The Sports Advisors Podcast: Premium Sponsorship Inventory
The Sports Advisors podcast is a biweekly roundtable discussion for decision-makers, hosted by their peers, on the stories that actually matter and their second-order effects. It is actionable intelligence from senior operators who have actually built, bought, sold, programmed, monetized, and scaled sports businesses. In the latest episode, The Sports Advisors talk premium sponsorship inventory. Monster Energy recently became the entitlement partner for the Big 12 football and mens/womens basketball regular seasons, a deal that includes a cobranded patch on all team uniforms, fields/courts, digital and social channels. Within 24 hours, Kansas announced a five-year jersey patch deal with Ripple/XRP across all Kansas Athletics uniforms. We discuss whether the Big12 and KU properly priced their new sponsorship inventory, why the value of a partnership extends beyond the rights fee, what the deals signal for the broader college market, and how technology could transform premium assets into personalized, dynamic inventory. The cast for the sixth episode in a row includes: - Former Carolina Panthers CEO, former Verizon VP of Sponsorship, and current Encore Sports & Entertainment CEO Nick Kelly. - Former Washington Commanders Chief Strategy Officer, former Shop Your Way Chief Digital Officer, and current Next League Chief AI & Innovation Officer Shripal Shah. - Former Learfield CRO, former WWE Global Head of Sales & Partnerships and Head of International, and current DIRIGO Advisory, LLC Founder John Brody. - Former Fox Sports SVP of Programming, Research and Content Strategy, and current Crakes Media President Patrick Crakes. As always, you can connect with a member of the JohnWallStreet Advisory team by sending a note to info@JohnWallStreet.com. In fact, we encourage it! Key insights and takeaways from the 50-minute conversation: - Look Beyond the Rights Fee - Target the Right Consumers in the Right Markets - College Sports Delivers Experiential Access to a Scarce Demographic - Technology Will Turn Existing Premium Assets Into New Inventory Catch previous episodes of The Sports Advisors on JohnWallStreets YouTube channel, including discussions on the Saudi Public Investment Funds decision to stop funding LIV Golf after the 2026 season, speculation around Vancouver Whitecaps FC potentially relocating to Las Vegas, the 2026 World Cup serving as a stress test for the modern sports business model, a much needed sports betting reality check, challenger leagues as investments, and more. Dont forget to like and subscribe! The next episode will be released on Wednesday, July 29.
