Strike It Rich With a Lottery Partner...

Are you looking for some ideas to strike it rich with a lottery partner?

Dave Wedge of the Boston Herald recently featured a great piece on Massachusetts State Lottery (MSL) distributing thousands of dollars worth of free tickets to local bar and store owners as perks and to encourage them to "push" sports related lottery games. The Lottery even gave fourteen (14) agents a total of 28 tickets to Game 6 of the NBA Finals in Boston, including seven (7) sets of luxury suites and four (4) floor seats... Agents have also received Red Sox luxury box seats, tickets to fantasy camps to play ball with members of the Red Sox and Celtics, and seats at VIP brunches with players.

In total, the Massachusetts State Lottery has distributed over $340,000 in sports tickets to local agents, an initiative that is part of an overall strategy to compensate local agents who help drive millions of dollars in sales. MSL lottery spokesman Dan Rosenfeld considers the strategy "critical" to their success. All tickets were purchased from the teams by the Lottery, demonstrating that you do not have to have the Lottery as an official team partner to still pocket some of their business.

However, there are many teams who have developed innovative ways to leverage "the lottery", including:

• The Massachusetts State Lottery underwrited the Boston Celtics' 2008 playoff run (which explains how the lottery was able to get access to premier seats at the Garden). In '06, the Lottery launched a "Boston Celtics Green" $5 instant-win ticket that offered cash, Celtics season tickets, and team merchandise as prizes

• In March, the Massachusetts State Lottery launched a new $20 Red Sox-themed scratch-off ticket (which complements existing $5/$10 Red Sox lottery tickets)
  • The MSL Red Sox lottery games generate $200-300M in revenue annually
  • Chances of winning are 4-1 that a consumer can win a prize worth the same or more than the cost of a ticket
  • Potential Prizes include: Red Sox season tickets for life and ten (10) sets of tickets to every Yankees-Red Sox series over the next decade
  • *In 2004, the team sold a sponsorship of the World Series Trophy to the Massachusetts State Lottery
• At least ten (10) MLB franchises are selling licensed MLB "Instant Win Lottery Tickets" at their ballparks, and both teams and leagues are tapping into this new strategy as a new revenue source.
  • Teams include: Atlanta Braves, Boston Red Sox, LA Dodgets, SF Giants, San Diego Padres, Seattle Mariners, Cincinnati Reds, Cleveland Indians, New York Mets, and the Milwaukee Brewers
  • The New York Yankees capitalized on their cross-town rivalry with the NY Mets by creating a "Subway Series" instant scratch-off ticket.
• The Memphis Grizzlies distributed 50,000 ping pong antenna balls to fans looking to show their support for luck during the 2007 NBA Lottery (a great Lottery tie-in). The antenna balls were distributed at the team's last two (2) home games and were available at Sonic area locations (tie-in retail partner) and the Grizzlies Den Team Store.

• The Minnesota Twins partnered with the Minnesota State Lottery to launch the Minnesota Twins Scratch Game in 2007. The $5 game featured a top prize of $100,000 and also rewarded consumers with lower level season tickets and trips to the team's 2008 spring training in Ft. Myers, FL.

• In 2006, The Illinois Lottery hosted a "Set for Life" event at Wrigley Field prior to a Chicago Cubs game where they awarded one winner with $100,000/year for the rest of her life. The event was for contestants who mailed in $30 of nonwinning instant tickets.

• Phoenix International Raceway teamed up with the Arizona Lottery to offer $3 tickets featuring the likeness of a few NASCAR drivers. The tickets rewards fans with trips to the NASCAR race and other race discounts

• In 2008, The D.C. and Virginia Lotteries teamed up to offer a $2 Washington Nationals scratcher ticket. Prizes ranged from $2 to $5,000 in cash and gave consumers the chance to enter a "2nd Chance Drawing" for an opportunity to win tickets and Nationals merchandise.

• The Georgia State Lottery offers a "Braves Baseball Suite Promotion", offering consumers in the state of Georgia the chance to win a luxury suite private party for fourteen (14) at a Braves game with purchase of a $5 Fantasy 5 Ticket (www.galottery.com/bravessuite). The promotion awards 25 suite nights - five (5) winners/week for five (5) weeks... A great way to capitalize on suite/ticket inventory!

Sell Your Interior Tunnel Signage...

Are you looking to sell additional assets in-area without affecting the fan experience? Have you considered selling your tunnel signage, where players and referees enter the playing surface?

I have attached a Calgary Flames 2008 commercial, which details the interior tunnel signage that the team incorporated with its Nike partnership (seen at the :09 mark in the commercial). As you can tell from clip, Nike does a great job branding the tunnel's interior fasica, driving brand awareness among all persons entering the game of play.

Now, you might ask, who would want to purchase this non-consumer-facing asset? I would think that there are many companies/categories that would be receptive to your sales pitch:

• Footwear / Apparel (targeting players) - Nike/Adidas/New Balance/Reebok/Under Armour
• Performance Drink - Gatorade/VitaminWater/PowerAde, Sobe, etc.
• Water - Dasani/Aquafina,  etc.
• Banking / Mutual Funds (targeting players) - Bank of America/Wachovia/Fifth Third
• Insurance (targeting players) - State Farm/Allstate, etc.
• Investment / Real Estate (Targeting Players)

This asset can either be sold individually or as a complementary asset to the exterior tunnel signage (consumer-facing).

The Bucks Need to Partner With an Online Dating Service...

The Milwaukee Bucks need to partner with an online dating service (Match.com, EHarmony.com, etc.) to find Andrew Bogut a soulmate... The following footage would be a great way to incorporate an in-game video board clip that promotes the service (with a PA message that reads: "Looking for a Friend/Soulmate?" Insert Video Board Clip "Find one at EHarmony.com...") 

It is only a matter of time before we start to see more online dating service companies emerge as team corporate partners (with sports arenas filled with consumers who enjoy entertainment with others and have the disposable income to spend)... Get creative with your branding tactics to integrate these partners!

Guinness, We Have Found Your Hockey Endorser!

In a post a few months ago, I mentioned the incredible experience I had attending an Atlanta Thrashers game at Phillips Arena... The team does a great job bringing the game of hockey to fans in a non-traditional hockey market... The highlight? A Guinness-chugging fan who gets the crowd going crazy during the 3rd period of every game... Well, to share this "experience" with you, I was able to find a clip online... Featured on the video board nearly every game, this fan normally will chug the full glass of Guinness and then go up and bang the boards - it makes the arena go electric!

Now, the next goal is to get Guinness to activate across the NHL (or another sport) by hiring a guy in every stadium to do this! When I attended the Thrashers game this past Fall, I was amazed to see that the team had four (4) alcoholic beverage sponsors, yet all four (4) failed to activate around this "in-arena" legend. Let's make this guy famous!

Chick-Fil-A Does the Chop, Braves Fans Eat the Chicken...

On Friday night the Braves introduced their newest part of their fan experience - the 40ft. Chick-Fil-A Tomahawk Chop Cow. The cow marks a new breakthrough in creative stadium branding, as it justifies how teams and brands alike are working towards creating initiatives that enhance the overall game experience for fans. With the introduction of the 40-foot cow, which features a "Du The Chop Eat The Chikin" sign, Chick-Fil-A continues to serve as "creative branding" leader in the sports landscape, after introducing the "Eat Mor Fowl Poles" in Houston in 2006.

If corporate partners always remember that their end goal should be to "enhance" rather than "interrupt" consumers when implementing ideas, they will receive similar positive fan acceptance and buzz as the Chick-Fil-A cow has received at Turner Field in Atlanta.

When it Comes to Corporate Partnerships, FC Barcelona is "Best in Class"

If you are looking to make a case for which organization is "Best in Class" when it comes to corporate partnerships, look no further than Barcelona FC. The football club does an incredible job detailing the assets/rights, opportunities, and events that are available to corporate partners looking to align their brand with the organization.

The club also does a great job incorporating corporate partnership content into their website (through a visible tab on the homepage that offers additional details on supplies, events, clinics, meetings, VIP tickets, image rights, and sponsorship opportunities)... Why don't we see more teams/athletic departments do this in the United States? (on many sites, information pertaining to corporate partners (who are said to be valued so highly) is often hidden/ignored).

As sports marketers, we should be devoting ample time to analyze the practices of our counterparts overseas, especially in European Football.  The breadth of U.S. sports owners and businessmen investing in soccer overseas should serve as a strong signal of the quality of sports business and growth potential that exists... Collectively, we need to open up our horizons to gain a better understanding for what principles are being implemented overseas. Hopefully these two (2) Barcelona FC tactics will peak your interest:

Creative In-Venue Branding

Barcelona FC took its Nike partnership to the next level by branding three (3) seated sections of its Camp Nou stadium with the Nike symbol... a great tactic that demonstrates to the media and fans around the world about how highly they value Nike as a partner. This innovative branding piece offers Nike incremental in-venue brand visibility and media coverage, demonstrating the power of the Nike brand with relation to Barcelona FC football. Also, make note of the Nike video board signage - have we seen this anywhere in the United States? Nike traditionally focuses on being engrained at the performance level... a very interesting piece. 

FC Barcelona does a great job engraining its corporate partners in all of the team's branding and corporate events. The team picture below demonstrates that the club values its supporting corporate partners so much that they incorporate their brands in the team photo... Where have we seen this done in the United States?

In closing, FC Barcelona does a great job detailing the commitment levels of its partners on its team webpage. Too often, we see teams/organizations just clump all of their corporate partners together on one (1) main page or charge their "supporting partners" for a presence on the website. We need to take greater efforts to due the diligence of distinguishing sponsors based on their spend levels and clean up our corporate partnership programs overall. Less is More!

Give Your Signage a "Call to Action"...

Are you looking to drive the effectiveness of your in-venue signage? Are you looking to further your level of consumer engagement at sporting events?

Consider a branding strategy that Dubai Duty Free implemented at the Dubai Tennis Championships (WTA) to promote its Millenium Millionaire promotion (as shown below). Dubai Duty Free leveraged its near-court signage presence to draw awareness and interest of the promotion among both venue attendees and television viewers (who see the perfectly placed promotional signage when the camera zooms in to focus on the player)... Dubai Duty Free also used the signage to promote the chance for viewers/attendees to win a free luxury car by logging into the promotional website (although the picture fails to demonstrate this).

Wouldn't you think that most brands who can afford to pay for premium courtside/field level signage already have a high level of consumer awareness? Why not utilize this asset, when consumers are at their peak levels of avidity in-arena, to: 

• Promote Sweepstakes/Promotional Offers (i.e. airline uses signage to drive signups for "Free Trip with Dance Team" to Destination XXX on website)
• Driving In-Store Traffic (i.e. Signage that promotes, "Free Player Bobblehead with Purchase of Combo Meal/Washer at XXX Locations)
• Driving Online Buzz (i.e. Partner touting viral content / social networking opportunities on their webpage)
• Drive Fan Loyalty/Rewards (Use video board/staticsignage to post a code/message that all fans in attendance can use to redeem a % off rebate/coupon online within 24 hours after a victory) 
• Drive Product Awareness (Use signage to promote the availability of licensed products in-store (i.e. team branded chair))

Who does a great job of this? The Lottery. They utilize courtside signage to promote the current jackpot figures (as opposed to just promoting the brand)... Who sees this signage and doesn't then consider going to buy a ticket?

Drive Partnership Value Out Of Your Mascot...

Is your team/organization currently maximizing your mascot to the fullest potential? If you answered "Yes" to this question, how have you determined what the maximum potential is?

Have you considered incorporating the services of your team/organization's mascot to sell a partnership? Have you considered creating a partnership that is centered solely around the team's mascot?

I recently created a "Mascot Capabilities" deck to demonstrate the level of value and engagement that mascots offer teams, fans, and sponsors alike. Marketers are continuously chasing the engagement medium - finding new ways to connect with fans and consumers on a 1-to-1 basis. What better way than finding some key initiatives that incorporate the team's mascot - a character who has face-to-face interaction with thousands of consumers on game day and serves as a key element of the overall game experience?

As I previously mentioned in a partnership evaluation of the Charlotte Bobcats' game experience, the Dallas Mavericks sold Elliott's Hardware on a partnership that incorporated the team's mascot, Champ. Many opportunities exist for your team/organization to also sell this asset, if the right benefits are presented through a tactical approach. The "Mascot Capabilities" Deck should help provide some understanding on ways that your mascot can benefit potential corporations - please feel free to share this deck with colleagues, etc.

Some potential mascot corporate partnership categories include:

• Retail (and Grocery Retail) - Toys (Toys-R-Us), Best Buy/Fry's, Pet Smart
  • In-store appearances and meet-n-greets, on-field promotions (shopping cart, Guitar Hero, Kids Club tie-in (healthy eating/living), community initiatives (hospital visits giving televisions/grocery), unique in-store promotions (mascot bobblehead sold/distributed with purchase), family nights (with the mascot as the focal point), t-shirt gun (distributing shirts with project starters/coupons, etc.), on-field product placement (La-Z-Boy chair, etc.)
• QSR's - Hot dog gun, t-shirt gun (distributing shirts with coupons, etc.), Kids Club tie-ins, in-store appearances, unique in-store promotions (mascot bobblehead sold/distributed with purchase), In-Game delivery (pizzas, donuts, combo meals), pre-game tailgate festivites with mascot as focal point, leveraging QSR mascot in dance-offs (Ronald McDonald (CIAA) and Chick-Fil-A cow, on-field promotions (hamburger relay), mascot races (representing different products/meals), video board vignettes (featured on-site at QSR), promotions/sweepstakes with ties to retail traffic

• Auto / Motorcycle - Presenting sponsorship of the truck t-shirt giveaway, motorcycle ride, four-wheeler appearances), go-carts

• Local Community Initiatives/Entertainment
  • Marathons (Appearances), Bowling Alleys (Mascot Bowling, Appearances), Librarys (Kids Club tie-in, Appearances), YMCA Centers (Appearances, Meet-n-Greets), Hospitals (Visits, Stretcher Stunts), Little Leagues (On-Field Competitions, Appearances)

AVP Partnership Analysis

This afternoon I took a deep dive look at the AVP tour to gain a better understanding for the sponsorship landscape (who was partnering with the AVP tour and how they were activating). I was very impressed by the overall layout of the AVP tour and its solid support of corporate partnerships. From an outsider's view, the tour looks to have a solid foundation in place (growing from six (6) events to twenty (20) and zero (0) sponors to twenty (20) under the helm of Gabby Roe) with a good grasp of the sponsorship realm (a very cluttered environment but in a homogeneous yellow fashion).

The AVP recently shifted from a centralized ownership model to one in which local promoters take on event ownership and risk. That business model has attracted the likes of the San Francisco Giants, Hicks Sports Marketing, the Miami Heat, and Nets Sports and Entertainment as local promoters (Sports Business Journal 3.3.2008).

Who is the AVP fan? (Source: AVP.com)

(Source: AVP.com)

• 71% of AVP Fans 18-34 Years Old (median age 28)
• 51% Male / 49% Female
• 84% attended or attend college
• 70% make more than $50,000 per year

The AVP's corporate partnerships include (listed in order of overall presence):

• Crocs (Title Sponsor of the Tour) - Net Signage (rotated in and out), Co-Branded Leaderboard, Tunnel Signage, Entrance Inflatable, Retail Display, Video Board Branding (Banners), Hospitality, Venue Flags, Sand Court Signage (both Crocs logo and actual footwear), Thundersticks, Interactive Volleyball Court, and Clinics
• Cuervo - Net Signage (rotated in and out), In-Game Promotions, Inflatable Beach Ball, "Vive Responsible" Sand Court Signage, Cuervo Girls, Score Tracker Booth, Inflatable Liquor Bottle, In-Venue Margarita Stands, Hospitality, A Vertical Jump Test, and Featured a Cuervo Cabana with Two Bars, a Dance Area, and a Platform to Take Pictures with the Cuervo Girls, "Ultimate Beach Girl and Guy" Competition
• Bud Light - Net Signage (rotated in and out), Signage (Banner, Sand Court Signage), "Endless Refreshment, Superior Drinkability" Inflatable, Co-Branded Leaderboard, Tunnel Signage, Yellow Umbrella Tents, Bud Light Oasis Zone
• Paul Mitchell - Net Signage (rotated in and out), Display with Sylists Giving $10 Haircuts, Sand Court Signage
• Gatorade - Net Signage (rotated in and out) Sand Court Signage, Inflatable Gatorade Bottle, Tent Umbrellas Situated at Playing Level
• McDonalds - Sand Court Signage (I'm Loving It / Southern Style Chicken Sandwich / Iced Coffee), Presenting Sponsor of the Beach Girlz musical performance
• Nautica - Sand Court Signage (The Deck Shirt), Referee Stand Branding, Electronic Board Branding, Swimsuit Branding, Bleacher Flags
• Wilson - Official Game Ball of the AVP, Huge Inflatable Ball, Sand Court Signage, Display with a Radar Gun for Fans to Test Their Service Speed, Tickets and Hospitality
• Hilton - Hospitality, Hospitality Tent Branding, Sand Court Signage, Tented Umbrella
• Naked Juice - Sand Court Signage, Sampling
• Barefoot Wine - Sand Court Signage, Display that Distributed Prizes to Persons Who Could Serve Volleyballs into one (1) of three (3) baskets, Distributed Free Samples
• Herbalife - Sand Court Signage, Display Distributed Liftoff Energy Drink
• Nature Valley - Sand Court Signage, Distributed Energy Bars
• PNY (PC Flash Drives) - Sand Court Signage, Product Demos
• Chevy - Sand Court Signage, Bleacher Flags
• Banana Boat - Display, Sand Court Signage, Distributed Free Samples
• XBox 360 - Sand Court Signage, Display Offering Game Console Trial
• Real Water - Sand Court Signage
• American Laser Centers - Sand Court Signage
• Gogie Girl - Signage
• Sand Socks - Temporary Arm Tattoo on Player
• Speedo - Swimsuit Apparel

Other local partnerships have included: Georgia Power, Time Warner Cable, Ocean Minded, Game Stop, Cushman Wakefield, and Bally Fitness

For a collection of pictures from the 2008 AVP tour, check out the Activation Gallery.

Let Me Introduce... The Adidas Eyeball...

If you have a moment, check out the few clips below that detail the "Adidas Eyeball", an interactive project that Adidas took on to activate around the 2006 World Cup. Adidas put sensors into the soccer ball display that detected volume levels as well as speed and motion... This is pretty incredible!

That same year, Adidas also let PEOPLE be the ball...

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