If you are a marketing or sponsorship director at a company, you are most likely doing everything you can to avoid being asked the above question. You work your tail off to cover all the deal points and execute great partnerships with all kinds of sports properties, but deep down, you know you'll have to justify that spend.

Every day can't be your birthday, but for NFL fans, there are plenty of days in spring that provide gifts for the fall-winter 2015 campaign to come.

If sports brands and teams want to win their licensing game, market to the female fan. And with the start of the baseball season, you can see the growing evidence that MLB teams are taking notice of the value a women's touch can bring.

Last week, hundreds of thousands of Americans hit the road for three of the most iconic events on the sports calendar. Between the opening of the Major League Baseball season, the NCAA Basketball Final Fours and the Masters Tournament, the respective host cities reaped huge financial windfalls as local hoteliers enjoyed huge increases in occupancy and yield.

In sports business, we always eye the future. What new tech will get more fans through the turnstiles? What's the next trend in mobile viewing? How can we use social media to better engage fans during broadcast? There's nothing in our industry that isn't ripe for change, except for one event - the Masters Tournament.

I graduated from Syracuse University almost 35 years ago, and I still bleed Orange. With the university's self-imposed ban from the NCAA Tournament, that blood is boiling.

Reebok officially took the next step in their complete brand transformation in February 2014 with the redesign of their logo. The new mark is the delta symbol, used to signify change. Their press release states the delta logo was chosen to "represent the changes - physical, mental and social - that occur when people push themselves beyond their perceived limits and embrace an active and challenging life."