Are you selling the emotion of sports—or just space on a banner?

Sponsors crave passion, loyalty, and excitement—but what they’re really buying is the inventory that gives them access to it.

So, how do you make sure your sponsorship assets are actually delivering? And how can you confidently say they’re working?

In this episode, we break down how to manage, audit, and optimize your sponsorship inventory to drive real results—for your sponsors and your team.

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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.

In sponsorships, numbers define our worth—but are all numbers created equal?

Does the real value for sponsors come from reaching the largest audience, or is it about engaging the same fans more often?

In this episode, we break down the impact of reach vs. frequency, how each influences sponsorship ROI, and how your team should be leveraging them to maximize value.

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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.

$800M+ was spent on Super Bowl ads this year. That is an insane amount of money to reach probably one of the most captivated audiences in sports.

So, were they successful?

In this episode, we delve into the standout & dud commercials from Super Bowl LIX.

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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.

If you are in sales, you've been met with this objection. You gave the pitch, you got the proposal ready, then right before it's time to sign...you get this objection;

"I don't have the budget".

In this episode of The Inches, we dive into how to work through this objection with your prospects, and how you can set up your sales meetings to make it less likely to come up.

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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.

Gone are the days when a simple logo slap was enough. Today, sponsors expect real fan engagement—activations that create memorable connections.

But how do you ensure your activations actually work?

In this episode, we break down the three critical questions you must ask to guarantee your activations drive value for both your team and your sponsors. Tune in to learn how to create experiences that go beyond branding and deliver real impact.

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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.

It's 2025, the new year. A fresh start to reset, refocus, and refresh your sponsorship strategies going into 2025.

Each year, Rich and Nick discuss five resolutions you should make in the new year as you continue to grow in the sponsorship industry.

In this episode, we dive into the 5 we have for 2025.

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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.

We're back at it with our predictions for 2025 in sponsorships. A staple episode for the Podcast.

In this episode, we'll dive into 5 predictions we see as most vital for the sponsorship industry for 2025.

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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.

Each year we dive into our sponsorship resolutions on the podcast. The question becomes, did the industry keep up with the resolutions we set?

In this episode, we dive into our 2024 resolutions and see how the industry held up as we round the year out.

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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.

Coming up with ideas for sponsorships can be a bit challenging. We constantly want to create the activation that will bring value to the sponsor...and wow them at the same time.

In this episode, we dive into 3 activation ideas you can implement TODAY with minimal investment to move the needle for that partnership you are struggling with.

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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.

You did it, you signed that new sponsor. The ink is still wet on the contract.

What you do immediately afterward sets the foundation for the rest of the relationship.

In this episode, we dive into a 30-day plan your team can implement to ensure your new sponsors and team are ready for their activation while building the new relationship.

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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.