The following article by Associated’s Christopher Piotrowski, executive vice president & chief marketing officer, appeared in the July 17, 2015, issue of, a news and insights website for chief marketing officers and senior marketing executives. In it, Piotrowski assesses the hot topic of sports-related marketing sponsorships and how, to truly drive customer acquisitions and returns on investment, brands must focus on connecting with fans, not just advertising to them for awareness’ sake, by making them feel part of the experience.

View the full article here.