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Sr. Manager, Client Services · MarketScale

Katie Steinberg

Katie Steinberg is Sr. Manager of Client Services at MarketScale, leading the client experience for Fortune 500 brands. She also serves as a host on the Game Changers sports and entertainment series.

5 articlesWebsite ↗
Contributor Brief·Katie Steinberg · 5 articles
Updated Aug 18, 2026

Trust and safety drive institutional buying decisions in fragmented markets

Steinberg argues that major structural shifts—reshoring, fan participation, security concerns—create new categories of buyers who lack institutional knowledge and must rely on trust rather than expertise to make seven-figure decisions. She demonstrates that safety and authenticity have become primary purchase drivers, forcing institutions to rebuild their go-to-market strategies from the ground up.

69.3%

of fans factor security into attendance decisions

“A whole new category of packaging equipment buyer—building a line from scratch, making a seven-figure decision, and shopping on trust.”

Why Reshoring Is Quietly Reshaping Who Buys Packaging Equipment

Purchase drivers across institutional buyer categories

Security as attendance factor69.3
Trust as primary selection criterion (reshoring buyers)8
Fan authenticity driving brand amplification8

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81%Security as
Security as attendance factor
Trust as primary selection criterion (reshoring buyers)
Fan authenticity driving brand amplification

3 out of 4

eventgoers willing to pay premium for security assurance

Fan-created content became the heartbeat of Super Bowl 59, revealing how brands can harness real experiences.

What Super Bowl 59 Taught Us About UGC

Setbacks on and off the field became the foundation for mentoring the next generation of athletes.

Eric Dickerson Turns Career Struggles into Lessons for Young Players

“Safety sells—and venues must rethink their entire security approach from the ground up.”

Themes:Institutional trust replaces expertise in fragmented buyer marketsSafety and authenticity drive purchase and attendance decisionsStructural economic shifts create new buyer categories with unique decision-making patterns

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