Elevating the Platform: Taking Sports Sponsorships to the Next Level

Sports sponsorships are evolving from static logo placement into dynamic, multi-platform partnerships. Teams and leagues are constantly rethinking how sponsorships are structured, activated, and measured. This panel brings together leaders from brands, teams, leagues, and agencies to examine how sponsorships are becoming long-term platforms rather than one-off assets, and how analytics supports better business outcomes within these partnerships. The conversation will explore how organizational leaders evaluate sponsorships as core drivers of growth and brand strategy. Panelists will discuss the balance between local market relevance and national or global scale, including how partnerships are activated within individual markets while fitting into broader league and brand ecosystems. With a focus on measurement, activation, and decision-making, this session offers a forward-looking view of how modern sports sponsorships are built, scaled, and sustained at both the team and league level.