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Building a Base

When Austin Dillon took the checkered flag to notch an exciting win at the Daytona 500 in February, it was the culmination of several busy weeks at the motorsports mecca. But even as fans cheered Dillon’s victory, Daytona International Speedway executives were already looking ahead. The next big NASCAR event is the Monster Energy Series Coke Zero 400 on July 7

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Keys to a Good Venue

Destinations considering building a new multisport complex have a lot to consider. Here are three key elements that make up a successful youth sports venue, according to Dev Pathik, founder and CEO of Sports Facilities Advisory. 1. The destination itself. Both SFA’s sports complex in Myrtle Beach, one of the largest tourism destinations in America, and […]

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The complex in Sterlington, Louisiana, features five baseball and five softball fields. Photograph: Monroe-West Monroe CVB

Facilities to Follow

As teams travel near and far for events, destinations across the country are looking for ways to provide quality venues. A number of cities have addressed the growing need for sports facilities by constructing new complexes from the ground up, many with entertainment, dining and retail options. Others are making significant upgrades to existing venues, […]

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The WNBA has allowed sponsorships on its teams’ jerseys since 2009 and will soon expand the program. Photo courtesy of Jim Mone/AP Images

Wearing It Well

American fans of the Premier League, Bundesliga, La Liga and other international soccer leagues are familiar with the ubiquitous sponsor names splashed across players’ jerseys. The shirts worn by players in the 20 Premier League teams alone are worth an estimated $381 million in sponsorship money. While it has yet to become a widespread trend […]

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USA Curling has partnered with Cheetos on a media campaign. Photo courtesy of Frito-Lay

Cold Play Into Wordplay

Cheese curls and tiny hamburgers may not sound like the most natural sponsors for a national governing body of an Olympic sport. But when you’re an NGB with a relatively low national profile, sponsorship money is key. And the quirks of two sports have recently produced clever deals that have their NGBs excited about the […]

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Photo courtesy of Team Envy

6 Trends to Watch

Sports sponsorship is evolving, and brands looking to reach deals with sports organizations and events have to think about the future. Here are six trends to watch, according to Doug Hall, senior vice-president of market research firm MKTG Sports & Entertainment, which recently published a study on how fans relate to sponsors. 1. Growing use of […]

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Observers of sports marketing say that global sports such as professional soccer may offer an increasing opportunity for fan engagement in years to come. Photo courtesy of Rex features via AP Images

A Deeper Dive

The NBA G League may be pointing the way to the future of the multibillion-dollar sports sponsorship business. The NBA announced in 2017 that it was renaming its development league, formerly known as the D League, after signing Gatorade as the naming sponsor. Putting the brand identity in the name of the league was innovative […]

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Esports Reach the Big Stage

In  e-sports, the games have names like Dota 2, League of Legends and Counter-Strike. The teams are called Evil Geniuses, Team Liquid, Digital Chaos and more. And instead of balls, cleats and helmets, the tools of the trade are computer, keyboard, headset and controller. Most important, the world of e-sports has what all sports fans […]

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