A Sponsorship Is Not a Logo. It Is a Business Partnership.
The best sponsorships create shared value long after the signage comes down.
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When a Brand Knows When to Step Aside
Adidas understood the role it needed to play in Lionel Messi’s farewell: support the moment without becoming the story.
The NBA as a Comic Book: Why NBC Is Marketing Storylines, Not Just Games
NBC Sports is turning players and teams into characters, showing how sports marketing can build serialized stories fans want to follow.
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About author
Jesús Arroyo
Sports Marketing ExecutiveJesús Arroyo is a sports marketing leader with experience building brands, growing fan communities, developing partnerships, and creating culturally relevant experiences around professional basketball.
As Director of Marketing for the Criollos de Caguas and Criollas de Caguas, Jesús has helped shape the marketing strategy of two of Puerto Rico’s professional basketball franchises. His work spans brand strategy, sponsorships, digital content, game-day experiences, fan engagement, ticketing, community initiatives, and commercial partnerships. During his tenure, the Criollos captured the 2024 BSN Championship, while the return of the Criollas created an opportunity to rebuild a historic women’s basketball brand for a new generation of fans. Through his work and writing, he explores the intersection of sports, culture, brands, technology, and the evolving business of fandom.
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