Dr. Dan Kaufmann’s Post

🚀 B2B Brands Score Big with Strategic Sports Partnerships 🚀 We’re witnessing a surge in B2B brands partnering with major sports teams, and it’s a winning strategy. My mate, David Reid dives deeper into why this trend is a home run and how to leverage it for success. Why B2B Brands are Going Beyond the Bench: 🌍 Global Reach & Audience Engagement: Sports attract passionate fans worldwide. B2B brands can tap into this diverse audience for broader exposure and deeper connections. 🏆 Building Brand Cache: Sports are more than games - they’re cultural touchstones. By associating with prestigious teams, B2B brands build brand cache and resonate with their target audience’s passions. 📖 Telling Compelling Stories: Sponsorships allow brands to co-create content that showcases expertise and shared values. Learning from the Champions: The Korn Ferry Tour: This PGA TOUR sponsorship by Korn Ferry perfectly embodies their brand promise of “Be More Than.” It reflects the dedication and progress seen in athletes, aligning with Korn Ferry’s message to potential clients and talent. IBM & Wimbledon: Demonstrates fostering trust through tradition and innovation. IBM’s cloud and AI expertise enhances Wimbledon’s digital experience, showcasing their services to B2B clients. The Rise of Women’s Sports: Beyond established male leagues, B2B brands are strategically partnering with women’s sports teams. Here’s why it’s a smart move: 💰 Sponsorships offer a cost-effective way to reach a growing and highly engaged audience. 🌟 Women’s sports represent diversity, equality, and empowerment - values resonating with today’s B2B landscape. 🎥 Partnerships with women’s teams create powerful narratives, fostering genuine connections with audiences. The Winning Playbook for B2B Sports Partnerships: 🎯Know your audience’s motivations and aspirations. Craft a narrative that goes beyond products, highlighting your mission and impact. 🎯In a purpose-driven world, B2B buyers seek stories that align with their values. Invite your audience into a narrative where they play a vital role, building emotional connections. 🎯Authenticity is key. Infuse your brand voice with personality to foster relatability and connection. 🎯Be open about your company’s values, ethics, and social responsibility. Alignment with audience values builds trust and lasting partnerships. 🎯Understand and address your audience’s pain points. Offer solutions that empower their operations, leading to loyalty and advocacy. 🎯Create memorable interactions through events, workshops, or interactive experiences. These encounters build lasting impressions. 🎯Align with cultural trends like major sporting events. Through partnerships, sponsorships, or creative campaigns, position yourselves at the forefront of conversations. By partnering strategically with the power of sports, B2B brands can win hearts, minds, and new customers.🏅 #B2BMarketing #SportsMarketing #BrandBuilding

Sport and Advertising: Why Bother? Sponsorship of sports teams and stars has long been a popular strategy for brands, both large and small, seeking to connect with consumers. But what makes this investment so attractive, and what can brands realistically expect as deliverables from these partnerships? Benefits of Sports Sponsorship Sponsoring sports teams or athletes provides brands with extensive exposure to highly engaged and loyal fanbases. These partnerships create authentic connections, as fans often view sponsors as an integral part of their favorite team’s success. For brands, this translates into an opportunity to build emotional ties with consumers that go beyond traditional advertising. Sponsorships also offer broad visibility. Whether through stadium signage, jerseys, or digital campaigns, sports events often reach millions, providing a platform for a brand to be consistently in front of an audience. This increases brand awareness and recall, which can influence purchasing decisions over time. ROI – Is It There? A question often asked is whether sports sponsorships deliver return on investment (ROI). The answer depends on the metrics used. Direct sales may not always be the immediate outcome, but the brand lift—improved recognition, positive perception, and customer engagement—often justifies the spend. For larger brands, the ROI may also come from global exposure, association with high-performing teams or athletes, and leveraging that association across multiple marketing channels. Smaller brands might focus on localized sports sponsorships that allow them to tap into a niche but passionate audience, which can still lead to tangible business outcomes like increased foot traffic, online engagement, or even direct sales spikes. An Opportunity for All One of the reasons both large and small brands invest in sports sponsorship is its scalability. Smaller businesses may sponsor local teams, which provides a cost-effective way to engage a specific community. Meanwhile, large brands can sponsor global events or high-profile athletes, tapping into a worldwide market. Sports bring people together in ways that few other events do. This emotional and communal experience is what brands seek to harness. Realistic Deliverables When entering a sports sponsorship, brands should expect measurable deliverables like increased visibility, media coverage, digital impressions, and enhanced customer loyalty. ROI might come in different forms, but if executed correctly, sponsorships can be a game-changer for brand recognition and affinity. #marketing #sportsmarketing #branding #brand

I love it when key sectors maximize sports sponsorships. I want to discuss one that brands and sports teams should consider... The category is furniture companies. I feel that this category should be involved in sports and entertainment partnerships. The reason is experiential, where fans can experience their products. The Carolina Panthers and Belk just unveiled a dynamic new partnership that offers more than just branding—it's about immersing fans in comfort and style. With Belk's furniture collection taking center stage in Bank of America Stadium, this collaboration shows how brands can seamlessly connect products with experiences to resonate with consumers on a deeper level. Fans can experience their products at home, watching a game with friends, neighbors, and family. Why This Partnership is a Game-Changer: - Furniture Meets Fan Experience: Belk's furniture isn't just on display—it's actively transforming the stadium environment. Through thoughtfully designed seating areas and fan lounges, fans experience Belk's products firsthand, blurring the lines between home comfort and game-day excitement. - Going Beyond Standard Sponsorships: This partnership isn't about passive exposure. Belk is integrating its brand into the game-day atmosphere, giving fans the opportunity to engage with its furniture in real-time. By creating memorable in-stadium experiences, they foster a personal connection between their products and fans' favorite moments. - Expanding Retail Influence Outside the Store: Belk is expanding its reach by showcasing its lifestyle products in an unexpected venue. Through this strategy, the brand makes home design and comfort aspirational beyond the walls of a store, creating new touchpoints with a passionate fanbase. What Brands Can Learn from This Strategy: - Embed Products into Real-Life Experiences: Elevate your offering by allowing fans to engage with your products in immersive settings. - Collaborate for Impact: Align with rights holders to design experiences that go beyond signage and become part of the fan journey. - Expand Beyond Traditional Channels: Bring retail products to new environments, giving audiences fresh opportunities to connect with your brand. - Create Long-Lasting Emotional Connections: Develop partnerships that tie your brand to memorable experiences, turning everyday products into symbols of joy and celebration. Key Takeaway: This isn't just a "sponsorship" it's a living experience. Belk leverages its furniture line to enhance game-day comfort and offer fans a preview of how their products can bring the same energy and style into their own homes. Integrating products into fan culture is the future of brand partnerships, where meaningful experiences take priority over simple visibility. We're here to help. #sportsbiz #sponsorships #heretohelp 

the company you keep Brand sponsorships of sporting, cultural, and social causes can be effective in reaching specific target audiences and enhancing brand image. However, whether they provide good value for money in terms of Return on Investment (ROI) depends on various factors: Effectiveness of Targeting: If the sponsorship aligns closely with the brand's target audience and values, it can lead to higher engagement and positive brand perception among the target demographic. Brand Visibility and Awareness: Sponsorships can increase brand visibility through exposure in relevant events, leading to improved brand recall and awareness among consumers. Positive Associations: Associating with popular and respected events or causes can create positive brand associations, enhancing brand reputation and credibility in the eyes of consumers. Consumer Engagement: Sponsorships often provide opportunities for direct consumer engagement, such as experiential marketing at events, leading to deeper connections with the brand and potential customer loyalty. Media Coverage: Sponsorships can generate media coverage, amplifying brand reach and exposure beyond the immediate event or cause, leading to extended visibility and potential new customer acquisition. However, there are also potential pitfalls and challenges associated with sponsorships: Mismatched Audience: If the sponsorship does not resonate with the brand's target audience or values, it may not lead to the desired ROI and could even result in negative associations. Oversaturation: In crowded sponsorship spaces, such as popular sports events, brands may struggle to stand out or differentiate themselves, limiting the impact of the sponsorship. Cost Considerations: Sponsorships can be expensive, especially for major events or causes, and brands need to carefully assess the potential ROI against the investment required. Risk of Controversy: Associating with certain events or causes carries the risk of controversy or backlash if issues arise, potentially damaging the brand's reputation. Measurement Challenges: Measuring the direct impact of sponsorships on ROI can be challenging, as it often involves qualitative metrics such as brand perception and long-term customer loyalty, in addition to quantitative metrics like sales and engagement. In conclusion, brand sponsorships can be an effective marketing strategy if well-aligned with the brand's objectives, target audience, and values. However, careful planning, monitoring, and evaluation are essential to ensure that sponsorships deliver good value for money in terms of ROI and to avoid potential pitfalls.

When it comes to securing sponsorships, there’s one key element that can make or break the partnership: activations. As we all know, sponsorship deals go beyond slapping a logo on a banner. It’s about crafting an experience that adds real value to both the sponsor and the audience. Here’s why activations are crucial: 1️⃣ Engagement Over Visibility In today’s world, consumers are savvy and expect more than a passive experience. A strategic activation—whether it’s an interactive display, a creative contest, or a product trial—creates memorable connections between a brand and its target audience. These moments lead to greater engagement, which is ultimately what sponsors want. 2️⃣ Measurable ROI Brands are increasingly focused on results. Through activations, sponsors can track metrics like participation rates, lead generation, and social media reach. By offering opportunities to measure outcomes, you can better demonstrate the value of your sponsorship package. 3️⃣ Audience Insights A well-designed activation also allows sponsors to gather critical data and feedback about the audience. From understanding preferences to gauging brand perception, these insights can shape a sponsor’s marketing strategies and ensure future investments are even more effective. 💡 Key Takeaway: Activations transform sponsorships into powerful, experience-driven campaigns that benefit everyone involved. As you develop your next pitch, think about the experiences you can create that will drive deeper engagement and yield measurable results. 👉 What’s the best sponsorship activation you’ve ever seen (or been a part of)? Drop your thoughts in the comments! #PUREPickleball #Pickleball PURE Pickleball & Padel

In today's competitive market, standing out requires creativity and a deep understanding of what resonates with audiences. Tennessee Titans quarterback Will Levis's unique partnership with Hellmann's mayonnaise—stemming from his quirky habit of adding mayo to his coffee—highlights how brands can capitalize on an athlete's distinct personality to create memorable, engaging content. 𝐂𝐚𝐬𝐞 𝐢𝐧 𝐏𝐨𝐢𝐧𝐭: 𝐖𝐢𝐥𝐥 𝐋𝐞𝐯𝐢𝐬: 𝐏𝐚𝐫𝐟𝐮𝐦 𝐝𝐞 𝐌𝐚𝐲𝐨𝐧𝐧𝐚𝐢𝐬𝐞 The creation of "Will Levis No. 8, Parfum de Mayonnaise" is a prime example of how a brand can take something as unexpected as an athlete’s unusual preference and turn it into a marketing sensation. This collaboration not only adds a layer of humor and relatability to Levis’s brand but also opens the door to new sponsorship opportunities. It’s an innovative blend of personality, product, and promotion that cuts through the noise of a crowded marketplace. 𝐇𝐨𝐰 𝐍𝐨𝐫𝐭𝐡𝐒𝐭𝐚𝐫 𝐒𝐩𝐨𝐫𝐭𝐬 𝐂𝐚𝐧 𝐄𝐧𝐡𝐚𝐧𝐜𝐞 𝐘𝐨𝐮𝐫 𝐁𝐫𝐚𝐧𝐝 Our team at NorthStar Sports understands that an athlete’s brand is more than just their performance on the field; it’s about how they connect with their audience and stand out in the public eye. We specialize in identifying these unique brand attributes and pairing them with sponsorship opportunities that align with both the athlete’s and the brand’s values. For example, 11.51% of Levis’ Instagram followers also follow Kroger, which equates to a 103.26 follower affinity. This data point showcases another potential collaboration that Levis could pursue down the road, creating a natural and beneficial partnership. By leveraging our expertise, we can help businesses create authentic and impactful partnerships, just like the one between Will Levis and Hellmann's. Our approach ensures that sponsorships not only enhance the athlete's brand but also deliver measurable returns for businesses. 𝐔𝐧𝐥𝐨𝐜𝐤𝐢𝐧𝐠 𝐒𝐩𝐨𝐧𝐬𝐨𝐫𝐬𝐡𝐢𝐩 𝐏𝐨𝐭𝐞𝐧𝐭𝐢𝐚𝐥 Our services go beyond traditional marketing. We analyze trends, audience engagement, and brand alignment to create tailored strategies that resonate with consumers. Whether it’s a humorous campaign like Levis’s cologne or a more serious initiative, we position our clients to maximize their brand’s potential through strategic sponsorships. 𝐂𝐨𝐧𝐜𝐥𝐮𝐬𝐢𝐨𝐧 Will Levis’s partnership with Hellmann's is a fun, unconventional example of how personality-driven marketing can be highly effective. At NorthStar Sports, we can help your business harness similar opportunities, driving both brand awareness and consumer engagement through creative and strategic sponsorships. For more information on how NorthStar Solutions Group, LLC can enhance your brand and provide tailored solutions for the sports industry, contact us at sports@northstarsg.com or visit northstarsg.com. #sportsbiz #sports #football #marketing #branding

What can brands do to modernise their sponsorship activations? 🤔 With the sponsorship industry projected to grow to $190 billion by 2030, simply placing a logo on the sidelines or running a TV ad alone no longer cuts it. Marketers must think beyond awareness, give back to communities, and deliver immersive experiences that more deeply engage audiences. 🙌 📈 Explore our latest guide to discover 6 ways marketers can modernise their sponsorship activations, maximise impact, and steer clear of consequential pitfalls. 👉 Learn more - https://lnkd.in/eFjhCjAM #Sponsorshipactivation #Creativity #BrandActivation #BrandExperience #experientialmarketing WPP

Sports teams and soft drink companies have forged enduring and profitable partnerships over the years, but I've always believed these deals could be even more beneficial for both parties. Historically, partnership potential has been constrained by limited resources on both sides. Teams typically lack sufficient personnel to develop sustainable channel promotions, while global brands like Coca-Cola often don't invest the time and budget to create unique promotions in each individual club market. I believe team-branded loyalty points could help overcome these constraints by establishing a uniform affinity currency capable of supporting DTC promotions and B2B deals. 1. Channel promotions: if a portion of Coca-Cola's club spending were allocated to Club Points, then Coke could use team points as both an activation and sales tool. Coke could pass through team points to its retail partners, enabling them to reward fans who visit stores and purchase Coca-Cola products. This approach should help Coca-Cola increase case and syrup sales while securing more retail displays. 2. Fan Engagement: Coca-Cola could offer Club Points to fans for participating in sweepstakes, online promotions, or sampling events. This would help Coca-Cola gather valuable fan data and address one of its biggest challenges: knowing its end users. 3. Per cap pending: At ballparks, fans could use accrued Club Points to purchase more Coca-Cola products or earn additional points by buying Coca-Cola during games. Beyond sports, the overlap between team corporate partners and Coca-Cola's retail network is fascinating. As a team sponsorship seller, I'd be excited to use a Club Points program to engage existing partners and pitch new ones, using points as a compelling hook. With points serving as a common currency, clubs can forge partnerships with myriad brands. And club partners could even establish bespoke points-exchange rates to conduct deals directly with each other within the team ecosystem. Branded points can even enhance Coca-Cola's MLB (league) partnership in concert with club-level deals. The possibilities for expanding team/soft drink partnerships are endless, which isn't always advantageous since teams and partners often lack the time to pursue all opportunities. But that's where Minty Sports comes in. We provide the software, services, and strategy needed to bring loyalty commerce programs and partnerships to life. The Minty Sports system could create a currency for MLB that allows each team to have its own distinct, branded points that interchangeable with league points. League / team data could also be shareable. Our cloud-based financial software mints, distributes, and manages points-based transactions, accessible at venues, stores, online, and via cellular networks. cc JohnWallStreet, Matt Gardner Eric Stisser Neil Viserto Mike Morris Hunter Lochmann James Van Stone Anuk Karunaratne Chris Lencheski Bret McCormick

🖊️ Sponsorship: More Than a Logo on Display 🖊️ When people hear “sponsorship,” they often think of logos on jerseys or banners, but today’s sponsorships go much deeper, with real impact on brand perception and loyalty. It’s a powerful, relationship-driven strategy that extends far beyond traditional advertising. Here’s how strategic sponsorships are making waves for brands: 💡 A Platform for Storytelling Sponsorships allow brands to tell their story in ways traditional ads can’t. 70% of consumers say they’re more likely to remember a brand if it’s connected to something they care about, like a team, event, or cause. Brands like Red Bull and Coca-Cola use sponsorship to build immersive brand stories that leave a lasting impression. 📈 Effective Audience Engagement Strategic activations are key. Research shows that 59% of consumers are more likely to purchase from a brand that sponsors an event. For example, in the NFL, brands that engage fans through interactive digital content see 2x the fan engagement compared to brands using static logos. 🌎 Building Authentic Connections True sponsorship goes beyond visibility. Aligning with sports, music, or cultural events helps brands connect on a deeper level. A study by Eventbrite found that 85% of fans feel more connected to brands when they engage meaningfully in the experiences they love. This emotional connection translates to stronger brand loyalty. 🔗 A Collaborative Partnership Sponsorship is a two-way street. Brands that work closely with teams and influencers often see 30-40% higher brand favorability compared to those that simply “logo slap.” Nike’s partnership with the NBA, which includes digital campaigns and in-app fan experiences, is a prime example of how thoughtful activations add value far beyond brand visibility. Sponsorship is far from a lost art. When executed thoughtfully, it’s a dynamic tool for building connections, engaging audiences, and driving real results. #Sponsorship #BrandBuilding #AudienceEngagement #MarketingStrategy #BrandLoyalty #Storytelling

Consumer-facing brands have long partnered with sports properties to achieve their marketing and business-related objectives. It has been far less common for them to align with one another to accomplish those same outcomes. However, progressive marketers are increasingly uniting on co-branded campaigns to increase awareness of their respective companies and drive incremental revenue. They are finding that these types of collaborations cut through the advertising clutter (think: the average American is exposed to 4,000-10,000 ads/day), while oftentimes be able to address multiple customer needs through a single offering. Amazon and Grubhub have been formally aligned since 2022. But few consumers knew about the partnership –or its benefits (GH delivery is free for Prime members)– until the two companies released a co-branded spot earlier this year. Adweek reported that GrubHub data shows Prime members now aware of the partnership hold the brand in higher regard, have more trust in it, and maintain a stronger connection to it. Prime and GrubHub maintain obvious synergies both being in the delivery space. However, companies with seemingly disparate products and customer bases are collaborating too–and these unconventional alliances are generating substantial sales volume and outsized attention. The majority of consumers say they like these kinds of brand collaborations (or at least the ones polled in a recent Visual Objects survey do). So, expect them to see more of them. Sports industry executives would be wise to take note of the trend and begin to formulate strategies for how they can go about capitalizing on it. Here's Adam Grossman latest Revenue Over Replacement x JohnWallStreet column. cc: Brendan Moynihan Vincent Ircandia https://lnkd.in/gVHJgg97