When you invest in a property, it must be clear to fans that your brand is the one committed to their tribe’s success. Understanding how a property will prevent overlap with your competitors is critical. Make this a priority in your early conversations.
Avoid properties that won’t offer clear protection for your category or have a history of slicing it too fine. Category exclusivity matters because once your sponsorship is announced, competitors will try to dilute your impact. To ensure fans know who’s truly supporting their passion, make your exclusivity clear and make it yours.