Sponsorship Marketing Gets a Boost: Avish Sood to Drive Innovation at SMA
SEATTLE, WA – January 15, 2026 – In a move poised to significantly impact the sponsorship marketing landscape, Avish Sood, founder of the influential community The Sponsorship Space, is joining the Board of Advisors at the Sponsorship Marketing Association (SMA). This partnership, announced today, isn’t just a merging of organizations; it’s a catalyst for a new era of professional development, recognition, and connection within the industry. For those following sponsorship marketing trends, this is a development to watch closely.
The Sponsorship Space & SMA: A Synergistic Partnership
Founded in 2013, The Sponsorship Space quickly became a vital hub for sponsorship professionals, particularly those emerging in the field. Sood’s focus on accessible education and community building resonated deeply, creating a space where networking and learning thrived. Now, that energy and expertise will be integrated into the broader reach of the SMA, the nation’s primary organization for sponsorship professionals. The transition will see The Sponsorship Space’s thriving LinkedIn community seamlessly become part of the SMA ecosystem, offering its members expanded resources, training, and networking opportunities.
Sood to Lead Transformative Industry Initiatives
But Sood’s role extends far beyond simply joining the board. He will spearhead three key initiatives designed to elevate the entire sponsorship industry: the SMA Sponsorship Excellence Awards, a groundbreaking Sponsorship Marketing Hall of Fame, and a comprehensive industry Mentorship Program. These aren’t new concepts for Sood; they’re expansions of successful programs he pioneered with The Sponsorship Space, demonstrating a proven track record of impactful leadership.
“Avish’s commitment to developing talent, recognizing industry leaders, and fostering professional connections mirrors everything SMA believes in and stands for,” stated Paula Beadle, CEO of the Sponsorship Marketing Association. “His vision aligns perfectly with our mission to professionalize sponsorship marketing through community, human connection, and knowledge.”
Why This Matters: The Evolution of Sponsorship Marketing
Sponsorship marketing is evolving. It’s no longer simply about logo placement; it’s about forging authentic connections, creating meaningful experiences, and demonstrating measurable value. This shift demands a more professionalized approach, and that’s precisely what the SMA, now bolstered by Sood’s expertise, is aiming to deliver. The introduction of a Sponsorship Marketing Hall of Fame, for example, isn’t just about celebrating past achievements; it’s about establishing a benchmark for excellence and inspiring future generations.
The mentorship program is particularly crucial. Breaking into the sponsorship industry can be challenging, and having access to experienced professionals can be a game-changer. Sood, as Senior Manager, Partnership Marketing for Canucks Sports & Entertainment, understands these challenges firsthand and is uniquely positioned to build a program that truly empowers emerging talent. This initiative directly addresses the growing need for skilled professionals in a rapidly expanding market – a market projected to reach significant growth in the coming years.
Staying Ahead in a Dynamic Industry
The partnership between The Sponsorship Space and the SMA signals a commitment to the future of sponsorship marketing. By combining resources, expertise, and a shared passion for community, these organizations are poised to drive innovation, elevate standards, and empower professionals at all levels. For anyone involved in brand partnerships, property management, or agency services, staying informed about these developments is essential. Keep checking back with archyde.com for the latest insights and analysis on the evolving world of sponsorship and marketing.
