Collegiate naming rights are evolving, and jersey patches were just approved. What used to be considered prestige signage or logo placement is now becoming something far more powerful: a fully integrated performance channel embedded inside universities and their surrounding communities. Today’s leading brands aren’t asking for “awareness.” They’re asking:
- Does this move product?
- Does this grow pipeline?
- Does this increase affinity?
- Does this drive measurable behavior?
At MASB Winter Summit 2026, Feb. 18-19 on Zoom, Ray Katz, President of Media and Business Intelligence and Co-Founder at Collegiate Sports Management Group, will present The Next Performance Channel: Naming Rights + Jersey Patches as Full-Funnel Media, Not Just Sponsorship, reframing naming rights and jersey patches as full-funnel media ecosystems — connecting broadcast exposure, campus presence, digital engagement, student and alumni networks, and local market activation into a single, accountable growth platform.
“We’ll explore how to design partnerships that achieve business objectives, incorporate the broader university, convert exposure into engagement, and ultimately into sales/revenue.”
MASB summits are key gatherings for those driving the marketing accountability movement. Leading finance, analytics and marketing professionals from marketers, their suppliers, industry associations, and academia attend to network, get briefed on recent advances, and participate in shaping the future of accountable marketing.
Request your invitation from events@themasb.org.