How to Build Brand Partnerships That Actually Drive ROI: Expert Insights by Ondar Tarlow

Mary Czarnecki hosts Ondar Tarlow on the Sticky Note Marketing Show to share practical guidance on building brand partnerships and collaborations that drive business growth, especially for brands without massive ad budgets. Ondar explains the need to start with clear company strategy, goals, and audience definition before pursuing sponsorships, and outlines common mistakes such as not fully understanding the sponsor’s asset list, valuation, ROI potential, and the operational burden of ticket/hospitality packages. He highlights underused opportunities like community and philanthropic collaborations with teams and athletes, warns about league-specific rules that limit athlete access, and recommends planning integration across social, email, websites, and partner guidelines. He cites Oracle and Red Bull F1 as an example of a hands-on, mutually beneficial partnership, discusses Fast Lane Drive’s member experiences, and emphasizes the enduring value of in-person events post-COVID.ABOUT ONDAR:Ondar Tarlow is a marketing pro with over 20 years of experience, known for blending data-driven strategies with creative storytelling to deliver results. He’s mastered using AI to boost campaign performance and cut production time. As CMO at Kinecta Federal Credit Union and Pacific Premier Bank, he led campaigns that generated over $1.7 billion in product volume. Now consulting for motorsports, financial, and lifestyle brands, Ondar works with high-profile partners like the LA Chargers and Porsche, using his expertise in sponsorships to connect brands with the right audience. His love for motorsports and focus on precision drives his passion for high-performance teamwork.KEY POINTS:Strategy Comes Before Sponsorship: Before committing to any partnership, you must clearly understand your business model, revenue drivers, and strategic goals. A sponsorship should support your strategy, not replace it.Understand the Full Asset List: Don’t just look at logo placement. Evaluate every asset included in a partnership, including hospitality, digital access, community impact, and hidden opportunities that can drive real ROI.Create True Win-Win Collaborations: The best partnerships are not transactional. They align audiences, values, and long-term goals to create meaningful, measurable impact for both sides.LINKS MENTIONED IN THE EPISODE:LinkedIn: https://www.linkedin.com/in/ondar Website: www.ondartarlow.com-------------------------------CONNECT WITH ME:WEBSITE: www.maryczarneckispeaks.comFACEBOOK: https://www.facebook.com/maryczaronlineINSTAGRAM: instagram.com/maryczarnecki_LINKEDIN: linkedin.com/in/mczarnecki/SPOTIFY: https://open.spotify.com/show/43zwg2VNf8nMuqhrAn5L3BAPPLE PODCAST: https://podcasts.apple.com/us/podcast/sticky-note-marketing-with-mary-czarnecki/id1484391371 Hosted on Acast. See acast.com/privacy for more information.