Oct 26, 2021
Vicki Higgins is a sponsorship and brand partnership expert. She is the Founder and CEO of the CXP Agency and host of the Sponsorship Mastery podcast. She negotiated the 2019 naming rights for Toyota Arena and landed over $20 million in sponsorship deals since 2018 with brands like Toyota, Coca-Cola, American Express, Lucas Oil, and more.
Before starting CXP Agency, Vicki worked with a major NBA sports franchise and an international airline. She was an executive with a few of the most prestigious tourist destinations in the US.
As the world continues to recover from the COVID-19 pandemic, venues and event owners seek strategic partnerships through sponsors. However, finding a brand that is the right fit is a struggle. Even worse, brands are pickier about the venues or events they sponsor.
The problem is venue and event managers do not know how to make the business case for sponsorship. On the other hand, brands are finding it challenging to justify sponsorship spending despite its vast benefits. Whether you run a venue, an event, or a company, this episode is packed with answers for all things relating to sponsorship.
Listen to this episode of the Inspired Insider Podcast with Dr. Jeremy Weisz featuring Vicki Higgins, Founder and CEO of CXP Agency. They discuss how Vicki helped broker the naming rights deal for Toyota Arena, some creative sponsorship examples, how to turn sponsorship into a strategic partnership, options for venue and event owners, and lots more.