How the NFL's Washington Commanders Build Relationships With Advertisers

Summary

Washington Commanders President Mark Clouse discusses the team's sponsorship revenue turnaround under new ownership. He outlines how the Commanders moved from a damaged reputation to the top ten in league sponsorship by rebuilding partner trust, shifting from transactional signage deals to strategy-based partnerships tied to business KPIs, and leveraging improved on-field performance. Clouse expresses ambition to eventually overtake the Dallas Cowboys as the top sponsorship team in the NFL.

• Mark Clouse, President of the Washington Commanders, describes the team's sponsorship revenue improving from a depressed state to the top ten in the NFL.
• The turnaround began after Josh Harris's ownership group took over, restoring reputation and re-engaging sponsors.
• Partnership model shifted from transactional signage and naming rights to understanding sponsors' business goals and holding the team accountable for results.
• Improved on-field performance is acknowledged as a positive contributor to sponsor interest.
• Clouse expects continued growth given the Washington D.C. market, team vision, and controllable execution.
• Long-term ambition is to compete with the Dallas Cowboys, who are the benchmark for NFL sponsorship revenue.