The Best + Worst of Sports Marketing

Welcome to a New Era of sponsorship marketing…

Would you like to know the worst form of sports marketing?
I'll show you, and then I'll show you one of the best.

The Worst:
I hold a deep disdain for sponsored social media posts from brands that have absolutely nothing to do with the content that they're in.

“Congrats Putnam Investments on the worst investment ever!” 🤣

Here's one from my hometown team, the Mavs and Tissot watches.
Is there any Tissot watch in sight? Like, literally one?

These happen as a result of old strategies of sports marketing attempting to be pulled into the new era of Social Media.
In the old era, companies would sponsor bleachers and stadium signage and brochures. That era…is still here in the physical world.

But, that bygone era has gotten sold into the digital era by sponsorship teams who have no understanding of social media.
Social Teams are then forced to put the logo on a digital asset and do a paid partnership, for companies that have absolutely no context whatsoever with the subject matter at hand.

The Best in [Draft] Class:
On the other hand, New Era gave us the perfect example of a sponsorship well played.

and it is the perfect example of the four elements of sports marketing I've told you about before.

In this case, we have our HEROs: all 32 first round draft picks, having the best moment of their life at the
MOMENT: the NFL Draft,
proudly putting on a PRODUCT that is authentic to that moment-meaning, it’s a ritual that is accepted & celebrated in this context.
The MEDIA (or Medium) in this case: a TV Broadcast of 12m viewers, which is 4X the average of NBA Playoff Games as well as the NFL’s Social Media.

League partnerships are really hard to do well. There are so many restrictions and challenges, but this was one of the best I’ve ever seen.

Let’s hope the rest of these marketing & sponsorship teams can enter into a New Era...they’re on the clock.

Education + Resources:
Branding + Blessings: Personal Branding for those who want to Serve is now available.
You’ll get an hour workshop, downloadable PDF Worksheets and time to STOP & THINK about what you want, who you are and how you can servce.
You’ll also get a copy of my Branding & Blessings workbook.
See a taste of it here with a free PDF Download.

How to Land a Dream Job in Sports Marketing is always available for those hungry to make it in this industry. $97 will give you my 15 years of specific career wisdom: how to build experience from the ground floor, creative ways to get in the side door, and the secrets to level up to compete in the job process.

I joined the "Beyond the Fairway” Podcast this week.
We talk Tiger, Legacy Brands, Metalwood, Manors and everything in between.

Blessings:

On Sunday, I spoke to a few hundred men at a prison unit in Texas. I joined Prison Fellowship who does amazing work. Check them out to get involved if you’d like!

The Next Generation:
s/o to the HUSTLER Thai Saechao who helped me put this newsletter together this week. He’s looking for a role in Sports Marketing, so connect with him if you’re looking for someone with initiative & intelligence. That’s a rare combo!
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If you enjoyed any of this, let me know. I’m here to serve.