Seems similar to marketing partnerships from my time in the NBA. The brand (paying the money) always got loads of data back from the team, but I don’t recall the team getting much data from the brand unless the brand was a data provider. That may have changed since I’ve been away though.
That's fascinating... even at a massively powerful league! Thanks for sharing. Did the team ever ask for post-campaign data from the brand side? And if so, would brands usually share it? Or was it more that the team/league didn’t need or push for that visibility?
Seems similar to marketing partnerships from my time in the NBA. The brand (paying the money) always got loads of data back from the team, but I don’t recall the team getting much data from the brand unless the brand was a data provider. That may have changed since I’ve been away though.
Honestly, I’m not entirely sure as I was running comms not partnerships, but I’m sure we asked. Interesting read (sort of related) out of Cannes: https://www.morningbrew.com/stories/2025/06/16/influencers-are-taking-over-advertising?utm_source=substack&utm_medium=email
That's fascinating... even at a massively powerful league! Thanks for sharing. Did the team ever ask for post-campaign data from the brand side? And if so, would brands usually share it? Or was it more that the team/league didn’t need or push for that visibility?