We call it free sports. It's overtime, it's extra innings, it means the regulation game time you paid for just got extended. Most of the time, it is one of the most exciting moments in sports. But should that just be a 'given' for sponsors? Or can you sell into this unique space? This week, we dive into how your team can sell overtime assets and the value it can bring to your brand sponsors. -- The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is af...

When you aren't the big dog team in sponsorships, it can feel like you get left out of considerations, meetings, and dollars. So how can we build a strategy to stand out? In this Episode, we dive into a listener question to talk through finding your team's unique edge, building stories around it, and executing it into your sales with brands. -- The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich ...

In sports sponsorship, there is usually a big breakdown between minor league and major league teams. Each has its unique benefits and advantages when it comes to selling and buying sponsorships. But what are those advantages for Minor League teams? How can they get the big brand dollars? This week, we dive into how your Minor League team can compete and how your Major League team can take a note from the minors for revenue growth. -- The Inches Podcast is a podcast that looks at sports &...

We have our 'normal' categories. Your Car brand, QSR, Bank, etc., that we all sell into. From an optics & legal perspective, they are all pretty 'safe'. But then, there are those categories that toe the line. That sometimes operates in that grey area. These are our Vice industries. In this episode, we dive into how to manage, de-risk, and align on how you can sell and manage those categories that aren't cut & dry from an optics perspective. -- The Inches Podcast is a podcast that loo...

Your Logo & team IP has value. It is a connection to the relationships you have created with your fan base. So how can you carefully and properly monetize? In this episode, we dive into Licensing and how your team can add them to your sponsorship packages for maximum value. -- The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds an...

Off-season, it's a time to regroup, reflect, and take a bit of a break. Right? Yes, absolutely...but there is also an opportunity to drive more engagement, connection, and revenue for your partners. In this episode of the Inches, we dive into 4 ideas that you can easily execute to help drive more connection and revenue for your sponsors in the off-season. -- The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. H...

We all know the common categories in sponsorships: QSR, dealerships, tires, etc. But what about that next step up, luxury brands? How can we close those...or even get them to care about our team and sponsorship assets? In this episode, we dive into the strategy your team can execute to find, pitch, and close luxury brands. You'll even find some luxury categories you never knew about. -- The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting ...

Trends come and go. But when enough major brands start pulling back on the volume of assets in their sponsorship deals, it’s worth paying attention. In this episode, we explore a critical shift in sponsor behavior: a move away from bloated asset lists toward lean, high-performing campaigns. Brands aren’t looking for more inventory—they’re looking for impact. And that requires a different mindset from sellers. -- The Inches Podcast is a podcast that looks at sports & event sponsorship and...

We're back at it, diving into the thing shaping our industry. Artificial Intelligence. This time, how are our sponsors and brands using it to measure and evaluate your execution and results? In this episode, we dive into what we're seeing in the industry from a brand perspective and what it means for your property. -- The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnership...

We've all done it (hopefully). You take a job in a market where you aren't the biggest fish in the pond...or even the 4th biggest. But we still have a property that brings value. So, how do we convince brands when there are bigger entities they can invest in? This week, we dive into a listener question about selling sponsorships in a crowded market and how creativity can take you over the top. -- The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is ...

AI is transforming every industry—and sponsorship is no exception. In this episode, we unpack how artificial intelligence is reshaping the future of sponsorships. From smarter audience targeting to predictive analytics and real-time campaign optimization, we explore the real ways AI will impact how brands build partnerships, prove ROI, and connect with fans. If you work in sponsorship or brand partnerships, this is the episode you don’t want to miss. -- The Inches Podcast is a podcast that l...

At the start of each year, Rich and Nick share their bold predictions for the trends shaping the sponsorship industry. Now that we're halfway through the year, it's time to check in—what’s holding strong, what missed the mark, and what surprised us? In this episode, we revisit our January picks, break down what’s actually happening in the field, and share what to watch next as the sponsorship landscape continues to evolve. -- The Inches Podcast is a podcast that looks at sports & e...

What happens when your sport isn’t on ESPN… but still has a die-hard community? Should you just stick with local sponsors? How can you unlock those bigger deals? We had a great listener question come in this week on this very topic. In this episode, we dive into the unique challenges and untapped advantages of selling sponsorships for niche and local sports. From roller derby to motorcycle racing, we explore how smaller sports can punch above their weight by offering hyper-targeted audi...

When Rich & Nick started the Inches, it came from chats on sponsorships in Rich's office below Memorial Coliseum in Portland, OR. We would dive into all topics, sponsorships, and sports business with no agenda. Well, this week on The Inches, we decided to take it back to where we started...with no topic. We dive into topics ranging from youth sports investments, the growth of the women's leagues and what this means for sponsorships, and round it out with how the MLS will deal with going t...

If you work in sponsorships, it will happen. A brand doesn't want to sponsor your team directly...so they creatively try and reach your fans without the partnership. How do you prevent this from happening? How can you stop a brand from hijacking the most valuable asset you have as a sponsorship department...your ability to deeply connect with fans? In this episode, we dive into how to identify, manage, and work through sponsorship infiltration. -- The Inches Podcast is a podcast that l...

Sponsorship entitlements are among the most prized assets in our inventory—powerful tools that tie brands directly to the fan experience. But what are they really worth? And how do you sell them without underselling their impact? In this episode, we break down the true value of entitlements, how to position them, and smart strategies to manage and monetize them effectively. Whether you're selling the naming rights to a segment or locking in a long-term sponsor for a fan-favorite f...

When the Economy Shakes, How Do You Keep Sponsors Steady? Economic downturns aren’t new—and they’re not going away. But when budgets tighten and uncertainty rises, your sponsorship revenue doesn’t have to take a hit. In this episode, we explore proven strategies to maintain sponsor confidence, protect budgets, and even grow partnerships during turbulent times. From messaging shifts to value re-framing, learn how to not just survive—but thrive—when the market gets shaky. -- The In...

Are you selling the emotion of sports—or just space on a banner? Sponsors crave passion, loyalty, and excitement—but what they’re really buying is the inventory that gives them access to it. So, how do you make sure your sponsorship assets are actually delivering? And how can you confidently say they’re working? In this episode, we break down how to manage, audit, and optimize your sponsorship inventory to drive real results—for your sponsors and your team. -- The Inches Podcast is a podcast...

In sponsorships, numbers define our worth—but are all numbers created equal? Does the real value for sponsors come from reaching the largest audience, or is it about engaging the same fans more often? In this episode, we break down the impact of reach vs. frequency, how each influences sponsorship ROI, and how your team should be leveraging them to maximize value. -- The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and lan...

$800M+ was spent on Super Bowl ads this year. That is an insane amount of money to reach probably one of the most captivated audiences in sports. So, were they successful? In this episode, we delve into the standout & dud commercials from Super Bowl LIX. -- The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-fo...