College Athlete Sponsorhip: Leveraging Name, Image & Likeness

How can sports marketers take advantage of new NCAA rules on marketing college athlete name, image and likeness? In this week’s MASB Channel feature, former student athlete Blake Lawrence of Opendorse and Ray Katz of Collegiate Sports Management Group delve into the possibilities with Tony Pace of MASB. Please give it a “thumbs-up” if …

College Sports Sponsorship: Is There a Female Student Athlete Advantage?

Will new NCAA rules allowing student athletes to monetize their NAME IMAGE and LIKENESS create a marketing advantage for women college athletes? In this week’s MASB Channel feature, former student athlete Blake Lawrence of Opendorse and Ray Katz of Collegiate Sports Management Group discuss the possibilities with Tony Pace of MASB, the Marketing Accountability …

College Athlete Sponsorship: Engaging Student Athletes

Are sports marketers ready for new NCAA rules allowing college student athletes to benefit from their name, image and likeness starting with the 2021-22 academic year?  In this week’s MASB Channel feature, former student athlete Blake Lawrence of Opendorse and Ray Katz of Collegiate Sports Management Group discuss the challenges and opportunities of engaging …

Sponsorship Accountability Pt 9: Name, Image, Likeness AND Influence

What Brand Owners Need to Know About Sponsoring Student-Athletes In Part 9, we review the emerging opportunity brought about by student-athlete “rights to publicity” decisions. Part 1 provides an overview of the current state of sponsorship use and management. Part 2 explores the long-term nature of sponsorship relationships and the resulting importance of fit …

Sponsorship Accountability Part 7: Social Distancing – A Boon for eSports?

In Part 6 of the Sponsorship Accountability series, we explored the benefits and challenges of adding eSports to a sponsorship portfolio. This article is an extension of that work covering the growing opportunity of eSports amid the COVID-19 pandemic. Recent global events may be the catalyst that accelerates the eSports industry to become a …

Sponsorship Accountability Part 4: Driving Sponsorship Value with Stewardship and Strategic Activation

This is part four in the MASB Sponsorship Accountability series. Part 1 provides an overview of the current state of sponsorship use and management. Part 2 explores the long-term nature of sponsorship relationships and the resulting importance of fit between properties and brands. Part 3 establishes the importance of developing the business case for …