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In-Depth

Innovative activations

Sponsors and brands get creative to connect on experiential, digital and social level

The key to a successful sports sponsorship hinges on how a deal is activated. And keeping an activation interactive and engaging is a moving target for brands and properties alike. Inside, we highlight eight innovative activations — from home run targets to first pitch memories, from players aiming basketballs through a sunroof to fans voting on esports all-stars — where the interests and goals of sponsors and properties aligned to deliver memorable, entertaining and inspiring experiences for fans and players alike.

Monster’s tantalizing home run reward

Starwood delivers for baseball fans

Raptors, Ford add digital content to deal

Bud Light contest creates esports all-stars

NHL deal pays off for U-Vend

Sunoco takes sound of track to fans

Delta, Sounders unite ‘Fabric’ of community

Nissan uses Rio rebrand for vehicle debut

SBJ Morning Buzzcast: May 3, 2024

Seismic change coming for NCAA? Churchill Downs rolls out major premium build out and Jeff Pash, a key advisor to Roger Goodell, steps down

Learfield's Cory Moss, MASN/ESPN's Ben McDonald, and Canelo

On this week’s pod, SBJ’s Austin Karp has two Big Get interviews. The first is with Learfield's Cory Moss as he talks about his company’s collaboration on EA Sports College Football. Later in the show, we hear from MASN/ESPN baseball analyst Ben McDonald on how he sees the college and professional baseball scene shaking out. SBJ’s Adam Stern shares his thoughts on the upcoming Canelo-Mungia bout on Prime Video and DAZN.

SBJ I Factor: Molly Mazzolini

SBJ I Factor features an interview with Molly Mazzolini. Elevate's Senior Operating Advisor – Design + Strategic Alliances chats with SBJ’s Ross Nethery about the power of taking chances. Mazzolini is a member of the SBJ Game Changers Class of 2016. She shares stories of her career including co-founding sports design consultancy Infinite Scale career journey and how a chance encounter while working at a stationery store launched her career in the sports industry. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

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