The Inches: A Podcast About Sports Sponsorship

Hosted by Nick Lawson & Rich Franklin

Business

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Episodes

282

Latest episode

Jun 2026

Language

EN-US

About the show

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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60 recent

June 4, 202639 min

Rookie & The Vet: Less is More in Sponsorships

More inventory. More reach. More sponsors....more revenue?Not always.In this episode, we dive into why less can be more in sponsorships, and how you can drive the same revenue with less...but make it more meaningful for sponsors.-----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 & Coachella Valley Lakers and Nick Lawson, Co-founder of SQWAD.

May 21, 202636 min

Rookie & The Vet: Selling Sponsorship when you don't own your Stadium

Many times, we don't own the building we play games in. For sponsorship, that means it can limit how we activate and sell.So how can we get past that to maximize our value and sales for sponsors.On this episode, we dive into ways you can creatively still create value in venue, even when you don't own the building.-----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 & Coachella Valley Lakers and Nick Lawson, Co-founder of SQWAD.

May 13, 202645 min

Rookie & The Vet: What NASCAR can teach us about Sponsorships

We've talked about it a ton on this podcast. Sometimes the best inspiration comes from seeing sponsorships outside of your own sport. Sometimes, it involves jumping out of your whole sporting event structure.On this episode, we dive into NASCAR and what we can learn for how the sport and organization activates brand sponsors on race day.-----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 & Lakers and Nick Lawson, Co-founder of SQWAD.

April 28, 202649 min

Rookie & The Vet: The Pricing Gap in Sponsorships

The price of sports sponsorships have gone up dramatically over the last 10 years. Which makes sense. Sports have never been more popular and viewed.But what does this mean for the whole ecosystem? And how might smaller teams take advantage of this?In this episode of The Inches, we dive into conversation around how high prices means a fragmented market, and how your brand or team can navigate it.--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.

April 14, 202649 min

Rookie & The Vet: Notes from Coachella Activations for Sponsorships

Coachella & Stagecoach, 2 concerts that consume the city of Indio in the Coachella Valley. The city almost doubles in size across 2 weekends.Brands notice...and they put their creative hats on to stand out and activate.So what can we learn in sponsorships from these activations?Luckily we have boots on the ground with Rich Franklin, and on this episode of the Inches we dive into what he's noticing around the event and how it can help you rethink your sponsorships.--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.

April 7, 202643 min

Rookie & The Vet: The Slow Death of Passive Sponsorships

The sponsorship model is shifting. Brands want engagement, data, and proof - not logo placements. Not passive inventory.So why do most of what we sell in sponsorships consist of logo placement?In this episode, we dig into why passive sponsorship assets are dying, what's replacing them, and how your team can get ahead of the curve before your next renewal conversation.--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.

March 11, 202655 min

Rookie & The Vet: Talking Digital with Alex Kopilow

We all know digital inventory is a must have in any sponsorship department today.But how can you build it? How do you price it? How do you manage it successfully?On this episode we have Digital Sponsorship vet and expert Alex Kopilow from SponCon to answer all those questions and more.Check out Alex's sponsorship newsletter, SponCon. A must subscribe in the industry.https://sponconsports.beehiiv.com/--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.

March 2, 202636 min

Rookie & The Vet: Turning Global Sport Events into Local Sponsorship Revenue

It's a big year in sports. Winter Olympics, Summer World Cup, and global events that ignite entire countries.These events build emotion; brands want to be a part of them.But how can your local sports team funnel that excitement into authentic sponsorship opportunities?On this episode of The Inches, we dive into how your team can transform national excitement into big wins for your local sponsorship departments.--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.

February 2, 202641 min

Rookie & The Vet: Jersey Patches...How do we sell them/do they belong?

The new inventory sweeping sports in the U.S. over the last decade...jersey & uniform patches.A great awareness piece, but what is the actual value? And how can you make sure that it doesn't clash with the nostalgia of sports?On this episode, we dive into how your team should be thinking about your next jersey patch sale and the brands you pitch to.--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.

January 9, 202651 min

Rookie & The Vet: Our 2026 Sponsorship Predictions.

The new year brings new trends, new things to pay attention to as our industry evolves.We'll never be 100% right, but each year we dive into our predictions for the 2026 year in sponsorships.In this episode, come along with us as we shell out 6 predictions for the sponsorship industry in 2026.--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.