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Tuesday 17 October 2017
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How to Leverage Sports Assets for Audience and Sponsorship

How to Leverage Sports Assets for Audience and Sponsorship

Speakeasy’s Mike Orren talked with Paul Monroe, Director of Marketing at Texas Motor Speedway to explore the ins and out of maximizing sports assets.

Monroe spent a decade with the Dallas Mavericks, the last seven years as Vice President of Marketing and Communications. He started his career at Feld Entertainment, handling regional marketing and sales.

The podcast includes:

  • The differences in marketing NASCAR vs the NBA
  • Why NASCAR’s sponsorship model has been so successful
  • How a brand like NASCAR has evolved from endemic sponsorships to the Fortune 500
  • How to engage a new generation of fans while continuing to serve an aging and loyal fanbase
  • How the best marketing minds – like Mark Cuban, Eddie Gossage, and Kenneth Feld – keep sales at the forefront
  • Why it doesn’t matter if you have the biggest HD screen in the world (as TMS does) if you don’t fill it with the right content

Listen to Podcast



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peakeasy is a strategic content marketing, social media and promotions agency based in Dallas, Texas. We were born in 2012 as a joint venture between The Dallas Morning News and Slingshot. While we love our parent companies, we’re fiercely independent and have our own unique culture. We have grown to serve several dozen clients and have a dedicated tribe of marketing pros. While we are an agency, in many ways we operate more like a custom publishing company, creating content for your company on a daily basis. We work across many industries, including retail, auto, medical, hospitality, travel and technology. We like solving big problems. We have a special heart for causes and start-ups. In 2013, the International Newspaper Management Association named us the “most innovative new profit center” among major newspapers. We are one of only a handful of YouTube-certified agencies in the country, and we undergo rigorous training every year to renew our certification to best serve our clients.


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