Leveraging Sports In Your Marketing Campaigns, Ishveen Anand, TBJApodcast 380
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She was a sports agent and then an entrepreneur for a two-sided marketplace that connects brands to sponsorship opportunities in professional sports. Ishveen Anand shares how to leverage sports in your marketing.

Ishveen Anand is the founder and CEO OpenSponsorship, a two-sided marketplace connecting brands to the worlds’ largest network of sponsorship opportunities in professional sports. Ishveen, a graduate of Oxford University, is of Indian-British origin and now lives in New York. She was included in the Forbes 30under30 sports list in 2015 and OpenSponsorship was named a finalist in the 2015 Sports Technology Awards.


You can find me on Youtube somewhere on a reality TV show playing netball

Think Like A Journalist Quote

It’s too bad that one has to conceive of sports as being the only arena where risks are, [for] all of life is risk exercise. That’s the only way to live more freely, and more interestingly.

–William Sloan Coffin quotes 

Success Quote or Tip

Don’t count the days; make the days count. –Muhammad Ali

Career Highlight

Making the Forbes 30 Under 30 list in America. See it here. She also got her company supported by a venture capital organization called 500 Startups.

When It Didn’t Work

Ishveen had to do a major shift with her brand when they faced a big struggle. Find out what she learned and how she turned here When It Didn’t Work moment around.

Top Tips Leveraging Sports In Your Marketing Campaigns

  1. Sports is omnipresent in our community.
  2. Sports bonds people and if you don’t use it in your marketing your business is missing out on making connections with your community because so many people are tuning into sports.
  3. Run tests by spending smaller budgets on athlete engagement without devoting a huge budget right away. Test to ensure it works first.
  4. See athletes as people. Humanize athletes.
  5. Brands must stay on top of what is happening in their communities. Keep your finger on the pulse of the sports community.
  6. Think of sports as an addon to your marketing campaigns rather than its own vertical market. Consider having an athlete at your tradeshow booth.

What is one piece of technology, video or multimedia equipment, or app that you just can’t live without?

Gmail extensions / clearbit

One book, documentary, blog, podcast, or Internet Channel to watch?

The Pitch Podcast

The Hard Thing About Hard Things, Ben Horowitz

Get a free audio book when you try Audible free for 30 days:  www.audibletrial.com/TBJApodcast

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It’s an Amazon affiliate link. It won’t cost you more but it will send me a few coins to keep on building our crazy good content here. 🙂


Twitter @IshveenAnand

Open Sponsorship website

Mentioned In This Episode

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Phoebe Chongchua
Phoebe Chongchua

Phoebe Chongchua is a multimedia Brand Journalist, Brand Consultant & Marketing Strategist who is revolutionizing brand communication with consumers. She makes companies remarkable using brand journalism storytelling to grow their online presence, build a community, and gain greater market share. Phoebe is a former TV News journalist who helps brands gain a competitive advantage by learning to "Be the Media". Phoebe is the host of "The Brand Journalism Advantage" podcast and a "Top 50 Podcaster To Follow". Listen in iTunes or at ThinkLikeAJournalist.com

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