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

If you ever questioned the significance of logo placement in content, this week delivered the perfect and amusing response on a global scale.

Just a week ago, an interview with Jude Bellingham on TNT Sports went viral following Real Madrid’s second leg of their Champions League semi-final against Bayern Munich.

The interview podium had a Champions League badge but lacked the TNT Sports logo.

A crew member swiftly intervened, darting in front of the camera to slap on the missing logo sticker. With a quick once-over to ensure it lay flat, they vanished off-camera again.

You’ve got to hand it to TNT Sports for embracing this moment rather than hoping it slips under the radar.

Meanwhile, over in the US, Indiana Fever Rookie Guard Caitlin Clark supported her Gatorade partnership by subtly turning the bottle towards the camera during a postgame press conference for optimal logo visibility.

Live sports is the ultimate attention grabber and brands know they have to leverage the moment at all costs.

In Today’s Edition:

• The Risks Of Selling Sponsored Collab Posts 🤝 

• Google Pixel’s Slam Dunk Partnership 🏀 

• Popping Champagne For An F1 Campaign 🍾 

🏊️ DEEP DIVE
What’s At Stake By Including Collab Posts in Digital Partnerships?

TikTok is testing a new collaboration feature similar to Instagram's Collabs, allowing you to invite up to 5 other creators to collaborate on a single post.

Like with Instagram collabs, the post will be visible on all collaborators’ profiles, distinguished by a collabs icon.

Check out this example featuring Will Smith and his E1 team Westbrook Racing.

It's not surprising to see this update on TikTok, considering the success collabs have had on Instagram.

The Instagram feed has long been the courtside seats of digital partnerships, and with the introduction of the collab tool in 2021, it provided even more power by enabling teams to effortlessly tap into new audiences.

Social teams often utilize the collab tool on Instagram Feed posts, and for good reason—it's an excellent way to achieve their KPIs.

Whether collaborating with their respective leagues, other local teams, players, influencers, media, or alternate team accounts, this tool can substantially enhance average impressions and engagements per post. Moreover, exposure to new audiences can result in increased followers.

During my time with the New York Knicks, we frequently witnessed the power of collabs, especially when partnering with the NBA. Posts could garner six-to-seven-figure engagements at their peak.

Fair to say, that should the collab tool not be available to social teams, there's a lot at stake.

Including partners in collab posts limits their ability to utilize this feature.

Why?

If a collaborator lacks a partnership with the included brand, they’ll likely be hesitant to participate.

Therefore, when proposing sponsored content series on Instagram or TikTok, it's crucial to ensure it won't hinder the use of the collab tool if that was part of the plan.

That makes things tough because given all the benefits we outlined earlier - and the fact that it’s a powerful tactic when your partner also has player deals in place - collab posts are in high demand from brands.

Nevertheless, this is not a decision to be taken lightly.

Social teams are evaluated based on reach, engagement, and growth KPIs, and withholding a vital tool to achieve those benchmarks could affect their internal perception during performance reviews.

Moreover, this is about teamwork. Allowing social teams to use the collab tool without restrictions could enhance performance and follower counts, ultimately increasing the value of content on those channels.

This doesn't imply that collab posts shouldn't be sold; rather, it emphasizes the need for thoughtful pitching strategies.

1. Talk with your social team: Check with them to see if they intend to utilize the collab tool for a particular content series. If not, you're good to go. However, if they do, have a conversation with them about potential collaborators (this step is crucial for the next phase).

2. Target the right partners: If the social team mentions collaborating with the league account or another local team, inquire about shared partners. If there are shared partners, reach out to the other party. They might be open to utilizing the collab tool for a sponsored content series! We saw this great example last week with McLaren, Google Pixel, and the NBA, their mutual partner.

3. Set clear boundaries: If shared partners aren't feasible for your sponsored content, it's crucial to clearly specify during the pitch phase if or when a partner will appear in a collab post (for instance, it may only appear on Instagram when the collab tool isn't used). This approach relies on trust, as your partner won't be aware if your social team requests a collab and it's declined. Alternatively, you can consider excluding the Instagram/TikTok aspect from the distribution plan for the sponsored content series.

4. Develop a strategy: Meet with your strategy team and analyze the results from all collab posts throughout the season. Determine whether and how the collab tool influences performance. Does collaborating with a highly active account yield better results than collaborating with a less active one? Does performance vary when collaborating with an account larger or smaller than yours? This data is essential for crafting a collab strategy and can serve as justification for including or excluding partners in collab posts.

5. Learn about the tool: Ensure that everyone on the partnerships team is familiar with the collab tool and understands how it differs from the branded content tool. The social team should prepare a document explaining these distinctions. It's crucial that the partnerships team fully grasp the implications before approving partnerships involving collab posts.

6. Is The Price Right: If both the content team and the partnerships team agree to forgo the use of the collab tool, ensure that this agreement is reflected in the pricing of the content series (charge a premium).

The Takeaway

The collab tool on Instagram and TikTok offers exciting opportunities for teams and brands alike. Leveraging it effectively can significantly enhance engagement, reach, and follower growth.

However, it's essential to approach collaboration strategically, considering factors such as partner selection, shared partnerships, and the impact on performance metrics.

By understanding and utilizing the collab tool thoughtfully, teams can maximize their effectiveness in reaching and engaging audiences while fostering valuable partnerships.

P.S. RIP co-tweets. We need those back ASAP.

💼 CASE STUDY
Sponsored Content of the Week

Time and again, Google Pixel demonstrates its expertise in using digital partnerships to seamlessly integrate product features into rights-holder content.

In the last year, they showcased how well they could help fans capture professional-level footage of in-game action with House of Highlights and Liverpool FC (scroll to Sponsored Content of the Week for both examples).

Now, they’re positioning Google Pixel’s camera as a print-worthy product.

This week, Google Pixel partnered with Slam Magazine for a historic photo shoot timed perfectly with the tipoff of the highly anticipated WNBA season.

For the 250th issue, the Slam covers, featured WNBA star rookies Angel Reese and Cameron Brink, the first to be shot on a Google Pixel.

The covers were posted across Slam’s Instagram and X channels, as well as their website (Brink story + Reese story).

Slam made sure this milestone was impossible to miss.

The moment was noted in the caption, Google Pixel was tagged in all content, and “Photographed on Google Pixel” was prominently displayed on the covers and within each web story.

In addition to the sponsored covers, Slam also posted three carousels of behind-the-scenes photos from each shoot (Reese BTS, Brink BTS, Both BTS), reinforcing the high-quality photos a Google Pixel camera can capture.

The next day Slam rolled out behind-the-scenes video of Angel and Cameron’s cover shoots.

The 15 posts across channels, including teaser posts on IG and X, generated well over 145K engagements.

The Takeaway

Google Pixel's recent collaboration with Slam Magazine highlights their strategic use of digital partnerships to showcase product features.

Not only does this activation show how effective partnerships can amplify brand visibility and credibility, but it also exemplifies how strategic digital partnerships can significantly enhance product perception and engagement.

🔍 SPONCONSPIRATION
Steal These Ideas

Let’s toast F1, who’s shaking things up with this awesome POV video in partnership with Ferrari Trento.

A+ user experience for New York Giants fans looking to celebrate the team’s centennial season by voting for the top play in Big Blue’s history via this Greatest Plays Bracket presented by Hackensack Meridian Health.

This San Franciso Giants’ sponcon series with Peet’s coffee is a great concept for brands in the coffee, breakfast, and sleep/mattress categories.

Joshua Kelley of @holein1trickshots strikes again with an incredible video playing golf INSIDE a PGA Superstore.

Petition to have cameras in all nets and goals across sports. Great angle from TNT’s Net Cam presented by AT&T.

Liverpool continues to roll out outstanding content with outgoing manager Jürgen Klopp at the forefront. In Reds Roundtable presented by Standard Chartered, Klopp alongside other coaches and players sat down to discuss dreams, potential, resilience, and legacy.

🚨 ICYMI
What To Watch For

YouTube Strategy Masterclass: You need to check out this thread from YouTube Strategist Paddy Galloway. Incredible tips for YouTube growth and overall social media video strategy.

Speaking of YouTube: Reed Duchscher, Founder and CEO of Night Media, makes the case for why he thinks YouTube is underserved in the sports industry.

MLB College Tour: MLB rolled out the second episode of their college tour video series. This is a smart approach to generate interest in baseball starting at the college level, especially as we see the impact of fans following the journeys of athletes like Paul Skenes and Caitlin Clark. Here’s the premiere from Mississippi State University.

Creator Lab: Juventus opened a new Creator Lab space inspired by LA-style creator houses and gaming studios. There are studios for production, streaming, GRWM content, custom backdrops and green screens, high-resolution photography, and much more.

Let’s Do It Live: Karl Kathuria, Technology & Operations Director at Dizplai, explains why teams need to create live content even if they don’t own the live rights to a broadcast.

Kickoff A Conversation: Before Wolves’ match against Luton Town, they teamed up with musician and Wolves fan, Reepa, to offer fans the chance to talk if they needed to, driving awareness for mental health and suicide prevention. The post also pointed fans in the direction of help on the Premier League website.