manage sales pace from both the prospect side as well as your team side.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Whether you're fresh out of college or a vet switching locations & teams, sometimes we can show up at a new job and not have a ton of resources to get started.
So this week on The Inches podcast we dive into Rich Franklin's 30/60/90 Day plan on how you can maximize and thrive in your new sponsorship job, even if you don't have the resources or knowledge when starting.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Sometimes, we get into a sales rut. The pitches we are giving just aren't hitting. Maybe your book of business isn't as big as it was last year.
Most of the time, there are just a few adjustments we can make to get back to closing those deals.
On this episode of The Inches Podcast, we dive in with Rich's 3 ways to make your sales pitch more effective in sponsorship.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
This episode we have a very special guest, Jonathan Grove, join the podcast. Jonathan has extensive experience selling and facilitating deals in the sponsorship industry.
We dive into sales, building relationships, and what comes next in the sponsorship world.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Your team IP can move the needle for your sponsors. But many times, we have it as a toss-in with our packages.
So how can we value and sell our intellectual property to our sponsors?
On this episode of The Inches, we dive into IP and how your team can turn it into sales gold.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
The Masters Golf Tournament only has 6 brand sponsors. Yep, you read that right...the most famous golf event in the nation if not the world only works with 6 partners.
NBA teams have on average 62.
Is there value in the less is more approach in sponsorship? Should we be looking to downsize how many partnership deals we have?
On this episode of The Inches, we dive into how you can do a sponsor audit to see if your team would benefit from fewer sponsors spending more money.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Objections are a part of any sales persons journey. Buyers will always have questions or concerns about what we are selling.
But many times you can turn an objection into a moment to strengthen your relationship and expertise with a prospect.
On this episode of The Inches, we dive into the best way to handle and use objections to close more deals.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Just like the sports we sell in, building a great team can make or break your sponsorship growth.
But what should you be looking for when hiring?
On this episode of The Inches, we dive into the key items to look for when hiring your sponsorship team.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Making the playoffs as a team means more games, excited fans, and sold-out arenas.
But how can we sell sponsors into post-season packages?
This week on The Inches podcast, we dive into 3 ways your team can drive new revenue in the post-season.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
So you are a "smaller" team in a big market, and it feels like all the sponsorship dollars are being gobbled by the big teams.
How can you stand out to grab some of those sales?
We dive in on how your team can master the market and differentiate your offerings to grow your sponsorship revenue.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
$7M dollars for 30 seconds. There is only one place in the world brands will pay that much. Yep, it's the Super Bowl.
But what makes a good Super Bowl ad? What can we learn from it in the sponsorship world?
On this episode of The Inches, we dive into this year's Super Bowl Commercials and which ones we thought were worth the big spend.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Sometimes we get caught up in the tactics of sponsorship. How many clicks, how many fans saw a sign, etc. These are the things we sometimes over-focus on when selling.
But there are some key benefits that we hold in sponsorship that will help us get deals across the line. Ones that other advertising verticals don't have.
In this episode, we dive into Rich's 3 benefits that sponsorship has and how he uses them to sell sponsors.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
We're getting spooky in this episode. Ghosting in sales happens, it's a part of working in this business.
But is there a playbook to fight Ghosting in sales? When should I move on from a prospect that is ghosting me?
In this episode, we dive into how you can handle ghosting in your sales efforts.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
It's insane how the sponsorship industry can change in just a year. The things we thought would be big sometimes don't pan out.
In this episode, we look back at our predictions in 2022 for the sponsorship industry and how they fared going into 2023.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
It's our annual prediction episode. Check out what Rich & Nick see as the biggest items in sports sponsorship as they gaze into the crystal ball.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
A page turns in this sponsorship journey that we all are on as we head into 2023. It's always great to reflect on the past year...but even better to project into the next year.
On this episode of The Inches, we dive into our annual new years' resolutions for the sponsorship industry.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
The sponsorship industry is unique, exciting, & demanding. It's a tough one to get into.
On this episode of The Inches, we dive into the Do's & Don'ts as you look to jump into the industry.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
We've all seen it, and most of us have done it ourselves. We create 3 tiered packages (Bronze, Silver, Gold) and put a price on each before sending them over to our prospect.
But what do we lose out on when we do this?
On this episode of The Inches, we dive into the downfalls of tiering your packages and how you can adjust to drive more revenue.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Every team is told they need a mobile app to connect with fans. But what are the true opportunities for sponsors when you do get one launched?
On this episode of The Inches, we dive into which elements in your team app are most valuable for your sponsors.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
The last time we talked about sports betting partners on this podcast was in 2018. A TON has changed since then in the world of sponsorship & sports betting.
On this episode of The Inches, we dive into how your team can maximize its value with sports betting sponsors.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Our job in partnerships is to create demand for a sponsor's goal. Whether that is sign-ups, purchases, or even consultations.
But what we sometimes fail to go through is whether or not your sponsor is prepared for the increase in demand our campaigns will bring.
In this episode of The Inches, we dive into the questions you should be asking your sponsor in order to ensure they are ready for the demand your campaigns will create.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Working in sports is fast-paced and stressful. With this, we've all had mental blocks, which usually come when we desperately need our brains to work.
Maybe it came with working on a prospect pitch, maybe working out the logistics of an activation campaign.
But how can we break through those blocks?
In this episode, we dive into a few tactics to break through those blocks and get your brain back to solving problems.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Our stadiums and arenas are big. Usually, there is a lot of real estate to add sponsor logos to.
But what if we could create spaces where fans could uniquely engage with sponsors?
In this episode of The Inches, we dive into how to turn open space into revenue and engagement opportunities for your sponsors.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Legal and Sponsorship can sometimes butt heads when it comes to landing deals. But what if we knew the pitfalls beforehand so we can sync up better?
On this episode of The Inches, David Greenberg, SVP of business & legal affairs at the Oak View Group joins us to dive into the things you need to know to make sure that your agreements get a smooth voyage through the legal department.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Upselling a current is more efficient than closing a new one. You've built the trust, know their needs, and already have their assets & branding needs locked in.
But how do you ask for more dollars?
In this episode of The Inches, we dive into the art of upselling your current sponsors to drive more revenue for your team.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
You did it. After a long and tasking sales process, you convinced your sponsor to spend their marketing dollars on your sponsorship package.
So now the job is done, right? Think again.
This week on The Inches, we dive into the steps from YES to opening night and how to streamline that process.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Understanding the relationship between the local franchise & national brand office can be the make or break of closing a deal. Each has different goals and outlooks on its marketing spend.
In this episode of The Inches, we dive into how to sell into both local and national accounts and how they work with each other.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
We talk a lot about how we need to adjust to make sure our sponsors see results on this podcast. But what happens if a sponsor doesn't come through with their end of the bargain?
In this episode of The Inches, we dive into how you can weather the storm when a sponsor doesn't get you the resources needed to be successful.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
As sports teams, we all spend on stadium projects. Whether furniture, carpeting, paint, or dasher board printing...it all comes in as a line item on our expenses report.
But what if we could turn these projects into new sponsorships?
This week on The Inches, we dive into how your team can take a stadium expense and shift it into sponsorship revenue for your team.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Nothing like bringing two sports & entertainment vets on to chat about all things sponsorship and marketing in the industry.
In this episode Gina Rotolo, the VP of Marketing & Communications for the Coachella Valley Firebirds. joins the podcast to share her knowledge & advice on the relationship between Marketing & Sponsorship...and more.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
We've all been there. A sponsorship campaign has huge results in the beginning...but each month (or year) you see fewer and fewer results for your sponsors.
This is never good. But surely there is a way to break through diminishing returns in sponsorship?
In this episode of The Inches, we dive into a few tactics to help you refresh your assets to avoid hitting that plateau with your sponsors.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Many sponsors want to make an impact with and reach families and youth. Many times, they can't do so directly with their advertising mix.
But with sports teams, there are opportunities to piggyback off our reach within these categories if done effectively.
In this episode of The Inches, we dive into how your team can build assets that help sponsors authentically reach this key demographic.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
We're halfway through 2022 (which is crazy) and looking toward a strong finish to the year.
Back in Dec 2021, we did an episode on The Inches to predict the trends going into 2022. Today, we're looking back at those predictions to see where we are.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Most of our action happens during the season. But in today's world, fans are looking to consume your team's content all year round.
This is a huge opportunity to open up new inventory for your sponsors to buy.
On this episode, we dive into how you can maximize your off-season events to open up new and exciting inventory for sponsors to buy.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
A PR crisis will inevitably happen in your time working in sports sponsorships. I might come from the team side, or the brand side with those who sponsor you.
How you react to those crises can make or break your future success in this industry.
In this episode, we dive into how to handle those crises to come out on top while building trust with your sponsors.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
The brand your team has built is powerful. Most have built trust and familiarity with their fan base. In sponsorship many times, we sell that power as the main benefit we have.
But what about the value of that IP and team logo when used outside the stadium?
In this episode of The Inches podcast, we dive into how pushing your sponsors to utilize your logo outside the stadium can help increase trust and sales from your fans.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
All signs point to a looming recession on the horizon, and what is interesting is a majority of us in the industry haven't experienced a recession.
So what should we focus on to ensure our sponsorship department continues to grow?
In this episode, we dive into some key tactics you can implement to succeed as we head into a possible recession.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
You've sold the sponsorship, got the client to say YES, and received the handshake to make it official. The job's done, right?
Nope, we still have to fulfill the order and come through on our promise to our client. That is where the sponsorship fulfillment team comes in.
This week on The Inches, we chat with sponsorship fulfillment vet Toni Campbell on the most important parts of coming through for your sponsors.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Sales momentum might be the most important aspect of closing sales in sponsorships. You always want to make sure that you are moving the deal forward.
But it's easy to go from pushing sales momentum to being a pest in the sales process.
In this episode of The Inches, we dive into how you can keep sales momentum moving without being too pushy.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Most of the time we focus on brands that are currently spending on sports sponsorships. Makes sense, they already see the value of those partnerships.
But is there an opportunity to grab a sponsor that has NEVER spent in the space? And if so, how can we convince them to take a meeting with us?
This week on The Inches we dive into why you should be looking at brands that don't spend on sports sponsorships and a few tactics to help get that meeting.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
The sponsorship pitch is the moment for us to shine, to take all of the research we did on the prospect and turn it into a concise package to help close the deal.
But before you head to the meeting, there are a few questions you should be asking yourself about the proposal you have put together.
In this episode of The Inches, we dive into the top 5 questions you should ask yourself before you walk through those lobby doors to pitch a sponsor.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
You've collected the email or phone number...now we just hand it to our sponsors right?
Not so fast, you can upsell that sponsor and drive more value with a retargeting package.
In this episode of The Inches, we dive into some actionable tactics to add retargeting into your tool belt of offerings to sponsors.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
We all love the flashy new thing or trendy innovations that come our way. While they may be cool ideas, are they really helping our sponsors reach their goals?
In this episode of The Inches, we dive into how you should think about innovations in sponsorships and how to vet if they are a right fit for your partner and their goals.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Data is a powerful tool in today's advertising world. More and more sponsors are expecting data capture in their packages.
But what are the best ways to add, manage, and make sure we are compliant when we offer them in our packages?
This week we dive into how you can make data capture your superpower for your sponsorship department.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
With the great resignation, we've seen a lot of employee turnover at the brands that spend with us in sports sponsorships.
Sometimes that person is your main contact, the person you've spent years building a relationship with. So how do you deal with that person leaving?
In this episode of The Inches, we dive into the steps and tactics to help you build a relationship with that new contact.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Nothing is worse than sitting through an unenthusiastic partnership pitch.
I take that back...it feels worse when you give one and get no engagement from the prospect. Just blank faces.
This week on The Inches we dive into how you can JAZZ up your pitch meetings to drive more conversation & engagement from your prospects (and close more dollars).
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
As Rich always says, people buy from people they trust. The same goes for your prospective sponsors.
But how can you help them build trust with their prospects through your sponsorship assets? Hospitality.
In this episode, we dive into how your hospitality assets can make or break your sponsorship packages and help you get more dollars over the line.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Healthcare is a HUGE category in the sports sponsorship space, and it makes sense why. Athletes and sports are a perfect sync up to drive health messaging.
But what assets and activations should you be looking at in the packages you build for sponsors in this category?
This week we dive into what it takes to close a healthcare partner in sports sponsorships.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
We all saw the Coinbase Superbowl commercial and some may have played along. QR codes have made the ultimate comeback in technology history.
But what are the true strengths and weaknesses of QR codes? Can they be overdone?
This week on The Inches, we dive into a conversation on QR codes and their future in sports sponsorships.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Our goal in sponsorship is to maximize revenue for our team. Most of the time, this comes with a strategy to sell the most amount of assets and brands.
But are our stadiums becoming too crowded with sponsorship messages? Are our sponsors truly standing out to fans?
This week on The Inches we dive into our thoughts on overcrowding and how your team can adjust your assets.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Many times in the sports industry we start in ticket sales. It's a key first role to get your feet wet in the industry.
But how can you transition from a role in ticketing over to the sponsorship side of the business?
In this episode, we dive into how you can frame your experience in ticketing to help you close a new role in sports sponsorship.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
How are your team's assets different? How do they stand out? What makes your sponsorship packages jump out to partners and make them want to buy?
Knowing what your killer asset is in sponsorship can be the difference between closing a deal and losing it.
This week on The Inches podcast, we dive into why having a killer sponsorship asset is vital to growth and how you can find yours.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
More & more we are seeing the opening of jersey and uniform sponsorships in sports, particularly in the U.S.
But should we take any sponsor who wants to put their logo on our players and uniforms?
In this episode of The Inches, we dive into how context and authenticity are vital to a successful jersey partnership.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
When we think of influencers, we think of people with high status. Ones that are famous, maybe.
But it doesn't mean that regular fans in your fan base can't help tell your sponsor's story and drive other fans to make a purchase.
In this episode of The Inches, we dive into how your team can create opportunities for your fans to become influencers and drive brand value.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
At some point in our sponsorship careers, we will deal with sponsors that are competitors looking to partner with our team.
But how can we make sure that a partnership is beneficial for both competing brands?
This week on The Inches podcast, Rich & Nick dive into how to manage and deal with those competitors in your partnership portfolios.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
It's always fun to look back at predictions to see what you got right & wrong.
Sometimes looking back and analyzing can reveal even more opportunities for the following year.
In this episode of The Inches, we dive into our 2021 predictions for opportunities and how which ones are still relevant today.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
A new year brings new trends, predictions, and things we should be looking at as a sponsorship department.
In this episode of The Inches, we dive into the 5 things we are looking out for in 2022 for the industry.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Some of us may have some flashbacks to March 2020 with the current run of postponements of games. Our sponsors are probably getting those same flashbacks.
With this, it is vital to make sure we are building trust and confidence with our partners no matter the status of attendance.
In this episode, we dive into an action plan to deal with game postponements.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Many times in sponsorship we get put into the position of being a one-person show. It's all on one to prospect, activate and close revenue.
But how can we make sure we are thriving despite not having a full team?
This week on The Inches we dive into some keys to making sure you crush it as a one-person team in partnerships.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Today sponsors need more than eyeballs, they need reactions and participation. This shift means we have to adjust the assets and campaigns we offer sponsors.
But how can we do so without adding an enormous amount of work to our team?
This week we dive into how you can easily add engaging assets to offer your sponsors today.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Sometimes we get that sponsor that spends a fixed amount year after year, never looking to spend more. I call it Partnership Plateau.
So how can you break above the plateau and get them to spend more?
This week Rich & I dive into how you can use context and creativity to up your sponsor's spend each season.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Sometimes the holidays are great times to sit back and reflect on our work in sponsorship. What better time than Thanksgiving to reflect on the things we are thankful for in the industry.
In this episode, we dive into the 3 things we are each thankful for in the sponsorship industry.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
As Rich always says, "Why did they rob the bank? It's where the money is." Sometimes we can look toward how much a category is spending on sports sponsorship to help plan our prospecting strategy.
But is that enough?
This week we dive into what other factors come into play when building a prospecting strategy around category spend in sponsorship.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Thunderbirds and Nick Lawson, Co-founder of SQWAD.
Many times in sports our off-season doesn't align with a sponsor's budgeting season, which leaves you scrambling to unlock more spend after the fact.
But what are some strategies to help you get their ear while you are still in season?
This week on The Inches we dive into some tactics and strategies to ensure that your sponsorship is a part of their budget strategy for the following year.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
Nothing is better than a warm intro. And it's because as Rich mentions " We buy from who we like and trust".
But how can you build referrals into your prospecting strategy for sponsorship?
This week we dive into a few tips to make sure that referrals are a big part of your growth strategy.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
In sports, we change teams. It's part of the carousel of the business. This means we jump from one geo-market to another to build relationships and sell.
So how can you get a headstart when you enter a new market in sponsorship?
This week we dive into the actionable steps to thrive when you switch cities and teams in sponsorship.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
We all know how important relationships are in sales, but how can you make sure you are laying a foundation for each prospect you engage with?
In this episode, we dive into how to build long-term relationships with clients and how they can benefit you as you transition to new roles.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
So you're in a big market as a smaller organization. Some might just fight for the scraps left behind from the bigger teams.
Our goals should always be to punch above our weight class.
This week on the Inches we dive into 3 pillars for being successful in earning deals in a big market with limited resources & reach.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
How we sell has changed in the digital age has changed. With Zoom calls, we can share our screen and jump into our perfectly crafted deck to close our sponsor.
Most times though...this is the wrong way to go about it.
In this episode, Rich & Nick dive into why you should be listening more than selling in your meetings and what questions to ask.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
Outside of our game day, what are some ways we can build new inventory that drives new revenue & customers? Events.
This week on The Inches we dive into how calendar events (Halloween, etc.) and trends can help open up new ways to generate revenue from new partners & old ones.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
Picking the right team is vital in sports sponsorship. We need the right mix of players to prospect, activate, and maintain relationships.
But how can we make sure we're hiring the right people?
This week on The Inches we dive into some of Rich's best tactics for how to ensure you are hiring successfully in your partnership department.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
Today in sales there is a clash between new tactics and old ones. All the while, our buyer's journey has shifted dramatically in the last 10 years.
So how can you ensure you are utilizing both to bring in prospects and deals?
This week on The Inches, Rich & Nick dive into some ideas on how you can utilize content marketing to help close deals in sponsorship.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
Nostalgia is a powerful tool in advertising. It helps us pull out the emotions of our customers and tie them to our brand. Sports is the epitome of a nostalgia creator.
But how can we authentically tie in our sponsors?
This week on the Inches, Rich & Nick dive into how your team can turn nostalgia into dollars for your team and sponsors.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
The auto category is one of the largest spenders in the sports partnerships industry. It's always important that we keep them happy and coming back to partner with us.
But what are some reasons that they walk away from our deals?
This week on The Inches, we dive into how to LOSE your auto sponsor and ways you can avoid doing so.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
There is a huge shift in where brands are looking to spend their dollars...and it's landing on digital.
So how competent should sponsorship salespeople be with the mechanics of these platforms?
This week Rich & Nick dive into the subject of how and why you should up your social media game as a sponsorship salesperson.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
We've all heard the pushback on the Olympics streaming experience this year. The financial implications with sponsors and lower viewership are HUGE.
But how can we make sure if we launch our own platforms we don't make the same mistakes?
This week on The Inches, Rich & Nick dive into how making it EASY can help drive value for your sponsors.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
Hitting the right prospect, at the right time, with the right product to solve their need. That is always our goal in sales.
But how can we time our sales process to be more efficient?
In this episode, we dive into timing and how it can become your super power in sponsorship sales & activations.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
As with any industry, sponsorship and advertising are evolving. Where brands want to spend their dollars is shifting away from our legacy assets and toward more digital ones.
This week on The Inches Rich & Nick dive into where brands are spending their dollars and where we're vulnerable as an industry.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
In sports, we deal with big organizational changes. New logos, new systems, shake-ups in the front office...you name it, we see it.
But when & how is the best way to bring our partners into the fold when those changes happen?
In this episode of The Inches, Rich & Nick dive into the best ways to communicate those big changes to sponsors and how they can strengthen the partnership.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
Last week we dove into the 3 things that have changed post-pandemic in sponsorship, it was only right that we looked at the 3 items that have stayed the same.
In this episode, we dive into the foundations you can build upon in your department no matter what comes your way.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
We're getting back to somewhat of a normal season in sports after the pandemic, but we've also seen our sponsor needs shift.
In this episode, Rich & Nick dive into the top 3 changes they've seen in sponsor needs post-pandemic.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
Churn in our business is a given. You will have some sponsors that leave. But how do we get them back into our portfolio of partners without burning bridges?
In this episode of The Inches, We dive into some tactics and systems that can help you bring those partners back.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
We've all heard the saying, always under-promise and over-deliver...but sometimes that creates a conundrum. Undersell early and you might lose the deal, oversell and you might lose it a year from now.
In this episode of The Inches Rich & Nick dive into how you can navigate this scenario to be successful when selling sponsors.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
We've all seen it. Sometimes a salesperson comes on too strong. Sometimes their tactics are a bit too aggressive. Heck, we've probably also already been there and done it ourselves at one time or the other.
But how can we make sure that we stay persistent without being overly aggressive and turning our prospects off?
This week on The Inches we dive into what that line looks like and some tactics to help make sure you are staying pleasantly persistent and not overly aggressive.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
Package minimums can either kill you (too much work for the revenue) or help you compete (open new markets). It's a fine line.
This week on The Inches Podcast, Rich & Nick dive into how your team should be looking at your minimum spend threshold for your sponsors.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
Many times in sponsorship, we equate marketing and advertising budgets as our main focus when selling.
But many times, there are other budgets we can tap into in order to creatively open up dollars.
In this week's episode, we dive into those buckets and how you can work them into your pitch when closing your sponsors.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
In sports sponsorship, we have our tried & true verticals ( Auto, Healthcare, QSR, etc.)...but what about the ones that come up?
In this episode, we dive into how you can prospect, engage, and think about new categories & opportunities that show up in our industry.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
Sometimes our activations get a little out of control. We fill them with complexities that aren't needed to reach our goals.
99% of the time if we can keep them simple, we'll see more success.
In this episode, Nick & Rich dive into ways you can re-evaluate your sponsorship assets to keep them simple and effective for your sponsor's goals.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
With so many options out there reaching so many different ages of fans, sometimes it is hard to choose which social media platform we should focus on building our following on in sports sponsorship.
In this episode of The Inches, we dive into how your team should be looking at and evaluating each social media platform.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
Sometimes there is a huge benefit in learning outside of our industry to move forward and be innovative. There are few better ways to do this than listening to Podcasts.
On this episode of The Inches, Rich & Nick dive into 3 podcasts we are listening to and how they help us grow in sponsorship.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
Does my team even need a mobile app? Is it worth it for the return I will get on the sponsorship end?
In Part 2, Rich & Nick dive into the true value of a mobile app for your team and sponsors.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
Digital, Digital, Digital is the hot topic of the day in sports sponsorship. Brands are looking to spend there, teams need to have assets ready to sell.
A team app is usually the first inventory that comes to mind in this topic, but how can you make sure you are maximizing your app and selling it correctly to sponsors?
This week we dive into the topic of team apps and their role in sponsorship sales for digital inventory. This is part 1 of a 2 part segment.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
Prospecting at any time can be a daunting task...but especially if you are a smaller team working through the tail end of a pandemic.
This week Rich and I dive into a listener-sent question around how you can prospect and gain potential sponsor interest in today's climate.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
As with anything, what gets measured in sponsorship gets improved. If we plan on improving our sponsorship department, we have to brutally honest in our audits and create a system to really grade where we are and our progress.
In this episode of The Inches, we dive into how your team can create a report card for your department that will help you understand your goals and where you need to improve.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
Sometimes in sponsorship, we get so excited about new assets that we forget about really vetting to see if the value it creates is bigger than the problems or headaches that may come.
On this episode of The Inches Podcast, Rich & Nick dive into a process to make sure that the asset you're pitching won't turn into a headache for your organization or sponsor.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
The Superbowl always brings a ton of interest in the sponsorship space. The most interesting thing in our minds was the ability for brands to hack the attention around the game, even if you weren't' a Superbowl official sponsor.
In this episode, we dive into a few examples of how brands hacked this attention the past weekend and how you can ensure brands don't opt to target your following on social media over purchasing your sponsorship.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
The Pandemic didn't come with a gameplan. Many of us entering our renewal season are heading into a renewal season we've never seen before.
So how can we navigate this time to win back our renewals?
This week Rich & Nick dive into their keys to renewing your sponsors in a post-pandemic world.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
Many times how our sponsors perceive the value of our assets and packages is the true value. It is up to us to make the case for why the package is valuable and why they should purchase it.
But where do we get started in increasing our perceived value?
We continue the discussion from last week with items 6-10.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
Many times how our sponsors perceive the value of our assets and packages is the true value. It is up to us to make the case for why the package is valuable and why they should purchase it.
But where do we get started in increasing our perceived value?
This week on The Inches Rich & I dive into part one of a two-part segment on perceived value in sponsorship.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
Sponsors are shifting their dollars quickly in this market to platforms that are converting. We're seeing it every day in the industry.
In this episode, Rich & Nick dive into specifically where they are seeing dollars shift to and some ways your team can adapt.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
2020 was a year we'd like to leave behind. But in many ways, it opened new opportunities in the sponsorship industry.
In this episode of The Inches, Rich & Nick dive into their top 5 predictions...or better yet opportunities that will come forward in 2021.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
The most important thing a team can do today for their sponsorship department is to build their streaming content. It has never been more important to leverage the social following you have and OWN your video content.
But how can we get started as a team and integrate our sponsors authentically?
Rich & I dive into some advice on how your team can build your streaming content and integrate sponsors authentically into your programming.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
In a year of a global pandemic, we saw some renewals we could count on for years have a change in their business environment and situation where they couldn't renew this season.
Understandable in a pandemic, but how can we make sure we get them back for next year?
This week on The Inches Podcast, Rich & Nick dive into some tactics to keep them updated throughout the season to set up for a new deal in the following year.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
There is a lot of guessing going on in sports. Will a vaccine get fans back? How will fans consume content? Will they want to come back to the games?
This week on The Inches, we dive into a survey presented at a National Sports Forum session and the key points on what our games look like when fans come back.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
With limited fans in our stadium, we've lost a lot of eyeballs and inventory in the sponsorship world.
But with loss comes opportunity.
This week on The Inches Rich and Nick dive into the opportunities we see in sponsorship despite the sports shutdown.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
All indications point to another shutdown. This will again hugely affect our team and sponsors.
This time around though, we are a bit more prepared to weather the storm.
This week we dive into how you can authentically integrate your sponsors into creating a positive experience for the next shutdown WHILE driving sales.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
Small businesses are the staple of our communities. With the effects of COVID, they are in need of marketing & revenue help.
But what is the best way we can help them grow if they are cash strapped right now?
Rich & I dive into some of the best ways you can help your small businesses in your community thrive and set up packages that lead to success.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
Sponsorship & Ticketing are the main way our teams make money and drive value as a business. And like it or not, how many tickets your team sells directly affects your sales in sponsorship (more eyeballs, more value).
But how can we help drive ticket sales through sponsorship?
This week on The Inches Rich & Nick dive into some strategies you can implement to help bring value to your sponsors AND drive more butts in seats for your ticketing department.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
Continuing our discussion from last week, Rich & Nick dive finish the 5-8 of the 8 fan motivations and dive into how they can help in your sponsorship strategy.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
In sponsorship, our job is to connect and introduce our fans to our partners. How can we be successful at that if we don't understand our fans and their motivations for consuming our games?
This week on The Inches, Rich and I dive into part one to look at 4 motivations that our fans have and how we can tie that back to helping your sponsors reach their goals.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
With the pandemic, many of us find ourselves in the midst of looking for a new job. Whether that comes as a new college grad or vet moving jobs, the first 100 days on the job can be some of the most important to ensure a great foundation in the new position.
This week on The Inches, Rich & I dive into how to nail those first 100 days as a new hire in the sponsorship world.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
We dove into this topic pre-pandemic, but as most fans stay home to consume their content it is more important than ever to look at providing them with new ways to listen and connect.
This week on The Inches Podcast Rich & I dive into the different new audio channels you should be looking at and how you can pitch them to sponsors.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
If you're doing sponsorship sales correctly, you are getting No more times than Yes.
But how do we handle a No? Is it forever? Is it a Not Right Now?
This week on The Inches Podcast Rich & I dive into how you deal with a No and the appropriate steps to turn it into a YES.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
Is a sponsored tweet a commoditized asset? How can we make sure that brands see our assets as more than something every other team is offering?
This week on The Inches Rich & I dive into how you can identify which assets are becoming commoditized in your portfolio and bring new life and value to them.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
Today most of the assets we have to offer are digitally based. With little to no attendance, it is one of the only ways we can reach our fans at the scale our full stadiums once did.
But are we pushing so many assets that it is causing digital fatigue?
This week on The Inches Rich & Nick dive into what digital fatigue is, what causes it, and how you can overcome it with your sponsors.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
In sponsorship, we take risks every day whether we know it or not.
When we present an idea to a sponsor we are putting our ideas out there to be accepted or rejected. But sometimes, more importantly, we take an even bigger risk with the items we don't put into those pitches.
This week on The Inches Rich and I dive into how we think about the fear of failure and how to overcome it to drive innovation in your department.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
With the tidal wave that we've weathered in sponsorship these last months sometimes we lose sight of how we are managing our time.
This is a huge problem as it is essential to be as efficient as possible to drive value for our partners and teams.
This week on The Inches Rich & I dive into the 4 cornerstones that you should be focusing on to ensure you are managing your time efficiently toward the right goals.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
Nothing like having a map to navigate the sand traps. Luckily we have Rich to help us navigate.
This week Rich & I dive into the top 5 ways we see teams losing their sponsors.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
The pandemic has forced our industry to innovate and drive more ways to connect with fans digitally.
It also exposed how inadequately we've been set up for innovation in our departments.
This week on The Inches Rich and I dive into how you can build innovation into your culture to ensure you're on the tip of the iceberg with solutions for your partners.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
We are, for the most part, getting our sports back. But we would be foolish to assume that we won't see a shutdown again and make a plan for our sponsors & teams.
How should we go about making that plan?
This week on The Inches Rich and I dive into how you can think about building a plan for if sports shut back down and how to present it to your sponsors.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
With games coming back it will be more important than ever to pull fans back into the attention of our sponsors.
But what is the best way to communicate with our fans to ensure they engage with our activations?
Thanks to a listener question, this week we dive into how you should be strategizing on the best medium and plan for communicating with your fans.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
The easiest customers to sell to are your current customers. They know (hopefully) that you can bring value and have built trust in your product.
But what is the best way to upsell them on new assets?
This week on The Inches Rich & I jump into how you can properly upsell your current sponsors to drive more revenue for your team.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
Continuing from last week, we dive into Rich Franklin's 14 sports sponsorship sales commandments 8-14 to finish the list off.
This is a perfect time to get back to our sales roots and help build our portfolio of skills as we dive into the renewal & restart season.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
I brought Rich onto The Inches Podcast because of his experience in sponsorship sales over a 30 year career. The nuggets he gave me every time I walked into his office to chat were game-changing.
As we look at the change in the industry today, it is so important to get back to our roots and the foundations in sales as we navigate these times.
In the next two episodes, we'll dive into Rich's 14 sponsorship sales commandments, starting with 1-7 this week.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
With no live games, we need to find ways to keep fans engaged and connected with our sponsors.
Video is a huge part of the way our fans consume and can be extremely valuable for our sponsors. Sponsors are dropping major dollars on YouTube ads.
This week on The Inches we chat through why you should be building up your Video content library to bring value to fans and sponsors.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
When the shutdown first hit we did a 90 Day Sponsorship Plan episode to share how you can come out on top and survive with your sponsors.
We're 100 days into the sports shutdown. SO Rich & I thought it would be best to follow up.
This week on The Inches Rich & I dive into how you should be thinking about the next 100 days as we plan the next stage of sponsorship in sports.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
As we get back to our arenas opening it will be vital to educate your fans on how they can stay healthy and safe in your arena.
But is there an opportunity to sync our sponsors with that message and education?
This week on The Inches Rich & I dive into how we're thinking about integrating sponsors into the new health & safety measures we apply in our stadiums.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
Games are re-starting in many of our leagues, which is amazing toward getting things back to normal.
But these games aren't on our turf. They will be primarily consumed on television by fans which don't help us build assets for the make goods on our sponsors.
This week Rich and I dive into how you can utilize text messaging to pull fans into your own branded gameday experience.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
Sometimes in your industry, you need to have the hard conversations in order to create change. With the protesting we've seen in our country this week Rich and I felt the need to dive in to answer this question:
What is sponsorship's role in creating change in our communities?
This week we dive in to talk about that question.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
Audio and sports have been connected at the hip for over 100 years. It is how our games spread like wildfire.
Today, it is no different. Fans still want to consume content through audio. The only thing that has, and will always change is the platform they consume it on.
This week on the Inches Podcast Rich & I dive into how you can build up your new audio assets easily and why they are important for driving sponsorship dollars.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
Games are coming back slowly but surely, but there is still a ton of uncertainty in what that looks like.
Will we have fans in the stands? Will we be playing games in front of empty stadiums?
This week on The Inches Rich & I dive into 3 scenarios you can plan for & how to work through them with your sponsors.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
Sponsors will remember what you did for them today in their biggest time of need. This is why being the people's champ for them and your community is so important right now in the sponsorship industry.
But what does that mean and how can I get started?
This week on The Inches Rich & I dive into how we think about the path to becoming the people's champ in this time of need.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
Last week we dove into how you should think about your boothing and physical assets and we wanted to go a bit deeper with this week's episode.
This week we dove in deep about your mindset and some shifts in thinking about your physical spaces in your arena while keeping the interaction with your sponsors social.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
When games come back they will be different than before. There is no doubt that some of your physical assets will need to be looked at and possibly changed as you get into renewals.
This week on The Inches Rich and I dive into booting, player appearances, and how you can adjust to still save the value in your packages.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
In sponsorship...we sell. And while we may have taken a hiatus with the shutdown we're going to need a plan to get back into a place of generating revenue.
This week on The Inches we dive into a plan for the resumption of your sponsorship sales efforts so you can get back out there helping your sponsors reach their marketing goals.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD
What was worth a lot 3 months ago certainly won't be when we get back out selling. But how can I know how this pandemic is affecting what sponsors are willing to pay for my assets?
This week on The Inches we dive into how you can properly price your assets when you are back out there selling.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD
You sent out proposals, you were about to hit your goal, it was all sunshine & rainbows....and then the shutdown hit.
So what do you do about the sponsorship proposals you sent out? How do you talk with your sponsors about it?
This week on The Inches we went live on LinkedIn and dove into how you can approach your sponsors who you sent proposals and work out a plan to reconcile the value.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
There is A LOT of digital content out there...which is great. Our industry is testing, pivoting, and learning about what their customers (fans) want.
But we've seen some great examples that have stood out to us. So we made a list of our top 5 examples.
Tune in to hear us show some love to our favorite engagements we've seen in the shutdown.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
In sponsorship, we are entering a new world when games come back. The atmosphere we entered the renewal season with will be massively different for our sponsors, fans, and teams.
So how can we adjust and be ready for this new world?
This week Rich & I dive into some tactics you can implement to make sure you understand what has changed for your fans & sponsors and adjust for when our seasons start.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
We're here...and it is really easy to pack it in and hold out until things get better.
That is not the way to do it. You need a plan for your team, sponsors, and a foundation for how you come out on top after stronger.
This week on the Inches we lean on Rich, who's been through multiple recessions in sponsorship sales, to help us craft a 90-day plan in sponsorship. Great tactical advice to help the younger generation battle in this tough time.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
Rich is out on vacation but we have a special guest with us on the podcast David Millay, co-founder and managing partner of EngageMint, to help take us through how we can map out fan journeys to help build better connection points between fans and sponsors.
Great insights with actionable stories. We're blessed to have him on.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
We got nitty-gritty on this week for the Sponsorship Tip Of The Week with an actionable campaign based on Instagram Stories feature Close Friends.
Really as we think about monetizing our social assets in sponsorship we should be looking to how influencers are utilizing the platform.
We as teams are influencers.
This week I dive into the feature and how you can use it in sponsorship to drive revenue and value.
The Sponsorship Tip Of The Week is a weekly video series posted on LinkedIn to help give you ideas to drive more revenue and value for your team and sponsors.
See more Sponsorship Tip Of The Week Episodes HERE
Exclusivity is the number one most valued asset in a sponsorship package. Brands want to be the exclusive brand in your arena.
But...there are definitely wrong ways to sell that value to sponsors.
This week on The Inches Rich & Nick dive into why exclusivity is valuable and how you can use it correctly to drive sponsorship value.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
There is a lot of talk about culture and how you need to build a "winning" one within your organization. I've never heard a more tactical game plan on how to achieve this than listening to Mike Johnston.
Mike Johnston is the Vice President, General Manager, and Head Coach of the Portland Winterhawks. He's held positions at the Vancouver Canucks, Pittsburgh Penguins, and many other hockey organizations...but most importantly he turned the Winterhawks organization around in just a few short years into a winning powerhouse.
This week we dive in with him on how he builds teams, prospects, and build a culture with his team. There's a huge amount of carryover to our jobs in sports & sponsorship.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD.
This week I realized that we talk a lot about digital assets...but we haven't really defined what a digital asset is and how to classify them.
Well, we changed that with a chat on how Rich classifies and pitched his digital assets in sponsorship.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD
Sometimes we get so caught up in the features of our assets we forget that the sponsor is not buying the physical rink board or Facebook post, they are buying how that helps them reach the desired result.
In this episode, we dive into how you can structure your sales pitch to sell on benefits, not just features.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD
After a two week trip, we are in a dire state we're in today in sponsorship with the lack of digital assets in our packages.
He dives into a few examples and some strategies you should look at when creating your sponsorship packages.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD
This week we ask Tayler Easton, Director of Corporate Sales & Partnerships at Varsity Spirit what brands are most looking for when they want to sponsor youth sports events.
The 1Q Sponsorship Interview is a series where we ask some of the best in the sponsorship business one question about their work in the industry.
Hosted By Nick Lawson
With so many things going on at any given point in our season and off-season, how can we ensure that we are focusing on the right things to drive growth?
This week on The Inches Rich dives into ways you can ensure you are focusing on the right things for your prospects, employees, and clients to push forward.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD
Gaming partners are a huge part of our sponsorship mix. Lotteries and casinos are constantly looking for ways to connect with our fans and build brand loyalty.
But with the sports betting wave coming to the states the opportunity has exploded for driving new sponsorship dollars in this category.
This week Rich & Nick dive into how you can build assets that these gaming partners will love and buy.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD
Sometimes we can put the sports blinders up as we look for new ways to innovate our sponsorship assets. We stay focused on what others are doing in sports that we get pigeonholed into those tactics.
This week on The Inches Rich and I look outside sports to another sponsorship & entertainment industry for new inspiration and ideas we can bring into our gamedays.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD
Sales today, unfortunately, are driven a lot around automation & optimization...especially when it comes to the cold email.
With this everyone is looking for the magic template they can send to close the deal.
Well, there isn't a template...but there is a structure that will help you close more deals.
This week Rich & I dive into how to structure your cold sponsorship sales emails for success.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD
BONUS CONTENT
We're back with part 2 of our interview with Tyler, a young sports fan looking to get into the industry.
Great insights at the beginning of this segment on his viewing habits, some last thoughts from Tyler on how we as teams can reach him better, and some wisdom from Rich & I on getting into the sports business game.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD
Nothing is better than a focus group with the younger generation. You learn so much about today's viewership habits, purchasing habits, and why (or why not) your team is top of mind.
This week on The Inches Podcast Rich and I had the pleasure of having Tyler, a 17 y/o senior at La Salle HS in Portland, on the podcast as he did a job shadow with Rich and ask him the questions we need as sports teams to successfully reach them.
This is part one of a two-part chat with Tyler.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD
A new year, a new chance to get forward in your sponsorship game. And how could we start the new year without some resolutions to get us on track for 2020.
On this episode of The Inches Rich & Nick give you 5 new years resolutions in sponsorship you should be looking to commit to in 2020 for your team or organization.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD
Sometimes we get so tied up on our in-stadium signage and contests that we forget one of the most vital assets we have on our teams...the people.
This week on The Inches Rich and I dive into how & when you should add the people in your organization into your packages and initiatives in sponsorship.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD
Sponsorship prospecting is a 24/7/365 job that doesn't stop when the season starts...but how can we make sure we are keeping up with our prospects in our pipeline?
This week Rich and I dive into different systems, strategies, and even CRM systems that help him manage and keep up to date with his prospects.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD
A word being used a lot today in advertising is evolve. How can we evolve our assets to meet our brand's demand and fan's attention?
This week on the Inches Rich dives into a case study with an AM radio station in Minnesota and we look at how you can evolve your assets easily to match the digital demand by brands & fans.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD
Awareness is a stat that we've lived off for a LONG time in sponsorship...but today that stat is not as strong as it used to be with our ability to track the activity on digital ads.
So should we totally get rid of it? No
Rich and I dive into the best times to use the stat and how you can evolve your sponsorship packages to reach your sponsor's goals with the stat.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD
In arena activations are great, but as we know we have opportunities outside of our home games to fill like road games and events.
This week Rich and I dive into the top 3 digital activations you can implement to drive value, engagement, and engagement on non-home games.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD
Sometimes partners are looking for ways to drive your fans to their location other than couponing. So how do you accommodate this in your sponsorship packages?
This week Rich and I dive into some tactics and ideas other than couponing that you can add to your packages and achieve a similar result to couponing.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD
Sponsors are actively looking for ways to connect & engage with your fans digitally, but how can you know which ones will work well in closing sponsors and engaging your fans?
This week Rich dives into the top 3 digital activations that are sure to work on your gameday.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD
As we continue to look at segments, this week on The Inches we dive into a big one...Telecom.
In a crowded industry that claws for new sign-ups and switching, Rich and I look at the goals of this industry and how you can build assets in this space to drive revenue.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD
Fast Food is a huge category for us in sports as we reach their key demographic...families.
But how can we set them up for success in our arena? Rich and I dive into the important assets you have to help close a fast-food partner and drive customers to their stores.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD
On the road this week with a bonus episode...and it's a great one. We sat down with good friend Ron Patel, VP of sales and partnerships at New Mexico United. NMUTD is a team in its first season playing in the USL Championship league and they are having a spectacular year on & off the pitch.
Ron dives into how the team got started, their strategy around building the team around the New Mexico community, and how they use digital to drive partnerships.
Beer & sports go together like PB & J. Alcoholic beverages are a staple in sports sponsorship. But how can we ensure the assets we are implementing are helping their sales?
Rich & Nick dive into what matters for beer partners and some ideas to help you build packages for them.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD
Auto partners are one of the largest spenders in sponsorship. But how can we make sure we are keeping them happy and valuable to our fans with the assets we offer?
This week on The Inches we dive into how you can understand the needs of your auto partners, how their industry is shifting, and how you can build assets to help drive revenue for your team.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD
Audio has been a way that sports fans consume from the beginning of time in sports. But very few sponsors are lining up to jump on an AM/FM station. This week on The Inches we chatted on Audio content and how you can bring new life to it through new platforms like Streaming & Alexa/Google home devices.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD
Tik Tok....you may be hearing a lot about it but have no idea what it is...or how it can help you on the sponsorship side.
Don't worry you're not alone.
This week on The Inches we look at what Tik Tok is, how it can help you, and how to get started with your team.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD
So the season is starting soon. You have your packages in and are in full implement mode for your upcoming season and partners.
While it is easy to think this isn't the time to prospect...we never stop prospecting in sponsorship sales.
This week on The Inches Podcast we dive into some tactics to make it easier to keep prospecting even when you're busy with the season launch and some tips on how to use LinkedIn to help.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Corporate Partnerships at the Portland Winterhawks Hockey Club and Nick Lawson, Co-founder of SQWAD
It's a part of sales...unfortunately.
We pitched, we got the head nods, we got the plan, we thought this one was game over and we had them closed...
Then we got a nice NO 4 weeks before the season starts.
This week on The Inches Podcast Rich Franklin and I dove into how we can prepare and deal with this problem.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin and Nick Lawson
The pitch went great, you thought you had them ready to go, then...crickets from your prospects.
Sometimes we get ghosted in sales...it happens in all of the sales industry.
Luckily in sports, we have some ways to set deadlines on our prospects to get an answer. It's called the season.
This week on The Inches we dive into some tactics you can employ to get an answer from the prospects that go dark on you.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin and Nick Lawson
Did you know that brand marketing budgets aren't just labeled "Sponsorship"? They have many different buckets for different initiatives and goals.
This week on The Inches Rich and I dive into how you can close more deals by understanding how a brand's budget is set up and open new revenue by attacking the right buckets.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin and Nick Lawson
I hear it A Lot...you don't have the team or bandwidth to create digital video & content to post at scale on social media.
I get it, not everyone has a 10 person social media team.
This week I dive into how the Snapchat Spectacles can help save you time and produce video content for all your social channels (Facebook, Twitter, & Instagram) at scale.
Why is this important? Well, sponsors are paying for digital assets like these. If you can create it, you can sell it.
Listen as I take you through how they can make social media content easy for your team at just $150.
The Sponsorship Tip Of The Week is hosted by Nick Lawson, co-founder of SQWAD. Check out Nick's LinkedIn page each week for a new tip of the week.
In any sales meeting you are basically de-risking the options you are providing them by explaining how your asset will help them reach their goals. In this episode, we dive into the best ways to de-risk them and how to present these ways your presentations.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin and Nick Lawson
Being in control of a sponsorship pitch can make or break the deal. Sometimes we go in without a great plan. This causes things to go off the rails.
On this episode one of the best I know on this, and co-host, Rich dives into his structure and process for meetings.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin and Nick Lawson
This week on the Inches we dive into something that I get a lot of while chatting with teams, "How can I compete with the bigger teams in my market?"
Luckily our co-host Rich is a master at this with the Portland Winterhawks. Rich gives key strategies into how to stand out, compete, and win those deals.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin and Nick Lawson
Prospecting is sometimes a daunting task in sales. Are you reaching out correctly? Are you reaching out to the right person? How do you build that list?
Rich & I dive into his process for prospecting in the sports sponsorship world.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin and Nick Lawson
Does your package bring real & tangible value to your sponsors? This week on The Inches Rich & Nick dive into how you can make sure the value of your package pencils out for your sponsors.
We'll dive into how you should understand the goal and journey to purchase by fans so you can build a package around that credible journey so sponsors say YES.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin and Nick Lawson
If it makes money, it makes sense. In this week's episode of The Inches Rich and Nick dive into how you can ensure the digital assets you are investing in and implementing actually lead to a return in terms of dollars.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin and Nick Lawson
This week on The Inches, Rich and Nick dive into how to get started with your digital sponsorship assets. We give advice for going from 0 to 1 and how you can implement easy tactics to start a shift toward offering them to partners.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin and Nick Lawson
This week on The Inches Rich Franklin and Nick Lawson dive in on the topic that has been a hot one in sponsorship...Digital or Traditional assets, which are better.
We discuss the strengths of both, focus on the understanding of where attention is, and how you can ultimately make sure that both can work together in harmony.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape.
How can you make sure that the assets you are offering are matching the brand story and goals of your partners? Today Vet Rich Franklin & Rookie Nick Lawson dive into tactics for understanding your customer and their goals to ensure the right assets are activated with them during the season.
The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape.
With the NFL Draft last week being a phenomenal event by the NFL, Rich & Nick dive into how to find opportunities to connect fans to sponsors during the off-season and how you can plan now to make your sponsorship a 12 Month engagement package.
Connect with Rich & Nick on LinkedIn and give us shout about some of the success you've had with setting up off-season events to drive value for your partners.
What goes down in sponsorship during a recession? I have no idea because I was graduating high school when the last one hit.
Thankfully, Rich Franklin has been through a few. In this episode, he goes through some sales tips, a game plan, and how to get together a break the glass plan for when money starts to dry up.
The Inches is a podcast that looks at sports sponsorship and the effect that digital has on the industry.
In the Rookie & The Vet segment Nick Lawson, Co-Founder of SQWAD Sports, and Rich Franklin, VP of Partnerships at the Portland Winterhawks, look at different topics in sports & event sponsorship from two sides of the table, the new & the experienced.
In Season 2 of The Inches I bring on a co-host Rich Franklin. Rich is the VP of Sponsorship for the Portland Winterhawks Hockey Club and has over 30 years of sponsorship experience in the radio and sports worlds.
This week we go over the Stunt, which Rich has used in past jobs to drive new awareness and excitement toward his initiatives.
He adds some great examples including an early Stunt with a young Jimmy Kimmel in Seattle.
In addition to The Inches interviews we'll be posting the audio from our weekly video series The Dopest Digital Sponsorship Show. This show highlights some of the dopest digital sponsorship activations & news we saw during the week.
In this episode:
-Fortnite X NFL
-Wayne Rooney & D.C. United
-Phil Vs. Tiger TheMatch
Tip of the week: Sponsor-able micro content creation with Snapchat Spectacles
Season 2 is here and we're back with Tim Bailey, Director of Business Development at ISL Agency to explore the agency side of sports sponsorship & marketing.
This week we chat with Trinity Gibbons, Assistant AD of Sales & Marketing at Portland State University to chat about how opening a new athletics building can drive sponsorship growth.
Get an in-depth look at the process start to finish as Trinity takes us through what went into this awesome project.
This week on The Inches we chat with Luke Mohamed, Director of Corporate Partnerships with D.C. United, to get an in-depth look at the new Audi Field and how it has helped them boost sponsorship sales.
How do you take a league from the bottom to one of the top in the world? This week on The Inches we chat with Jeremy Loeliger, CEO of the National Basketball League in Australia to talk about getting the top tech, talent, & sponsors to the league.
How do you start a team in a new city? We chat with Brett Lashbrook of the LV Lights FC about being true to the city and his adventure of bringing pro soccer to Sin City.
As the city of Pittsburgh evolves into a tech & innovation hub so too does one of its most beloved teams, the Pittsburgh Penguins. We sat down with Jack Tipton, director of partnership sales with the Pens, to chat about how the team is embracing innovation and capturing fans & sponsors.
What goes into a team rebrand? Luckily we were able to link up with Alex Yoh at the Delaware Blue Coats, formerly the 87ers, to chat about their new rebrand and how it affects sponsorship sales.
This week on The Inches we jumped into a great convo with Brett Ehrlich, the VP of sponsorship sales at UCI Live, about Univision’s new live events company and how they are attacking the youth sports market & beyond with amazing tournaments & events.
This week on The Inches we caught up with Alex Chalmers at Sporting KC to talk about how innovation is embedded in the clubs DNA & how that helps him in the sponsorship world.
Chat with Taylor Mounts, sponsorship sales vet with experience at UFC, the Arizona Diamondbacks, University of Auburn, and currently with 1080 The Fan ESPN Radio.
In this episode of The Inches we have a great chat with Ryan Norys who has worked for the NJ Devils, Manchester City FC, and most recently as Director or Partnerships with the Miami Dolphins. Amazing tactical advice in this episode on tech & sports sponsorship.
This week we chat with Cay Young, Director of Corporate Sponsorships for the LA Sparks, to chat WNBA, selling in a crowded LA, and her prediction for the WNBA finals in the 2018 season.
Learn more about who puts on The Inches go to www.sqwadapp.co
In this episode of The Inches we chat with Danny Macklin, the Chief Executive at Leyton Orient FC, one of the oldest clubs in London. Some things that come up; FIFA & E-sports, AR & VR, and how they push engagement as a lower level team.
In this episode we dive head in with an amazing guest, Mark Davies. Mark is the head of global partnerships for Swansea City FC, an English Premier League team based out of Wales in the UK. We chat through his journey to Swansea, what he looks for in technology, and a little insight into selling & managing sponsorships when your team goes on a cinderella story run like the one Leicester City did while he was with them.
In this episode Nick dives into the dilemma facing brand managers when choosing what to spend their marketing dollars on and how you can give them cover through digital to empower them to choose your packages & close more deals in the process.
We also make a great recommendation for a great sports bar in Tampa.