Pre pandemic, I met with the Atlanta agency of an automotive client. They spend tons on sports sponsorships, including local auto exclusives. I asked why this dominated the budget and heard what I hear so often: block competition, prestige connotation, dealer/client pressure, tickets. But one exec, in a fabulous drawl, hit the nail on the head: "I'll go to bat on this if you show me the juice ain't worth the squeeze!"
Is the Juice Worth the Squeeze?
