Rookie & The Vet: The Real Value of Sponsorship Entitlements Artwork

The Inches: A Podcast About Sports Sponsorship

Welcome to The Inches, a podcast that looks at how digital is changing the sports sponsorship & marketing game. Each week we dive into the struggles and issues we face in the sports and event sponsorship space.Hosted by Nick Lawson & Rich Franklin.Nick is the co-founder of SQWAD, a digital sponsorship activation company that works with some of the biggest sports teams in the world to help them bring ROI & engagement to their in-stadium activations.Rich is the Sr. Director of corporate partnerships for the Oakview Group, Acrisure Arena, and AHL Coachella Valley Firebirds. He has over 30 years of sponsorship sales experience in the sports and radio broadcast industry.Jump in and take a listen as we navigate through some of the toughest and most challenging aspects of the sponsorship business!

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The Inches: A Podcast About Sports Sponsorship

Rookie & The Vet: The Real Value of Sponsorship Entitlements

April 18, 2025 • Nick Lawson & Rich Franklin

Sponsorship entitlements are among the most prized assets in our inventory—powerful tools that tie brands directly to the fan experience.

But what are they really worth? And how do you sell them without underselling their impact?

In this episode, we break down the true value of entitlements, how to position them, and smart strategies to manage and monetize them effectively.

Whether you're selling the naming rights to a segment or locking in a long-term sponsor for a fan-favorite feature, this one’s for you.

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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.