Brands Won’t Swap Assets? Try This

👋 Welcome back to Sponcon Sports, a weekly newsletter dedicated to sponsored content strategy in the sports industry!

When it comes to promoting a sweepstakes on organic social, 95% of the time, I’ll tell you it’s not the right move.

Why? Driving fans to your website clashes with platforms’ goal of keeping users on-site, which hurts performance. That energy is better spent on channels that drive lower-funnel results—email, paid media, mobile apps, podcasts, and SMS.

So if you’re going this route, the content better be compelling.

Manchester United nailed it with their promo for a sleepover at Old Trafford in the Marriott Hotels Captain’s Suite.

• It taps into the club’s rich history and nostalgia.

• It cleverly plays on a fan-favorite debate: Is Gary Neville slept on?

• It offers a once-in-a-lifetime fan experience.

Even the captain joined in, sharing an “uncut” promo on his channels. That pair of Instagram posts generated $22,214 in social value.

Smart move: Man U added a field on the sweepstakes entry form asking if fans are Marriott Bonvoy members—data that’s gold for future targeting.

For those who opted into brand communications, Marriott can now:

• Send Bonvoy members exclusive MU offers to keep them engaged.

• Tailor messaging to non-members, making the case for why Bonvoy takes their fan experience up a notch.

If you’re running a sweepstakes on organic social, make sure it delivers more than just an entry—it should spark conversation, create FOMO, and drive long-term brand value.

In Today’s Edition:

• Asset Swap Best Practices 🔄

• Boston Common’s McIlroy Magic 🚗

• DoorDash Understands It Now 🏀

🏊️ DEEP DIVE
How To Get Brands To Swap Assets

Ever tried convincing a brand to swap assets—only to hear, “We’ll stick with what we have”? You’re not alone.

During last week’s webinar (replay linked above!), we were asked a great question:

What are the best practices for convincing brand partners to change assets?

I love this question because it’s a challenge rights holders face every year—whether due to poor performance, shifts in brand goals, or changes in social media algorithms.

I’ve got five tips to help you navigate these situations. Let’s dive in.

Your Case Is Focused On The Wrong Party

The biggest mistake I see with asset swaps? Making the case about why you want the change.

When content teams ask partnership teams for adjustments, the rationale is often anecdotal—or even emotional:

• We don’t like the content.

• It doesn’t perform well.

• It takes too much of our team’s bandwidth.

• We’re understaffed.

I get it. Content teams are judged on KPIs like audience growth, engagement, and fan connection. Bad sponsored content gets in the way of that.

But here’s the thing: brands don’t swap assets because it makes your job easier. As Don Draper would say, “That’s what the money is for!”

If you want a brand to make a change, highlight what’s in it for them.

Get Analytical

So, if emotions won’t sway them, what will? Cold, hard data.

Numbers don’t lie. If performance is an issue, back it up with hard numbers—percent below benchmark, year-over-year declines, etc. But don’t stop there.

Make sure the data aligns with the brand’s original goals for the asset in question:

• Where It Fits in the Funnel: Awareness, Consideration, Conversion

• How & Where They Show Up: Target Audience, Priority Channels, Key Messaging

• Level of Integration: Associated, Integrated, Co-Created

Don’t pitch more impressions if their goal is engagement. And don’t show them a high-performing logo slap if they care about product storytelling.

Pro tip: This is one of many reasons why a solid tagging system is crucial. It’ll save you hours when pulling data for asset swaps.

Provide Multiple Solutions

So, the data proves a swap is necessary. Great! But your work isn’t done.

You can’t just bring a problem to your partner—you need to offer solutions.

Sure, you could suggest just one fix. But if they don’t like it? Back to the drawing board. That’s why the best approach is a Good, Better, Best model with three options.

And when you present them (in person or via email), be ready for the inevitable:

“What would you recommend?”

(Hint: Have a clear answer.)

For each solution, include:

• Cadence: How often does it run?

• Channels: Where does it live?

• Brand Integration: How does the partner show up?

• Estimated Results: Performance projections vs. the current asset

• Why It Works: Speak directly to their goals

• Deadline: When they need to decide for activation timing

Pro tip: If a new asset requires hard costs, check with your partnership activation team first to see what budget is available.

Overdeliver On Value

Sometimes, you need to sweeten the deal to get a partner to agree to a swap.

Not something you want to do all the time—but it can be worth it.

Consider the opportunity cost:

• Could this change help you hit your digital KPIs faster?

• Reduce your team’s workload?

• Lower stress by eliminating a difficult activation?

If so, it might be worth offering extra value—say, a $75K package for a $50K partner—if it makes everyone’s life easier in the long run and improves performance for both parties.

At the end of the day, brands care about ROI. If they’re getting more at the same rate, everyone wins.

What If They STILL Say No?

Even with your best efforts, some partners will want to keep things as they are.

If that happens:

1. Check in periodically. Bring them new opportunities when it makes sense.

2. Flag it for your partnership activation team. Ensure the asset isn’t offered again during renewal.

3. Turn it into a learning moment. Document the situation in an internal case study—no blame, just explain.

Pro tip: Partnership teams start thinking about renewals a year before the final deal year. If you don’t want an asset offered again, speak up ASAP—and bring those alternative solutions.

The Takeaway

Asset swaps aren’t as simple as saying, “We need to change this.” They take time and effort.

But when you focus on why it benefits the partner—and come prepared with data-driven solutions—that effort pays off for everyone.

Note—these conversations aren’t always about fixing a problem. Use the same approach when new or existing inventory becomes available that fits your brand partners.

🔍️ SPONCONSPIRATION
Steal These Ideas

[Social Value: $21,824] FC Bayern nailed data visualization in this Match Info carousel with HypoVereinsbank. Knowing Instagram will show this post twice—highlighting each of the first two cards—it’s smart that both are designed to grab attention on their own.

[Social Value: $62,289] Boston Common Golf hit the mark with this CarGurus sponcon. Rory McIlroy’s visual hook drew viewers in, and the copy sealed the deal—perfectly connecting the brand to the content.

[Social Value: $14,465] On teaming up with a food artist (@sibatable)? Turns out, this unexpected pairing is a winning recipe for delivering the brand’s “Soft Wins” message.

[Social Value: $28,693] Speaking of great creator collabs, @lethalshooter teamed up with DoorDash for their NBA promo—50 points, 50% off. They let him cook, and he delivered: 1.2M views, 78.4K engagements, and a 6.5% engagement rate.

[Social Value: $4,104] Interstate Batteries got Coach Joe Gibbs to speak Gen Z, and it’s the sponsored content you didn’t know you needed. Bonus: they shared BTS of him learning the lingo!

*Social value is defined as the full equivalent media value of this social post based on applicable impressions, video views, and engagements.

🚨 ICYMI
What To Watch For

Harvard Tennis Goes Vertical: Harvard men’s tennis streamed last Friday’s match against Memphis (three doubles and six singles matches) globally on Instagram, TikTok, and Facebook in a 9x16 format, offering a fresh perspective on the action [h/t Imry Halevi].

iPads, Analytics, And Rugby: Robert Leedham explored how England Rugby’s Apple partnership is supercharging their analytics team and making an impact on the pitch [via GQ].

Fans Fueled By Liquid Death: Three winners of Liquid Death’s NASCAR sweepstakes—now the official Pro Driver Team—will drive around with Liquid Death logos plastered all over their cars.

Gaming Inspired Jersey Reveal: Got a gaming brand partner? Take notes from Asaad Ali (@saadi_hendrix), Taris Smith (@tarissmithphotography), and Sierra Gilmore (@s.gilmore.12)—and offer them uniform reveal content like this concept.

Milan Drips Into Fortnite: Puma x AC Milan x Off-White-inspired vehicle cosmetics are now in the Fortnite Shop.

Wingin’ It In Roblox: Your Roblox avatar can now rock a Detroit Red Wings Wing-Nut hat.

IWD Drop: The PWHL is teaming up with bestselling author Jenna M. Prestidge to launch the seventh Rosie the Hockey Player book on March 8—International Women’s Day.

LEGO Races To YouTube: LEGO’s Build The Thrill Race livestream hits YouTube on March 7, featuring the newly unveiled F1 set.

Alex Bowman Is Unrivaled: As part of Ally Bank’s partnership with Hendrick Motorsports, Alex Bowman will race an Unrivaled Basketball-themed car in the March 23 NASCAR Cup Series at Homestead-Miami Speedway.

Indy’s Hoops Hartbeat: Pacers Sports & Entertainment is joining forces with Hartbeat, Kevin Hart’s entertainment company, to bring culture-driven experiences to Pacers and Fever fans. As PS&E’s official “cultural curator,” Hartbeat will create live events and content, tipping off with a music and comedy festival at AT&T WNBA All-Star 2025 in Indianapolis (July 18-19).

Baseball, But Make It Art: Complex unveiled the Takashi Murakami x MLB Tokyo Series collection, dropping Friday, March 7. The limited-edition collab blends Murakami’s artistry with MLB to celebrate two storied teams through exclusive collectibles and merch.