Smarter Sponsorship Starts Here

Rid the world of poor performing sponsorships

At Trak Software, we believe it's time to eliminate underperforming sponsorships and focus on strategies that deliver measurable success.

Reflections from Brand Innovation Summit Chicago 2025

The Ritz-Carlton in Chicago was buzzing with energy as marketers gathered for this year’s Brand Innovation Summit — and the newly rebranded (and proudly purple) Trak team was all in.

Qualtrics Captures the Depth of Jazz Fan Experience

Qualtrics and the Utah Jazz capture special moments in their Sponsorship of the Photo Experience

Qatar Airways Swoops in to Add Umbrella Approach to Sponsorship Portfolio

Euro 2020 and Qatar Airways as they reached an agreement this week to make Qatar Airways the official airline of the continent-wide tournament.

Northwestern University, The City of Evanston & Dynegy renovate a community basketball court

Northwestern Sports Properties by Learfield Sports deal with Dynegy to revive a worn out community court for their sponsorship deal, see description, announcement and pictures

New England Free Jacks - Welcome to Modern Partnership Management

New England Free Jacks choose Trak Software to boost corporate partnership revenue and improve efficiencies

NBA Bubble Sponsor Watch - Miami Heat Top 10 broadcast

We collect and catalog the sponsor activations for the 2020 NBA bubble

NBA All-Star Game Puts Real Meaning Behind Winning and Losing

NBA All-Star game sponsorship supports Thurgood Marshall College Fund and the United Negro College Fund.

Most Memorable and Impactful Sponsorship Campaigns – Vote for Your Favorite!

Sponsorship campaigns have long been a powerful tool for brands to connect with audiences, enhance visibility, and build lasting relationships. Over the years, several campaigns have stood out, leaving an indelible mark on both the industry and consumers. Here's a look at some of the most memorable and impactful sponsorship campaigns:

Meet the New Trak

Trak Software has a new look — but it’s more than just a visual update. It’s a reflection of how far we’ve come, and where we’re headed. Learn how our new design, tone, and focus support our mission to be the leading platform for sponsorship activation.

Mastering the Art of Building and Nurturing a Successful Sponsorship Department

Mastering Sponsorship Negotiations: 8 Lessons from "Never Split the Difference"

Negotiation is a critical skill in the world of sponsorship. Whether you're haggling over a a new partnership, hashing out asset or contract terms, or persuading a brand to buy your proposal, the ability to negotiate effectively can make or break your success in the industry.

Man vs. Machine - Introducing Trak Starr for Your Next Sponsorship Management Role

Fans of The Office might remember Dwight’s battle against the computer in sales—proving that human effort can outshine technology. But what happens when man and machine work together?

Making a Difference: Intern Story

Erica's journey from a small town in Minnesota to the sports industry is a story of passion and perseverance. Despite limited local opportunities, her love for sports grew through high school participation and trips to professional games. Now at Trak, Erica combines her analytical skills with her sports passion, making a significant impact in sponsorship management.

MAKE a Sponsorship Activation Plan...OR PLAN to FAIL!

In the dynamic world of sports and entertainment, effective sponsorship management is crucial for maximizing returns on investment. At Trak Software, we collaborate daily with agencies, brands, and rights holders to enhance their sponsorship portfolios.

LoanDepot Presents Opening Day Pick 'Em

The Official Mortgage Provider of Major League Baseball, loanDepot, harnessed the power of Opening Day, with a two week promotion leading up to the big day on April 1st.

Kia Uses NBA Playoffs to Springboard Rebrand

Kia Rebrands using the 2021 NBA Playoffs sponsorship

It's [almost] the end of the season; Did we activate everything? How to avoid poorly executed partnerships

The scary reality for most sponsorship marketers and how to avoid underperforming sponsorships

Introducing Trak Software’s Mobile App: Manage Partnerships Anywhere

After over a year of development, we’re excited to release Trak Software’s new mobile app. Built for our on-the-go users, this app allows you to stay connected and manage your partnerships wherever you are.‍

How to Maximize Your Sponsorship Beyond Broadcast TV Exposure

For the first three decades of sponsorship, broadcast television and the assets that came with it were the most coveted.....

How We Know #Sponsorships work…and you can too

Every day we work with clients that are being challenged by their leadership to demonstrate that Sponsorships work.

How Trak Software Transformed Sponsorship Management for the PGA Section: Erinn Lopez’s Success Story

Before using Trak, Erinn juggled complex sponsorships with spreadsheets, leading to missed deliverables, organizational chaos, and stress. With a small team and growing demands, Erinn needed a solution that offered structure and accountability.

Greenville Triumph SC on Playing Much Bigger via Trak Software’s Collaboration Service

Reigning USL League One Champions Integrate Trak Software Into Entire Partnership Portfolio

Getting A Career In Partnerships On Track With Trak Software

After graduating from Virginia Tech in spring 2020, my job offer was rescinded due to the pandemic, leaving me uncertain about my next steps as I entered adulthood.