Biggest game in sports: money

A lot of real smart companies do some very dumb things with a whole lot of money.

Because they’re not making their sports sponsorship dollars deliver the same way they make the dollars they invest in other things deliver.

Sports sponsorships – even on a small scale – are often well rationalized corporate indulgences. This is a real shame, because sponsorships can be one of the most powerful tools you have to accelerate and protect sales and earnings.

The biggest game of them all takes place off the field. A few companies play it well and win. Most companies play it poorly and lose.

They leave millions on the table because they don’t properly hitch the power to their business plan.

If the main thing a company does is take customers to games, they’re being taken to the cleaners.