Walk into a high school gym on a Friday night, and you’ll see the same setup that’s been there for years. Banners hanging on the walls, logos on the scoreboard, maybe a sponsor sign near the concession stand. It feels normal because it’s been done that way forever. But here’s the uncomfortable truth most people don’t talk about: almost nobody remembers those sponsors. People are there to watch the game. They’re talking to friends, checking their phones, watching their kid play, or yelling at...

Most companies don’t have a sponsorship problem. They have a usage problem. They sponsor events, support organizations, show up at trade shows, buy tables at dinners, put their name in the right places—and still walk away wondering if it was worth it. The event was good. The people were nice. The experience felt right. But when someone asks what actually came from it, the answer is usually vague. “Good exposure.” That phrase has carried many underperforming sponsorships over the years. The...

Most sponsorship feels safe. Safe usually means forgettable. If you’re investing money into an event, a platform, a conference, a show, a game, a gathering — whatever it is — you have a choice. You can show up quietly and hope someone notices. Or you can show up in a way that makes people feel something. The second option doesn’t require a bigger budget. It requires imagination. Here’s some advice I’d give any sponsor before they sign a check. First: stop asking, “What do we get?” Start...