A podcast that features real conversation about fictional sponsorship in movies, television, books, music and other pop culture. Produced by KSD Studios (https://ksdstudios.com/). Cover art by Lauren Jannicelli (laureliz.myportfolio.com ).
'Pitch Perfect 2' (2015): Olay / Cover Girl / Pantene's Co-Sponsorship of the World A Cappella Championship
We’re back, pitches! Season 2 of the award-nominated False Market Value (https://open.spotify.com/show/1iwpleRkLuqGQqZiwPMyEW?si=3dafad978bec48eb) podcast kicks off with a 'Bang Bang' (https://open.spotify.com/track/0XoRURhco1RorkcKjnd5NP?si=0ce4927fccf74890) when Ross and indie recording artist / music matchmaker extraordinaire Sonnet Simmons (https://open.spotify.com/artist/5fdzP6FHz7qBrsP3bU0BNq?si=R3tbHt-vQoizl6DNyfjdkQ) discuss Procter & Gamble’s sponsorship of a fictional Danish music festival, and why the absence of brands in collegiate a cappella in 2025 is a heated mess. Plus, how quickly could you spend $42,000 at Dave and Buster’s? Also features the 'real' Barden Bellas, Pitch, Please! (https://open.spotify.com/artist/5XBM9MvgDTEEjyLipLpKxE?si=XKgIZAEZR7CqEwZSMpUN9g) Listen, follow and long live independent media.
10 Jan 2025
Bonus Content: Vote for False Market Value as the Best Sports Business Podcast of 2025
Ross Weber and the False Market Value team encourage listeners worldwide to vote for them as the Best Sports Business Podcast of 2025, recognizing their dedication to delivering unique insights and perspectives on the sports industry.
23 Dec 2024
'Idiocracy' (2006): The U.S. Secretary of State, brought to you by Carl's Jr.
Why do you keep saying that? Ross and Dave Almy, Co-Founder and Principal of ADC Partners and host of the '1-on-1: Sports Business Conversations' podcast, discuss the benefits of sponsoring a senior diplomat with a global audience, how much Carl’s Jr. would have actually paid the fictional Secretary of State from the Camacho administration and if this type of partnership is really that farfetched in 2024, let alone the year 2505. Also: Dave breaks down the conveniences of wearing a traditional Scottish kilt.
9 Jul 2024
'Happy Gilmore' (1996): Subway's Sponsorship of Happy Gilmore
We don’t want a piece of fictional sponsorship valuation—we want the whole thing! Ross and Joe Canfield (Founder and CEO of Fairways Relationship Management, Director of Affinity Partnerships for the University of Utah and host of the ‘Fairways to Fortune’ podcast) are feelin’ the flow analyzing Subway’s sponsorship of the irascible linksman Happy Gilmore. Plus: Did Grandma Gilmore have a gambling problem? Why did Virginia wait until the PGT championship to find Happy a sponsor? And what’s wrong with the Waterbury Open leaderboard? We answer these questions and more. Talk about a hole in one.
24 Jun 2024
'Wayne's World' (1992): Noah's Arcade presents Wayne's World, Vol. II
In Volume II of our ‘Wayne’s World’ analysis, Ross and KSD Studios (www.ksdstudios.com) founder D.J. Kruzer discuss the real-world costs to produce ‘Wayne’s World’ at Oliver Communications; the potential causal link between corporate influence in the entertainment industry and Mike Myers' reputation; and ultimately, what real brand would have been the obvious choice for presenting sponsor. Plus: Our step-by-step guide on how to protect yourself from the real Noah Vanderhoffs out there.
24 Jun 2024
'Wayne's World' (1992): Noah's Arcade presents Wayne's World, Vol. I
Contract or no, we will not bow to any fake sponsor! A couple of metalheads from the Midwest use independent media to broadcast their subversive attitudes about film, television, music and corporate sponsorship from the 1990s. Did you think we meant Wayne Campbell and Garth Algar? Sh’yeah! Right! Featuring KSD Studios owner, ‘False Market Value’ producer and recording artist D.J. Kruzer (@vitallus). Part one of a two-part episode. ‘Wayne’s Power Minute’ audio clip courtesy of @qualityshows.
26 Mar 2024
'White Men Can't Jump' (1992): The Two-on-Two for Brotherhood Basketball Tournament, sponsored by a Coalition of American Corporations
What is this, a Masons convention? Jon Kander, Head of Beyond the Bottle Strategy for Gatorade and Dan Kowitz, Founder & CEO of JSB Partnership Consultants help Ross gather up all the bricks from the T.T.B.B.T. sponsorship program to build authentic brand integrations for real-world community events. Plus: How Gatorade meets athletes at the “point of sweat” to solve dry-mouthedness better than sympathy. Sponsored by the Vista View Apartment Complex.
21 Feb 2024
'Tin Cup' (1996) Bonus: The FairwaysRM "Three Pillars" Philosophy
Founder / CEO Joe Canfield waxes philosophical about building healthy relationships in golf, business and life. Learn more about FairwaysRM at https://www.fairwaysrm.com/.
7 Feb 2024
'Tin Cup' (1996): The Golden Tassel's Sponsorship of Roy McAvoy's Golf Bag
Ross and Joe Canfield, Founder / CEO of Fairways Relationship Management and Director of Affinity Partnerships for the University of Utah, scramble to determine Doreen’s return on investment for The Golden Tassel’s sponsorship of Roy “Tin Cup” McAvoy, “The Pride of Salome, Texas,” during his legendary (fictional) appearance in the 96th U.S. Open. Plus: How Tin Cup’s grassroots sponsorship portfolio was ahead of its time, and Joe’s three pillars for building successful relationships not just in sponsorship or on the golf course, but in life.
9 Jan 2024
'Talladega Nights: The Ballad of Ricky Bobby' (2006): Fig Newtons' Windshield Sponsorship of Dennit Racing's #26 Stock Car
El Diablo and The Magic Man (Ross and ADC Partners Co-Founder and ‘1-On-1: Sports Business Conversations’ host Dave Almy) discuss what could be the most influential fictional sponsorship ever depicted on (wind)screen. Plus, Ricky Bobby: Singular talent, sponsorship all-star…Zen master?
19 Dec 2023
'Bend It Like Beckham' (2002): AXA's Front-of-Shirt Sponsorship of the Hounslow Harriers
Jargon, jargon, sponsorship jargon. A couple of Yanks—Ross and avowed Anglophile Tom Perros, VP of Strategy and Business Innovation for Legends—discuss the authenticity of the front-of-shirt sponsor for the Hounslow Harriers. Also features the first time annual daily traffic impressions are calculated for a fictional football stadium, how much companies should pay to sponsor women’s FCs in England and ultimately, how branding lends credibility to sports.
27 Oct 2023
'Jurassic World' (2015): Verizon Wireless presents the Indominus Rex, Part 2
How much should Claire have asked for to “close the deal” with Verizon? Was there enough time before the Indominus Rex exhibition opened to the public to properly execute the partnership? Is there a better way to integrate sponsors at a theme park than naming physical assets? Ross and JSB Partnership Consultants CEO Dan Kowitz answer these questions and more in the exciting conclusion to part one.
11 Oct 2023
'Jurassic World' (2015): Verizon Wireless presents the Indominus Rex, Part 1
Can you hear me (scream) now? Ross and CEO Dan Kowitz from JSB Partnership Consultants travel back in time to the mid-2010s to unearth what Verizon Wireless might have paid to present the Indominus Rex exhibition at Jurassic World—and fix the ultimate “dead zone.” Part one of a two-part episode.
11 Oct 2023
Introduction to False Market Value/'Unfrozen Caveman Lawyer' (1991)
False Market Value is brought to you by... In this introductory episode, Ross Kennerly and producer DJ Kruzer from KSD Studios thaw out television sponsorship rates from the 1950s to determine how much Happy Fun Ball should have paid to sponsor Unfrozen Caveman Lawyer in 1991—and in 2023. Plus, Ross breaks down the “rules” of the podcast.
Podcast Authority Score: 11 / 100
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