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13. Ramsey Baker, SVP, Aggregate Sports – Selling Olympic Sport Sponsorships for NGBs
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Episode 13 - Host Matt Farrell talks with Ramsey Baker in another Olympic edition of the Farrell Sports Business podcast. Ramsey Baker, SVP at Aggregate Sports, discusses the role of national governing bodies (NGBs) in the sports industry and the unique assets they offer to sponsors. He highlights the importance of NGBs in connecting with passionate fans and facilitating participation in sports. Baker provides examples of creative sponsorship deals, such as Samsonite partnering with USA Gymnastics to reduce athlete travel stress and tell their stories, and the soccer tournament with Pat McAfee that integrated media rights with marketing opportunities. He also emphasizes the need for brands to start planning for the Winter Olympics.
Chapters
00:00 Introduction of Ramsey Baker
01:03 Snazzy Music Intro
01:44 Overview of Aggregate Sports
03:30 Positioning and Niche of Aggregate Sports
05:44 Differentiating National Governing Bodies (NGBs) Commercially
08:36 Assets and Audience of NGBs
11:08 ROI on NGB Sponsorships
14:50 Opportunities for NGBs with LA 2028, Salt Lake 2034
18:14 Anatomy of Creative Sponsorship Deals
20:21 Combate Global
22:31 The Soccer Tournament / Pat McAfee
25:59 Ramsey Baker's Early Career and Break into Sports
29:15 Importance of Planning for the Winter Olympics
31:34 Closing Remarks and Final Thoughts
32:07 Podcast Intro.MP4
Takeaways
- National governing bodies (NGBs) offer unique assets to sponsors, including access to passionate fans and the opportunity to tap into the lifestyle and membership base of the sport.
- Creative sponsorship deals can go beyond traditional media rights and include elements such as athlete access, storytelling, and content creation.
- Planning for sponsorship opportunities in the Winter Olympics should start well in advance, as the timeline between summer and winter games is shorter and brands need to be proactive in building strategies and executing deals.
- Collaboration between NGBs, brands, and athletes can create win-win-win situations, benefiting all parties involved and helping to grow the sport and individual brands.
Intro Song: All World
Artist: JMPSCR
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