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Hey <<First Name>>:

Welcome to the latest Partners' Posts! Lots happening in this issue, including some thoughts on intellectual property, what's behind ESPN's layoffs, the completely unsurprising results of last issue's poll, and much more. 

Our goal is, as always, to provide you with concise, useful information that (mostly) doesn't waste your time. So, if you have any suggestions on what you like to see in Partners' Posts (or what you'd like us to get rid of...), please drop us a line!

-Dave & Andy
It's among the most valuable assets a sports team or entertainment property owns, and it plays an essential role in reaching far flung fan bases.  Yet sponsors consistently undervalue or under-use it, and as a result fail to reach up to 70% of their potential audience.

Consisting of the logos, word-marks, images, and characters associated with a team, league or event, intellectual property is an increasingly vital asset that can help sponsors elevate their programs. Our blog post dives deeply into the concept of IP and showcases how and why sponsors benefit from using it extensively throughout their marketing and communications. 
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Alexandra Morehouse, CMO, Banner Health
Alexandra Morehouse has held C-Level marketing positions at Charles Schwab, AAA, Kaiser Permanente and others, so she knows a thing or two about working with agencies. Currently the CMO at Phoenix-based Banner Health, Alex shares 5 thoughts (in under 140 characters, natch) on how she creates constructive, valuable relationships with her agency partners.
  1. Treat your agency as a partner, not a vendor. They work best when they're an extension of your staff, not an outsider.
  2. Don't be afraid to hire a portfolio of specialist agencies, rather than one all-purpose agency. Payback is worth extra management time.
  3. Agencies should know each other & work together across functional lines. Require them to bring you integrated solutions & campaigns.
  4. Use your agencies to fill staffing gaps; rent people, capabilities and skills that you don't have or can't hire internally.
  5. Pay attention to who is doing the work. Agencies have high turnover, so make sure you're getting and keeping the right team of people.
Missed a previous #5Tweets? No need to worry. We post past versions in our blog so you'll never be without these 140 character pearls of wisdom.
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Last issue we asked you to tell us what's the one social media platform your business relies on the most? Surprising probably no one, Facebook came in at the top spot with 78% of your votes. You can click here to see how your voting broke down.

For this issue, we're interested in your opinion of competitive gaming, more commonly referred to as eSports. eSports events draw thousands of fans to live events and tens of millions of viewers online. Seen as a way to access the ever elusive 18-30 year old male, eSports are now the subject of enormous interest from rights holders, brands, and media partners.

What are your thoughts on eSports? Click one of the survey responses below to share your opinion, and we'll post the results in our next issue.
eSports have a huge upside and will continue to grow in popularity

eSports are definitely a niche sport, but not much else beyond that

eSports are a fad and we won't be talking about this in 5 years

What the hell are eSports?
If you're involved in selling sponsorships, then make sure that IRi reports are on your reading list (if they aren't already.) By collecting incomprehensible amounts of data on retail sales, IRi has their finger directly on the pulse of the American shopper.

The company recently released a report on consumer packaged goods growth (PDF) that highlights trends, categories, and products on the ascent. Below are some of the fastest moving mid-sized businesses in this $800 billion industry (ranked using a combination of sales growth, volume sales and market share gain.) 

 
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Here's who we're following on social media right now.... SportsGeek helps us make sense of the furious snarl of traffic at the intersection of sports, technology and social media... Vice Sports provides a slightly different perspective on sports stories of the day... Marketing Birds is a curated feed of outstanding creative... The Golf Smarter podcast looks beyond swing tips and product reviews to help you lower your score (though it's possible we're beyond help...)
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The Vice President of the United States recently declared that "Hoosiers" is the greatest sports movie of all time. OK, as the former governor of Indiana, he's kind of obligated to play hometown favorites. But the greatest sports movie of all time? Eeeeh, we're not so sure. 

Here's our list of top sports movies of all time, and the reasons we keep coming back to them. There are two documentaries, two boxing movies (neither of them "Rocky"), and several painful omissions (no "Caddyshack"?!? Heretics!) All in all, this was a brutally difficult list to keep to just 10 films.

What did we miss? Compelled to share your own?
Click here to let us know!
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