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SQWAD BLOG
News & Insights On Sponsorship From The Creators Of SQWAD And Others
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The Biggest Competitor to Sports & Event Sponsorship is Paid Social Ads. Here’s Why.
The Biggest Competitor to Sports & Event Sponsorship is Paid Social Ads. Here’s Why.
I’m sitting in a sponsorship meeting just 8 months ago with a client of ours. It’s the usual Agency, Partner, & Team three sections of the…
Nick Lawson
Jun 28, 2019
Using the Prizing Triangle to Drive Contest Usage
Using the Prizing Triangle to Drive Contest Usage
At SQWAD we run a ton of mobile contests for our teams and organizations, so we’ve seen what works and doesn’t when driving people to play.
Nick Lawson
May 27, 2019
Surviving a Recession in Sports Sponsorship
Surviving a Recession in Sports Sponsorship
I’d like to say I’ve had a fair amount of experience in the professional sports and tourism world. But the other day I was reminded that I…
Nick Lawson
Jun 30, 2019
Latest Stories
Your Sponsorship Package Should Be A Story, Not A Menu
Your Sponsorship Package Should Be A Story, Not A Menu
Everyone always talks about stories in sales…and rightfully so. As humans, we are physiologically conditioned to accept stories more than…
Nick Lawson
Jun 24, 2021
Watching YouTube Build A Fan: Insights From My 7 Y/O Cousin’s Journey To Sports Fandom
Watching YouTube Build A Fan: Insights From My 7 Y/O Cousin’s Journey To Sports Fandom
When I was growing up in the San Francisco Bay Area in the 90’s I had some serious choices to make with regard to my team. Would I follow…
Nick Lawson
Apr 21, 2021
Sponsorship post-pandemic is all about re-building habits, old and new.
Sponsorship post-pandemic is all about re-building habits, old and new.
Humans are creatures of habits. It is extremely hard once we’ve entered a habit to change it.
Nick Lawson
Apr 5, 2021
How to build the perceived value of your sponsorship assets & department
How to build the perceived value of your sponsorship assets & department
Value is a very interesting dynamic in economics. Why do we spend $1,000,000 for a Ferrari over $30K for a Toyota?
Nick Lawson
Mar 2, 2021
5 Opportunities In Sports Sponsorship Going Into 2021
5 Opportunities In Sports Sponsorship Going Into 2021
2020 was a hell-of-a year for the sports industry. One that we’d like to forget. But as we look back at it, there are some shifts that…
Nick Lawson
Jan 20, 2021
Apple will significantly affect your sponsors and how they run digital ads.
Apple will significantly affect your sponsors and how they run digital ads.
I’ve said it here time & time again that our biggest “competitor” for sponsorship dollars are digital ads.
Nick Lawson
Jan 4, 2021
Why GIFs Should Be On Your Sponsorship Marketing Radar For 2021
Why GIFs Should Be On Your Sponsorship Marketing Radar For 2021
What if I told you you could harness and hack the second largest search engine for your sports team and sponsors…for free.
Nick Lawson
Jan 4, 2021
One Tweak Can Increase Your Team’s YouTube Reach (And Why It Matters In Sponsorship)
One Tweak Can Increase Your Team’s YouTube Reach (And Why It Matters In Sponsorship)
I’ve been harping a ton on YouTube lately…and well…it’s because there is a TON of money being spent there by brands.
Nick Lawson
Jan 4, 2021
We were over-leveraged in sports and the pandemic exposed it…here’s how we can diversify
We were over-leveraged in sports and the pandemic exposed it…here’s how we can diversify
‘It is not the strongest of the species that survives, not the most intelligent that survives. It is the one that is most adaptable to…
Nick Lawson
Dec 4, 2020
How to successfully market your digital activations & contests with your fans (after launching…
How to successfully market your digital activations & contests with your fans (after launching…
If an activation is promoted, and no fan is there to hear it, does it even exist? Well…yes…but it wouldn’t be very successful.
Nick Lawson
Nov 29, 2020
The new era of prospecting in sponsorship comes in your social feeds
The new era of prospecting in sponsorship comes in your social feeds
One vital thing to understand is brands are still spending dollars in this pandemic. Despite what we may hear from them about budgets…
Nick Lawson
Nov 16, 2020
Are we headed for a sports BOOM….then BUST?
Are we headed for a sports BOOM….then BUST?
There are cycles in almost everything in life. Nothing ever grows exponentially forever.
Nick Lawson
Nov 9, 2020
What is your sponsorship department the best in the world at?
What is your sponsorship department the best in the world at?
In sponsorship, we are constantly competing for advertising dollars. Every day not only do we go head to head with other sponsorship…
Nick Lawson
Nov 9, 2020
Why we need to look at sponsorship as monetizing your influence.
Why we need to look at sponsorship as monetizing your influence.
Sports teams have been the pinnacle of influence in pop culture and our lives. We have pulled in fans, enthralled them with our stories…
Nick Lawson
Oct 19, 2020
Top 5 ways to LOSE a sponsor
Top 5 ways to LOSE a sponsor
Many times, we focus on the tactic TO do to keep our sponsors as opposed to NOT to do.
Nick Lawson
Sep 4, 2020
The Age Of Agile Sponsorship
The Age Of Agile Sponsorship
As with all things, we must adapt to survive in business.
Nick Lawson
Aug 19, 2020
The 14 Sports Sponsorship Sales Commandments by Rich Franklin (1–7)
The 14 Sports Sponsorship Sales Commandments by Rich Franklin (1–7)
I said it before, but the value I get when chatting with Rich Franklin on sponsorship is always unrivaled. I’m blessed to have him as a…
Nick Lawson
Jul 24, 2020
Your fans are the experts on how they like to consume & connect with your sponsors…not your team
Your fans are the experts on how they like to consume & connect with your sponsors…not your team
I believe in constant auditing of what you’re doing. The way we keep from being complacent is to constantly challenge what we’re building…
Nick Lawson
Jul 16, 2020
The end of seasonality in sports sponsorship
The end of seasonality in sports sponsorship
I’ve always been intrigued with seasonal businesses. Summer beach restaurants, pumpkin patches, Christmas stores…they have a 3-month…
Nick Lawson
Jul 8, 2020
How you can authentically add your sponsors into your health & safety messaging
How you can authentically add your sponsors into your health & safety messaging
We’re on the horizon for getting fans back into our stadium barring a major health setback. (knock on wood). With fans back we’ll need to…
Nick Lawson
Jun 29, 2020
7 Sponsorship Campaigns Perfect For The Remote Restarts In Sports
7 Sponsorship Campaigns Perfect For The Remote Restarts In Sports
Games are coming back…which is amazing. It is an amazing opportunity to get back to Zero with any sponsorship make goods we lost in the…
Nick Lawson
Jun 17, 2020
Bundesliga club VfL Wolfsburg teams up with SQWAD to help engage fans
Bundesliga club VfL Wolfsburg teams up with SQWAD to help engage fans
Bundesliga football club VfL Wolfsburg announced today a partnership with U.S. based company SQWAD to help engage their fans digitally and…
Nick Lawson
Jun 17, 2020
The pillars to how we make up the lost $17.6Bn in sponsorship dollars
The pillars to how we make up the lost $17.6Bn in sponsorship dollars
I’m sure we’ve all heard the number in the sponsorship industry. If you haven’t, well…
Nick Lawson
Jun 10, 2020
The math behind why brands opt for digital over your traditional sponsorship assets
The math behind why brands opt for digital over your traditional sponsorship assets
For all the people who are going to comment with full caps about how traditional ads work and brands have been buying them forever…
Nick Lawson
May 27, 2020
Why we should be thinking with the Physical Distancing lense…not social distancing in sponsorship
Why we should be thinking with the Physical Distancing lense…not social distancing in sponsorship
How do you get fans to interact with sponsors in an age where 6ft distance is the new norm?
Nick Lawson
May 24, 2020
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