Tuesday Morning Commentary
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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.
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Getting Better
Published October 6, 2026
If you are not getting better, you are missing the boat. We all need to strive to get better at what we do each and every day. Whether that is in our personal or professional lives… we must continue to improve. The world around us, especially in the in the sponsorship marketing industry, is changing […]
Pushing the Envelope
Published September 29, 2026
Recently I had conversations with a few clients who feel they are being “used” and that is not what a partnership is all about. Either their prospective partners or existing partners keep asking them for “more”. Ugh… I can relate. As an agency we get it all the time. We as a company share a […]
A Secret
Published September 22, 2026
OK, not really a secret after this publishes. But anyway, in the last year there have been a ton of milestones in my life. Last week’s TMC focused on a big one… then there were some in June and last October. Last October my wife Coryna Kulba and myself celebrated 25 years of marriage. She […]
Partnership Group – Sponsorship Specialists® Anniversary
Published September 15, 2026
Earlier this month… actually Sunday September 6 on the long weekend… we turned 25 years old. We were incorporated in 2001, just days before 9/11. It has been an amazing 25 year run and looking forward to decades more! We started to look back, a few people have asked me what our greatest accomplishment has […]
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…
Thinking Outside the Box
I often hear that it’s an old cliché and we need to set it aside. But I believe that, no matter what phrase you want to use, we need to think differently. We need to be more creative in our sector. We need to take technology to the next level. We need to think beyond…
Prospecting in Modern Times
I have written about prospecting before. I have covered off all the bases around making sure you know your audience. Once you know your audience you can generally prospect better because you know who is trying to reach that demographic. For instance, if the people…
Teamwork
I learned the John Donne phrase “No man is an island unto himself” back in grade 11 literature class with Ivar Ford at Brentwood College School in Mill Bay BC. It has always stuck with me, and I have grown to understand it more an more as I grow older and can apply…
Household Hints
The last few weeks of this TMC have been pretty deep and intense. I thought this week as we approach summer some helpful hints for around the household might be useful. I hope your find these of value or at the least, amusing… I got between a pan and a wall. I was…
Ethics
My name is my reputation. And my reputation is in my name. People either trust Brent Barootes / Partnership Group – Sponsorship Specialists® or they don’t or they don’t know us well enough to make that judgement call. And if it is the latter, they will go to people…