Ad Age Marketer's Brief Sports uniform sponsorship—what brands should know with Jason Miller, head of partnerships for Excel Sports Management
Oct 30, 2024
Jason Miller, Head of Partnerships for Excel Sports Management, specializes in sports sponsorships. He discusses the rise of uniform patch deals and how they connect brands with fans. He shares insights on the changing landscape of sports marketing, drawing from his journey from radio sales to sports partnerships. Miller highlights the unique partnership of the Philadelphia Phillies, emphasizing community ties and brand alignment. The conversation reveals how creative sponsorships enhance brand perception while navigating traditional aesthetics in MLB.
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Jersey Patches Drive Multifaceted Value
- Jersey patches provide immense brand exposure, especially for lesser-known brands seeking rapid awareness.
- They also serve sales, hospitality, recruiting, and community engagement goals with unique team alignment.
Aura's Breakthrough Brand Moment
- Aura used a jersey patch deal with the Minnesota Timberwolves to gain sudden major brand awareness.
- This coincided with major news around the team and boosted Aura's profile inexpensively.
Begin with Immersion and Research
- Start uniform patch sales by immersing yourself fully in the team's ecosystem for unique value hooks.
- Analyze company fit locally and strategically before prospecting to maximize success.