Boost Running Partnerships By Creating Proprietary Events...

Are you looking for new ways to boost your marathon/triathlon/5K sponsorship sales? Are you looking for ideas on ways to generate awareness for your event?

IEG recently featured an outstanding article in the IEG Sponsorship Report on the Nautica New York City Triathlon's ability to increase their corporate partner revenue by roughly 20% during its 8th year of existence. The article, entitled How an Established Property Can Significantly Increase Sponsorship, went on to describe how the triathlon has consistently achieved double digit sponsorship growth over the course of its existence.

How did they do it?

Event organizers created proprietary events and programs around the triathlon:

• In 2008, triathlon representatives created the Doggie Duathlon World Championship, a 10K tandem running race for owners and their dogs. A title sponsorship for this event was sold to Iams Pet Food.
• Triathlon representatives also have created the Chipotle Underwear Run (an event that takes place the Friday night prior to the Sunday triathlon) and the Janus Financial Executive Challenge (a race within the triathlon for senior-level personnel at financial services firms).

How did they attract title sponsors?

• Event organizers required that event participants include their title and employer as part of their race registration information. They then used this information to pitch potential sponsors (e.g. the race learned that a brand manager for a company signed up for the event; they then went and pitched that brand)
• Event organizers require that registrants sign up for the triathlon six (6) months in advance, giving them enough time to hit the streets and pitch potential sponsors
• When pitching corporate partners, an emphasis is placed on identifying marketing objectives and finding unique ways to incorporate the company's tag line into events that take place during race weekend (e.g. Race organizers incorporated RCN Corp's "Connect to something more" tagline in transition areas where competitors quickly change and re-equip and created a JetBlue Airways Leg Room, where participants received leg massages and ice baths)

Which companies sponsored the 2008 event?

• Nautica, Toyota, Accenture, Janus, Power Crunch, Orbea, JetBlue, The Vitamin Shoppe, Accelerade, IAMS, SNY, TYR, RCN, Reebok Sports Club / NY, Jennie O, United Healthcare, Fox 5, and H2O Audio

If you are looking for innovative ideas to boost your marathon/triathlon/5K sales, check in with the guys that run this event... They seem to really know what they are doing and there are some great principles to benchmark here. For more information on the Chipotle Underwear Run and the Nautica New York City Triathlon presented by Toyota, check out the two (2) clips below:

Gila River Casinos Offers DBacks Fans A Chance to Win Big...

Are you looking for an in-game promotional concept that will capture the attention of all fans in attendance? Are you looking for an idea that will generate a multitude of media impressions?

The Arizona Diamondbacks recently collaborated with Gila River Casinos to create an in-game "Gila River Casinos Million Dollar Hit & Win" promotion. During each Diamondbacks home game (from July 18th through the remainder of the season) randomly selected section(s) will be deemed the "Gila River Casinos Million Dollar Hit & Win Section". If a Diamondbacks player hits a home run off the Gila River Casinos target in left-center/righ-center field during the 4th, 5th, or 6th inning, eligible fans in the selected section(s) will win Circle K gift cards worth a combined total of $1MM. The Diamondbacks have also opened the promotion up to fans everywhere - five (5) fans not in attendance will be selected from mail-in entries to participate in each game promotion.

The actual amount of the gas cards distributed is dependent upon the number of eligible fans in the winning sections that are 21+and have a valid ticket for that section. The targets are located 425 feet from home plate, making a HR off the target a feat in itself. The team selects the "lucky sections" when it lowers the targets from the LED boards during the bottom-half of the fourth inning. To claim their prize, fans just have to fill out a completed affadavit form and submit it with their ticket stub to Diamondbacks representatives located at the Hit & Win Headquarters in Section 300.

Looking for more information on the promotion? Send an email to hitandwin@dbacks.com.

A special thanks to Kristie VanEngelen of the Arizona Diamondbacks for her contributions to this column.

Looking for Ways to Reinvent the Dance-Off?

Are you looking to create quality entertainment for your fans at minimal to no cost? Are you looking for new ways to reinvent the dance-off at your games? Are you looking for unique ways to tie-in a local dance studio, bar/club, or music sponsor?

The following four (4) clips demonstrate some unique ways that teams have implemented the dance off, including:

• A battle between two (2) drunk fields in the outfield stands
• A battle between the mascot and a midget ball boy
• A mascot doing a Striptease routine to the Backstreet Boys (not sure if you want to do this on family night)
• LeBron James doing the Souja Boy dance during a timeout

Looking to Promote Your Partnerships at Retail?

Are you looking to drive awareness and consideration for your partnerships at retail? Are you looking to effectively market your affiliation with local events?

GE Money Bank recently developed a unique campaign to promote its sponsorship of the Czech Olympic Team at the 2008 Beijing Olympics. GE Money Bank re-fitted the exterior appearance of a few of its locations in high-traffic areas to mirror key sports events taking place at the Olympics.

The company featured a pole vaulter outside its Plzen branch and a long jump in front of its Mlada Boleslav bank location. To spur excitement among corporate employees, GE Money Bank even built a full-size 100m running track at the company's headquarters. The windows at all of the bank's regional locations were covered in sporting scenes, attracting the interests of consumers passing by.

The results? Since teaming up with the Czech Olympic Team in early 2008, GE Money Bank claims to be one of the most recalled partners of the team, with the partnership awareness increasing by 160% in the first month of the campaign (CMD).

How Popular are Your Players in Foreign Markets?

Have you taken the appropriate measures to understand the marketing power of American professional athletes on a global scale?

The following clip should demonstrate how well the NBA has marketed the sport of basketball (and its players) in the Far East. Since the USA basketball team arrived in Beijing, they have been bombarded with attention from Chinese consumers.

New Nike Viral - Train Like LT...

Are you interested in seeing ways that companies are leveraging their personalities in non-traditional ways? Are you looking for ways to connect figureheads in different sports?

Enclosed below are two (2) viral clips that are destined to be a hit in the online space... LaDainian Tomlinson training with Kimbo Slice. The video, featured on Yardbarker, states they are Nike viral clips. If they are, there is extremely little product integration - the videos solely focus on building the LT brand.

Align with Retail Partners to Create Customized Products...

Have you considered collaborating with a local retail partner to create a customized product?

The Brooklyn Cyclones recently aligned with 7-Eleven to create and sell a Brooklyn Cyclones Slurpee. The product, a mix of Mountain Dew Blue Shock and Berry Citrus flavor, will be sold in a 32oz collectible cup adorned with an image of a Cyclones player and the team's 2008 game schedule. The product marks the 1st time that 7-Eleven has ever made a team-specific cup.

The Cyclones promoted the launch of their new 7-Eleven slurpee by featuring a few players and the team mascot on-site. In addition, the Cyclones distributed two (2) free tickets to the first 100 consumers who purchased a Brooklyn Cyclones slurpee and hosted a variety of other contests to distribute prizes.

The Brooklyn Cyclones slurpee was first made available on August 1st and will be sold at participating 7-Eleven locations in Brooklyn, Staten Island, Manhattan, Queens, and The Bronx.

The Cyclones-7-Eleven partnership is signaling a trend for ways that teams and retail partners are collaborating to generate sales and awareness (thereby driving value). The industry is seeing more and more teams beginning to create customized products at retail (e.g. Philadelphia Eagles donut at Dunkin' Donuts) as it has proved to be an effective sales strategy in regional markets where fan affinity is high. Look for more franchises leveraging their retail/c-store partnerships to create customized products!

Looking For Some Unique Baseball Inventory?

Are you looking to sell some unique baseball inventory? Are you interested in seeing some of baseball's finest unique branding pieces?

Enclosed below are three creative branding tactics that Major League teams have recently implemented:

Topps Starting Lineup - New York Mets (Shea Stadium)

What is it? The New York Mets and Topps collaborated to create the Topps Starting Lineup at the ticket box office. The Starting Lineup features nine photos that resemble Topps trading cards situated above the box office that alert Mets fans which players will be starting that game.

How can Topps take it to the next level? To commemorate the final season at Shea Stadium, Topps could have implemented a unique promotion at the box office to spur artificial demand among Mets fans. Topps could create a stir at the box office (and attract card collectors from around the nation) by distributing limited edition packs of trading cards (three per pack) to all Mets fans picking up their tickets at the box office. Topps could distribute vintage Mets cards (e.g. Mookie Wilson/David Wright signed cards, cards from the organization's early existence) in randomly distributed packs.

Who else can utilize the Starting Lineup Inventory?

• Camera Companies - A company like Canon can create an interactive set on-site where consumers can have their pictures taken and featured as a tenth player on the Starting Lineup board (or have their face replace David Wright's on the Starting Lineup board)
• Team apparel company - The team's apparel company looking to promote their new products, etc.
• Local Photography Company
• Any company who emphasizes customer service (a company like FedEx could potentially be interested in placing the faces of their key employees in-market next to the faces of the team's starting players above the box office)

MetLife Countdown Clock - New York Yankees (Yankee Stadium)

What is it? The New York Yankees collaborated with MetLife to create an interactive "MetLife Countdown Clock" at Yankee Stadium. The clock commemorates the last season at Yankee Stadium and serves as a great messaging tool for consumers to realize that they need to secure a life insurance policy with MetLife (as their days are numbered). Each game, a former Yankee or a NY celebrity pulls a lever as the MetLife sign flashes the number of regular season games remaining at Yankee Stadium (Note: Lincoln features a similar Countdown Clock at Shea Stadium).

How can the Yankees take it to the next level? To really make the signage resonate with Yankees fans, MetLife could giveaway free life insurance consulting/$$$ to 81 lucky Yankees fans throughout the season.

Who else can utilize the Countdown Clock?

• Teams, similar to the Yankees and Mets, who are closing their existing facility to move into a new one
• Teams that are on pace to set a record (or feature a player on the team who is on pace to set a record) can sell a sponsorship around a Countdown Clock
• Teams can feature a Countdown Clock in-venue that shows how many games are left until the playoffs (the team in this case has to be successful)
• Movies/apparel companies that have countdowns established for releases/product launches
• Brands with upcoming anniversary dates (e.g. Hershey's 100th anniversary)

Minute Maid Squeeze Play Signage - Houston Astros (Minute Maid Park)

What is it? The Houston Astros created an exclusive play area for kids to enjoy interactive games at the ballpark called the Minute Maid Squeeze Play. Located in the northeast corner of the ballpark, the Minute Maid Squeeze Play also features a juice bar where fans can enjoy slushies, sit at picnic tables, and watch several television screens.

How can the Astros take it to the next level? Bring the "Squeeze Play" to life. Every time the Houston Astros score on a squeeze play (where a batter bunts the ball, enabling the runner on third to score), all fans in the crowd (or all families lounging in the Minute Maid Squeeze Play Area) should win a coupon/sampling of Minute Maid (either by redeeming a code featured on the video board, receiving a mobile coupon,  or receiving a coupon at the gate on their way out.

Who else can utilize "The Squeeze Play"?

• Financial companies and wholesale retailers targeting consumers who feel like their wallets are being squeezed in the troubling economy. Offer fans a chance to win every time the team completes a squeeze play at home. 
• In 2005, Crayola created 'squeeze' packaging for kids -that could also be another idea to leverage
• Any companies that sell orange juice or other fresh offerings (Tropicana, Tesco Value Pure Orange Juice)
• Soap companies selling squeeze dispensers
• Condiments companies (if this is a competency that they are marketing)  

Are Your Ballboys/Ballgirls Marketable?

Has your brand ever considered sponsoring/leveraging an organization's ballboys/ballgirls? Has your organization ever considered ways to take advantage of their presence at the playing level?

Are ballboys and ball girls marketable? Yes. Gatorade's recent viral stunt (or attempted viral stunt) proved this by attracting 1.5MM+ views of a clip online that showed a minor league baseball team's ball girl making an incredible catch. The fake clip, which only subtly featured Gatorade's product, captured the interests of consumers around the world... but why? Because it was unique... something that consumers had never seen before. Check out the clip below:

Believe it or not, there is some real equity in ball girls and ball boys. Most inventory at the performance level is either priced too high or deemed very scarce - as a result, more sponsors and teams should consider new ways to leverage these individuals. In sports like rugby and soccer, ballboys often receive significant exposure on the video board. Complement this exposure for sponsors with program advertisements, tickets and hospitality, PA Announcements, and unique experiences (photograph with the team coach and ballboys on the field)

For the right brand (e.g. Gatorade in this case, targeting a young demographic of drinkers), sponsoring ball boys can potentially pay true dividends. If you are looking to derive true value, consider ways to separate them from the rest of the pack (e.g. unique talents, ways to align with your brand). At the very least, they can provide some true entertainment value at a very minimal cost (if not free).

Who is currently investing time and resources into ballboys/ballgirls?

• Bing Lee, New South Wales' largest privately owned electrical retailer, partnered with the Canberra Raiders to sponsor their Ball Boys with a sponsorship deal that offered branding on the Ballboy uniforms, promotional involvement, and signage at all Canberra Raiders (Australian professional rugby team) home games during the season.
• Livingston FC, the University of Houston, and the University of Niagara all offer ballboy sponsorship packages 

What are some good opportunities for companies to sponsor ballboys?

• Sponsoring ballboys could be an interesting play for a company like Apple, who could outfit ballboys (e.g. baseball) with iPod's and potentially receive some nice media coverage/buzz from a minimal investment
• Retailers looking to implement a unique promotional/couponing strategy can utilize ballboys to throw balls into the crowd during innings/timeouts that contain gift cards, project starters, and/or coupons for discounts on products
• Apparel companies (sell exclusive apparel deals to apparel makers) 
• Potentially align with the Boys & Girls Club / United Way, etc. to offer up ballboy/ballgirl opportunities to underprivileged children in the local marketplace
• Performance Drink Companies (e.g. Gatorade, VitaminWater, Powerade, etc.)

The two (2) videos enclosed below demonstrate some ways that ball boys have gotten the attention of consumers in recent months. From special dribbling talents to a sense of "toughness", the actions of ball boys across the globe have made the headlines:

Are You Looking to Drive Profits from Signage?

Jim Andrews, IEGAre you looking for new ways to derive profits from signage? Are you continuously looking for new signage opportunities versus brainstorming ways to overhaul existing signage in-venue?

IEG currently offers a great webinar for sports professionals and brand marketers called "Determining the Fair Market Value of Sponsorship Packages". The session is hosted by valuation-guru Jim Andrews, who does a great job explaining the basic practices and variables that sports professionals should consider/conduct when valuing sports properties. The webinar includes a sheet that provides basic valuations (e.g. signage, sampling, tickets, media) and does an effective job explaining the tangible benefits, intangible benefits, and price adjusters that affect valuations.

But there was one (1) key takeaway from the webinar that is worth sharing because it is something that all sports professionals should consider:

Is it more likely that teams can generate more dollars by adding new signage opportunities or enhancing existing signage inventory?

Jim Andrews does a great job explaining in the webinar that teams should spend greater amounts of their time enhancing existing signage/ticketing. Why? A traditional piece of on-field signage that garners 300,000 impressions is worth an estimated $9,000. By adding another piece of signage (relative to the example), a team can generate an additional $9,000 in profits. However, if the team finds an innovative way to enhance the existing $9,000 signage piece (increasing its intangible value), the signage can be worth anywhere from $10,800 to $31,500 (intangible benefits carry a multiplier value between 1.2 and 3.5).

In the end, what does all of this mean? Instead of looking for additional space in-arena to add another LED board or piece of static signage, spend greater amounts of your time looking to create the next "Chick-Fil-A Fowl Pole" (Houston Astros), C-IT-GO gas pump (Milwaukee Brewers), or Levi's Landing (San Francisco Giants).

Notes: The IEG online seminar costs $199 for a group session. The webinar is 1:30 and is highly recommended for companies looking to train their employees on basic valuation tactics. The training is highly recommended!

Are You Reaching Fans During the Offseason?

Are you looking for new ways to incorporate messaging during the off-season? Are you looking for a way to capture the interests of consumers once your team has been eliminated from the postseason?

Check out a new Nike viral clip that was released at the beginning of July. The clip demonstrates that Nike does an excellent job of understanding the mentality of fans once their their (team's) season has come to an end. Instead of going dark during the off-season period, Nike provides a remedy for fans (which just so happens to benefit them) who now have a greater amount of leisure time to take part in other activities. The clip does a great job encouraging fans to check out NikeSoccer.com.

Can You Say Clutter? How About Glass Signage?

Is your arena or sport cluttered with corporate branding, signage, and advertisements? Do you think you have seen it all when it comes to sponsorship clutter?

Think again.

People often criticize the sport of NASCAR for being blanketed with logos. On race weekend, everything seems to be branded - uniforms, car hoods, the parking lot, etc. But NASCAR doesn't near in comparison to the sponsorship model that has been enveloped by the Czech Extraliga hockey team, HC Slavia Praha.

HC Slavia Praha, which plays its home games in the O2 Arena, has sold every inch of their arena to corporate partners... well almost it seems. The team's ice rink and uniforms scream sponsorship so loud, that it is with hope that sports in the United States will never revert to such a model. The team lists 75 official sponsors on their website, and every one of them seem to be featured either on the ice or on the team's uniforms.

KEY TAKEAWAY

Despite all the clutter, there is one key takeaway for many NHL and minor league hockey teams. HC Slavia Praha has managed to create and sell branded glass to corporate partners.  As the pictures dictate, the team has managed to brand the rink glass with the logos of two (2) partners, Skoda Auto and Nokia.

This semi-obstructive branding is an additional inventory piece that we have yet to see in the United States. It would be interesting to see how well media broadcasts would pick up this branding piece, but is definitely something that NHL teams could consider as they continuously look for new performance level inventory to sell.

Use SMS Messaging to Capture Post-Game Traffic

Are you looking for new ways to utilize partnerships to drive retail traffic? Are you looking for new technology that will help you capitalize on consumer interests? Are you looking for new ways to support QSR partners?

Teams and sponsors alike should consider brainstorming effective ways to utilize SMS messaging to drive store traffic post-game. Mango Mobile, among other leading technological based companies, have aligned with many leading companies (e.g. McDonalds) to create powerful mobile coupon programs that are geared to drive store traffic. But, how so?

The Atlanta Braves could create a text-mobile coupon program that rewards fans every time the Braves hit two (2) home runs during a game. The Braves and Chick-Fil-A can create unique "Two for $2" video board and LED messaging to drive awareness for the home run driven promotion each game. Every time the Braves hit two (2) home runs, the team can post:

• LED Ribbon Board messaging that says, "Fans, text  "Braves" to "2424U" to receive a coupon for a Chick-Fil-A Chicken Sandwich for only $2 after the game"

• Video Board Messaging that explains to fans in attendance that they will receive a mobile coupon, good for a $2 chicken sandwich at all local Chick-Fil-A retail locations for up to four (4) hours after the game. All fans who text "Braves" to the select number will receive a mobile coupon sent directly to their cell phone by the end of the game. To redeem the coupon for a $2 Chick-Fil-A chicken sandwich, fans would then only have to show the cashier their mobile coupon to receive the discount.

McDonalds has been implementing similar initiatives overseas (pushing late night meals after consumers go to movies, clubs, and other forms of entertainment). It is only a matter of time before we start to see more sports teams in the United States incorporate such technology to drive retail traffic!

While this strategy may not be as effective for some big-box retailers such as Best Buy and Target (are consumers in the mindset to go shopping immediately after attending a game?), there could be some real value here for restaurant/QSR and apparel partners.

Looking for New Ways to Integrate Auto Sponsors?

Are you looking for new ways to integrate auto sponsors into your halftime entertainment? Are you looking for ways to make auto partners a part of the action instead of as a complimentary prize?

Face Team, the halftime performers of the 2006 Hungarian All-Star basketball game, found a unique way to integrate the game's supporting automobile sponsor into their halftime entertainment piece. The group of acrobatic dunkers wheeled a car onto the court and set up a trampoline for Aron Takacs, their leading performer, to jump over while completing a dunk. The on-court promotion integrating the automobile sponsor into the mix captured the attention of thousands of fans in attendance.

The three clips enclosed belowcapture potential ways for teams to integrate auto partners into their game/online entertainment:

The first clip captures the Hungarian All-Star game events and integration

The second clip profiles an athlete that jumped over an automobile at a street basketball event (Kobe-esque) - This clip was included to demonstrate that your organization does not need to bring in an acrobatic act to complete this stunt. There are some individuals who potentially could be brought in to specifically perform the dunk.

The third clip demonstrates how automobile partners can incorporate their offerings into video games (see the 1:05 mark) The third clip demonstrates how users can jump over cars in the video game NBA 2K8. Organizations can also potentially offer similar offerings by featuring an interactive game on their website that enables users to jump over the new Ford Focus, etc. 

Are You Looking to Make Your Signage Pop?

Are you looking to make your signage pop in-venue? Are you looking for a new inventory piece that has proved successful internationally but has yet to be implemented in the United States?

There is a company called Logo Paint (www.logopaint.com) that specializes in creating 3D signage and field boards for a variety of sports (soccer, motor sports, basketball, hockey, tennis, volleyball, etc.). Logo Paint patented its signage product in 1997 and is now one of the world's largest suppliers of 3D signs to sport arenas and events in the world. The company currently delivers 3D signs and technology to 30+ countries, either directly or through associated companies, partners or agencies.

Logo Paint's two (2) primary products are:

• 3D Signage
• 3D Field Boards

Logo Paint will be one of the "next big things" in the United States as teams continuously look to provide supporting partners new ways to capture their target audience. It is only a matter of time before we begin to see this state-of-the-art signage piece pop up everywhere from NASCAR tracks to basketball courts to MLB fields.

Logo Paint's contact for the United States is based out of Brazil, look for more companies specializing in this product to expand into the United States:

KLEFER PROMOÇOES e PRODUÇOES Ltda.

Mr. Eduardo Leite

Rua Conde de Irajá, 260 3º andar

22271-020 Rio de Janeiro (RJ)  BRAZIL

Phone: + 55 21 25 37 47 79 Fax: + 55 21 22 86 83 19

E-mail: eduardoleite(at)klefer.com.br

Looking to Promote Your Team's New Uniform?

Are you looking to create awareness around your team's new uniform? Are you looking for a consumer engaging guerrilla tactic that will hopefully spur jersey sales?

Adidas recently found a unique way to drive awareness for their new Ajax Amsterdam jersey. The footwear/apparel maker recently conducted an Ajax Shirt Swap, where they had consumers in the Leidseplein marketplace (Amsterdam) swap their clothing for the new Ajax soccer jersey. Adidas did a great job capturing the event and created a :30 viral clip to drive awareness around the globe. Check it out!

Update on Tuesday, August 12, 2008 at 07:03AM by Brian Gainor

Looking for a Promotion that Pays at the Pump?

Are you looking for an innovative way to engage consumers while they are spending money pumping gas? Are you looking for an idea that will help capitalize on the recent surge in gas prices?

Allstate recently called on four (4) members of Elliott Sadler's pit crew to run a unqiue promotion prior to the race at Watkins Glen International this past weekend. Allstate utilized the four (4) pit crew members as Allstate "Safety Patrol" spokesmen at a local Sunoco gas station, rewarding all drivers who were wearing their seatbelts with a $15 gas card. The gas card promotion was a collaboration amongst Allstate, Sunoco, and NASCAR.

The promotion proved to be an extremely successful initiative for all parties as well as a great awareness driver for race weekend activities taking place at Watkins Glen International. The crew took two (2) hours away from their duties working on the No. 19 Dodge on the NASCAR circuit to alert fans on the rewards of being a safe driver and sign autographs. The promotion marked the crew's second Sunoco appearance; the parties held a similar event earlier in the year in Scranton, PA.

The crew used the following messaging to alert consumers of the promotion and drive awareness for the supporting partners,

"Good morning, thanks for coming in today - we're here on behalf of NASCAR, Allstate, and Sunoco. Congratulations on being a safe driver - I see you're wearing your seatbelt, so please accept this $15 gas card courtesy of Sunoco; and please contact your local Allstate agent if you have a question about how you can get your safe driver bonus check."

Take Your Brand to Fans in the Parking Lots...

Are you looking for new ways to take your brands to the fans? Are you looking for ways to capitalize on the 2-3 hours of tailgating time prior to games?

Consider using promo bikes (or a similar method) to drive awareness for your brand on game day. Promo bikes (i.e. advertising bikes) are human powered vehicles fitted with a 120x180cm six sheet light-box. The vehicles, which have proved successful in London, Paris, Dubai, and Barcelona, are a great, transportable way to get your message out there...

Promo bikes are a cost-effective way to bring your message to thousands of consumers prior to a game when they are tailgating, etc. At 1/5th of the cost of a billboard, promo bikes provide closer POS opportunities, drive brand exposure in an impactful way, and are a nice complement to product trial and sampling efforts.

Promo bikes can be used at:

• Football games (tailgates at-venue, away from venue)
• NASCAR races (all weekend long while fans camp)
• Team parades
• Tennis events (through the tournament footprint)
• Basketball, Hockey, Baseball events (circling the stadium exterior and parking lots)

If you are interested in such a marketing tactic, consider contacting:

AdRide Advertising, LLC.

1375 Broadway, 3rd Floor New York, NY, 10018

Tel: (877) ADRIDE-1 or (212) 404 7600

Fax: (212) 812-3210

Website: www.adride.com

 Check out a clip below of the promo bicycles in action.

Update on Saturday, August 9, 2008 at 05:10PM by Brian Gainor

Have You Considered Implementing Promotions That Have Proven to be Successful in Other Sports?

Are you looking for a new way to capture the attention of fans in attendance? Have you considered implementing promotions that have proved successful in other sports?

The Lakewood Blue Claws, a Class A minor league baseball team, currently offer a half court shot promotion that has proven to be widely popular among fans (as shown below). The Blue Claws created a mobile version of the half-court promotion, which typically would take place during timeouts, halftime, and pre-game entertainment of basketball games.

The fact is that successful promotions translate with fans, no matter the arena of play. With fan avidity levels rising across the board (and many fans considering themselves fans of multiple sports), consider finding ways to implement promotions that have proven successful in other sports leagues!

Check out the clip below that dictates how the Blue Claws implement the half court shot promotion.

Update on Friday, August 8, 2008 at 06:27PM by Brian Gainor

Create Promotions That Engage Fans...

Are you looking for a new way to engage fans in-venue?

The York Revolution, a member of the Freedom Division of the Atlantic League of Professional Baseball, has aligned with Pizza Hut to offer a unique "K-Man" promotion. During team introduction prior to all home games, the team selects a player on the opposing team to be the "K-Man" of the game. If the Revolution strike out the designated "K-Man", all fans in attendance can redeem their game ticket for a free order of breadsticks at a local Pizza Hut location. The promotion is extremely popular with fans.

The same principle can be applied in practice for:

• Hockey - Fights/Penalty Minutes
• Football - Pass Interception, Fumble
• Basketball - Turnover, Blocked Shot, "Foul Out"
• Soccer - Yellow Card, Goal Allowed
• Tennis - Fault, Ace

Check out the video below to learn how the York Revolution implement the "K-Man" promotion.

Update on Friday, August 8, 2008 at 05:58PM by Brian Gainor