Rookie & The Vet: How to Sell the Post-Season in Sponsorships

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.

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.

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.

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.

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.

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.

$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.

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.

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.

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.