Common Thread

When I was in London a few weeks ago I was having conversations with other commercial executives from teams and one common thread stood out when we were discussing how to weave sponsorship deals. Most every deal is about relationships just as good business is about having positive relationships. If you ever have a business meeting with me you'll probably hear me focus on this. When I was a member of Echelon Front they really started keying in on the complex parts on the importance of building, fostering and maintaining good relationships internally and externally.

In the world of sports sponsorship, success hinges on more than just numbers and branding—it’s built on relationships. Strong, trust-based relationships between sponsors, rights holders, agencies, and athletes are the cornerstone of effective, long-lasting sponsorship deals. These relationships are vital not only for securing deals but also for maximizing the impact and value of those partnerships over time.

Thanks Comlux Aviation for the pic.

First and foremost, relationships foster trust. Sponsorship is a significant investment, and brands want assurance that their money will deliver a return—whether through exposure, engagement, or alignment with values. When a brand representative feels they can trust a rights holder or sports organization, it reduces the perceived risk and opens the door for deeper collaboration. Trust leads to honest communication, where both parties can be upfront about objectives, expectations, and concerns. This transparency increases the likelihood of creating a deal that truly works for everyone involved.

In addition, strong relationships lead to better customization and creativity. Every brand has unique goals—whether it's building awareness, driving sales, or entering a new market. When there’s a close working relationship, the sports property can better understand the sponsor's vision and tailor opportunities accordingly.If there's good trust then the sponsor will open up more and reveal details about the company which can help build the sponsorship program. This collaboration can result in more innovative activations, better fan engagement, and ultimately more memorable campaigns that stand out in a crowded market.

Good relationships also lead to longevity. In sponsorship, one-off deals are less valuable than multi-year partnerships that can evolve and grow. Long-term deals provide stability for both parties and allow campaigns to build over time, delivering compounding value. Strong relationships are what make sponsors want to renew, even when budgets are tight or market conditions shift. If a sponsor feels genuinely valued and understood, they’re far more likely to stick around.

Moreover, in the dynamic and often unpredictable sports industry, having strong relationships makes problem-solving easier. Whether it's a crisis (like a postponed season), underperformance, or a shift in brand strategy, good relationships mean both sides are more likely to work through challenges constructively. Last season I witnessed this first hand when one of the teams I worked with had significant issues with drivers and I had to pivot, get creative and lean in on my good relationships with sponsors so they wouldn't withdraw. There's a mutual willingness to adapt, compromise, and find solutions, rather than walk away.

Another benefit is the power of word-of-mouth and networking. When sponsors have a good experience working with a team, league, or agency, they’ll often recommend them to peers. Reputation matters hugely in the sports business, and being known as someone who builds and maintains great relationships can open doors to more opportunities. 

In short, relationships in sports sponsorship are not just “nice to have”—they are essential. They underpin trust, fuel creativity, drive renewals, support problem-solving, and help build reputations. While data and ROI matter, it's the people behind the partnerships who make them thrive. In an increasingly competitive sponsorship landscape, the ability to build and nurture strong relationships is one of the most valuable assets anyone can have. It's woven into the thread of a great sponsorship program.