Tuesday Morning Commentary
Welcome to the TMC
Join Brent Barootes President & CEO Partnership Group – Sponsorship Specialists® each week as he shares his take on the latest news, trends, and happenings in the world of sponsorship marketing. From industry insights to thought-provoking commentary, this is your go-to spot for ideas, analysis, and conversation.
Don’t miss what’s next
Every 2 weeks we’re sharing a new story from the past 25 years – dive in, read, and share your thoughts in the comments
The Lighter Side
Published September 8, 2026
I figure it is the day after Labor Day. Basically, the summer experience is over. Kids back in school and back to the grind at work. (Lol… like anyone in the sponsorship industry got to take the summer off.) So, I thought we would ease back in with some thoughtful insights and knowledge you should […]
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Managing Little Irritations
Published September 1, 2026
Have you ever been out walking and got a pebble in your shoe? If you are like me… you probably don’t stop and deal with it right away. You kick your foot or shake it figuring ‘it will move the pebble and that little irritation will go away’ or you just figure you are almost […]
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Winning vs Losing
Published August 25, 2026
They say you need to have a “loser” for someone to win. I think we need to really look deeper at this. When you don’t get enough points on the score clock the other team takes away the medal or the victory. When the sponsor buys a different event or program than yours, we say […]
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Understanding Sponsorship Valuation Today – Part 2 of 2
Published August 18, 2026
Last Tuesday I wrote about three “sponsorship asset / package valuation methods”. This week I have three more. Last week we really looked at the historical approach of guessing, going for broke on the ask and blind trust comparison valuation process. If you missed that read… you can find it here. Just scroll down to […]
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Understanding Sponsorship Valuation Today – Part 1 of 2
Valuation of sponsorship assets is a tricky process. You have to know what you want in order to measure it correctly. And of course, the world of sponsorship valuation has changed dramatically over the decades and immensely so in the past two to three years. As they…
Getting Rest
So, it used to be against the law to work on the “first” or “last” day of the week. The Bible talks about “on the seventh day you are to rest”. God took six days to create the heavens and the earth and everything from the sun to the lakes and rivers and forests. And…
FIFA
I have said before… I am not a fan of FIFA as an organization, and I have never been a football / soccer fan …. Even during FIFA World Cup. But watching can change you. Prior to the 2022 FIFA Men’s World Cup our daughter was NOT a fan of soccer / football at ALL! She…
A Little Bit of Wisdom
This will be short and sweet. A mentor of mine once provided me with some great advice… well over the years a lot of great advice … but this stuck out recently for me! This has nothing to do specifically with sponsorship or partnership but can be applied to both your…
Allowing an Open Mind
Having an open mind takes work. It means you have to listen and learn… versus listen and argue! Too often, whether at work or at home when in a conversation, we tend to “listen” but our mind is focused on our response. We listen to respond. When what we should be…
FOMO vs JOMO
OK… so we all know what FOMO means… “fear of missing out”. We have probably all experienced it. You know… that anxious or uneasy feeling you get when you believe others are having rewarding, fun, or profitable experiences without you! Whether that is a community…
Happy Canada Day and More
Today is June 30. Tomorrow is Canada Day. I am in Toronto amidst the FIFA excitement. For many this July 1 will be a milestone. For some it might be a significant birthday. For others it might be taking in a day at FIFA Fanfest in Vancouver or Toronto or a watch party…
Understanding Anger
In the sponsorship industry there exists anger. Over the last 35 years in this sector, I have seen it lots. And to come really clean… I have exhibited it on occasion. And when there is anger, there is regret but often never full repair. Let me illustrate the types of…
Servicing the Right Audience
The 80/20 rule. Basically says 80% of your goal / objective comes from 20% of the audience / source. So that might mean at work, 80% of the problems are caused by 20% of the staff (the bad apples). Or 80% of your team’s points are scored by 20% of the players. Or if…