The Inches

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Welcome to The Inches, a podcast that looks at how digital is changing sports sponsorship & marketing game. Hosted by Nick Lawson, co-founder of SQWAD Sports Inc.

Nick Lawson


    • Jun 2, 2025 LATEST EPISODE
    • every other week NEW EPISODES
    • 35m AVG DURATION
    • 259 EPISODES


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    Latest episodes from The Inches

    Rookie & The Vet: 2025 Sponsorship Predictions Review

    Play Episode Listen Later Jun 2, 2025 53:03


    At the start of each year, Rich and Nick share their bold predictions for the trends shaping the sponsorship industry. Now that we're halfway through the year, it's time to check in—what's holding strong, what missed the mark, and what surprised us?In this episode, we revisit our January picks, break down what's actually happening in the field, and share what to watch next as the sponsorship landscape continues to evolve.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: Selling Sponsorships as a Niche, Local Sport

    Play Episode Listen Later May 23, 2025 40:41


    What happens when your sport isn't on ESPN… but still has a die-hard community?Should you just stick with local sponsors? How can you unlock those bigger deals?We had a great listener question come in this week on this very topic.In this episode, we dive into the unique challenges and untapped advantages of selling sponsorships for niche and local sports. From roller derby to motorcycle racing, we explore how smaller sports can punch above their weight by offering hyper-targeted audiences, authentic engagement, and grassroots loyalty that big leagues can't match.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: The No Topic Episode on Sponsorships

    Play Episode Listen Later May 5, 2025 91:05


    When Rich & Nick started the Inches, it came from chats on sponsorships in Rich's office below Memorial Coliseum in Portland, OR.We would dive into all topics, sponsorships, and sports business with no agenda.Well, this week on The Inches, we decided to take it back to where we started...with no topic.We dive into topics ranging from youth sports investments, the growth of the women's leagues and what this means for sponsorships, and round it out with how the MLS will deal with going to a European schedule.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: When Brands Try Sponsorship Infiltration

    Play Episode Listen Later Apr 28, 2025 45:31


    If you work in sponsorships, it will happen. A brand doesn't want to sponsor your team directly...so they creatively try and reach your fans without the partnership.How do you prevent this from happening? How can you stop a brand from hijacking the most valuable asset you have as a sponsorship department...your ability to deeply connect with fans?In this episode, we dive into how to identify, manage, and work through sponsorship infiltration.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: The Real Value of Sponsorship Entitlements

    Play Episode Listen Later Apr 18, 2025 36:07


    Sponsorship entitlements are among the most prized assets in our inventory—powerful tools that tie brands directly to the fan experience. But what are they really worth? And how do you sell them without underselling their impact?In this episode, we break down the true value of entitlements, how to position them, and smart strategies to manage and monetize them effectively. Whether you're selling the naming rights to a segment or locking in a long-term sponsor for a fan-favorite feature, this one's for you.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: Managing Economic Turmoil in Sponsorships

    Play Episode Listen Later Apr 11, 2025 45:10


    When the Economy Shakes, How Do You Keep Sponsors Steady?Economic downturns aren't new—and they're not going away. But when budgets tighten and uncertainty rises, your sponsorship revenue doesn't have to take a hit.In this episode, we explore proven strategies to maintain sponsor confidence, protect budgets, and even grow partnerships during turbulent times. From messaging shifts to value re-framing, learn how to not just survive—but thrive—when the market gets shaky.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: Back at it with Sponsorship Inventory Management

    Play Episode Listen Later Apr 4, 2025 38:10


    Are you selling the emotion of sports—or just space on a banner?Sponsors crave passion, loyalty, and excitement—but what they're really buying is the inventory that gives them access to it.So, how do you make sure your sponsorship assets are actually delivering? And how can you confidently say they're working?In this episode, we break down how to manage, audit, and optimize your sponsorship inventory to drive real results—for your sponsors and your team.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: Reach vs. Frequency in Sponsorships

    Play Episode Listen Later Feb 28, 2025 40:12


    In sponsorships, numbers define our worth—but are all numbers created equal?Does the real value for sponsors come from reaching the largest audience, or is it about engaging the same fans more often?In this episode, we break down the impact of reach vs. frequency, how each influences sponsorship ROI, and how your team should be leveraging them to maximize value.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: Diving into SuperBowl Ads 2025

    Play Episode Listen Later Feb 14, 2025 43:52


    $800M+ was spent on Super Bowl ads this year. That is an insane amount of money to reach probably one of the most captivated audiences in sports.So, were they successful?In this episode, we delve into the standout & dud commercials from Super Bowl LIX.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: Overcoming the 'No Budget' Objection in Sponsorships

    Play Episode Listen Later Jan 30, 2025 33:10


    If you are in sales, you've been met with this objection. You gave the pitch, you got the proposal ready, then right before it's time to sign...you get this objection;"I don't have the budget".In this episode of The Inches, we dive into how to work through this objection with your prospects, and how you can set up your sales meetings to make it less likely to come up.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    The Rookie & The Vet: 3 MUSTS for Sponsorship Activations

    Play Episode Listen Later Jan 21, 2025 32:55


    Gone are the days when a simple logo slap was enough. Today, sponsors expect real fan engagement—activations that create memorable connections.But how do you ensure your activations actually work?In this episode, we break down the three critical questions you must ask to guarantee your activations drive value for both your team and your sponsors. Tune in to learn how to create experiences that go beyond branding and deliver real impact.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: 2025 Sports Sponsorship New Year's Resolutions

    Play Episode Listen Later Jan 12, 2025 35:03


    It's 2025, the new year. A fresh start to reset, refocus, and refresh your sponsorship strategies going into 2025.Each year, Rich and Nick discuss five resolutions you should make in the new year as you continue to grow in the sponsorship industry.In this episode, we dive into the 5 we have for 2025.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: 2025 Sponsorship Predictions

    Play Episode Listen Later Dec 19, 2024 44:18


    We're back at it with our predictions for 2025 in sponsorships. A staple episode for the Podcast.In this episode, we'll dive into 5 predictions we see as most vital for the sponsorship industry for 2025.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: 2024 Sponsorship Resolutions Review

    Play Episode Listen Later Dec 6, 2024 35:05


    Each year we dive into our sponsorship resolutions on the podcast. The question becomes, did the industry keep up with the resolutions we set?In this episode, we dive into our 2024 resolutions and see how the industry held up as we round the year out.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: 3 Ready to Launch Sponsorship Activation Ideas

    Play Episode Listen Later Nov 22, 2024 31:53


    Coming up with ideas for sponsorships can be a bit challenging. We constantly want to create the activation that will bring value to the sponsor...and wow them at the same time.In this episode, we dive into 3 activation ideas you can implement TODAY with minimal investment to move the needle for that partnership you are struggling with.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: 30 Day Plan after you've closed a new Sponsor

    Play Episode Listen Later Nov 7, 2024 42:40


    You did it, you signed that new sponsor. The ink is still wet on the contract.What you do immediately afterward sets the foundation for the rest of the relationship. In this episode, we dive into a 30-day plan your team can implement to ensure your new sponsors and team are ready for their activation while building the new relationship.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: Talking Relationships with return guest Jon Grove

    Play Episode Listen Later Oct 24, 2024 49:23


    Relationships are the foundation of any sales position. But authentic sales are the key.So how can we maintain and keep authentic relationships with the people we look to work with and sell to?This week we have the return of a great guest, Jon Grove, to chat through the importance of building and maintaining authentic relationships in sponsorships.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: How to re-engage after a sponsorship prospect tells you 'NO'

    Play Episode Listen Later Oct 4, 2024 34:25


    You aren't going to close every sponsor you talk to. It's just a part of the sales job.We will get a lot of 'No' answers.But, that doesn't mean the deal is totally dead. We can still re-engage them for a future deal.So how can we do that authentically?In this episode, Rich & Nick dive into the process of cultivating a No throughout the season to have a better chance to convert them to the following one.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: Resources for Learning in Sponsorships

    Play Episode Listen Later Sep 24, 2024 40:32


    We have to constantly be learning in the sponsorship industry. But not just on 'sponsorship' content. It's important to stay open-minded to advice and resources from other industries that we sell into.But where can we find them?In this episode, we dive into our go-to learning resources that we lean on each day and week to keep up with our clients and sponsor's needs.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: Diving into Innovation in the Sponsorship Industry

    Play Episode Listen Later Sep 13, 2024 41:24


    The only thing constant in this world is change. Innovation drives change every season.But how can you harness innovation in sponsorships? And what are we looking at to come next?In this episode, we dive into innovation in the sponsorship industry and how your team can tackle the trends that come.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: How to maximize & sell 'off the shelf' activations to sponsors successfully

    Play Episode Listen Later Sep 6, 2024 36:42


    We all have those trusted, off-the-shelf activations that are proven to work for certain sponsor categories. But is it enough to just pull them off the shelf and sell them as-is? And how can you effectively sell them across different industries?In this episode, we dive into a listener question about how to creatively customize your go-to activations to deliver more value and stand out to your sponsors and prospects. Tune in to learn how to make these tried-and-true strategies work even harder for you.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: When Your Proposal is Off the Mark

    Play Episode Listen Later Aug 21, 2024 25:22


    Our goal in sponsorship is to find the right balance between what we charge and the value it brings to the partner.But what happens when we are way off the mark? In this episode, we dive into what to do when your proposal is not quite what the sponsor was expecting, and how to navigate that conversation to find a fit.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: 3 Trends in Sponsorships for the second half of 2024

    Play Episode Listen Later Aug 7, 2024 33:23


    Sometimes the best way to see & confirm what's happening in the sponsorship industry...is to head to the bar.Connecting with other people working and prospecting deals can help drive our strategy.In this episode, we explore three key trends we've identified through conversations with industry executives. Join us as we dive into what's shaping the future of sponsorships.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: Managing Sponsors who are Impatient for Results

    Play Episode Listen Later Jul 12, 2024 39:36


    In any advertising, results take time. Especially when the buying cycle is long for a sponsor.So how can we manage our sponsor's expectations when they grow impatient for results?This week, we dive into how you can ensure that you and your sponsor are on the same page for results and a timeline to reach them.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: How to successfully build holidays into your sponsorship packages

    Play Episode Listen Later Jul 5, 2024 34:41


    Holidays have become a staple in sports. From the 4th of July baseball and soccer matches to Christmas being a battle for viewership between American football and basketball.But how can we build them into our sponsorship packages to bring value?In this episode, we dive into how you can maximize the value of your more popular holidays...as well as some of the less-known ones.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: Building Championship Inventory into your Sponsorships

    Play Episode Listen Later Jun 21, 2024 34:42


    Playoffs aren't promised...and championships for most teams are a rare privilege.So how can we make sure we're ready as a sponsorship department for when our team gets there?On this episode of The Inches Podcast, we dive into the 3 Do's and Don'ts of sponsorships when it comes to playoffs and championship games.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: Getting internal buy in from other departments

    Play Episode Listen Later May 31, 2024 41:36


    Many times in sponsorship, we need buy-in from other departments to execute the packages we sell. Whether it's the social media team, facilities, or even game ops...we need them to help and authorize the items we sell.So how can we get them on board with what our sponsors want and need?In this episode,  we dive into some ways you can get that internal buy-in before you close your additional sponsorship assets.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: Finding Great Sponsorship Prospects In Unusual Places

    Play Episode Listen Later May 24, 2024 40:19


    We've all been there in prospecting. We either have hit a rut...or we're plateauing and struggling to find new business.So where can we find those diamonds in places that few salespeople would look?In this episode, we dive into a few areas and strategies to help you get out of the new business rut while opening new market segments for your sponsorship team.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: How to deal when a sponsorship pitch/meeting goes bad.

    Play Episode Listen Later May 7, 2024 36:13


    We've all been there. You went into the pitch with a great plan, a great package, and a great feeling this will be a win with a new prospect.And then, it falls flat. You get those stares, frowns, and bewildered looks throughout the presentation.So how can you adjust to potentially save the deal?In this episode,  we dive into a few tweaks you can make to ensure that even if a meeting goes south, you can salvage it for a win.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: Maximizing sponsorship inventory in your offseason

    Play Episode Listen Later Apr 28, 2024 36:52


    When we are in season and have full stadiums is normally when sponsors are looking to reach our fans. It's where most of our sponsorship inventory lives.But what about the off-season? How can we maximize our revenue with off-season events WHILE avoiding oversaturation?In this episode, we dive into the perfect ways your team can look at and activate your off-season for sponsors new and old.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: How to break into a Sports Sponsorship Job if you are Outside the Industry

    Play Episode Listen Later Apr 19, 2024 37:46


    You want to work in sponsorships...but the problem is you have been working in another industry for the last 5 years.So how do you make the jump into the industry if you don't have any direct sports sponsorship experience?In this episode, we dive into how you can make the industry switch...and even how to think about hiring an applicant who is outside the industry as a current sponsorship hiring manager.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: The Rise of Women's Sports and it's Effect on Sponsorships

    Play Episode Listen Later Apr 7, 2024 42:40


    With this year's NCAA WBB March Madness, we are seeing the exciting sports and players getting the distribution and attention they deserve. The result is an explosion in viewership rates and popularity.So how will this affect the sponsorship industry as a whole?In this episode, we dive into how we see the sponsorship industry shifting with the addition of another major player in the sports landscape for brands to sponsor.

    Rookie & The Vet: How to Run Successful Recap Meetings in Sponsorships

    Play Episode Listen Later Mar 22, 2024 35:38


    Recaps are a part of life in sponsorships. Your sponsors paid you money for a service, now it's time to show them the results & value.But are you doing recaps in a way that builds confidence and future business?In this episode of The Inches, we dive into sponsorship recaps and how your team can build a strategy that drives trust with your sponsors.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: The Logo Slap Episode

    Play Episode Listen Later Mar 15, 2024 35:14


    We've all heard the term in sponsorship, Logo Slap....It's a vivid term used to describe simply putting a sponsor logo on an asset and calling it a day, hoping fans will notice it in the stadium.Brands hate it. So why is it so prevalent in our space?In this episode, we dive into what Logo Slap is, why it doesn't work, and how your team can combat it to drive results for your sponsors.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: Diving into our BEST & WORST Moments in Sponsorships

    Play Episode Listen Later Feb 26, 2024 45:16


    When you're in the sponsorship world for long enough, you will have some great days that make you proud, and some worst days that have you rethinking this industry.So what have our best & worst times been?In this episode, we dive into moments in our sponsorship journey, both good & bad, and what we learned from them.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: 2024 Super Bowl & Sponsorship Episode

    Play Episode Listen Later Feb 16, 2024 43:48


    Love this episode each year, and 2024 SB brought some interesting items and trends.On this episode of The Inches, we dive into how RIch & I saw the Super Bowl this year from a Sponsorship lens.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: How to manage problem clients in sponsorships

    Play Episode Listen Later Feb 2, 2024 41:16


    We've all had them. Sometimes great clients will turn into problem ones quickly. It is always on us in sponsorships to help guide them through the tough positions they sometimes put us in.But how can we specifically do that for each type of difficult client?In this episode, we dive into Rich's four most common problem clients we see in sponsorship and how to manage each to success for both sides.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: Staying Connected with Sponsors after the sale

    Play Episode Listen Later Jan 26, 2024 27:28


    You did it. You closed that prospect. Now they are a bonafide sponsor of your team. The work is over now...right?Nope. In partnerships, it is critical to stay connected with them throughout the year if we want a shot at keeping their business.But what are the best ways to do so without feeling transactional?On this episode of The Inches, we dive into a few key ways you can authentically stay connected to your new sponsors throughout the year.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: How To Successfully Do Prospect Research In Sponsorship

    Play Episode Listen Later Jan 12, 2024 33:59


    Research in sales is key. We can't go into a pitch with little to no understanding of our prospect's business or vision.But how much is too much research? When does it become overkill?We dive into a listener's question to answer how to think about and execute successful research on your prospects in sponsorship.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: Our 2024 New Year's Resolutions for Sponsorship

    Play Episode Listen Later Jan 8, 2024 29:05


    New Year's Resolutions are a funny thing. While a great way to reset the year, we also somewhat look to predict what is important to us for the upcoming year.So what about sponsorship in 2024?Here are our biggest resolutions for 2024 that your team should be looking out for to increase your results in the sponsorship industry.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: Navigating Long Term Contracts in Sponsorships

    Play Episode Listen Later Dec 15, 2023 44:11


    In sponsorships, our job is to generate revenue for our organization through the value we bring to brands.Long-term contracts help us guarantee that revenue across multiple.But how can we drive more long-term contracts with our sponsors? Even better, can we get our 1-year contracts to sign long-term ones?In this episode, we dive into the ins & outs of long-term contracts and how you should be thinking about them in your sponsorship sales.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: 3 Must Ask Questions to Help Set Sponsor Expectations

    Play Episode Listen Later Dec 8, 2023 33:41


    If we can't understand what a sponsor is measuring us on, how can we expect to drive results for them?Many times though, they won't come out with it. We have to be able to drive the full picture of their expectations for the partnership out of them.On this episode of The Inches, we dive into 3 questions you should be asking before every partnership begins to help you maximize results and manage expectations.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: How to think about in-kind/trade in sponsorships

    Play Episode Listen Later Nov 17, 2023 45:05


    Trade & in-kind is a part of sponsorship life. And while there can be some benefits to receiving them, there can be consequences if you take too many of them.But how can you manage expectations when your prospect offers up trade instead of cash?In this episode, we dive into how to handle in-kind offers from sponsors, and a few ways you can monetize if you do take them.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: How to Tweak your Follow-Up Strategy to Close More Deals

    Play Episode Listen Later Nov 9, 2023 43:57


    They say it takes 7-10 touchpoints to close a prospect on average. But lately, it seems like follow-ups have fallen flat in sales strategy.So how can you tweak your strategy to make sure your follow-ups don't make you feel like a pest?In this episode, we dive into the perfect follow-up strategy and mindset you can follow to close more deals with sponsorship prospects & renewals.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: How to Deal with Sponsor Misalignment

    Play Episode Listen Later Nov 3, 2023 39:33


    Whether it is on ideals or outcomes, our sponsors must be aligned with our team and fanbase before we sign them.But what happens if we find misalignments for a prospect? What if it is a huge deal financially for our team?In this episode of The Inches, we dive into how to handle sponsor misalignment and how you can work through the roadblocks.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: Qualitative VS. Quantitative Results for Sponsors

    Play Episode Listen Later Oct 20, 2023 38:22


    Knowing your sponsor's goals for the partnership is the first and most vital part of the prospecting process.But what if the goals they express are all qualitative? What if all quantitative? How do we ensure we are focusing on the right things to make sure that their partnership is a success?In this episode, we dive into how you can uncover both qualitative and quantitative goals from your prospect to ensure your sponsorship package is a home run.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: Diving Into Casino & Gaming Partners with Jose Garcia

    Play Episode Listen Later Oct 6, 2023 28:36


    Gaming & casino sponsorship is one of the fastest-growing verticals in our industry.But what do they look for when it comes to sponsoring sports properties?In this episode, we dive in with gaming industry vet Jose Garcia to peel back the curtain when it comes to how he thinks about and buys sponsorships in sports.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: Reaching the right person in sponsorship sales prospecting

    Play Episode Listen Later Sep 26, 2023 36:55


    You have a list full of potential sponsors and brands. You're excited to get started reaching out...but then it hits you.You don't know who the right person to reach out to is. How can you make sure you are contacting the right person to say yes?In this episode, we dive into how to identify the right person/ people to contact when reaching out...and a strategy to reach multiple decision-makers in one company.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: How to Handle Unsold Inventory in Sponsorship

    Play Episode Listen Later Sep 15, 2023 41:06


    If you're in the sponsorship industry, you've been there. The season is fast approaching and you have that outfield sign unsold.So what's the game plan to get value from it?This week, we dive into a game plan on how to manage your unsold inventory to come out on top before the season starts.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: How To Segment Prospecting In Sports Sponsorships

    Play Episode Listen Later Sep 8, 2023 51:05


    Being efficient and effective in your off-season sales prospecting is a foundation for hitting your goals in sports sponsorship. A bad plan or execution can leave you with missed revenue.So how can you make sure that you are spending your time wisely each prospecting season?In this episode, we dive into how segmenting your prospecting can help you close more deals this sales season.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

    Rookie & The Vet: How to structure your initial sales meeting in sponsorships

    Play Episode Listen Later Aug 25, 2023 55:54


    You've done the work, made the calls, and got your first meeting with a prospect in sponsorship.But how can you make sure that the initial pitch meeting leads to a close?On this episode of The Inches Podcast, we dive into a winning structure for your sales meetings to help drive more revenue for your team.--The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, Sr. Director of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

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