The SponsorshipX Podcast

TranscriptAnother talk from the mountain as Mark Harrison, Founder of SponsorshipX, sits down with fellow entrepreneur Darren Kinnaird, the Managing Partner of Crankworx.Listen in as they discuss everything from building a global property from Whistler to tackling inclusion in mountain biking. The rising talents of women riders and their increasing participation in the Red Bull Joyride are notable. The integration of adaptive athletes in sponsorships with partners such as SRAM. Who knew that a conversation about inclusion would erupt at a mountain biking event?Here is about the Red Bull Joryide, termed the Super Bowl of Mountain Biking, the biggest slopestyle event in the world. It's a unique event that brings together the best riders from around the globe to compete in a gravity-defying spectacle. Beyond spectacular, and it gets bigger every year.Learn how Darren and the Crankworx team build a cultural showcase that not only drives patron value and tourism dollars but also makes a significant societal impact. It's more than just a sporting event; it's a platform for positive change.Crankworx and its partners are creating opportunities. But not overnight. What happens when you give an eight-year-old boy and an eight-year-old girl each a bike? What would they be able to do at eighteen? Listen in to find out!Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape. Hosted on Acast. See acast.com/privacy for more information.

TranscriptRecorded outdoors in Whistler — complete with a soundtrack of mountain wind and laughter — this conversation brings Mark Harrison together with Eliot Jackson: Red Bull commentator, content creator, founder of the Grow Cycling Foundation, and curator of Aspire, the Whistler event that champions cycling culture and community.Eliot shares stories from his mother’s entrepreneurial journey to his partnership approach in building sustainable change through Grow Cycling. Along the way, he opens up about his creative content work for Red Bull, the unique way he balances sport, storytelling, and social impact, and what it takes to curate community-driven events that actually leave a legacy.Listeners will walk away with a mix of sharp business insights, authentic life lessons, and more than a few laughs. This is Eliot's best: candid, inspiring, and relentlessly curious.About Eliot JacksonEliot Jackson is a former professional downhill mountain bike racer who has become one of the most dynamic voices in cycling. As a commentator for Red Bull and co-host of some of the sport’s biggest broadcasts, he’s known for his energy, insight, and ability to connect fans to the action. Beyond the mic, Eliot founded the Grow Cycling Foundation, dedicated to expanding diversity and access in cycling. He is also the curator of Aspire, a cultural event in Whistler for an inspiring evening dedicated to building authentic partnerships with BIPOC organizations in cycling and the outdoors.Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape. Hosted on Acast. See acast.com/privacy for more information.

Changemaker on the Mountain: Chris King of Outdoor ResearchJoin us for a dynamic conversation between Mark Harrison and Chris King, VP of Brand at Outdoor Research, recorded live at Crankworx Whistler during its momentous 20th anniversary. In this episode, we explore how Outdoor Research approaches sponsorship as a platform for authentic engagement and community-driven impact in mountain biking through innovative activations, meaningful partnerships, and immersive experiences. Chris unpacks the brand’s “Changemaker” philosophy in action, including their new Trick Showdown event, athlete collaborations, and dual focus on global visibility and grassroots connection.Meet Chris KingChris King, Vice President of Brand at Outdoor Research, has a rich background in creative storytelling and brand strategy and a steadfast passion for sustainability and outdoor culture. Before OR, he held roles in innovative leadership and content production—including at Rover.com and Bamboo—and earned his BA in International Business and Marketing from Carroll College. Based in Seattle, Chris blends his commitment to environmental stewardship and innovation into Outdoor Research’s brand narrative.Key Conversation HighlightsCrankworx Sponsorship & Mountain Bike StrategyOutdoor Research marks its third consecutive year as a principal sponsor of Crankworx Whistler, aligning with the festival’s milestone 20th anniversary. Chris explains why the event’s global reach and authentic mountain bike atmosphere make it a strategic fit for the brand.Reflects on the success of 2024 activations—including sponsoring the Speed & Style event and launching the Freewheel MTB Collection onsite—and how those informed their elevated approach for 2025.It emphasizes OR’s commitment to meaningfully engaging with all levels of the MTB community—from grassroots enthusiasts to professional riders—through genuine experiences, not just visibility.The Outdoor Research Trick ShowdownFor the first time in 2025, OR launched the Trick Showdown—an immersive, head-to-head “NBA Slam Dunk”-style MTB jam. Chris shares the creative intent behind the format and why the name encapsulates OR’s bold, playful spirit.Describes the role of athlete ambassadors in the event—as competitors, judges, or influencers—and how their involvement elevates authenticity and storytelling.Sponsorships Done DifferentlyChris articulates how OR prioritizes deep engagement over transactional brand deals. Their sponsorships involve immersive storytelling, athlete collaboration, and long-term community relationships.They assess success not just with traditional metrics, but through community sentiment, athlete trust, and cultural resonance—emphasizing sustainability and inclusivity as indicators of real impact.Global & Community-Focused ApproachBeyond Crankworx, Chris highlights Outdoor Research’s involvement in global and grassroots initiatives, including partnerships with the Access Fund, Leave No Trace, The Conservation Alliance, Evergreen Mountain Bike Alliance, PeopleForBikes, and events like the women-focused Sturdy Dirty Enduro.Discusses how OR navigates the balance between high-profile festival presence and long-term investments in trail advocacy, education, and access—demonstrating their Changemaker ethos at scale.Why Listen?This episode is a compelling case study in redefining sports sponsorship by centring community impact, purpose-driven activations, and authenticity. Chris King’s perspective offers a fresh blueprint for brands aiming to be Changemakers—not just sponsors—in the sport and culture they engage with.Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape. Hosted on Acast. See acast.com/privacy for more information.

Key Takeaways | TranscriptFrom the Croisette to the Metrics: A Cannes Conversation on the Future of SponsorshipWhat happens when two sponsorship minds connect on the Riviera? You get a candid, forward-looking podcast straight from the Cannes Advertising Festival.In this latest episode, SponsorshipX founder Mark Harrison sits down with Jay Prasad, CEO of Relo Metrics, to reflect on how Cannes has evolved from rosé-fueled parties to real, business-building conversations. One of the most notable shifts? The rising profile of sports marketing. From headline panels to high-profile activations, sport is no longer on the sidelines—it commands the main stage.Recorded live at the Festival, the duo dives into the evolution of sponsorship measurement, the growing demand for accountability, and the role of innovation in shaping modern partnerships. Prasad also shares the inside story of Total Sports Performance, Relo’s powerful new collaboration with VideoAmp, designed to give brands a smarter, more comprehensive view of sponsorship ROI.🎧 Tune in to hear two industry leaders unpack the trends, tools, and transformations redefining sports and entertainment marketing.Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape. Hosted on Acast. See acast.com/privacy for more information.

Key Takeaways | TranscriptEpisode 7 of our ROI-focused season explores how real-time data reshapes sponsorship strategy and performance measurement.SponsorshipX ROI Forum - Speaker Images - Yoeri Gerrits 3 (1) Yoeri Geerits, Senior Consultant at YouGov Canada, joins us to discuss the tools, techniques, and insights that help brands capture what audiences think right now—and why that matters more than ever. This episode, hosted by Norm O’Reilly, Dean of the University of New England and Partner at T1, reveals how public opinion tracking, consumer sentiment, and cultural pulse checks can turn sponsorship into a precision tool for business growth. 📊 If you’re in the business of impact, this one’s essential listening.Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape. Hosted on Acast. See acast.com/privacy for more information.

Key Takeaways | TranscriptIn our latest episode, we’re exploring the intersection of fandom, data, and measurable impact. Host Espanda Ghorbannia, Founder & Principal of CONVOY COMMUNICATIONS, leads a powerhouse panel featuring:🔹 Mark Jeffery, Founder & CEO, Aquimo🔹 Armaan Ahluwalia, former Head of Strategic Commercial Solutions, Alpine F1🔹 Matthew Hoffmann, EVP, Two Circles Together, they unpack how data changes the game—from traditional stadiums to digital platforms—by creating smarter fan connections and unlocking real ROI for rights holders and brands alike. 🎙️ This is where performance meets purpose. Don’t miss it.Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape. Hosted on Acast. See acast.com/privacy for more information.

Key Takeaways Transcript🎧 Recorded live at the inaugural ROI Forum — hosted by Julian Franklin.If you’ve ever struggled with determining what your sponsorship is worth—or how to make it work harder—this episode is for you.Episode 5: “Valuation vs. Performance: Maximizing Asset Impact” brings together two of the industry’s leading minds in sponsorship measurement for a frank and insightful discussion on how brands and properties can better understand, price, and optimize their partnerships.Featuring:📊 Francis Dumais, Managing Partner, Elevent🧠 Julian Franklin, Principal, Franklin Management Group (and your host for this episode)Recorded live at the inaugural ROI Forum, this special podcast session explores the intersection of data, strategy, and real-world application, unpacking what is often misunderstood when it comes to sponsorship valuation and performance metrics.🎙 In this episode, you’ll learn:The difference between valuation and performance—and why both matterThe most oversized mistakes rights holders and brands make when pricing assetsWhat tools and frameworks do top marketers use to measure sponsorship valueWhy impact isn’t just about impressions—it’s about influence and outcomesWhether you’re building a business case for investment or proving one, this conversation offers practical guidance for elevating your sponsorship strategy.Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape. Hosted on Acast. See acast.com/privacy for more information.

Key Takeaways TranscriptIn Episode 4 of the SponsorshipX Podcast, we dive into one of the most timely and transformative topics in sponsorship: fan sentiment—and how it’s fast becoming a leading indicator of marketing success.“Fan Sentiment as a Metric” was recorded live at the inaugural ROI Forum, where host Mark Harrison sat down with three influential marketers to explore how emotional connection is measured, managed, and turned into meaningful ROI.Featuring insights from:🎤 Chris Schoengut, Director of Brand & Partnerships, Great Outdoors Comedy Festival💼 Kyle Simons, Executive Director, Sports & Entertainment, JPMorgan Chase & Co.🌍 Cindy Medynski, Director, Sport & Culture Events, Explore EdmontonFrom comedy tents to cultural tourism to global finance, the conversation crosses sectors to answer one big question: What do fans feel—and why does it matter?In this episode, you’ll hear:How brands are applying sentiment tracking tools to evaluate activationsWhy emotional metrics are becoming a core pillar of sponsorship ROIWhat obstacles still exist in quantifying fan sentimentStories from the front lines where data meets emotionWelcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape. Hosted on Acast. See acast.com/privacy for more information.

Key Takeaways TranscriptWhat happens after the confetti falls and the crowds go home? That’s where the real ROI work begins.In Episode 3 of The SponsorshipX Podcast, we tackle “Post-Event Metrics: The Long-Term Impact of Sponsorships”—a must-listen conversation about proving value after the final fan interaction.Join Host Julian Franklin, Principal, Franklin Management Group with Melissa Moskal, Manager, Partnerships, PNE and Jamie Corr, Managing Director Sports & Entertainment, Burson.🎙 Show Notes | S1 E3 | The SponsorshipX PodcastPost-Event Metrics and Long-Term ImpactThis episode explores how to measure sponsorship impact beyond event day. Julian Franklin introduces the speakers and sets the stage for a deep dive into activation success and what drives enduring brand resonance.Defining Metrics That MatterJamie Carr recounts the evolution from early, simplistic metrics (like AVE) to more strategic, customized measurement tools. He stresses aligning metrics to brand-specific goals from the outset. Melissa Moskal adds that removing ambiguity by aligning KPIs across departments ensures all parties are working toward the same outcomes.Impact Through Community & SustainabilityMelissa shares several PNE case studies: CN Rail celebrated its 100th anniversary with PNE; a 12-year sponsor focused on sustainability rather than selling financial products; and an insurance company with a 14-year child safety initiative. These stories show that focusing on community benefit over short-term gains builds trust and lasting brand equity.Transparency and Alignment Are KeyMelissa stresses the importance of transparent conversations—especially with signing authorities and legal teams—to ensure everyone understands partnership objectives. This clarity helps avoid misaligned expectations and drives stronger results.Digital Assets Amplify EngagementJamie explains how digital activations create year-round engagement. While assets like tickets and signage remain important, digital storytelling enables sustained audience interaction. A brand’s story shouldn't end when the event does—it should evolve and persist across channels.Purpose-Driven, Values-Aligned SponsorshipPurpose can be powerful—but only when it’s authentic. Jamie advises brands to adopt frameworks like the UN SDGs to guide societal contributions and avoid politicization. Aligning with meaningful causes builds emotional resonance and consumer trust.Tools and Thinking Must EvolveJamie introduces the concept of marketing’s “fifth paradigm”: a human-centered approach that balances data with empathy. He and Julian agree that the future of sponsorship lies in long-term thinking—deep relationships rooted in shared values and mutual benefit. Flexibility, integrity, and intention are now the benchmarks of successful partnerships.Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape. Hosted on Acast. See acast.com/privacy for more information.

Key Takeaways TranscriptExploring how organizations can effectively measure the impact of purpose-led partnerships, blending actionable insights with real-world case studies.PanelJennifer Frees, Chief Business and Marketing Officer, TIFFBob Park, Chief Brand Officer, GE Appliances CanadaJenny Yuen, Group Head & Executive Vice President, People, Culture & Partnerships, Kids Help PhoneHost: Espanda Ghorbannia, Founder & Principal, CONVOY COMMUNICATIONS🎯 Key TakeawaysCore Points:Cause-driven sponsorships require true alignment between brand values and the cause, going beyond transactions to create meaningful impact.Authenticity is essential; campaigns must reflect deep audience understanding and shared values.Co-creation between brands and causes leverages each side’s strengths for more resonant campaigns.Data insights—especially into audience sentiment and needs—are critical to building impactful, real-world campaigns.ROI in cause marketing includes brand awareness, sentiment, and social impact—not just sales.The future sees causes leading with insight and innovation, with brands supporting their vision for greater authenticity and impact.🔍 SummaryIntroductionThis episode explores success in cause-driven sponsorships, underscoring the importance of alignment, authenticity, co-creation, and data insights in crafting campaigns that make a difference.Unique CampaignsPanelists shared standout campaigns:Rethink Breast Cancer used bold, youth-focused messaging to raise awareness.Nike backed Colin Kaepernick, boosting both credibility and sales.Kids Help Phone’s “Lonely Lunches” promoted youth connection and empathy.Meaningful ImpactCampaigns often exceeded expectations:TIFF’s “Share Her Journey” evolved into a global gender equity movement.GE Appliances pushed Canada Soccer to equally fund the women’s team.Feel Out Loud by Kids Help Phone empowered youth expression and drew support from artists and athletes.Measuring ROIROI extends beyond sales:Nike saw a 30% sales boost, but the key was authenticity.L’Oréal’s Women of Impact honored real stories.Giant Tiger’s anti-bullying campaign integrated Kids Help Phone to create safe spaces.Balancing Sponsorship with PurposeTIFF collaborates only with brands aligned to its mission.Kids Help Phone ensures internal alignment across brand, partnerships, service, and fundraising.GE Appliances tailors campaigns to each brand’s values and audience for maximum resonance.Future PredictionsWomen’s sports will achieve commercial parity, offering major sponsorship growth.Loyalty and values alignment will be critical for brands.Causes will lead, with brands supporting their direction for deeper partnerships.Welcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape. Hosted on Acast. See acast.com/privacy for more information.

Key Takeaways TranscriptPress play to uncover key strategies and fresh perspectives as we explore how to measure success beyond monetary returns, with a focus on objective outcomes with Mary Beech, Chief Growth Officer, Thorne and Mark Harrison, Founder, MH3 Collective.Show Notes Episode Summary This episode of Sponsorship X dives into ROI in sponsorship with Mary Beach, Thorne’s Chief Growth Officer. Mary shares real-life case studies, analytical approaches, and how sponsorship fuels business growth, highlighting the “negative split” strategy for long-term success. Learn how to measure success beyond simple impressions and leverage partnerships for authentic brand enhancement. In This Episode: 00:00 Welcome to Sponsorship X 00:31 Meet Mary Beach: The Runner 03:01 The Negative Split Strategy 05:39 A Career in Marketing 07:41 The Power of LinkedIn 08:10 Innovating at Disney 11:01 Transitioning to Thorne 13:08 Metrics That Matter 16:03 Creative Collaboration 19:11 Finding Your Value 21:11 Getting Thorne on the Public Stage 24:00 Partnerships for Performance 27:11 Measuring Success 29:51 Understanding Key Metrics 31:01 Partnerships and Brand Alignment 32:48 Personalized Wellness Solutions 34:05 Authenticity in Athlete Partnerships 36:05 Measuring Fan Engagement 39:04 Coaching Partners to Keep Score 41:02 Maximizing Sponsorship Investments 42:23 Applying Negative Split Strategy 46:33 Celebrating Success and Moving Forward Key Takeaways: ● Apply the “negative split” strategy: Run the second half of your career (and life) even better than the first, leveraging experience and knowledge. ● Prioritize key metrics: Focus on brand awareness, customer acquisition, and lifetime value for measurable impact. ● Maximize sponsorship assets: Go beyond simple contracts; actively manage and utilize all partnership resources for optimal ROI. ● Cultivate authentic partnerships: Choose partners aligned with your brand values and whose audiences genuinely connect with your message. ● Measure and share results transparently: Regularly track key metrics and share progress with partners to foster collaboration and accountability. Resources Mentioned: ● Jeff Galloway’s running books ● Younger Next Year book ● Creativity Inc. by Ed Catmull ● The First 90 Days book ● Andrew Huberman PodcastWelcome to The SponsorshipX Podcast—your year-round source for powerful conversations at the intersection of brand marketing, partnerships, and purpose. As part of our ongoing mission to advocate for the sponsorship industry, this podcast brings together the brightest minds, boldest ideas, and most impactful stories from across the global sponsorship landscape. Hosted on Acast. See acast.com/privacy for more information.