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In our most recent Sports Leadership Benchmark Report – a data-driven insight into how C-suite leaders’ view the state of the UK sports industry – the rights-holders operating in the “top-tier” of UK sport projected average revenue growth of 11% for the forthcoming 12 months. Sponsorship was going to be a major contributor to this […]
In our most recent Sports Leadership Benchmark Report – a data-driven insight into how C-suite leaders’ view the state of the UK sports industry – the rights-holders operating in the “top-tier” of UK sport projected average revenue growth of 11% for the forthcoming 12 months.
Sponsorship was going to be a major contributor to this growth, they said. In fact, every single one of them – Premier League clubs and large national governing bodies – predicted “major” growth for their sponsorship business over a five-year period.
Why? Their live content delivers large eyeballs globally and consumer brands – particular in the betting, beer and car categories – need this scale more than ever.
But it’s a different story outside the top-tier, including in the Squeezed Middle, about which we have written extensively since Covid. These rights-holders – who number the majority in UK sport, and lack the scale delivered by the likes of the Premier League – have sizeable (and rising) fixed cost bases, and a volatile revenue model.
Those rights-holders in the Squeezed Middle projected revenue growth of 3% for the next year and only 20% believed their sponsorship business will deliver “major” growth in the forthcoming five-year period.
It doesn’t take too much of a jump to identify a split in the sports industry. And when it comes to sponsorship, it’s primarily because the sponsorship model has remained largely unchanged for the past 30 years. In that time, spend in the world of brand marketing has shifted digital, with nearly two-thirds of global ad spend going to just three companies – Amazon, Google and Meta.
Effectively, brand marketing has become a battle for who has the best data. Who can deliver a brand marketer the most agile, measurable way to spend their dollars. Hyper-efficiency.
All while many sports rights-holders continue to offer vague media values as their primary sell to potential partners, and sketchy, generic customer data if they get pressed for more detail. It’s a commoditised offering in a race to the bottom.
Category exclusivity – one of the founding “rules” of sports sponsorship – is one area that actually prevents rights-holders ability to grow sponsorship revenue. It made sense in the pre-internet era when the vast majority of sponsorship rights and activation were above the line. But in 2025, it just represents inefficiency.
Take the car sector as an example. The vast majority of rights-holders pick one car partner, yet their audience is likely to contain a wide range of customers with varying levels of spending power, driving preferences and lifetime relationships with their car. Providing one brand with exclusivity excludes all of those customers who do not fit that brand’s buying profile.
And for such a high-ticket item that they are likely to consider purchasing only once in a blue moon, it is vital for a car manufacturer to be in the right place at the right time: when for example a driver’s HP agreement expires, so they can offer a test drive. Automotive brands know what proportion of test drives convert to purchase. Car dealers therefore know if they know someone’s income, HP contractstatus and proximity to a dealership, a test drive is more often than not one step from a sale. This is where small data is so important: quality over quantity.
This is where sport could and should be playing. Brands want to connect with people and the emotive pull of sport is unparalleled. By combining this with the data and digital capabilities to deliver this kind of insight to a car company, sport can become a conduit for a D2C sponsorship model. Meaning those in the Squeezed Middle wouldn’t need to worry about scale and eyeballs to drive sponsorship growth.
It would also mean sponsorship activation falls below the line and enables rights-holders to do multiple deals with brands in the same sector, aligning customers with the right offer at the right time and being rewarded for actual commercial return.
Some rights-holders are experimenting with programmatic models, which are a sort of halfway house, but they are still relying on the Amazons, Googles and Metas to reach audiences, when they themselves should know and be able to reach their audience better than anyone.
This approach requires a proper investment in data strategy and the digital tools to deliver it, but we would argue that ought to be happening anyway. Revolutionising your sponsorship proposition becomes an additional benefit.
Select an option below to continue reading this premium story. Already a Honolulu Star-Advertiser subscriber? Log in now to continue reading. The University of Hawaii women’s water polo program, coming off back to back appearances in the national semifinals, announced two signings Monday. Coach James Robinson, entering his second season at the helm, said Asimina […]
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Sandi Rodriguez was named Assistant Director of Student Athlete Services in October 2018 after serving as the Administrative Assistant to Soccer, Softball and Tennis programs since 2015. Her current sport oversight includes Baseball, Soccer, Softball, Tennis, Beach Volleyball, & Indoor Volleyball. Prior to this appointment, Rodriguez served as an Administrative Assistant for Women’s Basketball, Men’s […]
Her current sport oversight includes Baseball, Soccer, Softball, Tennis, Beach Volleyball, & Indoor Volleyball.
Prior to this appointment, Rodriguez served as an Administrative Assistant for Women’s Basketball, Men’s Golf, Women’s Golf, Soccer, Softball, and Tennis from July 2015.
The Gray, LA. native, began her career as the McNeese Academic Study Lab Coordinator from January 2011 – June 2013. She received her Associate degree from McNeese in December 2010 and her Bachelor degree in December 2012.
Rodriguez is deeply involved in the community serving multiple roles within Pack 107 as a committee member, unit fundraising chair, unit advancement chair, and a pack administrator.
Rodriguez and her husband Jason have one son, Braedon.
LONG BEACH, Calif. – Long Beach State Men’s Basketball has secured the commitment of Demarshay Johnson Jr., as the big man will reunite with Chris Acker, transferring to the Beach from San Diego State. Demarshay Johnson Jr. | Center | 6-10, 220 | Richmond, Calif. A high-level Division I transfer with experience and […]
The Kansas City Royals announced Sunday night they are calling up their top prospect — MLB’s No.10 prospect overall — former Gators first-baseman Jac Caglianone. Caglianone has been making his rounds in pro baseball. The left-handed power bat has been dominating the minor leagues — and can now dominate in the majors. Caglianone was a […]
The Kansas City Royals announced Sunday night they are calling up their top prospect — MLB’s No.10 prospect overall — former Gators first-baseman Jac Caglianone.
Caglianone has been making his rounds in pro baseball. The left-handed power bat has been dominating the minor leagues — and can now dominate in the majors.
Caglianone was a dynamo at Florida. In his three years at UF, he broke countless records. Not only did he have the record for the most home runs hit in a season, but he also broke the career record with 75 home runs at UF — one more than Matt Laporta‘s 74.
Go call your dad, Jac! pic.twitter.com/AtWHPDmAzW
— Kansas City Royals (@Royals) June 2, 2025
Caglianone’s power has translated well to pro ball. Since getting drafted last July, he has climbed his way through the minors. He started his career playing for the Quad City River Bandits in 2024. In 29 games, he batted .241 with two home runs and 14 RBIs.
He then got called up to the Royals’ Double A affiliate — the Northwest Arkansas Travelers. During his time in Northwest Arkansas, he played 38 games batting well above .300 and hit the cover off baseballs with nine home runs and 43 RBIs. This quick offensive explosion got him a call up to Triple A with the Omaha Storm Chasers.
In just 12 games as a Storm Chaser, he continued his offensive tear — hitting .319 with 6 home runs and 13 RBIs including five home runs in his first four games.
The (very quick) rise of Jac Caglianone:
2024:
Drafted No. 6 overall by Kansas City
2025:
38 Games in AA
.322 BA + 9 HRs + 43 RBIsMay 18th – Promoted AAA
11 Games in AAA
.326 BA + 6 HRs + 13 RBIsJune 1st – called up to the Kansas City Royals pic.twitter.com/4lKsCwR8oK
— SleeperMLB (@SleeperMLB) June 2, 2025
The Royals have been getting their wins from their pitching staff. Kansas City’s team ERA is 3.13 — fourth best in baseball — and their strikeout to walk ratio as a team is just under 3-1. They are currently above .500, sitting at 31-29.
However, their run-scoring ability has left a lot to be desired. Kansas City has struggled to get their bats going all year. In 60 games played, the team has 198 runs scored on the season — tied for second worst in baseball. Kansas City also only has 34 home runs on the season — one less than the amount of homers Caglianone hit in his last year at UF and the least in the MLB.
Royals’ manager Matt Quatraro believes Caglianone could be a major spark for a struggling offense.
“He’s super talented,” Quatraro said during Spring Training. “When you see him step out onto the field, you can see that he’s athletic… he moves around the bag well and the power clearly stands out.”
JAC CAGLIANONE HOMER OUT OF THE BALLPARK
@nwanaturals | @Royals | @KCRoyalsPD pic.twitter.com/WDLWHuvAG0
— Minor League Baseball (@MiLB) April 6, 2025
The Royals have an off day before they hit the road. They will start their six-game road trip in St. Louis to take on their in-state rival Cardinals.
Caglianone is expected to make his major league debut tomorrow and it’s something that Gator fans and Royals fans have been looking forward to since draft day. He will be joining former Gator Jonathan India in the big leagues. First pitch at Busch Stadium is set for tomorrow at 7:45 p.m.
Two high jumpers refused to accept their medals at Saturday’s Oregon state track and field championships, opting instead to protest the inclusion of a transgender athlete at Hayward Field. Tigard’s Alexa Anderson and Sherwood’s Reese Eckard (who finished third and fourth, respectively) stood on the back side of the podium and didn’t grab their medals. […]
Two high jumpers refused to accept their medals at Saturday’s Oregon state track and field championships, opting instead to protest the inclusion of a transgender athlete at Hayward Field.
Tigard’s Alexa Anderson and Sherwood’s Reese Eckard (who finished third and fourth, respectively) stood on the back side of the podium and didn’t grab their medals.
One of the athletes, who tied for fifth in the high jump, is a transgender girl. The Oregonian/OregonLive is not naming the transgender athlete to protect her privacy.
Video from the day showed that a podium official gestured for Anderson and Eckard to move out of the way of the podium.
As of the 2024-25 school year, the OSAA’s policy on gender identity participation (Policy 37) allows student-athletes to participate in the activity that aligns with their “consistently asserted gender identity.”
Anderson told Fox News that she and Eckard protested at the podium in response to the OSAA’s policy that allows transgender students to participate in the sports that align with their gender identity.
“We didn’t refuse to stand on the podium out of hate. We did it because someone has to say this isn’t right,” she told Fox News. “In order to protect the integrity and fairness of girls sports we must stand up for what is right.”
The OSAA did not immediately respond to a request for comment about the student protest.
While there were no audible complaints from the crowd during the weekend, some attendees wore shirts that showed their displeasure with the OSAA’s current policy. Many wore shirts that said “Save girls sports” or shirts with “XX” on them to symbolize female chromosomes.
There was also some backlash on social media among anti-transgender accounts on X (formerly known as Twitter) like Riley Gaines and former tennis champion Martina Navratilova.
At the track and field state championships in 2024, McDaniels’ Ada Gallagher became the first known transgender student-athlete to win an individual state championship in Oregon. The OSAA keeps track of participation numbers in all activities, but the data does not include what gender a student was assigned at birth.
Gallagher’s time at Hayward Field last spring was a much different sight from this year’s state championships.
Last year’s 200- and 400-meter podium finishers were accompanied by Eugene law enforcement, and brought out to receive their medals by a different door on the ground floor at Hayward Field to ensure that they didn’t cross in front of fans in the stands.
Every time Gallagher’s name was called in the 2024 state meet, boos could be heard from the stands. They were loudest for the 200-meter dash final she won and were even louder when she was presented her medal.
This year, the Class 6A high jumpers were escorted to the field by an OSAA staffer. There was no visible law enforcement presence during the podium ceremony.
“We always review and try to learn from our events about how we can continue to provide a meaningful, championship experience to all student-athletes,” OSAA Executive Director Peter Weber told The Oregonian/OregonLive.
In February, President Donald Trump signed an executive order aimed at preventing transgender women and girls from participating in the sports that align with their gender identity.
A month later, that order was followed up with the U.S. Department of Education’s Office for Civil Rights opening an investigation into Portland Public Schools and the Oregon School Activities Association, claiming that the two entities are in violation of Title IX by allowing a transgender girl to compete in girls sports.
Weber has told The Oregonian/OregonLive that a policy that discriminates based on gender identity could lead to a loss of funding for schools under Oregon state law.
— Nik Streng covers high school sports in Oregon. Reach him at nstreng@oregonian.com or @NikStreng
A stellar season for the Nelson Volleyball 17U Club has come to an end, with the club finishing among the best in BC. A month after winning the Division Two Provincial Championships in Richmond, the team of West Kootenay teens competed in the 200-team Seattle Evergreen Classic May 24-26, finishing in the middle of the […]
A stellar season for the Nelson Volleyball 17U Club has come to an end, with the club finishing among the best in BC.
A month after winning the Division Two Provincial Championships in Richmond, the team of West Kootenay teens competed in the 200-team Seattle Evergreen Classic May 24-26, finishing in the middle of the pack of 28 teams in their division.
Nelson played eight close games with teams from US cities including Tacoma, Coeur d’Alene and Seattle.
Coach Sara Smith says the Nelson Club has come a long ways, languishing in Division Five only two seasons ago, but now amongst the best teams in BC.
“The arc of the team was perfect,” says Smith.
“They peaked in provincials, they came together and excelled at just the right time.”
The Richmond finals were the culmination of the Volleyball BC Super Series, with tournaments in Langley and Vernon as well.
“All the girls came in as athletes but left as real team mates,” says NVC captain Gianna Davidson, “we learned how to play as one, not just for ourselves.”
Davidson is one of four Grade 12s leaving the team, along with New Denver’s Ria Kosling, Nelson’s Paityn Lake and Crawford Bay’s Georgia Shuel.
Graduating player, and NVC alumni Kara Strong, who moved to join the Fraser Valley’s legendary Rain City club in January, was selected to the National U17 All Star Team, making her one of the top six 17U players in Canada. Strong went on to lead Rain City to a national club championship.
Smith, a former college player and mom of three who returned to club and school coaching for the last six seasons, says NVC has a promising year ahead.
“We’ve got a lot of girls coming up for next year and we’re going to field a 18U team,” says Smith, “we’ll see if we can break into the top 12 teams in the province.”
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