1. Kentucky Derby Strategy

The fastest two minutes in sports has a marketing strategy that covers 365 days a year. Read Dr. Wakefield's analysis based on his interview with the Kentucky Derby's Kristin Warfield, Vice President, Partnerships, on Forbes here.

2. Asset Effectiveness

What does it take to max out asset effectiveness in sponsorship? Which categories of sponsors are the most effective with each asset? Check out the results from over 350 brands on LinkedIn.

3. Fan Engagement on Social Media

Fans follow their favorite teams differently depending on whether they're Boomers, Gen X, Y or Z. Dive into the breakdown on LinkedIn. 

4. MLB Decisions & Fan Reactions

When the MLB moved the All-Star Game from Atlanta, a national poll shows MLB fans were the least likely to call it a wise move. Read more here.

5. Partnerships Amid Pandemic 

Sponsors reached fans even better in 2020 than 2019 as partners shifted assets. The net effect shows even if fans are slow to return, brands will still be effective in 2021. Check out the details here.