The Inches: A Podcast About Sports Sponsorship

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...

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&ap...

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 identi...

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 s...

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-f...

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 inv...

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 podcas...

$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. Host...

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. --...

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 g...

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 dig...

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...

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...

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 &amp...

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 &amp...

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...

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 chanc...

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 I...

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...

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 sp...

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...

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...

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 an...

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 Podcas...

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 & ev...