SEEN Saturday Series
Sports ETA is the essential resource for sports commissions, sports destinations, industry partners and more.
Since being established in 1992, our promise has been to deliver quality education, ample networking opportunities and exceptional event management and marketing know-how to our members - destinations, right holders, and industry partners - and to protect the integrity of the sports events and tourism industry.
As the non-profit 501(c)3 trade association for the sports events and tourism industry in the United States, Sports ETA is the most essential resource for sports commissions, sports destinations, sports event owners, and industry partners. We believe sports tourism and the events that our members own and host have the power to transform society for the better. Our passion is to help sports events and tourism professionals achieve previously unimaginable levels of performance. We do this by nurturing a diverse and inclusive community of smart, creative, and interesting people: our members.
SEEN Saturday Series
SEEN listener favorite episode: 2025 Sponsorship Trends with industry leader, Paula Beadle
This SEEN interview with Paula Beadle—Founder & CEO of the Sponsorship Marketing Association—quickly became one of your top-ranked episodes of the year.
Paula has negotiated everything from multi-million-dollar naming rights to, yes, even racing pigs—and she brings that same creative, results-driven energy to this conversation with Host Kathrine Nero. Known for developing winning strategies, sparking bold ideas, and elevating partnership revenue, Paula offers an inside look at the rapidly shifting sponsorship landscape.
In this episode, she answers:
What sponsorship trends will define 2025 and beyond?
Which industries and brands are leading the charge in reshaping partnership strategies?
How is technology—especially AI—transforming the way deals are built and measured?
Tune in and let us know your biggest takeaway from Paula and Kathrine’s dynamic, insight-packed conversation.