The Sports Geek process — now self-serve
What’s an Instagram POST worth to your sponsor?
If your team can’t answer that in one sentence, you’re leaving money on the table. Digital To Dollars is the five-pillar process pro teams and leagues have used for a decade to turn digital audiences into revenue. Now it’s available as a self-paced program.
$399 price: first 100 only · 12 months full access
Your digital rate card
Instagram post: player feature
Facebook video: match highlights
TikTok post: branded series
EDM feature: 12k subscribers
Content series: naming rights
Status: unpriced — build yours in KNOW YOUR VALUE
Digital will be the #1 source of revenue in sports by 2030. Here’s how you get your share.
Sound familiar?
You built the audience. The revenue never followed.
The metrics trap
Likes don’t pay wages
Your reports are full of reach, impressions and engagement.
Your board keeps asking what any of it returns.
Digital KPIs with no revenue attached aren’t worth the effort.
The throw-in
Digital gets given away
Every sponsorship deal “includes some social posts”.
Unpriced, unplanned, thrown in to get the deal done.
Your most scalable inventory is your least valued.
The guessing game
Nobody can name a price
A sponsor asks what a story mention costs, and three people give three answers.
Without a rate card, every negotiation starts from zero.
The sponsor sets the starting point.
The process
Five pillars. Five finished assets.
This isn’t a course you watch. It’s a process you complete. Each pillar ends with a working document your team uses the next day. The order matters: each pillar builds on the last.
PILLAR 01
Know Your Audience
Define the fan audiences you actually have and the underserved ones sponsors will pay to reach.
→ You build: Audience Definitions
PILLAR 02
Know Your Content
Turn “stuff we post” into named content strands your commercial team can sell. If it doesn’t have a name, you can’t sell it.
→ You build: Content Strand Designs
PILLAR 03
Know Your Distribution
Map what goes where, how often, and why across social, web, email and app. Know which platforms deliver traffic and which deliver engagement.
→ You build: Your Content Matrix
PILLAR 04
Know Your Value
Price every content type on every platform. Build an internal rate card that becomes the building block for every deal you do.
→ You build: Your Digital Rate Card
PILLAR 05
Know Your Pitch
Assemble audience, content, distribution and rate card into a sponsor proposal that sells digital at its real value, starting by rebuilding one existing deal.
→ You build: One Page Pitch + a rebuilt live proposal
Building your strategy?
Pillars 1–3 give any organisation with a digital audience a documented strategy: defined audiences, named content strands, and a weekly publishing matrix.
This is the exact foundation we run in six-figure consulting engagements.
Selling sponsorship?
Pillars 4–5 turn that strategy into revenue: a priced rate card and a repeatable pitch process.
If you sell digital inventory or want to start, this is where the dollars are.
What’s inside
Everything you need to run the process yourself
The five-pillar program
Short, direct video lessons from Sean, the same material delivered in workshops with AFL, NRL and NBA organisations, rebuilt for self-paced teams.
- 35+ lessons, none longer than 8 minutes
- Built to complete in 5 focused weeks
- Watch solo or run it as team sessions
The Rate Card Builder
The tool teams ask us for by name. Enter your content types, platforms, audience numbers and production costs.
Walk out with a defensible internal rate card.
- Interactive calculator, not a PDF
- Priced by content type × platform
- The story behind every number, ready for sponsors
The working tools
Every workshop worksheet, rebuilt as fillable digital tools you keep.
- Audience Definition worksheets
- Content Strand Design canvas
- Weekly Content Matrix
- One Page Pitch template
The Sports Geek Vault
450+ podcast episodes with the people doing this work at the highest level, curated into playlists for each pillar, with timestamped highlights so you hear exactly the part you need.
- 10–15 hand-picked episodes per pillar
- New episodes curated monthly
- Over 12 years of answers from experts on tap
This is built for you if…
- You run digital or commercial at a club, league, venue or association
- Your digital audience outgrew your digital revenue
- You need a rate card, a content plan, and a pitch, not a bigger agency retainer
- You’d rather do the work than outsource the thinking
- You’re outside sport but live off a digital audience. The first three pillars work for you as well
It’s not for you if…
- You want someone else to do it for you
- You’re after growth hacks, not a process
- You measure success in likes
Running a major professional organisation with a complex budget? The program still works, but you may want your team and Sean in the room to deliver, facilitate, and implement it. That’s Sports Geek Consulting. Contact us →
Who’s teaching
Sean Callanan has spent 15+ years helping sports make digital pay
Founder of Sports Geek, host of the Sports Geek Podcast, and the person teams call when their digital audience isn’t paying its way. Digital To Dollars has been delivered at SEAT in Dallas, AFL club conferences, and inside teams and leagues across the AFL, NRL, NBA and beyond.
You need a rate card, a content plan and a pitch, not a bigger agency retainer. This program is that process, priced for teams that could never justify the consulting invoice.
450+
Podcast episodes
15+ yrs
In sports digital
5
Pillars, proven
One price. Twelve months. Every tool.
No subscription. No upsell maze. Renew next year only if it earned it.
Free Scorecard
$0
- 10-question self-assessment
- Scored across all five pillars
- Personalised gap report
- See exactly where revenue leaks
first 100 only
The Program
$399
$499 after 100 spots fill
- All 5 pillars + intro module
- Rate Card Builder
- All Digital To Dollars worksheets
- Sports Geek Vault: 450+ curated episodes
- 12 months full access
- Renewal locked at $99/yr, forever
Team Licence
$999
- Everything in The Program
- 5 seats for your digital + commercial team
- Run the pillars as internal workshops
- One shared rate card, one shared plan
The rate card guarantee. Complete the first four pillars, and if you haven’t built a rate card you’d put in front of your commercial team, email us within 30 days for a full refund.
Questions
Asked before you had to
Is my organisation too small for this?
No, you’re exactly who it’s built for. We developed the process with professional teams, but the pillars scale down: a state league club with one digital person gets the same clarity as an NBA franchise. The tools ask about your audience and your content, not your budget.
We don’t sell sponsorship. Is this still useful?
Yes. The first three pillars (Audience, Content, Distribution) produce a complete digital strategy for any organisation with an audience, whether or not you ever sell a post. The pillars (Know Your Value & Know Your Pitch) come in when you’re ready to monetise.
How much time does it take?
Lessons are under 8 minutes each. Plan for one pillar per week, roughly 2–3 hours including the worksheet, and you’ll finish in five weeks. Many teams run each pillar as a weekly team session instead.
What happens after 12 months?
You keep every document and rate card you built. Those are yours. Access to lessons, tools and the Vault renews at $199/yr ($99/yr locked for the first 100 signups). Renewal is a choice you make, not a charge you find out about.
Is this just the podcast repackaged?
No. The lessons are recorded fresh for this program, and the tools, including the Rate Card Builder, don’t exist anywhere else. The podcast archive is included as a curated bonus: 450+ episodes organised by pillar so the right conversation is there when you need it.
I run a pro team with real budget. Program or consulting?
Start with the program if you want to see the process before committing. But if you need it facilitated, implemented and tailored with your data in the room, that’s a Sports Geek consulting engagement. Please get in touch, and we’ll tell you honestly which fits.
Start now
Stop giving your best inventory away for free
Claim your spot and start building your rate card this week.
The first 100 signups lock the price and $99/yr renewal forever.