Skip to content
Toggle menu
SportsTravel SportsTravel

Breaking News, Podcasts and Analysis Serving People who Organize, Manage and Host Sports Events

Primary Menu
  • News
    • Hosts & Suppliers
    • Recently Awarded
    • Sports Organizations
    • Sports Venues
    • Sponsors & Media
  • IN DEPTH
    • Feature Story
    • On Assignment
    • Perspectives
    • Technology in Sports
  • Podcasts
  • Sports
    • CATEGORY
      • Amateur Sports
      • Youth Sports
      • Collegiate Sports
      • Professional Sports
      • Olympic Sports
      • Paralympic Sports
      • National Governing Body
      • Adaptive Sports
      • Sustainability
      • Water Sports
      • Winter Sports
      • Women’s Sports
    • INDIVIDUAL SPORTS
      • Baseball
      • Basketball
      • Bowling
      • Cycling
      • Football
      • Golf
      • Gymnastics
      • Hockey
      • Lacrosse
      • Motorsports
      • Pickleball
      • Rugby
      • Running
      • Soccer
      • Softball
      • Swimming
      • Tennis
      • Track & Field
      • Triathlon
      • Volleyball
      • Wrestling
  • Esports
    • Esports News
    • Esports Guide
    • EsportsTravel Summit
  • Resources
    • Bid Bowl
      • Bid Bowl Listings
      • Submission Form
        • About Bid Bowl
    • Destination Spotlight
    • Destination Guides
    • Downloadable Guides
    • Venue Guides
    • Media Kit
      • Media Kit
      • 2022 Editorial Calendar
    • Digital Edition
  • Subscribe
    • Subscribe to E-Newsletter
  • EVENTS
    • TEAMS CONFERENCE & EXPO
    • EsportsTravel Summit
    • SportsTravel Road Trip
  • Facebook
  • Twitter
  • Linkedin
  • Instagram


Home > Perspectives > The Madness of Sponsorship Make‐Goods

The Madness of Sponsorship Make‐Goods

How brands and properties are navigating the ever‐shifting sports and entertainment landscape

Posted On : August 13, 2020 By Molly Arbogast

There are clauses in sponsorship agreements that normally gather dust after the contracts are signed, namely force majeure and substitution.

As we’re all well aware, there is nothing normal about 2020 and the dust has been shaken off of those typically skimmed-over clauses. Force majeure and substitution, the terms as we know them, have had their time in the sun over the past five months and it’s not surprising that daily make-good conversations abound in the sponsorship business.

While most properties were proactive in the second quarter of 2020 to address force majeure and get right into substitution or make-good discussions with brands, the bumps in the road are far from over.

Just when we think things are moving in the right direction with a substitute benefits plan, another bump appears and adjustments need to be made. Postponed or canceled events, league policy shifts, brand strategy adjustments — the list goes on. The best-laid plans continue to evolve and change.

In a previous article, I said that 2020 would be a year of contingency planning, optionality, resilience and innovation. Knowing what we know now, I would also add patience to that list. Believe me, it’s a muscle I’m developing more and more each day as I navigate the ever-changing landscape of sports and entertainment.

Let’s dig into the details a bit, shall we?

Due to the number of make-goods happening in sports, there is a general lack of inventory in team–controlled media, digital and social assets. Most properties have hit a saturation point. With that said, innovative team marketers and agencies are working together to find new platforms that will deliver value to clients.

To support the make-good process, professional leagues are working with teams to add incremental TV-visible signage placements as well as access to limited media inventory and licensed content. This has been invaluable for teams in supporting and maintaining their most significant signage and entitlement partners.

Here is a snapshot on how the leagues are supporting teams so far.

  • In the NFL, teams will cover the first 8-to-10 rows of the lower bowl seating in their stadium to provide signage placements for partners. Many teams are reserving this inventory for their top partner make-goods. Others will use it to generate incremental revenue on a game‐by‐game basis. With the recent cancellation of the NFL preseason, teams are awaiting word from the NFL on replacement TV content to assist with media make-goods at the local level.
  • In the NHL, while the Canadian bubble sites have fully tarped the arena seating, this is more for aesthetics and not incremental signage. We are seeing additional in‐broadcast treatments to support league partners, which are no doubt part of their league make-good plan. For teams, they have been granted access to limited playoff dasher board inventory, which is not the standard for the league, and provides great make-good value for top team partners.
  • In MLB, the league has allowed teams to add on‐field virtual or permanent placements along both baselines in foul territory, TV‐visible tarp signage in the stands and a virtual placement on the back of the pitcher’s mound visible in local market telecasts.
  • Down in the NBA’s Orlando Bubble, they have extended the courtside digital to include baseline digital, added new corner digital placements and made select national media units available to teams for make-goods.
  • For MLS’ recently-completed Orlando Bubble, they too have worked to add on‐field virtual signage positions to support teams in the make‐good game. They also added the ability for teams to sell sponsors on each shirt sleeve and shorts.

As TV ratings begin to roll in, we will see if this inventory delivers enough value to cover partner losses. In many cases, I think this new league-approved inventory becomes part of the team’s permanent offering.

Agencies like ours are working hard to redefine social activation during the pandemic. Some of the executions may even survive and become a new platform for the post‐pandemic world — a silver lining perhaps.

A few things for properties to keep in mind:

  • Some brands are hurting right now. If properties can provide relief in the form of contract-term extension, deferred payments and/or fee reductions in lieu of substitute benefits, this could go a long way to solidify the partnership relationship over the long term.
  • Many brands need marketing value right now to drive their business. They are willing to work with properties to get that value and perhaps try something non‐traditional. There are no crazy ideas and many brands will reward creative thinking with a generous valuation.
  • Arguably the most difficult asset to recoup is the lost value of trademark/IP activation rights over what should be the most exciting time of year for some leagues. Brand activation power is limited when it comes to social giveaways and promotions. Tickets and experiences are off the table in most cases. In‐retail messaging has shifted from playful sports creative to mask and social distancing guidelines.
  • With the shift in the seasons and playoff windows, there will be very little offseason for some sports, namely the NBA and NHL. Properties should view this as an opportunity to get ahead of the next season of make-goods (oh yes–there will be more) and create effective activations with brands.

How did we get here, and where are we headed next?

Before the pandemic, brands invested with properties because they believed in the value of the IP affiliation and event-marketing assets. After the pandemic, that will continue. The key to success is in how the two parties agree to work together during these strange times. The result of our tireless planning (and re‐planning) will set the stage for the future.

As my mother always told me, be kind and treat others as you would like to be treated.


Molly Arbogast is a sports marketing expert with more than 25 years of experience on the team/property side of the business. Her firm, POV Sports Marketing, specializes in working with brands and properties to secure sports sponsorships. Over her sports career, she has worked in sponsorship development for the Philadelphia Eagles/Lincoln Financial Field, Learfield, NBA/WNBA, Palace Sports & Entertainment and International Management Group (IMG).

Share this:

  • Twitter
  • Facebook
  • Print
  • LinkedIn
  • Reddit
  • Email
Posted in: Expert Advice, Perspectives, Sports SponsorshipTagged : MLB,MLS,Molly Arbogast,NBA,NFL,NHL,sponsorship

Post navigation

Keeping Athletes and Fans Safe When Sporting Events Resume
St. Louis City SC to Become Name of MLS Team

Follow us on Twitter

My Tweets

sportstravel

Football is back! #football #nfl @broncos @dallas Football is back!

#football #nfl @broncos @dallascowboys #broncos #cowboys #denvsdal #stadium #sports
@travieshu, the first openly gay @nhra driver, wil @travieshu, the first openly gay @nhra driver, will compete at the Menards NHRA Nationals, sponsored by @visittopeka. Hear his story on the SportsTravel Podcast, at sportstravelmagazine.com!

#podcast #sportspodcast #nhra #dragracing #lgbtq #lgbt
Totaling more than 250,000 square feet of column-f Totaling more than 250,000 square feet of column-free contiguous space, Exposition Center 1 and 2 at @worldequestriancenter make for the perfect flexible space for sporting events. With climate-control and on-site concessions, groups can beat the Florida heat and enjoy spectating. Both expo centers are equipped with Jumbotron screens, high-speed Wi-Fi and on-site parking, and can be transformed into a variety of configurations suitable for everything from volleyball to cheerleading.
The latest SportsTravel Podcast is a great convers The latest SportsTravel Podcast is a great conversation with legendary surfer @xococoho. We talk about this week’s U.S. Open of Surfing, the challenges she’s faced in her career and surfing’s place on the Olympic program. 

To listen, visit SportsTravelMagazine.com or subscribe on all major podcast platforms.

#surfing #podcast #podcasts #sportspodcasts #sportspodcast #sportstravel #sportstourism #worldsurfleague @wsl
The @dewtour returned to Des Moines this weekend a The @dewtour returned to Des Moines this weekend and the downtown Lauridsen Skatepark — the largest skatepark in the country. When it opened last year, it immediately hosted the tour, which served as an Olympic qualifier. This year’s event was free to the public, which came out in big numbers to see top stars compete in street and park competition in the massive venue. And incredible exposure for host @catchdesmoines along the way.

#skatepark #skateboard #dewtour @dsmskatepark #actionsports #sportsevents #sportsvenues
The @dewtour adaptive park competition was a crowd The @dewtour adaptive park competition was a crowd-pleaser with some of the best tricks and fan support of the entire weekend at @dsmskatepark in Des Moines.

#adaptivesports #adaptiveskateboarding #skatebording #dewtour @felipenunesskate @vinisardi
You saw him first at TEAMS ‘21 in Atlantic City You saw him first at TEAMS ‘21 in Atlantic City but last night, @heimana_reynolds lit up the course at the @dewtour in Des Moines! Who will be on the @teamsconference ‘22 program in Oklahoma City? Stay tuned, details coming soon!

#teams21 #skateboarding #skateboard #dewtour @playacsports @meet_ac @visitokc @northstarmeets @ntgtravel
Time sheets: If you’re an event organizer, you k Time sheets: If you’re an event organizer, you know.

Swimming at the State Games of America was held at the @wellmarkymca in downtown Des Moines and was one of the most popular of sports offered, as was evident on the wall.

#swimming #timesheets #eventorganizer #sportsevents #youthsports @catchdesmoines @iowagames
Long jump is for all ages. In fact, track and fiel Long jump is for all ages. In fact, track and field is the most participated sport at the State Games of America, with all ages represented. The oldest athlete at the games is an 88-year-old man from Iowa competing in track. The youngest is a 4-year-old, also competing in track.

#longjump #track #trackandfield #stategames #seniors #jumping @iowagames @iowastateu @discover_ames
Welcome to light saber, part fencing, part cosplay Welcome to light saber, part fencing, part cosplay, part martial arts, all fun. And featured at the State Games of America.

#lightsaber #saber @iowagames #stategames #starwars #whoooomp @discover_ames @iowastateu
Athletes from 46 states plus the U.S. Virgin Islan Athletes from 46 states plus the U.S. Virgin Islands and Canada are competing this weekend at the State Games of America in Ames and Des Moines, Iowa. One highlight is getting to mark your hometown on the map.

#stategames @discover_ames @catchdesmoines @iowagames #map #sports #youthsports #amateursports #geography
Iowa is wrestling country and at the State Games o Iowa is wrestling country and at the State Games of America in Ames, wrestling is one of the most popular and passionate sports across all age groups, even those too young to get on the mat.

#wrestling #stategames @discover_ames @iowagames @iowastateu #competition
More than 16,000 athletes, officials and spectator More than 16,000 athletes, officials and spectators from 46 states are in Ames and Des Moines, Iowa, this weekend for the State Games of America, organized by the National Congress of State Games across 30 venues. SportsTravel is on hand and will share some of the action, which covers dozens of sports, including competitive yoga, light saber and more.

#stategames @catchdesmoines @discover_ames @iowastateu @iowagames #iowa #lightsaber #wrestling #yoga #track #archery #cauldron #soccer #youthsoccer
For the first time, the SportsTravel Road Trip tra For the first time, the SportsTravel Road Trip traveled to Louisville, Kentucky, in partnership with @gotolouisville and @sportsinlou. The program featured an opening night at @angelsenvy distillery, education at the @kfcyumcenter with sessions on future Olympic sports and the growth of @uslchampionship, and a game at the incredible @lynnfamilystadium between @louisvillecityfc and @phxrisingfc. It was the first time the event was held outside of its original home in Colorado Springs.

#sportstourism #louisville #sportstravel #sportsbusiness
Dodger Stadium is one of the best venues to watch Dodger Stadium is one of the best venues to watch a sporting event and the iconic stadium didn’t disappoint last night during the Major League Baseball All-Star Game.
Gearing up for the 92nd MLB All-Star Game. There’s a large Yankees presence here, both past and present.
Last night was all about Washington Nationals supe Last night was all about Washington Nationals superstar Juan Soto, who won his first MLB Home Run Derby.
MLB All-Star Weekend MLB All-Star Weekend
TEAMS Europe is a wrap! The launch of our TEAMS Co TEAMS Europe is a wrap! The launch of our TEAMS Conference in the UK at the ExCeL in London was an astounding success. And we were delighted to have Lord Sebastian Coe as our keynote on the 10-year anniversary of the 2012 London Olympic and Paralympic Games. Special thanks to all our speakers and the HMS Belfast for a memorable opening night. Can’t wait for the next one and for our U.S. event, October 24-27, 2022, in Oklahoma City!
The latest SportsTravel Podcast is a deep dive on The latest SportsTravel Podcast is a deep dive on the new @sports_eta State of the Industry report, detailing how fast the industry recovered in 2021. Hear from Al Kidd and Jennifer Stoll on what that recovery looked like and take away lessons from the data that you can use to advocate for the importance of the industry.

To listen, visit SportsTravelMagazine.com or subscribe on all major podcast platforms.

And special thanks to @myrtlebeachconventioncenter for sponsoring this episode!

#podcast #sportspodcast #research #sports #sportsbiz #sportsbusiness #economicimpact
Load More... Follow on Instagram

Recent Posts

  • NBA 2022–2023 Schedule Includes Special Games in Japan, Mexico City and Paris
  • ASM Global, Honeycomb Strategies Partner on Sustainable Venues Future
  • National Cycling League Announces Its Presence with 2023 Start Date
  • Oklahoma City Seeking Bids for New Fairgrounds Arena
  • BNP Paribas Open Partners with On Location’s Steve Furgal International Tennis Tours
Sports Travel Magazine

About Us

Since 1997, SportsTravel magazine has served the sports‐related travel and event industry. It is the only publication written and designed to serve the people who organize, manage and host sporting events of all types at all levels.

  • Subscribe to E-Newsletter
  • Contact Us
  • Advertise With Us
  • Editorial Calendar
  • SportsTravel Foundation
  • Supplied Content
  • Privacy
  • Terms

NORTHSTAR TRAVEL MEDIA SITES

  • Northstar Meetings Group
  • Meetings & Conventions
  • Meetings & Conventions Asia
  • Meetings & Conventions China
  • Successful Meetings
  • Incentive
  • Meeting News
  • Retail Travel
  • Travel Technology
  • Corporate Travel
  • Hotel Investment
  • Data Products
  • See All Northstar Brands

INDUSTRY PARTNERS

Sports ETA

Destinations International
Northstar Travel Media LLC Copyright © 2022 by Northstar Travel Media LLC. All Rights Reserved. 301 Route 17 N, Suite 1150, Rutherford, NJ 07070 USA | Telephone: (201) 902-2000
scroll to top