Introducing Ishveen Jolly, a trailblazing entrepreneur in the sports marketing industry and the visionary founder of OpenSponsorship. With a passion for connecting brands with athletes and influencers, Ishveen has revolutionized the sponsorship landscape, making it easier for companies to find the perfect ambassadors for their marketing campaigns.
Her brainchild, OpenSponsorship, launched in 2014, has since become a go-to platform for both brands and talents seeking fruitful partnerships. In this exclusive interview, we delve into Ishveen’s remarkable journey, her insights on influencer marketing, and the future of OpenSponsorship as she continues to shape the sports sponsorship world.
Let’s gain valuable knowledge from Ishveen Jolly herself as she shares her expertise and experiences with us.
What inspired you to start OpenSponsorship and enter the sports sponsorship industry?
I was a sponsorship sports agent and really interested in cross border deals and the “why” behind deals happening. In my personal life I had started using many tech platforms such as LinkedIn, Uber, Airbnb, so one day I had the eureka moment of why wasn’t there a marketplace for the $60b sponsorship industry. Hence OpenSponsorship.
What were some of the main challenges you faced when launching OpenSponsorship, and how did you overcome them?
The initial one was finding a technical partner given I didn’t know how to code. I tried and failed a few times before finding my cofounder Ron Nesbitt. Other challenges included raising our first funding which I was supported by when we went through the 500 startups accelerator. A more recent challenge becoming a fully remote company initiated by COVID and then due to growing during that time has stayed.
Can you share a significant milestone or breakthrough moment in the growth of OpenSponsorship?
Our last fundraise completed in Dec 2021 included Serena Williams which was amazing. We also that year signed Walmart as a client, it’s pretty cool to say you work with Fortune 1!
How has OpenSponsorship evolved since its inception, and what strategies have you implemented to stay competitive in the market?
You are always evolving, however a few things that stick out are embracing the positioning of influencer marketing. This wasn’t a label that athletes and the sports industry embraced but when we realized that our buyers included influencer marketers it made sense for us to adopt this language and position ourselves strongly in the industry.
Another is the move in the last couple of years to really grow out our account management team; we have a great technology platform with amazing functionality but realized that we needed to support brands, athletes and agencies with expertise as well.
What are some of the key benefits that brands and athletes can expect when using OpenSponsorship?
We have over 17000 athletes – about half signed up by agents and half by athletes themselves. For them it’s free to sign up and we take a commission when they do a deal, so the benefit is very much a no-risk revenue source for them. We also pride ourselves on signing great brands that athletes would genuinely want to work with.
For brands – athletes are a really powerful network of influencers, they offer loyal followings, high engagement and authenticity. We have a huge network and as mentioned earlier, we make sure the brands have the best strategy to activate the athlete influencers.
How do you ensure the quality and credibility of athletes on the OpenSponsorship platform?
We have a number of Checks in place when they sign up. The best way we do this however is by keeping the money in escrow from the brand and the athlete only gets paid when the deal is complete 100% and accurately.
Can you provide examples of successful brand-athlete partnerships facilitated through OpenSponsorship and the impact they had on the parties involved?
We have done over 10000 deals, with athletes from over 40 sports and many countries (US is our biggest market). Some of our top named athlete deals include Venus Williams and Stitchfix, Jamal Adams and Walmart, Tony Finau and AIG, Luis Nani and Betx.
What advice would you give to aspiring entrepreneurs looking to start their own business in the sports industry?
Make sure your idea is actually needed and people or businesses will pay for it. The sports industry can be a tough one to disrupt and it’s not easy to extract money from so make sure your idea is viable.
In conclusion, the interview with Ishveen Jolly has shed light on the innovative strides she has taken in the sports marketing arena through OpenSponsorship. Her passion for bridging the gap between brands and athletes, combined with her entrepreneurial acumen, has propelled OpenSponsorship to the forefront of the industry.
Ishveen’s dedication to creating meaningful connections and empowering influencers has not only revolutionized sponsorship dynamics but also opened up new possibilities for aspiring talents to thrive. As she continues to pave the way for impactful influencer marketing, it is evident that Ishveen Jolly’s vision and commitment will leave a lasting legacy, inspiring countless others in the world of sports marketing.
With her at the helm, the future of OpenSponsorship looks incredibly promising, promising a world where brands and influencers forge powerful alliances, shaping the landscape of sports marketing for years to come.
