The Inches

The Inches

www.sqwadhq.com
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.


Rookie & The Vet: How To Build Innovation Into Your Sponsorship Department Culture
Aug 12 • 38 min
The pandemic has forced our industry to innovate and drive more ways to connect with fans digitally.It also exposed how inadequately we’ve been set up for innovation in our departments.This week on The Inches Rich and I dive into how you can build…
Rookie & The Vet: Planning For If *Knock On Wood* Sports Come Back To A Halt
Aug 5 • 31 min
We are, for the most part, getting our sports back. But we would be foolish to assume that we won’t see a shutdown again and make a plan for our sponsors & teams.How should we go about making that plan?This week on The Inches Rich and I dive into…
Rookie & The Vet: How To Communicate Your Activations Correctly To Your Fans
Jul 29 • 41 min
With games coming back it will be more important than ever to pull fans back into the attention of our sponsors.But what is the best way to communicate with our fans to ensure they engage with our activations?Thanks to a listener question, this week we…
Rookie & The Vet: How to properly upsell your assets to sponsors
Jul 23 • 36 min
The easiest customers to sell to are your current customers. They know (hopefully) that you can bring value and have built trust in your product.But what is the best way to upsell them on new assets?This week on The Inches Rich & I jump into how you…
Rookie & The Vet: The 14 Sports Sponsorship Sales Commandments Pt. 2
Jul 16 • 34 min
Continuing from last week, we dive into Rich Franklin’s 14 sports sponsorship sales commandments 8-14 to finish the list off.This is a perfect time to get back to our sales roots and help build our portfolio of skills as we dive into the renewal &…
Rookie & The Vet: The 14 Sports Sponsorship Sales Commandments Pt. 1
Jul 9 • 40 min
I brought Rich onto The Inches Podcast because of his experience in sponsorship sales over a 30 year career. The nuggets he gave me every time I walked into his office to chat were game-changing.As we look at the change in the industry today, it is so…
Rookie & The Vet: How Video & Nostalgia Can Bring Value To Your Sponsors
Jul 2 • 33 min
With no live games, we need to find ways to keep fans engaged and connected with our sponsors.Video is a huge part of the way our fans consume and can be extremely valuable for our sponsors. Sponsors are dropping major dollars on YouTube ads.This week…
Rookie & The Vet: The Next 100 Days In Sponsorship
Jun 25 • 45 min
When the shutdown first hit we did a 90 Day Sponsorship Plan episode to share how you can come out on top and survive with your sponsors.We’re 100 days into the sports shutdown. SO Rich & I thought it would be best to follow up.This week on The…
Rookie & The Vet: How To Blend Stadium Health & Safety With Your Sponsors
Jun 17 • 34 min
As we get back to our arenas opening it will be vital to educate your fans on how they can stay healthy and safe in your arena.But is there an opportunity to sync our sponsors with that message and education?This week on The Inches Rich & I dive…
Rookie & The Vet: Pulling Your Fans In While Your Games Are At A Remote Location
Jun 10 • 34 min
Games are re-starting in many of our leagues, which is amazing toward getting things back to normal.But these games aren’t on our turf. They will be primarily consumed on television by fans which don’t help us build assets for the make goods on our…
Rookie & The Vet: Sponsorship’s Role In Community Change
Jun 3 • 28 min
Sometimes in your industry, you need to have the hard conversations in order to create change. With the protesting we’ve seen in our country this week Rich and I felt the need to dive in to answer this question:What is sponsorship’s role in creating…
Rookie & The Vet: Utilizing Audio Content In Your Sponsorship Assets Part 2
May 27 • 38 min
Audio and sports have been connected at the hip for over 100 years. It is how our games spread like wildfire.Today, it is no different. Fans still want to consume content through audio. The only thing that has, and will always change is the platform…
Rookie & The Vet: 3 Scenarios To Plan For With Games Coming Back
May 20 • 35 min
Games are coming back slowly but surely, but there is still a ton of uncertainty in what that looks like.Will we have fans in the stands? Will we be playing games in front of empty stadiums?This week on The Inches Rich & I dive into 3 scenarios you…
Rookie & The Vet: Why Being The People’s Champ Is So Important In Sponsorship Right Now
May 13 • 32 min
Sponsors will remember what you did for them today in their biggest time of need. This is why being the people’s champ for them and your community is so important right now in the sponsorship industry.But what does that mean and how can I get…
Rookie & The Vet: Creating Spaces In Your Arena That Are Social, But Still Physically Distanced
May 6 • 33 min
Last week we dove into how you should think about your boothing and physical assets and we wanted to go a bit deeper with this week’s episode.This week we dove in deep about your mindset and some shifts in thinking about your physical spaces in your…
Rookie & The Vet: How to approach and re-think your physical assets in sponsorship
Apr 29 • 33 min
How to approach and re-think your physical assets in sponsorship.
Rookie & The Vet: The plan to get back into sponsorship sales mode
Apr 22 • 48 min
In sponsorship…we sell. And while we may have taken a hiatus with the shutdown we’re going to need a plan to get back into a place of generating revenue.This week on The Inches we dive into a plan for the resumption of your sponsorship sales efforts…
Rookie & The Vet: How To Price Your Assets In The New Sponsorship World
Apr 16 • 45 min
How To Price Your Assets In The New Sponsorship World
Rookie & The Vet: What To Do About Proposals You Sent Out Pre-Shutdown
Apr 8 • 28 min
You sent out proposals, you were about to hit your goal, it was all sunshine & rainbows….and then the shutdown hit.So what do you do about the sponsorship proposals you sent out? How do you talk with your sponsors about it?This week on The Inches…
Rookie & The Vet: Our Top 5 Digital Engagements We’ve Seen In Sports
Apr 1 • 28 min
Our Top 5 Digital Engagements We’ve Seen In Sports
Rookie & The Vet: How To Adjust Your Assets For When Games Come Back
Mar 25 • 41 min
How To Adjust Your Assets For When Games Come Back
Rookie & The Vet: The 90 Day Shutdown Sponsorship Game Plan
Mar 18 • 38 min
The 90 Day Shutdown Sponsorship Game Plan
Rookie & Guest David Millay: Building Sponsorship Assets With A Fan Journey Map
Mar 12 • 34 min
Building Sponsorship Assets With A Fan Journey Map
Sponsorship Tip Of The Week: Utilizing Instagram Close Friends In Sponsorship
Mar 10 • 8 min
Utilizing Instagram Close Friends In Sponsorship
Rookie & The Vet: Using Exclusivity Correctly in Sponsorship
Mar 5 • 30 min
How To Use Exclusivity Correctly in Sponsorship
Rookie & The Vet: Building a winning culture with Mike Johnston
Feb 27 • 32 min
Building a winning culture with Mike Johnston
Rookie & The Vet: What is digital and how do we class assets?
Feb 20 • 41 min
What is digital and how do we class assets?
Rookie & The Vet: Selling Benefits, Not Features, In Sponsorship
Feb 13 • 34 min
Sometimes we get so caught up in the features of our assets we forget that the sponsor is not buying the physical rink board or Facebook post, they are buying how that helps them reach the desired result.In this episode, we dive into how you can…
Rookie & The Vet: The Urgency In The Need For Digital Assets In Sponsorship
Feb 5 • 25 min
The Urgency In The Need For Digital Assets In Sponsorship
1Q Sponsorship Interview: Tayler Easton - What Brands Are Looking For In Youth Sports
Feb 4 • 5 min
What Brands Are Looking For In Youth Sports.
Rookie & The Vet: Using FOCUS as your sponsorship super-power
Jan 29 • 33 min
Using FOCUS as your sponsorship super-power
Rookie & the Vet: Setting up assets for gaming partners
Jan 24 • 29 min
Setting up assets for gaming partners
Rookie & The Vet: Looking outside sports for sponsorship inspiration
Jan 16 • 30 min
Looking outside sports for sponsorship inspiration
Rookie & The Vet: The Perfect Sponsorship Sales Email Template
Jan 9 • 35 min
Sales today, unfortunately, are driven a lot around automation & optimization…especially when it comes to the cold email.With this everyone is looking for the magic template they can send to close the deal.Well, there isn’t a template…but there…
Rookie & The Vet: Inside the mind of a 17 y/o sports fan |Part 2|
Jan 8 • 24 min
Inside the mind of a 17 y/o sports fan |Part 2|
Rookie & The Vet: Inside the mind of a 17 y/o sports fan |Part 1|
Jan 3 • 27 min
Inside the mind of a 17 y/o sports fan |Part 1|
Rookie & The Vet: 5 Sponsorship Resolutions For 2020
Dec 19, 2019 • 32 min
5 Sponsorship Resolutions For 2020
Rookie & The Vet: Utilizing your players, mascot, and humans in your sponsorship packages
Dec 5, 2019 • 23 min
Utilizing your players, mascot, and humans in your sponsorship packages
Rookie & The Vet: Managing your sponsorship sales pipeline during the season.
Nov 28, 2019 • 34 min
Managing your sponsorship sales pipeline during the season
The Rookie & The Vet: Evolving your sponsorship assets, a case study
Nov 21, 2019 • 28 min
A word being used a lot today in advertising is evolve. How can we evolve our assets to meet our brand’s demand and fan’s attention? This week on the Inches Rich dives into a case study with an AM radio station in Minnesota and we look at how you can…
Rookie & The Vet: How & when to pitch awareness to sponsors
Nov 14, 2019 • 33 min
How & when to pitch awareness to sponsors
Rookie & the Vet: Rich’s top 3 out of arena digital activations
Oct 31, 2019 • 23 min
Rich’s top 3 out of arena digital activations
Rookie & The Vet: Driving Value Beyond Couponing
Oct 24, 2019 • 23 min
Driving Value Beyond Couponing
Rookie & The Vet: 3 Digital Contests That Are Sure To Drive Sales
Oct 21, 2019 • 40 min
3 Digital Contests That Are Sure To Drive Sales
Rookie & The Vet: How you can build assets that close Telecom partners
Oct 10, 2019 • 25 min
How you can build assets that close telecom partners
Rookie & The Vet: Understanding & closing Fast Food partners
Oct 7, 2019 • 27 min
Closing fast food partners in sports.
On The Road: Chat with Ron Patel at New Mexico United
Oct 1, 2019 • 27 min
On the road chat with Ron Patel of New Mexico United
Rookie & The Vet: Understanding your Beer & Adult Beverage partners
Sep 26, 2019 • 28 min
Winning with beer partners in sports sponsorship
Rookie & The Vet: Winning With Auto Partners In Sports Sponsorship
Sep 19, 2019 • 28 min
Winning With Auto Partners In Sports Sponsorship
Rookie & The Vet: Utilizing Audio To Sell Sponsorship
Sep 12, 2019 • 20 min
How Audio Content Can Help You Bring New Value To Your Sponsors
Rookie & The Vet: What the heck is Tik Tok and how can it help me in sponsorship?
Sep 5, 2019 • 24 min
Using Tik Tok to help you drive sponsorship value.
Rookie & The Vet: Prospecting During The Season With LinkedIn
Aug 29, 2019 • 29 min
How to prospect during the season in sports sposnorship
The Rookie & The Vet: What To Do When A Sponsor Bails
Aug 22, 2019 • 27 min
What to do when a sponsor bails last minute
Rookie & The Vet: Closing The Deal In Sports Sponsorship With Deadlines
Aug 19, 2019 • 30 min
Using deadlines to drive answers from your prospects
Rookie & The Vet: How To Unlock New Sponsorship Revenue By Understanding Budget Buckets
Aug 1, 2019 • 21 min
How to unlock new sponsorship revenue by understanding budget buckets
Sponsorship Tip Of The Week 001: Creating Scalable Digital Content With The Snapchat Spectacles
Jul 24, 2019 • 4 min
I hear it A Lot…you don’t have the team or bandwidth to create digital video & content to post at scale on social media.I get it, not everyone has a 10 person social media team.This week I dive into how the Snapchat Spectacles can help save you…
Rookie & The Vet: How To De-Risk Your Sponsorship Packages For Partners
Jul 18, 2019 • 18 min
De-risking your sponsorship assets to partners
Rookie & The Vet: How To Successfully Run A Sponsorship Sales Pitch
Jul 11, 2019 • 35 min
Sponsorship sales structure and process for pitch meetings.
Rookie & The Vet: Competing for sponsorship when you’re the smaller team
Jul 5, 2019 • 26 min
Competing with the bigger teams in your market
Rookie & The Vet: Sponsorship Prospecting
Jun 27, 2019 • 31 min
Prospecting is sometimes a daunting task in sales. Are you reaching out correctly? Are you reaching out to the right person? How do you build that list?Rich & I dive into his process for prospecting in the sports sponsorship world.———The Inches…
Rookie & The Vet: Making Sure Your Partnership Package Pencils Out For Your Partner
Jun 21, 2019 • 27 min
Making sure your package pencils out for your sponsors.
Rookie & The Vet: Making sure your digital assets pencil out
Jun 7, 2019 • 33 min
In this week’s episode of The Inches Rich and Nick dive into how you can ensure the digital assets you are investing in and implementing actually lead to a return in terms of dollars.
Rookie & The Vet: Getting Started With Digital Assets
May 30, 2019 • 31 min
How to get started with digital sponsorship assets.
Rookie & The Vet: Digital vs. Traditional Assets
May 23, 2019 • 30 min
Digital vs. Traditional Assets, which are more valuable?
Rookie & The Vet: Matching The Brand To Your Sponsorship Assets
May 16, 2019 • 23 min
Rich & Nick chat through how to match your assets to your partner to ensure brand goals are being met.
Rookie & The Vet: How To Drive Sponsorship Revenue in the Off-Season
May 9, 2019 • 28 min
How to drive sponsorship value and revenue in the off-season
Rookie & The Vet: What Happens In Sponsorship During a Recession?
May 2, 2019 • 28 min
What happens in sports sponsorship during a recession? Nick & Rich dive in on how to come out the other side in great shape.
The Stunt: How to push awareness for your team with Rich Franklin
Apr 24, 2019 • 37 min
Rich & Nick talk about the Stunt and how you can implement it with your team.
The Dopest Digital Sponsorship Show - EP 001
Nov 30, 2018 • 7 min
EP 001: Highlighting the dopest digital sponsorship we saw this week.
Chatting ISL Agency With Tim Bailey
Nov 1, 2018 • 23 min
Chatting ISL Agency With Tim Bailey
Opening A New Arena With Trinity Gibbons of Portland State
Jul 18, 2018 • 25 min
We chat with Trinity Gibbons about opening a new building and her journey
New Arena, New Sponsors with Luke Mohamed D.C. United
Jun 26, 2018 • 20 min
New Arena, New Sponsors with Luke Mohamed D.C. United
Getting the NBL to top 3 in the world with Jeremy Loeliger
May 31, 2018 • 25 min
This week on The Inches we chat with Jeremy Loeliger, CEO of the National Basketball League in Australia to talk about getting the top tech, talent, & sponsors to the league.
Starting a new team in Sin City with Brett Lashbrook
May 22, 2018 • 21 min
Starting a new team in Sin City with Brett Lashbrook
Innovation With Penguins & Jack Tipton
May 9, 2018 • 30 min
Chat with Jack Tipton at the Pittsburgh Penguins
How To Rebrand A Team w/ Alex Yoh
May 1, 2018 • 23 min
Chat w/ Alex Yoh Delaware Blue Coats
Chat w/ Brett Ehrlich UCI Live
Apr 25, 2018 • 22 min
Chat with Brett Ehrlich, VP of sponsorships at UCI Live
Chat w/ Alex Chalmers Sporting KC
Apr 17, 2018 • 25 min
Chat w/ Alex Chalmers Biz Dev Manager Corporate Partnerships
Chat w: Taylor Mounts, Sponsorship Sales Journeyman
Mar 6, 2018 • 41 min
Chat with Taylor Mounts, Sponsorship Sales Journeyman
Chat w/ Ryan Norys, Sports Sponsorship Vet
Feb 21, 2018 • 30 min
Chat with Ryan Norys, a sports partnership vet
Chat w/ Cay Young of the LA Sparks
Feb 14, 2018 • 23 min
This week we chat with Cay Young, Director of Corporate Sponsorships for the LA Sparks, to chat WNBA, selling in a crowded LA, and her prediction for the WNBA finals in the 2018 season.
Chat w/ Danny Macklin Chief Exec Leyton Orient FC
Feb 1, 2018 • 13 min
Chat with Danny Macklin, Chief Executive at Leyton Orient FC.
Chat w/ Mark Davies, Head of Global Partnerships for Swansea City FC
Jan 23, 2018 • 21 min
Chat with guest Mark Davies, head of global partnerships for Swansea City FC
Give Your Brand Managers Cover With Digital
Dec 19, 2017 • 20 min
How meshing digital with traditional inventory can help you close more deals.
Quick rant on sports sponsor
Dec 11, 2017 • 5 min
My quick rant on the coming shift in sports sponsorship