United States of Sports: 10 Steps to Sports Sponsorship Success

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As with any marketing campaign, brands must identify their key objectives and the key measures that will determine whether what they do is successful. Finding the right sponsorship and then activating it successfully requires brands to truly understand the consumer and what motivates them.

Business Technology

KATSHAFER&JASONLANGWELL
UNITEDSTATESOFSPORTS:PART4
EPFFT

CANSPONSORSHIPSDELIVERFORYOURBRAND?
myths
six
EPFFT

SIXMYTHS
number two
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10STEPSTOSPORTSSPONSORSHIPSUCCESS
10
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10STEPSTOSPORTSSPONSORSHIPSUCCESS
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TRULY UNDERSTAND THE CONSUMER
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IDENTIFY WHAT MATTERS MOST.

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BUDGET FOR ACTIVATION.

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EXTEND THE REACH OF YOUR MESSAGE.

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CONTENT IS KEY.

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MANAGE THE CONVERSATION.

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CREATE GREAT EXPERIENCES.

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Mental health has been in the news quite a bit lately. Dozens of U.S. states are currently suing Meta for contributing to the youth mental health crisis by inserting addictive features into their products, while the U.S. Surgeon General is touring the nation to bring awareness to the growing epidemic of loneliness and isolation. The country has endured periods of low national morale, such as in the 1970s when high inflation and the energy crisis worsened public sentiment following the Vietnam War. The current mood, however, feels different. Gallup recently reported that national mental health is at an all-time low, with few bright spots to lift spirits. To better understand how Americans are feeling and their attitudes towards mental health in general, ThinkNow conducted a nationally representative quantitative survey of 1,500 respondents and found some interesting differences among ethnic, age and gender groups. Technology For example, 52% agree that technology and social media have a negative impact on mental health, but when broken out by race, 61% of Whites felt technology had a negative effect, and only 48% of Hispanics thought it did. While technology has helped us keep in touch with friends and family in faraway places, it appears to have degraded our ability to connect in person. Staying connected online is a double-edged sword since the same news feed that brings us pictures of the grandkids and fluffy kittens also feeds us news about the wars in Israel and Ukraine, the dysfunction in Washington, the latest mass shooting and the climate crisis. Hispanics may have a built-in defense against the isolation technology breeds, owing to their large, multigenerational households, strong social support systems, and tendency to use social media to stay connected with relatives abroad. Age and Gender When asked how individuals rate their mental health, men rate it higher than women by 11 percentage points, and Baby Boomers rank it highest at 83%, saying it’s good or excellent vs. 57% of Gen Z saying the same. Gen Z spends the most amount of time on social media, so the notion that social media negatively affects mental health appears to be correlated. Unfortunately, Gen Z is also the generation that’s least comfortable discussing mental health concerns with healthcare professionals. Only 40% of them state they’re comfortable discussing their issues with a professional compared to 60% of Millennials and 65% of Boomers. Race Affects Attitudes As seen in previous research conducted by ThinkNow, Asian Americans lag other groups when it comes to awareness of mental health issues. Twenty-four percent of Asian Americans believe that having a mental health issue is a sign of weakness compared to the 16% average for all groups. Asians are also considerably less likely to be aware of mental health services in their communities (42% vs. 55%) and most likely to seek out information on social media (51% vs. 35%).

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The search marketing landscape is evolving rapidly with new technologies, and professionals, like you, rely on innovative paid search strategies to meet changing demands. It’s important that you’re ready to implement new strategies in 2024. Check this out and learn the top trends in paid search advertising that are expected to gain traction, so you can drive higher ROI more efficiently in 2024. You’ll learn: - The latest trends in AI and automation, and what this means for an evolving paid search ecosystem. - New developments in privacy and data regulation. - Emerging ad formats that are expected to make an impact next year. Watch Sreekant Lanka from iQuanti and Irina Klein from OneMain Financial as they dive into the future of paid search and explore the trends, strategies, and technologies that will shape the search marketing landscape. If you’re looking to assess your paid search strategy and design an industry-aligned plan for 2024, then this webinar is for you.

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From their humble beginnings in 1984, TED has grown into the world’s most powerful amplifier for speakers and thought-leaders to share their ideas. They have over 2,400 filmed talks (not including the 30,000+ TEDx videos) freely available online, and have hosted over 17,500 events around the world. With over one billion views in a year, it’s no wonder that so many speakers are looking to TED for ideas on how to share their message more effectively. The article “5 Public-Speaking Tips TED Gives Its Speakers”, by Carmine Gallo for Forbes, gives speakers five practical ways to connect with their audience, and effectively share their ideas on stage. Whether you are gearing up to get on a TED stage yourself, or just want to master the skills that so many of their speakers possess, these tips and quotes from Chris Anderson, the TED Talks Curator, will encourage you to make the most impactful impression on your audience. See the full article and more summaries like this on SpeakerHub here: https://speakerhub.com/blog/5-presentation-tips-ted-gives-its-speakers See the original article on Forbes here: http://www.forbes.com/forbes/welcome/?toURL=http://www.forbes.com/sites/carminegallo/2016/05/06/5-public-speaking-tips-ted-gives-its-speakers/&refURL=&referrer=#5c07a8221d9b

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Everyone is in agreement that ChatGPT (and other generative AI tools) will shape the future of work. Yet there is little consensus on exactly how, when, and to what extent this technology will change our world. Businesses that extract maximum value from ChatGPT will use it as a collaborative tool for everything from brainstorming to technical maintenance. For individuals, now is the time to pinpoint the skills the future professional will need to thrive in the AI age. Check out this presentation to understand what ChatGPT is, how it will shape the future of work, and how you can prepare to take advantage.

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During this webinar, Anand Bagmar demonstrates how AI tools such as ChatGPT can be applied to various stages of the software development life cycle (SDLC) using an eCommerce application case study. Find the on-demand recording and more info at https://applitools.info/b59 Key takeaways: • Learn how to use ChatGPT to add AI power to your testing and test automation • Understand the limitations of the technology and where human expertise is crucial • Gain insight into different AI-based tools • Adopt AI-based tools to stay relevant and optimize work for developers and testers * ChatGPT and OpenAI belong to OpenAI, L.L.C.

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1. KATSHAFER&JASONLANGWELL UNITEDSTATESOFSPORTS:PART4 EPFFT

2. CANSPONSORSHIPSDELIVERFORYOURBRAND? myths six EPFFT

3. SIXMYTHS number one AWARENESS ONLY

4. SIXMYTHS number two DOESN’T DELIVER MEASURABLE ROI

5. SIXMYTHS number three WHY PAY WHEN YOU CAN AMBUSH

6. SIXMYTHS number four REPUTATIONAL RISK

7. SIXMYTHS number five IT DOESN’T WORK FOR MY CATEGORY

8. SIXMYTHS number six I CAN’T AFFORD IT

9. 10STEPSTOSPORTSSPONSORSHIPSUCCESS 10 EPFFT

10. 10STEPSTOSPORTSSPONSORSHIPSUCCESS number one DO THE PROPER DUE DILIGENCE. TRULY UNDERSTAND THE CONSUMER AND WHAT MOTIVATES THEM.

11. 10STEPSTOSPORTSSPONSORSHIPSUCCESS number two MAKE SURE ANY SPONSORSHIP IS INTEGRATED INTO AN OVERALL MARKETING PLAN.

12. 10STEPSTOSPORTSSPONSORSHIPSUCCESS number three IDENTIFY WHAT MATTERS MOST.

13. 10STEPSTOSPORTSSPONSORSHIPSUCCESS number four BUDGET FOR ACTIVATION.

14. 10STEPSTOSPORTSSPONSORSHIPSUCCESS number five EXTEND THE REACH OF YOUR MESSAGE.

15. 10STEPSTOSPORTSSPONSORSHIPSUCCESS number six CONTENT IS KEY.

16. 10STEPSTOSPORTSSPONSORSHIPSUCCESS number seven MANAGE THE CONVERSATION.

17. 10STEPSTOSPORTSSPONSORSHIPSUCCESS number eight SHOW YOUR PASSION.

18. 10STEPSTOSPORTSSPONSORSHIPSUCCESS number nine CREATE GREAT EXPERIENCES.

19. 10STEPSTOSPORTSSPONSORSHIPSUCCESS number ten STAY RELEVANT.

20. Erwin Penland - Proprietary and Conﬁdential FoodForThought Food For Thought is Erwin Penland's thought leadership platform. It began six years ago with a three-day annual symposium celebrating the intersection of food, creative thinking, entrepreneurialism and social responsibility through events, discussions and of course, dining. The fully experiential gathering is crafted to inspire dialogue and debate among prominent entrepreneurs, business leaders and creative thinkers from around the country—showcasing how creativity is paramount to success in every organization, and in fact, in life. The platform itself has been extended into quarterly client sessions, internal agency training programs, research and marketing trend presentations. For more information: Joe Saracino Chief Marketing Officer Erwin Penland joe.saracino@erwinpenland.com Erwin Penland erwinpenland.com @erwinpenland on Twitter and Instagram facebook.com/erwinpenland Food for Thought Conference foodforthoughtconference.com

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