Versant CEO Mark Lazarus asserts that sports has been the primary catalyst for consumer adoption of every transformational media technology, from radio and broadcast TV to cable, satellite, and now streaming. This history underpins the enduring high value of sports rights and franchises within the media ecosystem.

The official NFL partnership provides more than content access. Its main commercial value is enabling the sales team to leverage the NFL's brand and IP. This co-branding significantly lowers the barrier to selling to major advertisers, especially those already partnered with the league, making the deal instantly profitable.

The 'Drive to Survive' series did more than boost viewership; it fundamentally repositioned the Formula One brand. Data shows F1's overall brand equity grew 30 points across all categories, shifting its perception from niche and affluent to culturally cool and mainstream, especially in the US.

Ally proves the ROI of brand-building through its commitment to women's sports. The initiative resulted in a 6x higher likelihood of account openings and an 87% more efficient customer acquisition cost among fans, showing how purpose-driven marketing directly impacts performance.

Sixth Street's sports strategy views iconic teams like FC Barcelona or the New York Yankees as global consumer brands, not just local franchises. This "local to global, enabled by technology" lens opens up investment opportunities based on brand value and consumer reach, moving beyond traditional sports team valuation metrics.

Unlike product marketing, sports marketing cannot control the core product’s performance (wins/losses). The primary job is to build deep, personal connections between fans and athletes. This creates emotional "insulation" where fan loyalty is tied to the people and the brand, not just unpredictable on-court results.

Qualcomm's CMO argues that the distinction between brand and performance marketing is a false dichotomy. All marketing must perform by driving resonance that leads to action and measurable business results. The goal is to prove how brand value directly drives business value, a concept supported by data showing top brands outperform market indices.

Data shows that adding brand marketing to a performance-driven engine can increase median ROI by 90%. The persistent tension between brand and performance stems from short-termism and the allure of easily measured clicks, creating a false dichotomy between two essential functions.

Qualcomm structures its sponsorships not as simple transactions but as innovative partnerships. They negotiate for pass-through rights, allowing partners like Samsung to participate in activations, and for the ability to replace the Snapdragon logo with a charity's, turning the sponsorship into a flexible ecosystem and purpose-driven platform.