Analyzing the sponsorship landscape, I think too often property reps try to sell the fact that they have 70,000 persons in attendance each game or 675,000 fans in attendance over the course of the season... But who are these fans? How often do we dissect who these fans are and what they really like? Most properties now provide potential corporate partners with traditional Scarborough demographics (Gender, Race, HHI, etc.), but do we do a good enough job understanding and selling their purchasing tendencies?

What got me thinking about this topic was a recent article in Event Marketer magazine (February 2008 edition). Read More here: