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W W W. M A I N E B I Z . B I Z 21 F E B R UA R Y 2 3 , 2 0 2 6 F O C U S S P O R T S / T O U R I S M / R E C R E AT I O N H OW TO B Y G R E G G L Y N N B Y G R E G G L Y N N N o matter what New England team you root for, sports create an undeniable bond between fans and the franchise. But how can your business score big when it comes to sponsorship? Here's a playbook with a few practical suggestions for building winning partnerships. Invest in emerging brands In addition to supporting Maine's long-standing teams, emerging oppor- tunities with the Hearts of Pine soccer team and the Maine Mayhem women's contact-football squad represent a fresh wave of sports marketing oppor- tunities. ese organizations are build- ing their brands organically, opening the door for early sponsors to grow alongside them. Investing in women's sports in particular is a great idea. For large or small businesses, sports marketing should be more than just a logo on the sidelines or score- board. It's the chance to co-create content, host fan events, activate with local athletes on social media, collect fan data and build long-term goodwill as the team's audience expands. Start with school sports High school and college athletics are at the core of many Maine communi- ties. Local tournaments, rivalries and dramatic postseason runs draw packed gyms and engaged families — an audience that will notice your brand- ing, especially when it goes beyond just a logo at a game. Showing your company supports local teams and athletes offers some- thing professional leagues often cannot: accessibility and local influence. Naming rights to facilities, tourna- ment and livestreaming sponsorships and scoreboard and branded halftime promotions all place companies directly in front of loyal, local audiences. To maximize impact, include a call to action — a QR code, website or phone number — so fans can engage instantly. Stand out from the crowd Creativity is where brands truly separate themselves. A sponsored social media series, branded fan challenges, youth clinics, behind-the-scenes videos and athlete-led storytelling all create emotional connections that traditional advertising cannot replicate. One standout example is Mainely Veterinary Dentistry & Urgent Care in Windham, which recently joined forces with the Portland Sea Dogs (you see the natural connection here with the dog theme). In addition to ticket giveaways and videoboard ads, the company spon- sors "Bark in the Park" nights and pro- duced a video for social media showing mascot Slugger the Sea Dog brushing his teeth. e viral result was entertain- ing, educational and highly shareable. Team with athlete-influencers Aroma Joe's community ambassa- dor name, image and likeness (NIL) program is a perfect example of how brands can support individual athletes while strengthening local roots and community connections. It's a good idea to partner with high school and college athletes, who already have influence within their schools and communities. e athletes are authentic storytellers who are passionate about the brand and promote their commu- nity involvement through their own platforms, including social media and player appearances. Companies can also sponsor camps and clinics hosted by athletes. For exam- ple, the Cash McClure Basketball Camp was presented in 2025 by Gardiner- based J.M. Arbour Wealth Management — a natural brand connection given the athlete's first name. ese partnerships humanize brands and align them with values such as leadership, work ethic and community service. Companies should work through an agency or a school's athletic department and their parents if the athlete is under 18, for NIL opportunities. Embrace authenticity Ultimately, the brands that are most suc- cessful with sports marketing opportuni- ties are the ones that prioritize creativity and authenticity. Fans respond to brands that invest in the community, support athletes and tell meaningful stories. Any athlete in Maine who under- stands our state's culture and is approachable and likable has a lot of value. Companies willing to think creatively, spend locally and build rela- tionships with teams and athletes can create a winning partnership. G r e g G l y n n i s t h e f ounde r and CEO of Pliable M a r k e t i n g i n A u g u s t a . Build relationships with Maine sports teams and athletes Gain access to unlimited articles & lists for download Access to print and digital editions, website content, email newsletters, and downloadable business lists, plus events discounts! MAINEBIZ.BIZ/SUBSCRIBE Become a premium member of Mainebiz today to receive unlimited access! SEADOGS.COM season tickets Access to exclusive season ticket member events, including on-field batting practice & breakfast with the team Discounts on merchandise Season Ticket Exchange Program- Never a wasted ticket Expedited Season Ticket Entry Expedited Season Ticket Entry Access to special event presales such as Banana Ball & Playoff Games . . . . . Great for entertaining clients and employee incentives

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