The SponsorshipX Podcast – Détails, épisodes et analyse

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The SponsorshipX Podcast

SponsorshipX

Business & Entrepreneuriat

Fréquence : 1 épisode/14j. Total Éps: 20

Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape.

Each episode delivers fresh insights, actionable strategies, and behind-the-scenes access to the people and programs redefining how sponsorship works—whether in sport, culture, entertainment, or community. From CMO spotlights and partnership case studies to emerging trends and future-focused debates, The SponsorshipX Podcast is where marketing leaders come to learn, connect, and grow.

New episodes drop regularly, so join us as we elevate the conversation—and the industry.

Because when it comes to sponsorship, we don’t just talk. We champion.

Hosted on Acast. See acast.com/privacy for more information.

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ROO: Beyond ROI - Measuring Objective Outcomes

Saison 1 · Épisode 1

mardi 20 mai 2025 • Durée 47:29

Key Takeaways Transcript

Press play to uncover key strategies and fresh perspectives as we explore how to measure success beyond monetary returns, with a focus on objective outcomes with Mary Beech, Chief Growth Officer, Thorne and Mark Harrison, Founder, MH3 Collective.

Show Notes

Episode Summary

This episode of Sponsorship X dives into ROI in sponsorship with Mary Beach,

Thorne’s Chief Growth Officer. Mary shares real-life case studies, analytical

approaches, and how sponsorship fuels business growth, highlighting the “negative

split” strategy for long-term success. Learn how to measure success beyond simple

impressions and leverage partnerships for authentic brand enhancement.

In This Episode:

00:00 Welcome to Sponsorship X

00:31 Meet Mary Beach: The Runner

03:01 The Negative Split Strategy

05:39 A Career in Marketing

07:41 The Power of LinkedIn

08:10 Innovating at Disney

11:01 Transitioning to Thorne

13:08 Metrics That Matter

16:03 Creative Collaboration

19:11 Finding Your Value

21:11 Getting Thorne on the Public Stage

24:00 Partnerships for Performance

27:11 Measuring Success

29:51 Understanding Key Metrics

31:01 Partnerships and Brand Alignment

32:48 Personalized Wellness Solutions

34:05 Authenticity in Athlete Partnerships

36:05 Measuring Fan Engagement

39:04 Coaching Partners to Keep Score

41:02 Maximizing Sponsorship Investments

42:23 Applying Negative Split Strategy

46:33 Celebrating Success and Moving Forward

Key Takeaways:

● Apply the “negative split” strategy: Run the second half of your career (and

life) even better than the first, leveraging experience and knowledge.

● Prioritize key metrics: Focus on brand awareness, customer acquisition, and

lifetime value for measurable impact.

● Maximize sponsorship assets: Go beyond simple contracts; actively manage

and utilize all partnership resources for optimal ROI.

● Cultivate authentic partnerships: Choose partners aligned with your brand

values and whose audiences genuinely connect with your message.

● Measure and share results transparently: Regularly track key metrics and

share progress with partners to foster collaboration and accountability.

Resources Mentioned:

● Jeff Galloway’s running books

● Younger Next Year book

● Creativity Inc. by Ed Catmull

● The First 90 Days book

● Andrew Huberman Podcast

Hosted on Acast. See acast.com/privacy for more information.

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Post-Event Metrics: The Long-Term Impact of Sponsorships

Saison 1 · Épisode 3

lundi 9 juin 2025 • Durée 39:05

Key Takeaways Transcript

What happens after the confetti falls and the crowds go home? That’s where the real ROI work begins.

In Episode 3 of The SponsorshipX Podcast, we tackle “Post-Event Metrics: The Long-Term Impact of Sponsorships”—a must-listen conversation about proving value after the final fan interaction.

Join Host Julian Franklin, Principal, Franklin Management Group with Melissa Moskal, Manager, Partnerships, PNE and Jamie Corr, Managing Director Sports & Entertainment, Burson.

🎙 Show Notes | S1 E3 | The SponsorshipX Podcast

Post-Event Metrics and Long-Term Impact

This episode explores how to measure sponsorship impact beyond event day. Julian Franklin introduces the speakers and sets the stage for a deep dive into activation success and what drives enduring brand resonance.

Defining Metrics That Matter

Jamie Carr recounts the evolution from early, simplistic metrics (like AVE) to more strategic, customized measurement tools. He stresses aligning metrics to brand-specific goals from the outset. Melissa Moskal adds that removing ambiguity by aligning KPIs across departments ensures all parties are working toward the same outcomes.

Impact Through Community & SustainabilityTransparency and Alignment Are KeyDigital Assets Amplify EngagementPurpose-Driven, Values-Aligned SponsorshipTools and Thinking Must Evolve

Measuring Success in Cause-Driven Sponsorships

Saison 1 · Épisode 2

lundi 2 juin 2025 • Durée 52:15

Key Takeaways Transcript

Exploring how organizations can effectively measure the impact of purpose-led partnerships, blending actionable insights with real-world case studies.

Panel

Jennifer Frees, Chief Business and Marketing Officer, TIFF

Bob Park, Chief Brand Officer, GE Appliances Canada

Jenny Yuen, Group Head & Executive Vice President, People, Culture & Partnerships, Kids Help Phone

Host: Espanda Ghorbannia, Founder & Principal, CONVOY COMMUNICATIONS

🎯 Key Takeaways

Core Points:

Cause-driven sponsorships require true alignment between brand values and the cause, going beyond transactions to create meaningful impact.
Authenticity is essential; campaigns must reflect deep audience understanding and shared values.
Co-creation between brands and causes leverages each side’s strengths for more resonant campaigns.
Data insights—especially into audience sentiment and needs—are critical to building impactful, real-world campaigns.
ROI in cause marketing includes brand awareness, sentiment, and social impact—not just sales.
The future sees causes leading with insight and innovation, with brands supporting their vision for greater authenticity and impact.

🔍 Summary

Introduction

This episode explores success in cause-driven sponsorships, underscoring the importance of alignment, authenticity, co-creation, and data insights in crafting campaigns that make a difference.

Fan Sentiment as a Metric

Saison 1 · Épisode 4

lundi 16 juin 2025 • Durée 49:40

Key Takeaways Transcript

In Episode 4 of the SponsorshipX Podcast, we dive into one of the most timely and transformative topics in sponsorship: fan sentiment—and how it’s fast becoming a leading indicator of marketing success.

“Fan Sentiment as a Metric” was recorded live at the inaugural ROI Forum, where host Mark Harrison sat down with three influential marketers to explore how emotional connection is measured, managed, and turned into meaningful ROI.

Featuring insights from:

🎤 Chris Schoengut, Director of Brand & Partnerships, Great Outdoors Comedy Festival

💼 Kyle Simons, Executive Director, Sports & Entertainment, JPMorgan Chase & Co.

🌍 Cindy Medynski, Director, Sport & Culture Events, Explore Edmonton

From comedy tents to cultural tourism to global finance, the conversation crosses sectors to answer one big question: What do fans feel—and why does it matter?

In this episode, you’ll hear:

How brands are applying sentiment tracking tools to evaluate activations
Why emotional metrics are becoming a core pillar of sponsorship ROI
What obstacles still exist in quantifying fan sentiment
Stories from the front lines where data meets emotion

Valuation vs. Performance: Maximizing Asset Impact

Saison 1 · Épisode 5

lundi 23 juin 2025 • Durée 30:45

Key Takeaways Transcript

🎧 Recorded live at the inaugural ROI Forum — hosted by Julian Franklin.

If you’ve ever struggled with determining what your sponsorship is worth—or how to make it work harder—this episode is for you.

Episode 5: “Valuation vs. Performance: Maximizing Asset Impact” brings together two of the industry’s leading minds in sponsorship measurement for a frank and insightful discussion on how brands and properties can better understand, price, and optimize their partnerships.

Featuring:

📊 Francis Dumais, Managing Partner, Elevent

🧠 Julian Franklin, Principal, Franklin Management Group (and your host for this episode)

Recorded live at the inaugural ROI Forum, this special podcast session explores the intersection of data, strategy, and real-world application, unpacking what is often misunderstood when it comes to sponsorship valuation and performance metrics.

🎙 In this episode, you’ll learn:

The difference between valuation and performance—and why both matter
The most oversized mistakes rights holders and brands make when pricing assets
What tools and frameworks do top marketers use to measure sponsorship value
Why impact isn’t just about impressions—it’s about influence and outcomes

Whether you’re building a business case for investment or proving one, this conversation offers practical guidance for elevating your sponsorship strategy.

Total Sports Performance

Saison 1 · Épisode 8

mardi 15 juillet 2025 • Durée 33:04

Key Takeaways | Transcript

From the Croisette to the Metrics: A Cannes Conversation on the Future of Sponsorship

What happens when two sponsorship minds connect on the Riviera? You get a candid, forward-looking podcast straight from the Cannes Advertising Festival.

In this latest episode, SponsorshipX founder Mark Harrison sits down with Jay Prasad, CEO of Relo Metrics, to reflect on how Cannes has evolved from rosé-fueled parties to real, business-building conversations. One of the most notable shifts? The rising profile of sports marketing. From headline panels to high-profile activations, sport is no longer on the sidelines—it commands the main stage.

Recorded live at the Festival, the duo dives into the evolution of sponsorship measurement, the growing demand for accountability, and the role of innovation in shaping modern partnerships. Prasad also shares the inside story of Total Sports Performance, Relo’s powerful new collaboration with VideoAmp, designed to give brands a smarter, more comprehensive view of sponsorship ROI.

🎧 Tune in to hear two industry leaders unpack the trends, tools, and transformations redefining sports and entertainment marketing.

Hosted on Acast. See acast.com/privacy for more information.

Data in Real-Time Sponsorship: Tools and Techniques

Saison 1 · Épisode 7

mardi 8 juillet 2025 • Durée 48:10

Key Takeaways | Transcript

Episode 7 of our ROI-focused season explores how real-time data reshapes sponsorship strategy and performance measurement.

SponsorshipX ROI Forum - Speaker Images - Yoeri Gerrits 3 (1)

Yoeri Geerits, Senior Consultant at YouGov Canada, joins us to discuss the tools, techniques, and insights that help brands capture what audiences think right now—and why that matters more than ever.

This episode, hosted by Norm O’Reilly, Dean of the University of New England and Partner at T1, reveals how public opinion tracking, consumer sentiment, and cultural pulse checks can turn sponsorship into a precision tool for business growth.

📊 If you’re in the business of impact, this one’s essential listening.

Hosted on Acast. See acast.com/privacy for more information.

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The Evolution of Sports Sponsorship: Data-Driven Fan Engagement

Saison 1 · Épisode 6

mardi 1 juillet 2025 • Durée 30:45

Key Takeaways | Transcript

In our latest episode, we’re exploring the intersection of fandom, data, and measurable impact.

Host Espanda Ghorbannia, Founder & Principal of CONVOY COMMUNICATIONS, leads a powerhouse panel featuring:

🔹 Mark Jeffery, Founder & CEO, Aquimo

🔹 Armaan Ahluwalia, former Head of Strategic Commercial Solutions, Alpine F1

🔹 Matthew Hoffmann, EVP, Two Circles

Together, they unpack how data changes the game—from traditional stadiums to digital platforms—by creating smarter fan connections and unlocking real ROI for rights holders and brands alike.

🎙️ This is where performance meets purpose. Don’t miss it.

Hosted on Acast. See acast.com/privacy for more information.

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From Red Bull to Grow Cycling: Eliot Jackson’s Ride to Impact

Saison 2 · Épisode 2

mercredi 17 septembre 2025 • Durée 37:28

Transcript

Recorded outdoors in Whistler — complete with a soundtrack of mountain wind and laughter — this conversation brings Mark Harrison together with Eliot Jackson: Red Bull commentator, content creator, founder of the Grow Cycling Foundation, and curator of Aspire, the Whistler event that champions cycling culture and community.

Eliot shares stories from his mother’s entrepreneurial journey to his partnership approach in building sustainable change through Grow Cycling. Along the way, he opens up about his creative content work for Red Bull, the unique way he balances sport, storytelling, and social impact, and what it takes to curate community-driven events that actually leave a legacy.

Listeners will walk away with a mix of sharp business insights, authentic life lessons, and more than a few laughs. This is Eliot's best: candid, inspiring, and relentlessly curious.

About Eliot Jackson

Eliot Jackson is a former professional downhill mountain bike racer who has become one of the most dynamic voices in cycling. As a commentator for Red Bull and co-host of some of the sport’s biggest broadcasts, he’s known for his energy, insight, and ability to connect fans to the action. Beyond the mic, Eliot founded the Grow Cycling Foundation, dedicated to expanding diversity and access in cycling. He is also the curator of Aspire, a cultural event in Whistler for an inspiring evening dedicated to building authentic partnerships with BIPOC organizations in cycling and the outdoors.

Hosted on Acast. See acast.com/privacy for more information.

Changemaker on the Mountain: Chris King of Outdoor Research

Saison 2 · Épisode 1

mercredi 10 septembre 2025 • Durée 35:22

Changemaker on the Mountain: Chris King of Outdoor Research

Join us for a dynamic conversation between Mark Harrison and Chris King, VP of Brand at Outdoor Research, recorded live at Crankworx Whistler during its momentous 20th anniversary. In this episode, we explore how Outdoor Research approaches sponsorship as a platform for authentic engagement and community-driven impact in mountain biking through innovative activations, meaningful partnerships, and immersive experiences. Chris unpacks the brand’s “Changemaker” philosophy in action, including their new Trick Showdown event, athlete collaborations, and dual focus on global visibility and grassroots connection.

Meet Chris King

Chris King, Vice President of Brand at Outdoor Research, has a rich background in creative storytelling and brand strategy and a steadfast passion for sustainability and outdoor culture. Before OR, he held roles in innovative leadership and content production—including at Rover.com and Bamboo—and earned his BA in International Business and Marketing from Carroll College. Based in Seattle, Chris blends his commitment to environmental stewardship and innovation into Outdoor Research’s brand narrative.

Key Conversation Highlights

Crankworx Sponsorship & Mountain Bike Strategy

Outdoor Research marks its third consecutive year as a principal sponsor of Crankworx Whistler, aligning with the festival’s milestone 20th anniversary. Chris explains why the event’s global reach and authentic mountain bike atmosphere make it a strategic fit for the brand.
Reflects on the success of 2024 activations—including sponsoring the Speed & Style event and launching the Freewheel MTB Collection onsite—and how those informed their elevated approach for 2025.
It emphasizes OR’s commitment to meaningfully engaging with all levels of the MTB community—from grassroots enthusiasts to professional riders—through genuine experiences, not just visibility.

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The SponsorshipX Podcast – Détails, épisodes et analyse

Détails du podcast

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Podcasts Similaires Basées sur le Contenu

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Apple Podcasts

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