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Orioles Park
8 Brand Objectives for Sports Sponsorships

Corporate Partnerships are evolving… Years ago, sports sponsorships were by and large a feel-good expenditure: The SVP of Marketing loved seeing his company logo on a big sign in your venue or the CEO was enamored with the VIP access her company received as…

Opening Day 077 Steve Croke
Opening Day Sold Out? Time to Get to Work

Opening Day. Two words that symbolize hope, new beginnings and a whole lot of excitement. No matter how last season ended, your team is 0-0, in first place (even if only for a day), and your fans are eagerly awaiting for the gates to…

The Future Of Your Franchise Lies In Your Current Fans

This article has been reposted with permission from Mediapost.  When Billy Beane, the Oakland Athletics’ GM, approached the 2002 MLB draft, he threw out the old statistics teams used to gauge players. Avoiding subjective metrics like stolen bases and fielding percentage helped the A’s…

9 different fans representing different segments
6 Revenue-Maximizing Segments for Sports Teams

Teams know when their schedules are released that there will be “easy” and “hard” games to sell. Typically, we see our clients rank their games based on opponents, start time and day of the week. Those rankings shift over the course of the season…

Making a Segmentation Strategy? Start with Data Depth

With limited attention spans and limitless competition, a marketing strategy aimed at anyone and everything can’t succeed. So you segment your audience: you serve ads to people who have visited your site, you focus email campaigns on people who have engaged on certain parts…

facebook data to dollars cover image
Facebook ROI Secrets for Sports & Entertainment [Guide]

No matter whether you’re a brand, sports team, venue or individual, chances are you’re on Facebook. There are nearly 1.8 billion active monthly Facebook users around the world (not even counting Instagram or WhatsApp, which are owned by Facebook. Of course, being on Facebook…

San Antonio Spurs arena filled with people
Seizing the Fan Data Opportunity with Mike Malo

The former Spurs exec gives us his take on the future of sports marketing. Earlier this month, Umbel brought Mike Malo, former VP of Brand and Marketing for Spurs Sports & Entertainment, on board as VP of Business Development to focus on strategic partnership…