The SponsorshipX Podcast is Now Live!
The sponsorship world is changing fast—and the new SponsorshipX Podcast is here to help you stay ahead. In its debut episode, host Mark Harrison sits down with Mary Beech, Chief Growth Officer at Thorne, for a candid, insightful conversation about the real impact of strategic partnerships, data-driven marketing, and the “negative split” mindset that’s propelled her career from Disney to Kate Spade to the cutting edge of performance nutrition.
The episode is now available on Apple Podcasts, Spotify and YouTube. You can also access the conversation’s transcript and show notes the sponsorshipx.com.
Beech, who joined Thorne after senior leadership roles at Disney and Kate Spade, shares how she uses partnerships—like Thorne’s high-profile collaboration with UFC—to drive brand awareness and measurable ROI. “Nearly half of UFC fans use supplements,” Beech notes in the episode. “That’s a huge opportunity for us to reach a highly engaged audience with authentic, science-backed messaging.”
Listeners will hear how Thorne’s approach goes far beyond logo placement. Beech details how her team activates assets across multiple touchpoints, capturing customer insights and amplifying brand messaging. She also opens up about her “negative split” strategy—a concept borrowed from marathon running, where you push harder in the second half of a race. “I’ve always believed in continuous improvement, especially when the finish line is in sight,” Beech says. “That’s how you achieve real, lasting growth.”
The conversation covers real-world case studies, creative collaboration, and the most important metrics. Beech explains how Thorne tracks customer acquisition cost (CAC), average order value (AOV), units per transaction (UPT), and lifetime value (LTV) to ensure every partnership delivers results. “If you can’t measure it, you can’t improve it,” she says. “We’re relentless about tracking the impact of every sponsorship.”
Whether you’re a brand manager, agency leader, or simply passionate about the business of sport, this episode offers actionable insights and inspiration. From overcoming personal challenges to running marathons and leading global brands, Beech's journey serves as a masterclass in resilience and strategic thinking.
Subscribe now for more expert conversations on maximizing sponsorship ROI, building authentic partnerships, and driving business growth. And don’t forget to share your thoughts—what’s your approach to maximizing sponsorship value?