sports-sponsorship
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MVT Knows the Sponsorship Is Only the Ticket In
The Evanston consultancy takes expensive sports partnerships past the logo wall - building narratives, calendars and media moments that can keep working after the crowd goes home.
X Games sold the big moment. Now it sells the whole season.
The action sports institution has turned individual daredevils into teammates and cities into franchises. Its first league season offers a glimpse of the business behind the tricks.
The Lacrosse League That Went Looking for a Hometown
Paul and Mike Rabil built the Premier Lacrosse League by taking the whole show on the road. Now local loyalties, a women’s league and $100 million in fresh capital are testing how far that idea can travel.
World Surf League sells the ocean. The ocean has other plans.
Professional surfing has sponsors, streaming deals and a world title race. Its most powerful business partner still refuses to keep a schedule.
Frank Bijman and the Marketing Work Behind the Wager
From Dutch football sponsorships to a Toronto online-gaming platform, Frank Bijman’s career traces how gambling marketing moved from mass-media moments to products, partners and regulated digital infrastructure.
When Tennis Canada’s $60 Million Summer Vanished, It Exposed the Flywheel Behind the Sport
A two-city tournament pays for courts, coaches and champions across a continent-sized country. The pandemic revealed how fragile that bargain was - and the rebuild offers a playbook for any mission-led organization with one very profitable product.
TicketManager Turned a Drawer of Unused Mets Tickets Into a $110 Million Bet on Corporate Hospitality
Corporate tickets look glamorous until someone has to allocate 80 seats, chase 80 guests and explain the expense to finance. TicketManager built a business around that unglamorous middle - then bought its oldest rival and took a $110 million majority investment to make the category bigger.
Jess Schnurr Dreams Big for a Living
She trained for a trading desk, took one advertising class, and ended up building the brand voice of a Wall Street giant - ring that says 'Dream' still on her right hand.
Kansas City Chiefs
Kansas City still sells football on Sundays. The more revealing business is everything built around it - a year-round engine of tickets, content, commerce, sponsorship and belonging that now travels far beyond Arrowhead.
Alex Kerr
Alex Kerr is the CEO and founder of Trajektory, a Chicago-based sponsorship analytics platform he started in 2020 to fix the broken, incomplete data that sports rights holders and brands relied on to value their partnerships. A former baseball player at Kenyon College and business intelligence leader at Monumental Sports & Entertainment, Kerr built Trajektory's first product in Tableau before turning it into an AI-driven platform that now tracks more than $180 billion in annual sponsorship value and works with roughly half of the major professional teams in North America. In May 2026 the company raised $8 million to expand its engineering, sales, and AI capabilities.
Trajektory
Trajektory is a Chicago-based sponsorship intelligence platform that helps teams, leagues, brands, and agencies measure the value of every sponsorship asset - digital and non-digital - in one place. Using AI logo detection and data aggregation across broadcast, streaming, social, in-venue signage, email, web, and mobile, it turns months of manual recap work into real-time, auditable reporting. The platform tracks more than $180 billion in annual sponsorship value and works with roughly half of major North American pro teams.