The new inventory sweeping sports in the U.S. over the last decade...jersey & uniform patches.

A great awareness piece, but what is the actual value? And how can you make sure that it doesn't clash with the nostalgia of sports?

On this episode, we dive into how your team should be thinking about your next jersey patch sale and the brands you pitch to.

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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

The new year brings new trends, new things to pay attention to as our industry evolves.

We'll never be 100% right, but each year we dive into our predictions for the 2026 year in sponsorships.

In this episode, come along with us as we shell out 6 predictions for the sponsorship industry in 2026.

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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

The year is winding down. Out of office posts are on the rise. It's a great time to relax and enjoy a bit of a break.

But what are a few things that you can do as the year winds down in sponsorship to help jumpstart the 2026 year?

In this episode, we dive into 5 things you can do these last weeks of the year to put yourself in a position to thrive as we kick off the new one.

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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

Premium events are where sports pull out all the stops—energy at a peak, fans fully immersed, every moment engineered to feel unforgettable.

But what can teams learn from these marquee moments and apply to their own game-day experience

This week on The Inches, we dive into a recent visit to the F1 Las Vegas experience and takeaways that can maximize your experience at your own games.

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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

We call it free sports. It's overtime, it's extra innings, it means the regulation game time you paid for just got extended.

Most of the time, it is one of the most exciting moments in sports.

But should that just be a 'given' for sponsors? Or can you sell into this unique space?

This week, we dive into how your team can sell overtime assets and the value it can bring to your brand sponsors.

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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

When you aren't the big dog team in sponsorships, it can feel like you get left out of considerations, meetings, and dollars.

So how can we build a strategy to stand out?

In this Episode, we dive into a listener question to talk through finding your team's unique edge, building stories around it, and executing it into your sales with brands.

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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

In sports sponsorship, there is usually a big breakdown between minor league and major league teams. Each has its unique benefits and advantages when it comes to selling and buying sponsorships.

But what are those advantages for Minor League teams? How can they get the big brand dollars?

This week, we dive into how your Minor League team can compete and how your Major League team can take a note from the minors for revenue growth.

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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.

We have our 'normal' categories. Your Car brand, QSR, Bank, etc., that we all sell into. From an optics & legal perspective, they are all pretty 'safe'.

But then, there are those categories that toe the line. That sometimes operates in that grey area.

These are our Vice industries.

In this episode, we dive into how to manage, de-risk, and align on how you can sell and manage those categories that aren't cut & dry from an optics perspective.

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The Inches Podcast is a podcast that looks at sports & event sponsorship and how digital is affecting the industry and landscape. Hosted by Rich Franklin, VP of Partnerships at the Coachella Valley Firebirds and Nick Lawson, Co-founder of SQWAD.