Sports Geek - A look into the world of Sports Marketing, Sports Business and Digital Marketing The Art of Partnership Activation - Maggie Drysch, St. Louis Blues
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Aug 12, 2025 Maggie Drysch, Director of Partnership Activation and Service at the St. Louis Blues, shares her journey from equestrian to sports marketing executive. She discusses innovative partnership activation strategies, like the unique 'Purina Doghouse' initiative, enhancing community engagement. Maggie emphasizes the importance of relationship-building and navigating sponsor needs while balancing creativity and resources. Listeners will gain insights into managing partnerships effectively and utilizing social media for enhanced engagement in the sports industry.
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Run A Biweekly Digital-Commercial Huddle
- Hold a regular biweekly sync with digital and social teams to share ideas and flag changes early.
- Use that meeting to surface content that can be repurposed for partners and to co-design activations.
Loop Activation Into Proposals Early
- Involve activation staff at the proposal stage so they know the client and hit the ground running.
- Assign a dedicated activation rep to each sale to reduce surprises and improve delivery.
Match Activations To Partner Business Models
- Successful activations come from knowing the partner's business model and goals, not just applying standard assets.
- If an activation doesn't fit their business, it will fail even if it meets generic goals.