Last week, Team Trak hit Charlotte, NC for one of our favorite events of the year — the NFL Club-Led Activation Summit — and this marked our 4th year in a row attending. (Yes, we’re officially regulars. Do we get jackets next year?)
And wow — what. an. event.
From the moment we landed to the final splash (more on that later), the energy, creativity, and collaboration on display were next level. This summit always delivers, but this year might’ve been the best one yet.
Let’s kick things off with a massive shoutout to the Jacksonville Jaguars, whose Treverbank Stadium sponsorship took home the Activation of the Year award! Voted on by the group and absolutely deserving — it was smart, creative, and hit all the right notes. Bravo, Jags!
The summit started strong at the Honeywell building, which gave us an awesome view of Bank of America Stadium — a perfect setting to kick off a week of ideas, innovation, and (controlled) chaos.
But it wasn’t just about pretty views and good coffee. The tracks this year were 🔥, with deep dives into:
There was real talk about what’s working, what’s not, and how to make sponsorships more integrated, more strategic, and more fan-first.
One theme we heard loud and clear? Sponsorship is evolving — fast.
No longer just logos and signage. It's storytelling. It's experience design. It’s getting sponsors involved before the ink dries — in the brainstorming, the creative process, the “what if we...” ideas that make activations feel more authentic and less transactional.
There was so much great energy around co-creation: Let’s not just plug brands in — let’s build with them.
(As a team that's obsessed with activation planning and ROI — this hit home for us in the best way.)
Our breakout session in Suite 314 was a blast — packed with smart, curious folks ready to dig into new features, best practices, and some spicy discussions around how to keep sponsorships fresh.
Also, we may have given away a few (okay, a lot of) Battery Daddys and batteries. You’re welcome, carry-on bags.
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To wrap it all up, we headed out to the U.S. National Whitewater Center for some “whitewater rafting.” And by rafting, we of course mean cheering from the sidelines and debating who technically fell in first.
Either way, it was the perfect chaotic, laugh-filled way to end a few amazing days.
We’re grateful to the NFL for the invite, for the community, and for keeping the bar so high.
Already looking forward to our 5th anniversary next year — and maybe a rafting redemption arc.
Until then, let’s keep pushing what’s possible in sponsorship.
Cameron
CEO & Co-Founder
Trak Software
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