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Top 10 Takeaways from the Sponsorship Mastery Summit

The recent Sponsorship Mastery Summit in Chicago was a treasure trove of insights and wisdom from industry leaders. In case you missed the Summit, or just want to relive the highlights, we’ve compiled a list of 10 key takeaways to inspire you to attend next year’s Summit.

1. Brand Love

Starbucks’ June Ashley, and others, emphasized the importance of brand love, which can be fueled by purpose-led partnerships that uplift communities and spark human connections, creating a win-win for all stakeholders.

2. Purpose

Jeff Hansen of Microsoft urged us to ask ourselves whether we’re making people’s lives better and contributing positively to the world. Demonstrating shared values is crucial and also helps build brand love.

3. Data

James Ho of Zoomph highlighted the game-changing power of delivering key metrics and key moments for sponsorship success.

4. Women

Elizabeth Lindsey of Wasserman shed light on the gender pay gap in sports and emphasized that female athletes excel at fan engagement. Don’t overlook this trend!

5. Relationships

Scott McNearney of The Recording Academy emphasized the importance of nurturing long-lasting relationships, whether or not a client or brand is a sponsor.

6. Memories are Powerful

Jasmyn Le-Compte from Rakuten reminded us that memorable brand experiences leave lasting impressions that can’t always be tracked but are incredibly valuable.

7. A DEI Lens

Tony Wells highlighted the marketer’s responsibility to advance brands while representing the communities they serve, emphasizing diversity, equity, and inclusion.

8. Fit Matters

The partnership between the Savannah Bananas and Zappos showcased the importance of synergy between a brand and a property for a successful relationship.

9. 1+1 = 3

Marques Jackson of the Miami Dolphins encouraged us to go beyond contractual agreements and aim for partnerships where 1 + 1 = 3, creating additional value.

10. Inclusive Growth Strategy

Afdhel Aziz emphasized that inclusivity is the best growth strategy. The NASCAR Bubba’s Block Party event attracted 82 percent of first-time attendees, illustrating the power of an inclusive approach.

We hope these insights inspire your future sponsorship strategies. If you’d like to delve deeper, become an SMA member today and get access to more members-only resources.

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