I had the chance to attend the Film Independent Spirit Awards this year — a rare moment where creative energy met strategic clarity. One brand got it right: Bulleit Bourbon. Their activation didn’t just show up — it belonged. From the thoughtful lounge design to the cocktail menu, the experience didn’t feel bought. It felt built — into the atmosphere, the story, the memory.

 

As CFO at Fevo — where we power brand-driven commerce for the biggest names in sports, media, and entertainment — I think a lot about what makes a brand moment stick.

 

Before Fevo, I served as CFO at Barstool Sports and Interim CFO at Crooked Media. In both roles, I watched how great partnerships don’t just create noise — they create value. And the difference always came down to two things: cultural fit and data discipline.

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The Sponsorship Multiplier

Brand Lift = (Audience Fit × Cultural Relevance × Brand Authenticity) ÷ Activation Spend

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It’s not just about how many people saw your logo. It’s about who, why, and what changed after they did.

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Demographic Lift: The Hidden Multiplier

Too often, brands obsess over CPMs and impressions. But the real ROI lives in what I call demographic lift: a measurable increase in awareness, favorability, or engagement among a strategically valuable audience segment — especially one you've struggled to reach before.

 

At Fevo, we analyze this through:

• Segmented engagement (ticket buys, shares, offer redemptions by demo)

• Pre/post lift surveys across partner activations

• Behavioral deltas (first-time customers from target segments, re-engagement from lapsed users)

 

We model it like this:

Demographic Lift ROI = (% Lift in Target Segment × Estimated LTV of That Segment) ÷ Cost of Activation

When done right, a great brand moment doesn’t just make headlines — it opens pipelines.

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Great brand partnerships don’t chase attention. They earn resonance. And the brands that win — in entertainment, sports, or lifestyle — are the ones that know how to show up with meaning.

 

Let’s keep raising the bar.

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