Pritchard Sports & Entertainment Group
How C&K Media Solutions helped PSEG turn a single sponsorship idea into 35+ partnerships nationwide.
The Backstory
The Task at Hand
Pritchard Sports & Entertainment Group (PSEG) manages a sponsorship portfolio of more than 35 partnerships across the country, spanning major venues and sports organizations. But PSEG didn't want sponsorships that just put their name on a banner. They wanted their partnerships to actually do something, opening doors, building relationships, and creating stories worth telling.
Most companies treat sponsorships as a branding line item: get the logo up, get the tickets out, move on. PSEG needed a different approach, one where every single sponsorship earned its place by doing one of two things: creating real business opportunities, or creating a story worth sharing. The goal was to turn a growing sponsorship portfolio into something that functioned less like overhead and more like an extension of their sales and relationship-building efforts.
Here’s how we approached it:
The Process
C&K Media Solutions took over the strategy, activation, and storytelling behind every PSEG partnership. Instead of focusing on logos and signage, we looked for the assets inside each sponsorship that could open doors: executive networking, venue leadership introductions, client hospitality, thought leadership platforms, and industry events. Every opportunity got evaluated the same way, does this build a relationship, spark a conversation, or help retain a client?
One partnership brought this strategy to life in a memorable way. Working alongside Chase Center, the Golden State Warriors, and Acta Non Verba, we uncovered a story that had been happening quietly behind the scenes all along. Food waste from Chase Center events gets processed through the arena's biodigester system and turned into nutrient-rich soil. We saw an opportunity to turn that soil into something the community could hold in their hands, so it became more than 2,000 California poppy seed bombs, handed out to fans after a Warriors game.
It's a simple chain, but a powerful one to tell: food becomes waste, waste becomes compost, compost becomes soil, and soil becomes new growth back in the community. We shaped that story, coordinated the activation, and packaged it as a case study PSEG can now share with clients, venue partners, and industry stakeholders.
The Results
Through this approach, PSEG has grown and now actively manages a portfolio of more than 35 sponsorships nationwide, each one earning its place by building relationships with venue executives and decision-makers, or by creating stories that highlight sustainability and innovation.
What used to be a collection of standalone sponsorships now functions as a genuine business development tool and a library of stories PSEG can use again and again.
And just as important, this shift changed how PSEG's team feels about their own sponsorship investments. Instead of wondering whether a sponsorship is "worth it," there's a clear sense of confidence that every partnership is working toward something bigger, whether that's the next client conversation or the next story worth telling.
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