Richard Stirk’s Post

So proud and excited to see Laura Correnti continuing to push us all forward. Laura never stops moving and creates undeniable momentum with whatever she sets her mind to. AND she has set her mind to helping brands capitalize on the massive opportunity that is women’s sports. Not only will Laura and her new firm, Deep Blue, change the game for brands, I have no doubt she will make a real impact on the sports landscape overall. This is why Giant Spoon is all in on Deep Blue and Laura. https://lnkd.in/ggMnUEPT

Growing a Brand is Tough!! I think it’s even tougher in the sporting world where fans are extremely loyal and there is very little chance of getting them to switch brands(teams). For the last 10 years, Mamelodi Sundowns has had no competition on the pitch but Kaizer Chiefs and Pirates still remain the most successful brands off the pitch in terms of support and brand sponsorships. Clearly brands still see them as highly lucritive entities despite their poor on field performances. The question is how does Mamelodi Sundowns overcome this? 👆They should start speaking to Gen Alpha already because we already have our chosen team and the 12-14 year olds will be customers very soon 👆The PSL needs to grow across the continent. Now this one is not in their hands but if you want a different customer base, you have to invest in a little and start seeing yourself as a global brand. Luckily for them, they have plenty of players from a cross the continent and across the globe so it will not be very difficult to attract new customers but it’s time to see those investments.

In the fast-paced world of athletics and marketing, collaborations between iconic figures and brands have the power to transcend mere sponsorship agreements. The recent partnership between track and field sensation Sha’Carri Richardson and global beverage brand Sprite is a testament to this transformative potential, inspiring a new generation of trailblazers. At the heart of this collaboration lies a shared commitment to authenticity, resilience, and unapologetic self-expression. Sha’Carri Richardson, known for her electrifying speed on the track and her unapologetic embrace of individuality, embodies the spirit of breaking barriers and defying expectations. Her journey, marked by triumphs and challenges alike, serves as a powerful narrative of perseverance in the face of adversity. Likewise, Sprite, with its legacy of championing authenticity and celebrating diverse voices, emerges as the perfect partner to amplify Richardson's message of empowerment. Joining forces allows them to spark meaningful conversations and drive positive change on and off the track. In today's world, consumers crave authenticity. They seek brands and personalities that are genuine, transparent, and unafraid to speak their truth. As authenticity continues to reign supreme, partnerships should be built on shared values in order to be more impactful than ever. #marketingstrategy #empowerment #brandpartnerships #shacarririchardson #spritecampaign #authenticmarketing #brandcollaboration

Nothing new here but, as we enter the future, let’s not forget the impact of brand alignment and that the influence of professional football players on young minds cannot be overstated. The role our clients play as positive role models is more significant than ever before. Here's why: 1️⃣ Inspiring the next generation: Elite football players capture the imaginations of young minds, showing them that with hard work, dedication, and a passion for their craft, anything is possible. Through their achievements, they inspire young people to dream big and pursue their goals, both on and off the field. 2️⃣ Advocates for inclusivity and diversity: Top-tier professional football players have a massive platform, enabling them to champion social causes and promote inclusivity. They use their voice and their brand alignment to advocate for diversity, equal opportunities, and acceptance, sending a powerful and influential message to the world. 3️⃣ Creating positive change: Brand alignment allows football players to partner with organizations and initiatives that align with their values. It’s important that these choices are based on a solid set of ethical values. By lending their influential status, they can use their platform to bring attention to important social issues, raise funds for charitable causes, and create real, positive change within their communities and beyond. 4️⃣ Shaping new trends: Brand alignment in the future will witness a marriage of authenticity and relevance. Our clients will be informed to choose to collaborate with brands committed to sustainable practices, social responsibility, and ethical measures. By doing so, they will shape new trends, encouraging the industry to adopt more conscious strategies and impact the market in a meaningful, sustainable way. 5️⃣ Enhancing brand reputation: For brands, partnering with top-tier professional football players comes with tremendous benefits. By aligning themselves with players who serve as positive role models, brands can enhance their reputation, garnering trust and respect from consumers. This valuable association builds brand loyalty and can lead to long-lasting relationships with consumers who share similar values. #BrandAlignment #FootballPlayers #RoleModels #Inspiration #PositiveChange

I was fortunate to give a speech at Brand Innovators in Las Vegas this week titled "Under the Helmet: How the National Football League (NFL) Stays #1 in Sponsorships," and I wanted to pass along a few of the key takeaways for those who couldn’t attend: First, the "#1" in the title was based on the league generating almost 50% more sponsorship revenues than the next highest professional sports league. Beyond that, however, they have outperformed Fortune 500 companies with a remarkable decade-long CAGR of almost 10%, outperforming these companies by 38% annually. How did they do it in a nutshell? They’ve leveraged innovation and change to evolve the business in both slow and fast ways. - Developed and enhanced non-venue marketing platforms and content to generate value for brands in the wake of COVID (think podcasts, video series, social expansion). - Adopted an omnichannel approach in a changing advertising environment, resulting in 20% more assets being delivered to brands in the last 5 years. - Capitalized on NIL and athletes' growing social following and deals to create a new pipeline of potential partners. - Embraced new industries, non-traditional sponsorships, and high-growth startups flooding the market due to the massive deployment of venture capital over the past few years. - Continued to maintain focus on growing and maintaining their key enterprise sponsors, such as Anheuser-Busch, Verizon, and PepsiCo, resulting in the top 10 largest spending brands delivering 22% of total team sponsorship revenues. They’ve capitalized on much of this growth without the benefit of introducing jersey patches, new teams, or TV-visible signage. That said, when they did move a club like the Las Vegas Raiders to a new market with a new stadium, they saw massive returns (691% growth in a 36-month period for the club). The NFL's approach to sponsorships exemplifies a blend of tradition and innovation, demonstrating that even in rapidly changing markets, there's tremendous value in adaptability and strategic growth. This model not only ensures the league's continued dominance in the sports industry but also provides valuable insights for brands and marketers looking to elevate their own strategies. #sponsorship #sportsbiz #nfl

NFL MVP Iconic Saga founder Cam Newton tells an interesting story about the move from pro football to entrepreneurship and content creation. He talks about being authentic to who you are and building partnerships that work for both sides. Trey Holder at Brand Innovators can help your marketing team build the right athlete sponsorships. He talks about being authentic to who you are and building partnerships that work for both sides. Justin Alexander will tell you how IHG, a collection of hotel brands building awareness and consideration in a crowded marketplace, recognizes the value of sports and athlete partnerships. He talks about being authentic to who you are and building partnerships that work for both sides. When we started our Brand Innovators #BISummit panel discussion on Thursday, Feb. 29 (hosted by IHG Hotels & Resorts), we had a few core topics we wanted to hit on, but we low-key slid away from the prepared questions to let the conversation flow naturally. The lesson: Be authentic to who you are and have a conversation that works for all sides. Thanks to Cam, Trey and Justin for an enlightening conversation, and to Brandon Gutman and Carrie Keenan for inviting me and Delta Air Lines to have a role. Meanwhile: Rahsaan: Cam, you’re not just creating content around sports. Let’s talk about your YouTube show “Freaky Friday.” Cam: First of all, it’s called “Funky Friday,” with a “u.” What were you doing in the Uber ride coming up here, bruh?!? 😎 And I still couldn’t beat his shoe game. #Marketing #Communications #SportsMarketing #FunkyFriday #DeltaAirLines #KeepClimbing #Membership #SkyMiles #MarketingLeaders #Data #Insights #EmotionalBranding #HolidayInnExpress

I try to walk every morning as a way to center myself and prepare for the day. And I realized that when I return from that walk, I'm ready for pretty much anything that's going to come my way. So, ask yourself - what do I do to prepare myself for the day? What do I want to accomplish? What's preventing me from doing it? And how can I go through, around or over the obstacles in my way? As you start the week, please think about nominating someone for this week's Nice Guy/Gal Awards. Every Friday, I’ll share nominations for people who have been identified as nice guys (and gals). If you want to nominate someone, just shoot me a private message by 5:00 EDT on Thursday. There are only 3 requirements: 1) you have to be connected to the person you nominate 2) you can only nominate one person per week 3) you can’t nominate yourself 😀   If you want to provide a brief reason for your selection, that’s great, but it’s not a requirement. Let’s recognize people who make a difference simply by being nice. Have a great day, everyone. https://lnkd.in/gpHpPDq   #network #sportsbiz #people #niceguy #networking #sportsmarketing

Hot Take: The Game Has Changed - Fans Are the New MVPs 🌀 Gone are the days when a team's brand was built solely on its star athletes or championship titles. It's time to shift the focus from merely assembling superstar rosters to creating unforgettable fan experiences, fostering deep community engagement, and embodying a brand that stands for something more. 🌀 Picture a team celebrated for its off-field contributions to society and its ability to bring people together as it is for its on-field prowess. That's where the future lies. 🌀 To the traditionalists who might scoff at this notion, consider this: In a digital age where every game is at our fingertips, why do fans still flock to stadiums? It's for the experience—the communal euphoria of cheering together, the ritual of game-day traditions, and the sense of belonging to something greater than oneself. It's high time we recognized and capitalized on this shift. 🌀 Teams that understand this evolving landscape and pivot their strategies to prioritize fan experience, community engagement, and meaningful branding will not only lead the charge into the new era of sports but also secure their legacy for future generations. So, let's stop playing the old game and start building the future of sports, one experience at a time. #FutureOfSports #FanFirstExperience #Businessoperations

SAVE THE DATE! On September 13th, leaders of Deloitte's Sports practice and the Sports Business Journal will hold a webinar on today's immersed sports fan and how leagues and team can create personalized and unique fan experiences. Sign up today! #deloitte

How @Champion shifted its brand name from a noun to a verb with new campaign. The launch of a new global campaign, #ChampionWhatMovesYou focuses on people who champion causes — not just those who become champions in sports. #BrandStrategy #Campaigns #Creativity #Brand https://buff.ly/44PeeIr