Why “Icky” Sponsorship Doesn’t Have to Be Your Brand’s Future

August 14, 2025

Sponsorship marketing has earned the nickname “icky” for good reason, it often feels like sellers swapping audience attention for dollars. But that need not be the norm. In fact, a simple shift in mindset can turn what feels uncomfortable into something powerful and positive.

Slack, Email, and the Chaos of Sponsorship Collaboration

July 17, 2025

Slack, email, text messages, and cloud folders. These are the digital “tools” most sponsorship teams use daily. Unfortunately, these tools were never built for managing sponsorships—and they’re costing you time, accuracy, and peace of mind.

The Death of the Sponsorship Spreadsheet (And What Comes Next)

July 10, 2025

There was a time when managing sponsorships with a spreadsheet made sense. The deals were simple, the deliverables were fewer, and the performance expectations were... well, minimal.But that time is long gone.

From the Horizon Summit: Lessons Shaping the Future of Sponsorships, Stadiums, and Storytelling

July 2, 2025

Last week, our Trak team—Cameron Oliver (CEO) and Charles Reynolds (CRO)—had the privilege of attending the Horizon Summit, hosted by the San Francisco 49ers at Levi’s Stadium. This unique gathering brought together visionary leaders across sports, entertainment, technology, and sponsorship.

Reflections from Brand Innovation Summit Chicago 2025

June 18, 2025

The Ritz-Carlton in Chicago was buzzing with energy as marketers gathered for this year’s Brand Innovation Summit — and the newly rebranded (and proudly purple) Trak team was all in.

Meet the New Trak

May 23, 2025

Trak Software has a new look — but it’s more than just a visual update. It’s a reflection of how far we’ve come, and where we’re headed. Learn how our new design, tone, and focus support our mission to be the leading platform for sponsorship activation.

The Skills Behind Every Great Sponsorship

April 23, 2025

A great sponsorship doesn’t just happen; it’s built on a combination of careful planning, clear communication, and the right mix of skills. To ensure a sponsorship is successful and provides maximum value for both parties, it’s essential to develop and hone a variety of key skills. Let’s dive deeper into the skills that make the difference between an average and an exceptional sponsorship professional.

​Top Sponsorship Trends to Watch in 2025​

April 15, 2025

Here are the key sponsorship trends shaping the industry this year:.

4 Years Running: Highlights from the NFL Club-Led Activation Summit

April 9, 2025

Last week, Team Trak hit Charlotte, NC for one of our favorite events of the year — the NFL Club-Led Activation Summit — and this marked our 4th year in a row attending. (Yes, we’re officially regulars. Do we get jackets next year?)

A Work Trip to Remember: SportsPro NYC & More

April 1, 2025

Attending the SportsPro Conference in NYC was an incredible experience, packed with insightful discussions on the future of sports business, media, and technology. Networking with industry professionals and hearing from top leaders made it an invaluable event.

Trak’s at SportsPro New York 2025

March 25, 2025

The Trak team (featuring Chip Reynolds and Jermaine Davis) made the trek to New York City for SportsPro New York and SportsPro AI USA. It was our first time participating in either event, rubbing elbows with SportsPro Media’s largely European demographic—primarily focused on broadcast, distribution, social media, and revenue channels tangential to the global business of sport.

Most Memorable and Impactful Sponsorship Campaigns – Vote for Your Favorite!

March 21, 2025

Sponsorship campaigns have long been a powerful tool for brands to connect with audiences, enhance visibility, and build lasting relationships. Over the years, several campaigns have stood out, leaving an indelible mark on both the industry and consumers. Here's a look at some of the most memorable and impactful sponsorship campaigns:

Streamline Your Sponsorships with Our Free "Selling & Buying" Excel Template

March 13, 2025

Managing sponsorships can be overwhelming—juggling inventory, tracking partnership details, and ensuring everything stays up to date often leads to endless Excel tabs and scattered data.

“Your Cousin, From Boston”: 2025 National Sports Forum Boston Recap

March 5, 2025

The National Sports Forum returned to Boston for the first time since 1998. Trak was back as a sponsor, and it was a lively environment at the Westin Copley Square and the official bar, Yard House.

MAKE a Sponsorship Activation Plan...OR PLAN to FAIL!

February 27, 2025

In the dynamic world of sports and entertainment, effective sponsorship management is crucial for maximizing returns on investment. At Trak Software, we collaborate daily with agencies, brands, and rights holders to enhance their sponsorship portfolios.

Experiencing Super Bowl LIX: A Memorable Blend of Football and New Orleans Culture

February 17, 2025

Attending Super Bowl LIX in New Orleans was an unforgettable experience that seamlessly blended thrilling sports action with the city’s vibrant culture. Here’s a glimpse into my memorable trip:

Man vs. Machine - Introducing Trak Starr for Your Next Sponsorship Management Role

February 13, 2025

Fans of The Office might remember Dwight’s battle against the computer in sales—proving that human effort can outshine technology. But what happens when man and machine work together?

The Sponsorship Industry Nears a $1M Average Partnership in North America

January 15, 2025

The sponsorship industry is undergoing a major shift, with the average sponsorship deal in North America now approaching the $1 million mark.

The Problem with ROI-Only Thinking

December 18, 2024

This focus on numbers provides businesses with a clear, seemingly objective way to evaluate whether a partnership was "worth it." However, this traditional approach often oversimplifies the complex and multifaceted nature of sponsorships.

Celebrating Our Achievement: Achieving SOC Compliance

December 5, 2024

We are thrilled to announce that Trak Software has successfully achieved SOC compliance, marking a significant milestone in our commitment to data security and regulatory excellence.

Rid the world of poor performing sponsorships

November 26, 2024

At Trak Software, we believe it's time to eliminate underperforming sponsorships and focus on strategies that deliver measurable success.

Beyond Transactional: The Partnership Potential of Sponsorships

November 6, 2024

When people think of sponsorships, they often imagine a simple transaction: company A pays organization B to place a logo here or there. But the reality is that the most impactful sponsorships are anything but transactional—they are true partnerships.

Trak Announces Coca-Cola Partnership to Streamline Sponsorship Management

October 31, 2024

We’re thrilled to share that Trak Software has been selected by Coca-Cola to streamline their sponsorship management.

Top 5 Reasons Why Sponsorships Underperform

October 24, 2024

Sponsorships can be a powerful marketing tool, helping brands connect with audiences and drive business growth.

How Trak Software Transformed Sponsorship Management for the PGA Section: Erinn Lopez’s Success Story

October 7, 2024

Before using Trak, Erinn juggled complex sponsorships with spreadsheets, leading to missed deliverables, organizational chaos, and stress. With a small team and growing demands, Erinn needed a solution that offered structure and accountability.

Introducing Trak Software’s Mobile App: Manage Partnerships Anywhere

September 24, 2024

After over a year of development, we’re excited to release Trak Software’s new mobile app. Built for our on-the-go users, this app allows you to stay connected and manage your partnerships wherever you are.‍

Community Request for Sponsorship Example and Why Supporting Local Causes is Key to Sponsorship Success

September 12, 2024

This is a @TrakSoftware feature that empowers properties and brands to provide opportunities for visitors, friends, and customers to submit their info for great causes or events.‍In that spirit, it's essential to understand your local community and build a SCALABLE strategy to participate, here's some quick tips for success:

Sponsorship Strategy for a Market Leader: Mastercard

September 4, 2024

When it comes to global sponsorships, few companies have made as significant an impact as Mastercard.

The Toughest Challenge Facing Sponsorship Marketers Today

August 14, 2024

Discover why aligning unique sponsorship assets with business objectives is the toughest challenge for marketers today. Learn how to satisfy CMOs and stay ahead in the dynamic world of sponsorship marketing.

What is a Sponsorship Asset in Sports and Entertainment Marketing?

August 1, 2024

In the fast-paced world of sports and entertainment marketing, brands constantly seek ways to stand out and make a lasting impact.

Sponsorship Marketing can feel icky if you define it like this:

July 25, 2024

Sponsorship marketing has evolved significantly over the years. However, how it’s perceived and its reputation will largely depend on the approaches taken by creators and brands in the coming years.

Finding/Reaching Decision Makers at Brands & Agencies

July 17, 2024

Everyone in some form or fashion has tried to reach a decision maker at a brand or agency, whether if it was to find some of those much coveted ad dollars throughout our careers, to sell our latest software technology :) or just to help our kids in middle school sell candy bars.

Making a Difference: Intern Story

July 5, 2024

Erica's journey from a small town in Minnesota to the sports industry is a story of passion and perseverance. Despite limited local opportunities, her love for sports grew through high school participation and trips to professional games. Now at Trak, Erica combines her analytical skills with her sports passion, making a significant impact in sponsorship management.

2024 SBJ Brand Innovation Summit in Chicago: Celebrating Growth, Authenticity, and the Rise of Women's Sports

June 14, 2024

The 2024 SBJ Brand & Innovation Summit in Chicago did not disappoint; it was full of great informational sessions featuring numerous fantastic panelists.

From the Gridiron to Honky-Tonk: Highlights from the NFL Activation Summit in Music City

April 30, 2024

Looking back on our time at the NFL Activation Summit, I can't help but feel a sense of gratitude for being part of such an amazing event for the third year running.

Trak’s Reflections: 2024 SBJ World Congress of Sport (Presented by CAA) in Los Angeles

April 24, 2024

The Trak Software team experienced Sports Business Journal’s World Congress of Sport (Presented by CAA) at LA Live for the first time as a Showcase sponsor in April of 2024. Massive announcements (NHL to Utah) & storylines, but here are a couple of key themes for us:

Getting A Career In Partnerships On Track With Trak Software

April 19, 2024

After graduating from Virginia Tech in spring 2020, my job offer was rescinded due to the pandemic, leaving me uncertain about my next steps as I entered adulthood.

Beyond Ideas: The Key to Career Success in Sponsorship

April 9, 2024

In the world of sponsorship, big ideas often steal the limelight. They're the ones that make the headlines, the ones that everyone talks about.But let's take a step back and look beyond the glittering facade. A true dissection of what lies below the water of the Sponsorship Iceberg

The Trak Intern: An Unexpected Journey

April 3, 2024

Hi, I'm Thomas Wirth, and I am thrilled to share my journey as one of the inaugural interns at Trak Software.After a rewarding five-year stint playing college football in Oregon and earning a degree in exercise and health science, you might wonder why I'm interning at a partner relationship management software company.

Championship Level Sponsorship Performance & Playing Michigan’s Card

March 28, 2024

For those who know me, you know I’m a devout follower of Michigan football going back to my days in the dorms with the team, sidelines with ESPN/ABC Sports and as a Manager and practice QB for defensive backs and offensive line.

Trak's Kickoff to Summer Promotion

March 14, 2024

At Trak, we've always believed that our most powerful marketing comes from the satisfaction and positive experiences of our customers and advocates. Your satisfaction means the world to us, and we are thrilled to extend an exciting opportunity for you to be a Trak Ambassador!

Trak Software's Origin Story: How I survived my first GM role in Bozeman Montana

March 7, 2024

At the ripe age of 25, I had the pleasure of getting a job where the boots were much bigger than my feet. I screwed up a ton of things in my first few months, which is actually where the idea for Trak.io was born. Here's my story.

Mastering the Art of Building and Nurturing a Successful Sponsorship Department

March 7, 2024

The Gold Rush Shovel Comparison: 3 Trak similarities to Unearthing Value

December 5, 2023

a fascinating comparison between the OG must-have tools, shovels during the Gold Rush, and the modern-day game-changer, Trak software.

Breaking Free from the "Package" Conundrum: Evolving Sponsorships for Lasting Impact

December 1, 2023

In the ever-evolving landscape of sponsorships, the traditional approach of offering Gold, Silver, and Bronze packages is facing a reckoning.

Mastering Sponsorship Negotiations: 8 Lessons from "Never Split the Difference"

September 12, 2023

Negotiation is a critical skill in the world of sponsorship. Whether you're haggling over a a new partnership, hashing out asset or contract terms, or persuading a brand to buy your proposal, the ability to negotiate effectively can make or break your success in the industry.

12 Skills You Need to be Great at Sponsorship

August 31, 2023

12 proven skills to help you be a better sports marketer

The Trak Superhero

July 26, 2023

Previously (see Sponsorship Management Playbook ), the concept of the Trak Superhero was introduced to the community. Trak’s new Superhero Explainer Video provides its video debut

2023 SEAT - Hot Takes from Trak

July 19, 2023

The SEAT community got to experience Salt Lake City and some of the things that make the place special. Check out the Trak Happy Hour welcome from Gracies!

World Class Activation can be Attrition Insurance to help you avoid disaster

July 7, 2023

Sponsorship partner attrition refers to the situation where companies experience a loss or decline in their sponsorship partnerships over time. This can be detrimental to a company's marketing and brand-building efforts, as sponsorship partnerships often provide valuable exposure and opportunities to reach target audiences. To avoid sponsorship partner attrition, companies can consider the following strategies:

Sponsorship Activation is too important to Trust to a Free Tool

June 30, 2023

It is remarkable to hear prospective clients, agencies, brands and rights holders express frustration or even disappointment with the results of their sponsorship portfolio, but are so easily convinced that “next year” will finally be the year that their destiny will change.

How to Maximize Your Sponsorship Beyond Broadcast TV Exposure

June 5, 2023

For the first three decades of sponsorship, broadcast television and the assets that came with it were the most coveted.....

4 Ways to Integrate Community into Your Sponsorship & Why It Matters Now More Than Ever

June 2, 2023

Since the beginning of sponsorship, there has always been an expectation for right holders (and to a lesser degree their partners) to “give back” to the communities in which they operate.

The 4 Key Ingredients to the Perfect Sponsorship Recap

May 25, 2023

If you have ever tried to build, deliver or defend a sponsorship, you know that the Sponsorship Recaps are how its success, failure and renewal is often determined.

Trak Software speaks at the 2023 NFL Activation Summit

April 28, 2023

We were lucky enough to be invited to the NFL Activation Summit for a 2nd year in a row. Supporting this event and our customers is definitely a highlight for us as a company.

Trak is Giving Back Like Jack Would

April 27, 2023

In 2023, Trak started the first annual Jack Young Memorial NCAA Bracket Challenge with a portion of proceeds benefiting a charity of choice, which this year will be the Moffitt Cancer Center, the sum of which Trak will match as a company.

Why Partners "Do Not Activate" every single asset

March 20, 2023

3 helpful tips to increase your chances of renewals and upsells and to make sure your partnership doesn't get left on the scrolls of 2023

2023 National Sports Forum - #SponsorshipsWork & Trak’s Experience

March 8, 2023

Trak Software and the National Sports Forum - #SponsorshipsWork "Another National Sports Forum has wrapped up in rainy, cold Los Angeles."

How We Know #Sponsorships work…and you can too

February 3, 2023

Every day we work with clients that are being challenged by their leadership to demonstrate that Sponsorships work.

Trak Software Explainer Video

January 25, 2023

Trak Software Explained in 93 seconds

It's [almost] the end of the season; Did we activate everything? How to avoid poorly executed partnerships

September 21, 2022

The scary reality for most sponsorship marketers and how to avoid underperforming sponsorships

7 Deadly Disparate Tools of Sponsorship

June 20, 2022

The tools that are killing your productivity in Sponsorship Management

Trak keynotes the NFL Activation Summit in New Orleans

May 31, 2022

Trak keynotes the NFL Activation Summit in New Orleans

Back at the National Sports Forum & Better Than Ever

April 28, 2022

Trak was named the winner of the 2022 National Sports Forum (NSF) Tech Tank in Austin, Texas.

2021 Trak Customer Survey Results

March 29, 2022

2021 Customer Survey Results after using Trak's Award Winning Sponsorship Management Platform

Clear Bags Becoming a Fashion Statement at Texas and Beyond

August 29, 2021

Drive sponsorship revenue by utilizing clear bag policies - see University of Texas Sponsorship Example

Greenville Triumph SC on Playing Much Bigger via Trak Software’s Collaboration Service

August 26, 2021

Reigning USL League One Champions Integrate Trak Software Into Entire Partnership Portfolio

Trak Stars - Episode 2 - Brooke Manning

June 17, 2021

Brooke Manning, Manager of Partnership Activation with the Denver Broncos used Trak throughout her career

Kia Uses NBA Playoffs to Springboard Rebrand

June 9, 2021

Kia Rebrands using the 2021 NBA Playoffs sponsorship

Trak-ing Potential: ‘GO’, The Suns Gorilla, Partners with Guest List

May 24, 2021

The mascot strikes a first-of-its-kind partnership meaning there are endless opportunities to activate

UNC Launches Innovative Group Licensing Project with Alumni

April 14, 2021

The University of North Carolina has caught our attention with a first-of-its-kind group licensing program for its notable alumni, in conjunction with marketing and licensing agency, The Brandr Group.

Rocket Mortgage Breaks Ceiling on College Sports Naming Rights

April 14, 2021

Rocket Mortgage has become the presenting sponsor of Michigan State Men's Basketball.

The Masters of Simplicity

April 8, 2021

IBM and AT&T receive on-site and digital presence. It's simple, subtle, and even minimalistic.

LoanDepot Presents Opening Day Pick 'Em

April 1, 2021

The Official Mortgage Provider of Major League Baseball, loanDepot, harnessed the power of Opening Day, with a two week promotion leading up to the big day on April 1st.

Trak Stars - Episode 1 - David Vedder

March 18, 2021

Trak Software sponsorship interview, Episode 1 with Hilary Goldberg and David Vedder

The World of OTT and How it Impacts Next-Gen Sponsorship

March 9, 2021

Where the world of OTT is heading and how it creates next-gen sponsorship opportunities by Trak Software

NBA All-Star Game Puts Real Meaning Behind Winning and Losing

March 8, 2021

NBA All-Star game sponsorship supports Thurgood Marshall College Fund and the United Negro College Fund.

Qatar Airways Swoops in to Add Umbrella Approach to Sponsorship Portfolio

February 24, 2021

Euro 2020 and Qatar Airways as they reached an agreement this week to make Qatar Airways the official airline of the continent-wide tournament.

Budweiser Teams with Nets to Celebrate BKLYN

February 18, 2021

Budweiser Teams with Brooklyn Nets to Celebrate BKLYN for this Trak Sponsorship Vault Breakdown

A Spotlight on The Waste Management Phoenix Open

February 11, 2021

Trak Software Sponsorship Vault Breakdown - A Spotlight on The Waste Management Phoenix Open

2020 Trak Customer Survey Results

February 4, 2021

2020 Trak User Survey Results that show customer satisfaction and impact of owning Trak's Sponsorship Management Platform

The Simplicity of Product Placement with Cole Anthony

February 4, 2021

The Simplicity of Product Placement with Cole Anthony of the Orlando Magic - Sponsorship Breakdown by Trak Software

New England Free Jacks - Welcome to Modern Partnership Management

February 3, 2021

New England Free Jacks choose Trak Software to boost corporate partnership revenue and improve efficiencies

Super Bowl LV Experience gives Lowe's Rare On-Site Access

January 30, 2021

Trak Sponsorship Vault breaks down the Super Bowl 2021 Lowe's partnership

Qualtrics Captures the Depth of Jazz Fan Experience

January 22, 2021

Qualtrics and the Utah Jazz capture special moments in their Sponsorship of the Photo Experience

Bojangles at UNC Basketball an Exploration of Longevity

January 21, 2021

The Bojangles and Tar Heels basketball sponsorship is a hit, here's why

What’s in a Name?

January 15, 2021

With Trak Software, you get tracking. Centralized. Configurable. Collaborative. Tracking.

Fan Spotlights Break LS Tractor into College Sports

January 14, 2021

North Carolina State and University of North Carolina help LS Tractor reach college sports fans with Fan Spotlights

Rolex Cleverly Dominates PGATour.com

December 30, 2020

Rolex deploys some creative digital assets with the PGA Tour on PGATour.com to reach a valuable sponsorship audience

UCLA Health Connects Fans to Healthcare Reality

December 18, 2020

UCLA Health and Lakers promote #TeamLA with their LA Lakers Partnership

Trak CRO Charles Reynolds visits with Andrew on the Andrew Haines Show

October 16, 2020

Learn about the experiences that has helped shape the future of Digital Sponsorship Management and Trak Software

NBA Bubble Sponsor Watch - Miami Heat Top 10 broadcast

August 11, 2020

We collect and catalog the sponsor activations for the 2020 NBA bubble

Baltimore's Ravens Rise Program Institutes New Virtual Huddle Sponsorship Activation

July 29, 2020

Baltimore's Ravens Rise Program institutes new Virtual Huddle Sponsorship Activation

Northwestern University, The City of Evanston & Dynegy renovate a community basketball court

July 17, 2020

Northwestern Sports Properties by Learfield Sports deal with Dynegy to revive a worn out community court for their sponsorship deal, see description, announcement and pictures

Sponsored Caption Contest from the Chicago Bears and Dunkin Donuts

July 15, 2020

Caption Contest corporate sponsorship by Dunkin Donuts and the Chicago Bears - how and why it works and how you can recreate it.

5 Ways to Make Your Sponsorship Work in a Down Economy

June 6, 2020

how your company can make sponsorship work in a down economy no matter its impacting your company or the customers you are trying to influence through sponsorship.

6 Must-Have Tools for your Sponsorship Lab

May 31, 2020

6 Must-Have Tools for your Sponsorship Lab: To make sponsorships work for your company, you should think of yourself as a mad scientist, working with all types of chemicals and ingredients. Some of them will mix and create wonderful outcomes, beautiful art, and magnificent business results.