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Navigating the Sponsorship Game: 20 Questions to Sponsoring Success

Sponsorships can feel like a game, full of negotiating, planning, activating and competing with both competitors and partners.

At the end of the day, everyone is trying to get to the finish line with a successful sponsorship. But how do you get there?

We developed this eBook to show you the questions you need to ask yourself (and maybe a few cheat codes) to choose the path that leads to a win.

Ride along with us, and we’ll help you navigate the shortcuts and avoid the pitfalls before, during and after your next sponsorship.

Ready to start planning your future sponsorships? Download our free eBook!

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SEO Condensed: A step-by-step guide to SEO for your small business

SEO, or search engine optimization, can be a fairly terrifying topic. As a specialty, it’s punishingly technical and complex. It is also constantly changing, so if you haven’t been reading up on updates in the last 6 months, you’re already lightyears behind. And once you know what you need to do, you often have to update the code of your website, which can be a high-stakes proposition.

Put that all together, and it’s miraculous that anyone without a computer science degree even makes the attempt.

That’s why we here at CHARGE wanted to create this small business SEO guide. We’ve taken in the overwhelming amount of information and compressed SEO down to a few core projects that any website owner can and should do.


What’s Trending in Experiential Marketing Technology

As technology becomes more prevalent in our everyday lives, it’s no surprise that experiential marketing activations are becoming more and more technologically advanced. Technology is a way to exceed consumer expectations while making it easier to produce memorable activations of any size.

By integrating technology into your activation, you will create a modern, personalized experience and increase the number of consumer touchpoints for each guest resulting in an attractive ROI (return on investment). Hint: your competitors are probably already doing this!

In this eBook, we will explain how incorporating a few tech trends in your activation will positively impact your brand awareness, product engagement, lead generation and purchase consideration.



Social media is only as great as the people you follow (sound familiar?). With the rise of esports throughout the sports industry, CHARGE compiled a list of the top 15 esports accounts to follow. This list is broken into three sections that include owners/CEOs, players and esports business personalities. To follow the esports 15, click here.

Check out the full list and breakdown here!

Esports Career Mode

Esports Career Mode is a free resource devoted to helping pro players navigate the various levels of the sport. You’re in the right place if you’re looking to take control of your career by defining your brand, tuning up your social media, learning the value of public relations and sponsorships, and how to hire an agent.

If you’re a team or league looking to invest in your most important asset, your players, click here.

Sports Business Social Media Hidden Gems

Social media is only as great as the people you follow. You probably already follow sportsbiz social media powerhouses like Schefter, Rovell and SBJ. That’s why CHARGE compiled a list of 10 social hidden gems from the sports business world.

Check them out here.

Newsjacking: The Essential Preparation Guide

Have you ever been sitting at home watching a major event when a significant newsworthy moment happens? Most of us turn to social media to see what other people are saying about what happened so we can become more informed and join the conversation.

You refresh your Twitter account or click on a relevant hashtag and suddenly there’s a brand, like Oreo cookies, that has posted content tying their product to the newsworthy event.

We’ll get to some more examples later, but what just happened was that brand just “newsjacked” this emerging event and because of that, you were exposed to their brand.

We like to call it riding the wave of popularity. And it’s not just newsjacking on social media, it’s also using the news media to amplify a brand by capitalizing on these opportunities.

When the media gets hot on a trending story, they are often looking for experts to weigh in on the topic. That desire to interview experts for news articles, TV shows, radio shows, etc., presents an opportunity for those who can be quick to the punch.

In this eBook, we will walk you through understanding the timeline of newsjacking (sometimes referred to as trendjacking), while also giving you advice on how to prepare in advance so you can strike when the iron is hot.

We’ll also provide you with some good and bad examples of how other brands have used newsjacking so you can see what has worked and what has been disastrous for some brands.


Four Ways to Cut Through the Clutter with your Personal Brand

In our last eBook, we talked about creating a personal brand and promoting it effectively. You have to build a brand before you promote it, so STOP NOW and read it if you haven’t already.

Now, it’s time to bring your brand to life. That’s called brand positioning and doing it right puts you and your brand on the pathway to success. The specifics are going to be different for each person. It involves many issues including what your audience finds important and what message you want to convey. The important thing to remember is that the goal is selling yourself to your audience without coming across as a sellout. Be yourself, always.

People are inundated with thousands of messages every day. From banner ads online to billboards and commercials, not to mention everything their friends and colleagues tell them. Here are four things you can do now to cut through the message clutter and make your personal brand stand out.

  1. Tell compelling stories
  2. Turn left when everyone else turns right
  3. Be known for something (one thing)
  4. Make your social media pop


Let’s get into it.


A Professional’s Guide to Creating Your Personal Brand

A lot of people talk about personal branding, but many of them are unclear on how to create a brand of their own and leverage the power of one.

A personal brand is a valuable tool that helps you increase your network, elevate your influence and even raise your income. But what is a personal brand? Why is it important? How do you create a personal brand? Just as importantly, how do you promote it and maintain it?

In our Professional’s Guide to Creating Your Personal Brand, we’ll define a personal brand, tell you why it matters and talk about the traits that the best brands have in common. Then, we outline five research methods and 25 questions to get you on the right path of creating your own personal brand.


E-Book: The Six Essentials to Athlete and Celebrity Endorsement for Brands

Many of us ask friends and family for advice before making a big purchase. Why? Because we trust their opinion and respect their ability to guide us.

About 100 years ago, a smart marketer discovered that athletes and celebrities could also help guide consumers on the path to love a brand and make a purchase. Since Honus Wagner endorsed the Louisville Slugger bat company in 1905, corporate brands have spent billions of dollars in this market. From a local advertisement touting a sale at a car dealership to Michael Jordan’s landmark relationship with Nike via the Air Jordan brand, corporate marketers know that athletes and celebrities can move the sales needle.

Like any other tool, there are bad practices and best practices. Over the course of time, we’ve accumulated six essentials for athlete and celebrity endorsement.




Each week, 52 million kids take to Americas gymnasiums, playing fields, and race tracks. Most of these young athletes dream of becoming the next Michael Jordan, Tiger Woods, Danica Patrick, or Mia Hamm. Ambitious kids may believe that countless hours of training and hard work will get them to the top. But, sacrifice and dedication are not enough. They have no idea that a different game awaits them down the road: the game of sports business.

Without preparation for this off-the-field game, athletes risk derailing an otherwise promising career with a single business misstep. Today, there is no single resource for an athlete to get the business guidance needed to have a real shot at commercial success in sports. So, how can this athlete stay Ahead of The Game?

Ahead of The Game: What Every Athlete Needs To Know About Sports Business offers young athletes, and their families, a complete primer on the challenges they will face off the playing field. Ahead of The Game starts by walking the athlete through complex subjects, like sports marketing, media relations, sponsorship sales and legal affairs, in easy-to-understand terms. After describing the basics of sports business, Ahead of The Game lays out a step-by-step process for building a comprehensive professional sports career plan.

Along the way, Ahead of The Game offers simple tips to immediately apply to an athletes career, including how to: Define and position your own Personal Sports Brand; Live by the 10 Media Commandments, and avoid mistakes when dealing with the Media; Select an agent and other business team members; Sell sponsorships, endorsements, and merchandise; and Steer clear of 10 Ways to Kill A Sports Career Ahead of The Game includes practical advice gleaned from the authors experience and research, shares valuable insights from sports industry professionals (including athletes, agents, sports lawyers, sports executives, and others), and offers simple Dos and Donts in managing ones career.

For the athlete just beginning in his or her sport, this book provides a better sense of the challenges that lie ahead. For the more advanced athlete, Ahead of The Game serves as a valuable checklist of issues to address now. Better informed and more educated about their future, an athlete will be empowered to make his or her dreams in professional sports come true.