The Inches: A Podcast About Sports Sponsorship

282 episodios

Rookie & The Vet: Less is More in Sponsorships
04/06/2026 | 39 min
More inventory. More reach. More sponsors....more revenue?
Not always.
In this episode, we dive into why less can be more in sponsorships, and how you can drive the same revenue with less...but make it more meaningful for sponsors.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds & Coachella Valley Lakers and Nick Lawson, Co-founder of SQWAD.
Rookie & The Vet: Selling Sponsorship when you don't own your Stadium
21/05/2026 | 36 min
Many times, we don't own the building we play games in. For sponsorship, that means it can limit how we activate and sell.
So how can we get past that to maximize our value and sales for sponsors.
On this episode, we dive into ways you can creatively still create value in venue, even when you don't own the building.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds & Coachella Valley Lakers and Nick Lawson, Co-founder of SQWAD.
Rookie & The Vet: What NASCAR can teach us about Sponsorships
13/05/2026 | 45 min
We've talked about it a ton on this podcast. Sometimes the best inspiration comes from seeing sponsorships outside of your own sport.
Sometimes, it involves jumping out of your whole sporting event structure.
On this episode, we dive into NASCAR and what we can learn for how the sport and organization activates brand sponsors on race day.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds & Lakers and Nick Lawson, Co-founder of SQWAD.
Rookie & The Vet: The Pricing Gap in Sponsorships
28/04/2026 | 49 min
The price of sports sponsorships have gone up dramatically over the last 10 years. Which makes sense. Sports have never been more popular and viewed.
But what does this mean for the whole ecosystem? And how might smaller teams take advantage of this?
In this episode of The Inches, we dive into conversation around how high prices means a fragmented market, and how your brand or team can navigate it.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.
Rookie & The Vet: Notes from Coachella Activations for Sponsorships
14/04/2026 | 49 min
Coachella & Stagecoach, 2 concerts that consume the city of Indio in the Coachella Valley. The city almost doubles in size across 2 weekends.
Brands notice...and they put their creative hats on to stand out and activate.
So what can we learn in sponsorships from these activations?
Luckily we have boots on the ground with Rich Franklin, and on this episode of the Inches we dive into what he's noticing around the event and how it can help you rethink your sponsorships.
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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

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Welcome to The Inches, a podcast that looks at how digital is changing the sports sponsorship & marketing game. Each week we dive into the struggles and issues we face in the sports and event sponsorship space.Hosted by Nick Lawson & Rich Franklin.Nick is the co-founder of SQWAD, a digital sponsorship activation company that works with some of the biggest sports teams in the world to help them bring ROI & engagement to their in-stadium activations.Rich is the Sr. Director of corporate partnerships for the Oakview Group, Acrisure Arena, and AHL Coachella Valley Firebirds. He has over 30 years of sponsorship sales experience in the sports and radio broadcast industry.Jump in and take a listen as we navigate through some of the toughest and most challenging aspects of the sponsorship business!

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The Inches: A Podcast About Sports Sponsorship

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