Red Bull Takes Soccer Freestyling Worldwide...

Are you looking for ways to revolutionize a sport? Is your brand looking to create an ownable sports platform?

Red Bull is changing the game when it comes to building customized, ownable sports platforms. The brand's success is highlighted by its ownership of Red Bull Street Style, the world's ultimate soccer freestyle battle.

In just two years, Red Bull has built a globally recognized soccer platform that is driving a significant amount of buzz among soccer enthusiasts everywhere. The Red Bull Street Style enables competitors in 45 markets worldwide to compete in a three (3) minute head-to-head battle against one another.

The best performers from each round will advance to the regional stage and then on to the finals to represent their country. The performers are judged based on their technical skill, ball control, and creativity. The 2010 Street Style finals competition will serve as a precedent to the World Cup - taking place in Cape Town, South Africa in April.

Here is a quick look at the 2009 Amsterdam Red Bull Street Style finals:

Here is a quick look at the inaugural Red Bull Street Style world finals, which took place in Sao Paulo, Brazil in 2008:

Nike Raises Money for Schools with Kids 5K...

Are you looking for new ways to engage kids? Are you looking for unique ways to raise money for schools?

Nike holds a "Nike 5K for Kids" event annually in Waikiki, Hawaii to benefit local residents and schools in O'ahu. The 5K for Kids event has grown tremendously - 10,000 children (and their families) were expected to participate in the 2009 September affair.

For the past ten years, Nike has hosted the event as a way to demonstrate goodwill in the community and get kids active. Nike donates 100% of all entry fees to O'ahu schools for athletic programs and playground equipment. The event raises $150,000 on an annual basis, generating over $850,000 for participating schools in just the last nine years. 

Event registration is open to all persons in the community (a $20 fee to participate) but families are encouraged to participate with their children. The event registration for the 2009 event, held on September 20th, was capped at 10,000 participants.

Here is a quick look at last year's Nike 5K for Kids event:

Trader Joe's Leverages Sports... Without Paying for It...

Are you looking for new ways to leverage sports at retail without having to incur high sponsorship fees? Are you looking for creative ways to enhance the consumer's shopping experience?

Trader Joe's, a privately held chain of grocery stores located nationwide, does a tremendous job leveraging sports to enhance the consumer's shopping experience... without having to pay steep sponsorship fees.

Their strategy? Independent store locations use a hometown sports thematic to welcome consumers (fans) as they enter the store. Select Trader Joe's locations tap into the passions of sports fans by featuring a simple "Kick off the season with Trader Joe's" welcome message that resonates with fans. Inside, store shelves and walls are decorated with murals and stuffed animals of local team mascots (who female shoppers normally gravitate to).

The hometown sports strategy is so simple, yet (cost) effective. Consider new ways that your brand can leverage sports without paying for it!  

The Top 5 Activation Ideas from the U.S. Open...

Are you looking for some best-in-class activation examples? Are you looking for new ways to leverage brands in the tennis space?

I. CONTINENTAL AIRLINES

II. HEINEKEN

III. WILSON

IV. LEXUS

V. NIKE

U.S. Open Fans Caption the Action...

Are you looking for new ways to leverage a corporate partner specializing in film and photography? Are you looking to add new interactive features on your team home page?

The U.S. Open has teamed up with Wilson to create a tremendous interactive "Caption It" feature that fans can enjoy on the tournament's official website. Each day during the tournament, U.S. Open officials post a unique image depicting the action and personalities off the court. The "Caption It" feature allows fans to go on to the tournament website and post their favorite creative captions and also see what other fans have to say.

The "Caption It" feature is tremendous because it:

• Drives repeat web traffic (fans will log on to the tournament website each day to see what new picture is posted)
• Offers a simple, yet engaging new inventory piece that properties can sell to interested corporate partners
• Encourages fans to express creativity and individuality (and hopefully share with their counterparts)

The Football League Gives Fans a Charitable Voice...

Are you looking for new ways to drive awareness for charitable relationships? Are you looking for new ways to partner with charitable organizations?

In an effort to promote charitable causes, The Football League is currently offering fans the chance to vote for which charity the league should select to be its Official Charity Partner for the 2009-10 season.

The Football League is featuring an eye-popping button on its league homepage that directs fans to a website where they can learn more about the five (5) charitable options and vote for who they think is the most appropriate. The Football League is hosting the Official Charity Vote through Wednesday, September 9th and will announce the winner on Friday, September 11th.

The Football League's online charitable voting scheme serves as a terrific way for the league to drive awareness for its charitable efforts, educate fans about different initiatives, and engage/empower fans through an interactive voting medium.

The five (5) charities include:

• Care of Police Survivors - http://www.ukcops.org
• Everyman - http://www.everyman-campaign.org
• Help for Heroes - http://www.helpforheroes.org.uk
• Marie Curie Cancer Cure - http://www.mariecurie.org.uk
• The Bobby Moore Fund - http://www.cancerresearchuk.org/bobbymoorefund

Arsenal Fans Love the Ebel Fastest Goal Contest...

Are you looking for new ways to leverage an official watch/timing partner? Are you looking for new ways to reward fans based on team milestones?

During the 2008-09 season, Arsenal FC teamed up with its Official Timing Partner, Ebel, to create the Ebel Fastest Goal Competition. The team ran a monthly contest from August until April that tasked Arsenal fans with guessing when the team's fastest goal would take place each month.

The entrant with the closest prediction each month received a free Ebel prize and a one (1) year subscription to Arsenal TV Online. At the close of the promotion, the person with the most accurate guess also received a personalized Ebel watch (valued at $4,150 euros)alongside the Arsenal player that scored the fastest goal at a home match.

Some of the promotion's stipulations include:

• Onlyresidents of the United Kingdom could apply to win (and must be 18+ years of age)
• Consumers may only enter to win once per month
• Theregistered timing of the Arsenal goals would be based on the official Premier League statistics
• If more than one correct entry is received, the winner will be chosen bya random drawing

Ebel signed a five (5) year partnership agreement with Arsenal FC in 2007 that included the following elements:

• Two (2) giant clocks on both sides of the stadium's first tier that reference the precise time substitutions occur, how much extra time there is in the match, and other notable moments
• High-tech field boards that feature their name at strategic moments of the game (that will be visible on television)
• The development of a mechanical watch designed specifically for football and inspired by the world of Arsenal
• A press conference to announce the partnership featuring Thierry Henry and Gisele Bundchen

In 2009, Ebel is running a similar "Fastest Goal Competition" with the FC Bayern Munich and AJAX soccer clubs (see the official website HERE).

Other sports properties should consider leveraging their official watch/timing partners to create similar promotions:

• Hockey - Fastest Goal, Save, Check, etc.
• Baseball - Fastest Home Run, Strike, Strikeout
• Football - Fastest Sack, Touchdown, Reception
• Basketball - Fastest Field Goal, Three-Point Field Goal, Block, Steal
• Tennis - Fastest Ace

Falcons Fans Enjoy Benefits with State Farm...

Are you looking for new ways to leverage insurance providers? Are you looking for new ways to provide fans direct benefits prior to the game?

The Atlanta Falcons are teaming up with State Farm Insurance in 2009 to provide the team's fanbase some exclusive privileges. During the upcoming season, Falcons fans that are also State Farm customers can show their State Farm policy card on-site for the opportunity to only have to pay $10 to park in the State Farm Lot prior to games (normally, pricing for parking is $20+).

The Lot, located directly across from Gate B of the Georgia Dome, is available to fans on a first-come, first-serve basis, with parking not available for sale in the days/weeks leading up to the game. The concept of the State Farm Lot is tremendous because it is just another example of how teams and corporate partners are working harder than ever to provide new, exclusive benefits for fans.

Burger King Turns its Jersey Sponsorship Inside Out...

Are you looking for new ways to maximize a jersey sponsorship? Are you looking for creative ways to leverage partnerships in the game of soccer?

Brands looking to derive incremental value out of their jersey sponsorship deals should consider benchmarking a tactic recently implemented by Burger King overseas.

After signing on as an official sponsor of the Spanish soccer club Getafe (a 1-year, $1.8MM agreement), Burger King made a splash in the sports marketplace when it revealed the team's new branded soccer kit.

While soccer clubs traditionally sell the front section of their home/away jerseys to signature jersey sponsors, Burger King took their team apparel branding to the next level. The QSR chain decided to feature an upside down picture of the King on the inside of the jersey so when the team's players pull their shirt over their heads after scoring a goal, it will appear as if The King (e.g. Burger King) is taking part in the celebration... an extremely clever idea!

Take a minute to check out some pictures of Getafe's new soccer kit below:

Burger King's jersey sponsorship wouldn't have been complete without clear instructions for Getafe players on how to execute the preferred goal celebration:

adidas Rides with the Three Stripe Skate Hype

Are you looking for new ways to drive incremental buzz and attention to a skating event? Are you looking for unique ways to tie in artists and corporate partners in the action sports space?

Over the past few years, adidas has done a tremendous job executing its Three Stripe Skate Hype skateboarding events in Shanghai, China. To drive participation from the best skaters in China, adidas has rented out different Shanghai sculpture spaces to put onthe skateboarding extravaganza.

To give each of the events a unique feel, adidas called on eight (8) of the world's skate-industry stylists topaint obstacles featured on the course, creating an unparalleled skating environment for young Chinese skating enthusiasts. The best skaters in China come to battle it out against the adidas skate team for the opportunity to win hand-painted decks created by the professional artists involved.

As part of its pro-Chinese skate movement, adidas even let local Chinese skaters design a course that incorporated elements one wouldn't normally find in a typical skate circuit (flight of stairs, wheel chair ramp, etc.). The giant apparel company then hired a local artist to bring the course to life and offered an exclusive event for skateboard enthusiasts to come out and enjoy skating, food, beer, and art.

Check out some pictures of adidas' Three Stripe Skate Hype events below (as well as video of the action here):