AdMonth 2025: Beyond the Scoreboard Buffalo Sports Marketing Panel

We recently brought together a powerhouse lineup of sports marketers for a conversation that hit all the right notes, from fan engagement and authenticity to keeping partnerships feeling genuinely human.

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The panel featured industry experts including:

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• Liz Mattingly – VP and Creative Director at Crowley Webb 
• Bradley Gelber – Director of Marketing at West Herr
• Jesse Ladoue – Marketing Director, Licensed Sports at New Era Cap
• Lindsay Truesdell – Director of Partnership Marketing at Delaware North

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Across the board, everyone agreed: today’s fans expect more than logos and sponsorships.

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‍The Best Partnerships Are Valuable, Not Just Visible

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The best partnerships aren’t just visible, they’re valuable. When done right, they create experiences that mean something on both sides of the relationship. The real success comes when a partnership feels truly mutually beneficial.

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‍Speaking Like a Fan, Not a Brand

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A big theme was speaking like a fan, not a brand. West Herr focuses on local pride and "off-the-field" experiences that connect on a human level, while M&T Bank has found success by showing up in ways that sound more like a fellow fan than a financial institution. Those are the moments that build trust and make memories that stick.

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For New Era, keeping things fresh without being cliché means focusing on lifestyle and culture, not just the sport itself. Fans want to wear something that feels current, not promotional. If it looks like an ad, it won’t go viral.

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‍Athletes as Storytellers: The Rise of NIL and Personal Brands

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The conversation also touched on player partnerships and the rise of NIL deals through platforms like Opendorse. Athletes today are storytellers and advocates as much as they are endorsers, but it’s important to have a Plan B, since injuries and headlines can change things quickly. It was especially interesting to hear how women athletes are often building stronger personal brands outside traditional sports marketing norms, connecting directly with fans in ways that feel personal and real.

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When brands lead with purpose, creativity and curiosity, they don’t just get attention, they earn true fans.