BY ADAM GROSSMAN
Did our partnership assets reach the target audience or demographic? What is the broadcast media value of a jersey sponsorship? What is the impact on customer retention and acquisition? Those were the questions FlyQuest Sports was thinking about as the team headed into the 2018 North American League Championship Series (LCS) for League of Legends (LOL).
BY ADAM GROSSMAN
Even though we have Block in our name, Block Six Analytics is not a blockchain company. However, we do see blockchain technology impacting our business in ways that are likely to surprise many in the sports industry. More specifically, blockchain could alter sports media and sponsorship in counterintuitive ways.
BY ADAM GROSSMAN
Famed management consultant and professor Peter Drucker is arguably most well-known for the axiom, “What gets measured gets managed.” That is one reason why the results of a recent study of sports partnerships by the Association of National Advertisers (ANA) are so surprising. The ANA found that only “37% of respondents reported having a standardized process for measuring their return on sponsorship.” So why are so few sponsorships being measured?
BY ADAM GROSSMAN
Aston Villa recently announced that it signed “a kit manufacturing deal” with Fanatics. What seems like a standard merchandise / apparel deal on the surface, however, “may be at the forefront of a revolution” in sponsorship and licensing in sports. This is not just because the Fanatics logo will not be on the jersey of the English soccer club team.
