More companies are willing to pay more for digital and social media sponsorship then they are for printed sponsorship. What the companies are looking to get out of this is more activation. Activation means that they want the sports teams to be more active with their sponsorship rather than just printing something and letting it go. They want the teams to do things with their sponsorships like activities and make the signage move or rotate so that it catches the viewers eye. This is what more and more companies want these days is more activation so they get more bang for their buck.