Looking for an Uncluttered Sporting Event?

Are you looking to promote your brand in an uncluttered sports environment? If so, take a quick glance at the clip below of this past weekend's Belmont Stakes. While more companies are starting to seriously consider this space (i.e. the recent efforts of UPS and Hooters), there is still a level of unmarked territory and new technologies (NetJets flying to the Finish signage) that present a number of opportunities for interested corporate partners.

While watching the race, did you happen to miss Hooters' sponsorship activation? The reason is because the NYRA rejected Hooters ' sponsorship for Big Brown on the Friday prior to the race and threatened Big Brown's jockey with a fine if he decided to promote the Hooters brand during the race. The NYRA claimed that it rejected the deal because it served as a conflict for one of its sponsors.

Get Fit with the Warriors...

The Golden State Warriors and Kaiser Permanente have teamed up to create an excellent initiative benefiting children in the local marketplace. The two (2) organizations collaborated forces to educate youth on healthy eating and active living, creating a "Get Fit Week" with an array of activation tactics in the local community. The Warriors support the initiative with an incredible web page that provides program details, photos, and "healthy insights" for local youth.

Get Fit Week (January 27-February 1st) included the following initiatives:

• Stretching Sunday - The Warriors training staff offered a unique stretching session for kids at an exclusive Oracle Arena event
• Tasty Tuesday - The Warriors' mascot and dance teamed with Kaiser Permanente's nutrition expert to offer thirty (30) students at Willie Brown Academy a unique session on how to prepare healthy snacks
• Wellness Wednesday - Warriors legend Alvin Attles and Dr. Garcia-Zapeda made a suprise visit to Franklin Elementary School in Oakland to host a wellness class for a select third-grade class
• Thrive Thursday - The Warriors hosted a "Thrive Thursday" event at the team's practice facility for fifty (50) kids in attendance. The team utilized the likes of Al Harrington and assistant coach Stephen Silas to host a "Hoops and Health" clinic
• Fitness Friday - Kaiser Permanente and the Warriors hosted an exclusive basketball clinic at Oracle Arena just hours before the team's game against the Charlotte Bobcats. The event also included a healthy food discussion and a healthy snack.

The Warriors organization also supports health initiatives in-venue by offering a Kaiser Healthy Picks Meal in sections 104 and 127. The team's website features healthy recipes and healthy living insights to educate kids online. The 2007-08 Get Fit initiative succeeded the team's 2006-07 program, a concept that included similar marketplace penetration tactics:

• Makeover Monday, Trainer Tuesday, Workout Wednesday, Thrive Thursday, and Fruits and Vegetables Friday

Through the "Get Fit" program, the Golden State Warriors and Kaiser Permanente have created a benchmark example for others to follow when devising ways to reach youth in the local community and driving awareness for leading a healthy lifestyle.

Partnership Categories to Watch: Spas

Are you looking to fill a partnership category? Have you considered the spas/beautification category? If not, it might be time...

Why?

• Spas are attracting a multitude of consumers of all ages and demographics
• There are over 14,000 spa facilities in the United States, generating $9.7BN in annual revenue
• The International Spa Association recently reported that 57MM Americans have visited a spa; more than 30MM have done so in the past year.
• 1 in 4 Americans have been to a spa
• Nearly 1/3 of spa frequenters are men (31%)
• Nearly four (4) million teens have been to a spa
• 16% of US spas offer teen programs
• 34% of US spas offer teen packages
• 17% of US spas offer children packages
• Spas are are enhancing their offerings and consumers are visiting for a variety of reasons
• Leading Healthy Lifestyles - 51% of U.S. spas offer educational programs and nutritional consultations; 40% offer healthy eating classes; 26% offer educational offerings on obesity and weight gain issues
• Spa visits are a necessity and an entitlement
• Spas are now offering plastic surgery, cosmetic surgery, laser eye surgery, and acupuncture
• High Tech Offerings In a Relaxing Environment - Spas are incorporating Wi-Fi technology and cyber treatments for consumers who need technology even while relaxing
• Still Considered Luxury Despite Becoming Mainstream - Chic brands (Armani, Versace, Prada) are aligning themselves with spas as the service becomes mainstream (following a trend with purses, watches, etc.)
• Going Green - 76% of U.S. spas apply environmentally sustainable practices - they also generally offer organic gardens and products and promote a healthy lifestyle

At this point, you are probably wondering how this has any relevant tie-ins to partnerships at the team/University level. There are actually a number of applications:

• Enhance team facilities / player amenities
• Develop unique spa amenities in the locker room
• Incorporate spa nutritionist/healthy living education for players and team personnel
• Incorporate spa amenities into unique stadium elements (pool (Arizona Diamondbacks), waterfall (KC Royals), etc.)
• More hotel chains are incorporating spas into their footprint; consider aligning/leveraging with chains to reap exclusive spa benefits
• Professional sports teams use the jet-driven waters of Sundance spas to relieve athletes' injuries and help diminish the build-up of lactic acid in sore muscles.
• Leverage cheerleaders/dance team/mascot to promote spa/beautification relationship
• On-site Calendar shoot; spa demos in-venue
• LA Clippers Dance team visits the Burke Williams Spa
• Ottawa Senators' Sparty visits the spa
• Reward/Treat Corporate Partners
• Integrate spa offerings into annual summit
• Show incremental value to local sponsors with free spa access/trips
• The San Francisco Giants offer "Spa Day at the Ballpark" in select stadium suites
• Promotional off-site tie-in for corporate partners/fans visiting Spring Training, training camp, fantasy camp, and/or postseason events (i.e. Fantasy Camp Hotel & Spa)
• Integrate Female Fan Club/Senior Citizen offerings
• Exclusive trip/retreat for female fanbase alongside players wives/dance team to local spa  
• The Toronto Blue Jays offer a "Ladies Night Out" Spa contest
• Drive B2B Business
• Leverage corporate contacts to drive spa business
• Offer exclusive benefits for season ticket holders (and/or their businesses) to drive traffic to spa partner
• Burke Williams offers the Weekday Vacation Club for all LA Clippers season ticket holders
• Season ticket holders can purchase a $79 Vacation Card and receive 20% discounts on all full-price treatment and products

Capture Fan Interests: Profile Pre-Game Rituals...

Are you looking to capture the interests of your fans online? Are you searching for ways to drum up additional team/brand interest?

Take a look at a video clip that the Minnesota Timberwolves compiled that profiles the pre-game rituals of their star players... The video does a great job taking fans behind the scenes and features a number of one-on-one interviews with athletes about topics not pertaining to basketball...

Looking to fund your efforts? Tie in an apparel/CPG/related consumer goods (Athletes Foot prevention) company through a unique integrated approach in the locker room (see the Suns virtual locker room corporate integration for ideas)... A small brand caption in the lower left/right corner may not seem too intrusive to videogoers either...

Check out the clip below and consider new ways that you can capture unique content of your players behind the scenes... Ever considered profiling team road trips?

Fan Tailgating... Taken to a Whole New Level

When marketers generally think of "fan tailgating" they often conjure images of fans grilling, tossing the football, throwing back some beers, and relaxing with friends outside their car in the parking lot.

Well let me introduce you to the new wave of fan tailgating... SBGTMS.

John Canaday, Jeff Handler, and Justin Compton have taken fan tailgating to a whole new level in Charlotte, NC by creating SBGTMS (Super Bowl Goes Through Morehead St.), a tailgating club for Carolina Panthers fans, Charlotte enthusiasts, and persons looking to just have a great time. The trio has developed an innovative membership platform that integrates local corporate partners and has evolved into an event that is as big as the Carolina Panthers games come gameday.

The three (3) SBGTMS founders formed local trade deals with Chipotle, Owen's Bagel and Deli, Quiznos, and Rudino's Pizza & Grinders to drive membership benefits and the scene of events for each of the Panthers' ten (10) home games and related events. In 2008, the group offered watch parties while the team was on the road at local establishments (Loft 5321, George Herman's, Alley Cat) and even hosted an end-of-the-year banquet, awarding tailgate attendees for select achievements...

SBGTMS is also unique in the fact that it is actually a residential tailgate, taking place in a neighborhood adjacent to Bank of America Stadium (rather than the usual stadium parking lot). SBGTMS operates as a non-profit, reinvesting all revenues back into the tailgating experience, and counts 120+ persons as official members, with guests traveling in from all across the globe (the farthest traveler in 2007-08 was from Vancouver, BC). The tailgate has attracted the likes of Catman, the official fan of the Carolina Panthers, and received media coverage at its annual banquet.

Canaday, Handler, and Compton have constructed a 19-page Power Point deck that is distributed to members and their friends/family each year come SBGTMS renewal time. Memberships range from Out-of-Towner packages ($39) to Platinum Blue packages ($149). Member benefits include:

• Official SBGTMS t-shirt (personalized with name and number)
• Personalized SBGTMS pint glass
• SBGTMS Membership Rewards Card (provides members with discounts (free combo/% of meal) at SBGTMS' local corporate partners
• All-You-Can Eat and Drink on Gameday (ten (10) gamedays)
• Individual tailgates are sponsored by each of SBGTMS' corporate pillar partners (i.e. SBGTMS powered by Chipotle features a spread of burritos; Quiznos sponsors a tray of subs; Owen's Bagel & Deli sponsors a breakfast bagel spread; Rudino's Pizza & Grinders sponsors a spread of food)

 Gameday tailgates feature:

• The Official SBGTMS porch banner
• Supporting banners/materials from local corporate partners
• Quinny, the Tailgate mascot
• "Take Me Out" - the official anthem of SBGTMS
• Performances by U-Phonik, the official band of SBGTMS
• "Burritos for a Year" prize from Chipotle and weekly raffle items
• Eating Competitions
• A Date Auction (with proceeds benefiting the V Foundation)
• Kids Day
• Games
• A "Grillmastor", who travels to the tailgates from Asheville, NC
• VIP Driveway Parking / Shuttle Service
• and last but not least... the Panthers Watch Party!

Dairy Queen and The Gophers Team Up to Drive Store Traffic...

Are you looking to leverage a team partnership to drive retail traffic? Are you looking to drive buzz in your local community around a strong QSR partnership program? Are you looking to leverage a corporate partner to help promote the grand opening of your new venue?

If the answer is "Yes" to any of the these three (3) questions, take a look at an impressive program that Dairy Queen and the University of Minnesota Athletic Department collaborated to develop. In November of 2007, Dairy Queen signed on as an official partner of Gopher Athletics, investing $2.5MM in support of the UofM's new TCF Bank Stadium. The primary component of the partnership is the "DQ Stadium Club", a new clubroom at TCF Bank Stadium that will provide Dairy Queen with prominent in-venue exposure.

To complement the DQ Stadium Club, the University of Minnesota and Dairy Queen developed the "Ultimate Homecoming" tour, a statewide initiative that will visit all 87 counties in the state of Minnesota. The UofM will leverage their partnership with Dairy Queen by hosting each county event at a local Dairy Queen establishment in each of the state's 87 counties. The program will in turn drive strong community buzz and a continuous flow of incremental traffic to Dairy Queen establishments around the state over the next fifteen (15) months (leading up until the 2009 season opener at TCF Bank Stadium).

The Golden Gophers recently featured head football coach Tim Brewster, the Gopher Wagon, Goldy (the mascot), and the marching band at a Dairy Queen in St. Paul to kick off the tour and are encouraging Gopher fans to come out and enjoy a treat "with the Gophers". Head men's basketball coach Tubby Smith, among others, will also make appearances throughout the year. This is such a great in-state initiative because it drives DIRECT traffic to Dairy Queen locations and effectively intertwines the Dairy Queen brand with the University of Minnesota Athletic Department. 

Dairy Queen also activates its UofM partnership with scoreboard signage, ribbon board signage, a suite, and a variety of other benefits. The Edina, MN based chain with 5,600 locations nationwide also sponsors the Dairy Queen Baseball Classic for Gopher baseball, distributes free game ticket vouchers at participating DQ restaurants, and serves as an active supporter of the University's Carlson School of Management.

While on the topic of Dairy Queen, be sure to sign up for their new Blizzard Fan Club for loyalty rewards and a free Blizzard treat when you sign up!

New Site Feature - Job Board

Are you looking for a new career opportunity? Do you have friends/colleagues in the industry looking for a new position? Is your organization seeking any qualified persons for an available position?

Today I created a new Partnership Activation Job Board to assist site users with their career development and hirings. Carolyne Savini, a good friend at Turnkey Sports, reached out with a Project Director position that Turnkey is looking to fill in Haddonfield, New Jersey. If you are interested, please check out the Job Board for information on ways to apply/submit your resume.

I will continue to post any job postings that I come across, so please be sure to check back regularly!

Japanese Baseball... New Signage Inventory?

Check out the short Japanese baseball clip below... The video details two (2) pieces of signage inventory that I have yet to see offered in Major League Baseball:

• Cisco has "on-the-field" branding behind home plate (I cannot tell if this is a graphic or actual branding in the turf)
• An alcoholic beverage company has paid to feature their actual product image (beer can) next to the meter that measures pitch speed

Two very interesting tactics! Please let me know if you have seen similar practices implemented elsewhere...

A Look Back at Some Great Integration...

I came across a few Burger King NFL commercials from a few years back that I wanted to share... These commercials serve as a benchmark for brand integration. The two (2) Burger King commercials spawned a handful of imitations and rebuttals that I have also included...

Check out the videos below and brainstorm ways that you can implement similar tactics into your video imagery!

And Here Are the Mock Clips...

Dunkin' Cashes In with Eagles Sandwiches...

Last Month, Jim Andrews of IEG wrote a great "Assertions" column that detailed Dunkin' Donuts strategy to maximize its partnership with the Philadelphia Eagles. I wanted to share a few key points from the writeup, as I thought there were some strong takeaways for properties and QSR/Casual dining partners...

Chief Objective of Dunkin' Donuts' Partnership with the Philadelphia Eagles:

• To set itself apart from a price war on breakfast items being waged by competitors, McDonalds and Wawa

Strategic Approach

• Dunkin' Donuts developed a program that leveraged its deal as the official coffee, donut, and breakfast sandwich of the Philadelphia Eagles through every conceivable marketing channel
• Dunkin' marketed a menu item as the official breakfast sandwich of the Eagles without ever referring to what was actually in the sandwich and many customers ordered "an Eagles sandwich" without ever asking what it contained
• Results: The breakfast sandwich sales grew 10% because of the Eagles tie-in and without the discounting resorted to by the competition. On a side note, Dunkin' also sold an Eagles commemorative cup for $2.50 that drove $300K in profits.

Source: IEG Sponsorship Report - Assertions (5.19.2008)

VIP Lounges Taken to the Next Level...

Are you looking to do something innovative with your suite level? Are you brainstorming new ways to drive business meetings and B2B discussions at your events?

Hild und K, a German architecture firm, designed a very unique VIP area for the Allianz Arena in 2005. The arena, located in Munich, Germany, is questionably the finest stadium to ever be built. Stadium officials contacted Hild und K to develop a fresh, B2B feel for the VIP Lounge and this is how it turned out:

Looking to Activate Around Tennis Tournaments?

Are you looking for new ways to drive awareness and trial for your brand around premier tennis tournaments?

You will want to connect consumers with your brand through a personal, 1-to-1 experience... But what is an innovative way to do so?

Beverage, footwear, and sports retailers could consider creating a ping-pong area within the confines of the tennis tournament (similar to the one shown below, but in a larger area) for consumers to kick back between matches and enjoy a game of ping pong with their counterparts... Before or after the experience, brands can have have these attendees trial their products (or with the case of footwear, experience a game of ping pong while wearing XXX shoes). I actually stole this idea from Pong, a storefront located in Manhattan's Lower East Side, that enables visitors to pay $3 apiece to engage in a unique and entertaining table tennis experience... Pong was a three-month experiment by GrandOpening, which is a 400 ft space that reopens with a new theme every three months... A very interesting idea! 

After all, tennis fans have to also be fans of the game of ping pong, right? The best part is that this is applicable to soccer and basketball as well...

• Soccer - Create a select room within the venue where fans can play foosball
• Hockey - Create a select room within the venue where fans can play air hockey

The Pong experience even enabled consumers to go online and see replays of their match (as seen in the clip below). To extend your engagement with consumers on-site at tennis tournaments, you could consider implementing a similar tactic (with branding in the lower corner and/or a short clip of the consumer interacting with the product during the middle of the replay of the ping pong match.

Retail Vending Machines Are Here...

I have wrote numerous posts detailing the innovative means that Japanase retailers, among others, have utilized vending machines to sell products... Vending machines are such a huge component of retail sales overseas, that it was only a matter of time before they were accepted and implemented in the United States.

Well, the time has come...  Macy's recently announced that it will use vending machines to sell iPods, digital cameras, and other electronic items at 400 retail locations across the nation. The company revealed that it was rolling out the mass introduction after pilot programs proved to be successful. Yes, you have probably seen similar vending machines in airports and other transportation ports, but this will mark the first time that a nationwide retailer will invest the appropriate resources to have vending machines prominently displayed in their stores...

It is only a matter of time before these unique vending machines are a part of the stadium experience; they serve as great ways to reduce labor costs, sell unique/customized items, and add to the fan experience with only minimal space requirements.

For an in-depth look at how the Japanese have creatively utilized vending machines, check out the impressive gallery compiled on Dark Roasted Blend.

On a side note, check out Coca Cola's new strategy utilizing mobile vending machine robots in Japan below:

In Case You Missed The ManU-Chelsea Shootout...

I wanted to post the stellar Manchester United-Chelsea shootout from two weeks ago...

Why? Because everyone loves shootouts... and there were a few other key notes:

• AIG, Samsung, Ford and Heineken receive incredible publicity - the four (4) global brands are engrained in a moment that many Europeans and soccer fans across the globe will NEVER forget
• 166MM euros were on the line
• John Terry, who missed the fifth penalty kick for Chelsea (to win) is the highest paid player in the Premier League, making 6.8MM euros per year (130,000 euros per week!)
• In 2007-08, Chelsea payed out 132.8MM euros (an equivalent of $263MM!) to its players - the highest salary costs of any club in the Premier League (In contrast, ManU spent 92.3MM euros...)
• Salary costs for Europe's top-flight soccer clubs have risen to a record 63% of the team's overall revenue

A New Way to Utilize Social Networking...

Are you looking for new ways to utilize social networking platforms? Are you looking for new ways to engage fans?

Take a page out of Coors Light's playbook.

The alcoholic beverage company was recently touted in the New York Times for its new "Code Blue" Facebook campaign. The new "Code Blue" Facebook widget enables consumers 21+ to send their friends "Code Blue" alerts - inviting them to meet up for a beer. Consumers can even use Facebook maps to direct their friends to a nearby bar.

To drive social networking buzz online, Coors also introduced two (2) videos on YouTube showing beer drinkers completing "the perfect pour". The videos are a very effective means to target Coors Light's core demos... Coors' online integration tactics complement the company's existing television and print advertisements... forming a 360-degree activation platform. Check out one of the "perfect pour" videos out below:

But whose to say that your organization cannot implement a Facebook widget, similar to Coors' "Code Blue" offering, that provides your fanbase/brand ambassadors with a way to message their friends about meeting up at the bar to watch a game? Or meeting at the stadium to buy tickets to go to a game? Or going to a VIP meet-n-greet with players on the team? Or going to a concert at your venue? If your organization does support said strategy, remember that you will want to complement this widget with viral marketing to drive online buzz...

Spicing Up Dance Team Sponsorships...

How do you spice up a 15-year partnership? Just ask the Sacramento Kings' Dance Team.

Carl's Jr., a partner of the King's organization for fifteen (15) years, was looking for an innovative way to help promote the launch of their new Jalapeno Chicken sandwich... After assessing the demographics and characteristics of Carl's Jr.'s target consumer, team representatives devised a unique way to leverage the Sacramento King's Dance team within the QSR chain's marketing platform.

The Kings and Carl's Jr. collaborated to shoot a video of the Kings dance team doing the chicken dance outside Arco Arena as a way to promote the chain's new Jalapeno sandwich offering, which hit stores in May. The video is prominently featured on the main page of the Carl's Jr. website (www.carlsjr.com) and serves as a way for the Carl's Jr. brand to reach its core customers (and likewise reinforces the QSR's partnership with the Kings organization). Check out the video below:

Carl's Jr. has also supported its team partnership in a variety of other ways that leverage the Kings' dance team:

• The Sacramento Kings Dance Team (SKDT) poster was shot inside a Carl's Jr. retail location
• The QSR chain receives branding visibility through post-game poster signings by the dance team
• The team conducts an in-arena coupon dash

Through its partnership with Carl's Jr., the Sacramento Kings have incorporated what some would see as an unlikely partner and have effectively crafted a messaging platform that is very unique to the marketplace... just by understanding their partner's needs and target consumers (young, hungry men)!

An external review of the Sacramento Kings' partnerships revealed that the team has approximately fifty (50) partners; six (6) of whom could be considered in the fast food/casual dining category. Demonstrating all the more that Carl's Jr. discovered a unique way to escape the clutter. Team partners (as listed on the website) include:

• Sports 1140, Raley’s and Bel Air, Shell Vacations Club, Intel, RC Willey, Gatorade, Disneyland Resorts, Best Buy, Ashley Furniture, Folsom Lake Kia, State Farm, Quest, Express Jet, Jack Daniels, Nationwide, Anheuser-Busch, Health Net, Carl’s Jr., Dome Printing, Cache Creek Casino Resort, McDonalds, Wells Fargo, adidas, Chevrolet, Verizon Wireless, Allstate, Comcast, Comcast Sports Net, KRCX 99.9, Northern California Toyota Dealers, Dreyer’s, Zoom Imaging, Dairy Queen, E&J Gallo Winery, ARCO ampm, Volvo Rents, CCPOA, Sacramento Bee, US Army, Folsom Lake Ford, Gatorade, metroPCS, Newman Lasik, News10, Round Table Pizza, XO Communications, Jack in the Box, KB Home, Les Schwab Tires, Subway

Over the past fifteen (15) years, the Kings and Carl's Jr. have leveraged a number of team assets, and have created some very "talked about" campaigns, including the Carl's Jr. Bobblehead Series and the $6,000 combo meal commercial, starring the Maloof brothers.

Activation tactics have included:

• Carl’s Jr. Arena Static Signage
• In-store Player Appearances
• The "Carl’s Jr. Matchup of the Game"
• Carl’s Jr. Bobblehead Series
• Fans waited in lines to receive the first set of bobbleheads
• Bobbleheads were priced at $3.99 with a combo purchase
• 71 of Carl’s Jr. restaurants in the greater Sacramento area participated in the promotion – named the No. 1 out-of-arena promotion in the country by the NBA (stores outside of a 75-mile radius cannot sell Kings products due to NBA guidelines)
• Bobbleheads were sold beginning at 10:30am on successive Wednesdays
• Limit of two (2) bobbleheads per customer for each visit
• Bobbleheads were only available at the walk-up counters, NOT at drive-thrus.
• Shipments of the bobbleheads were delivered at least twice per week, giving working fans a better chance of purchasing them on the weekends
• The first bobblehead came with a free collectible stand for all the remaining bobblehead figurines
• The website listed all participating Carl’s Jr. restaurants (address, city, phone number)
• The Maloof Brothers (Team Owners) starred in a Carl’s Jr. commercial (2006)
• The $6,000 Combo Meal, Exclusively at the Palms
• http://www.slashfood.com/2006/11/15/the-carls-jr-6-000-combo-meal/ to help promote the chain’s $6 Burger
• Produced by Mendelsohn/Zien - Check it out:
• In-Store POP Sweepstakes (2005)
• Enter to win a trip to see the Kings take on the Cavs promotion; then get on a rock and roll history tour
• Leveraged Partners: Carl’s Jr., Southwest, Embassy Suites, Sports 1140
• POP designed by Protein Creative - http://www.proteincreative.com/ad_kings1.html
• In-Store POP Sweepstakes (2006)
• Enter to win a trip to Washington to watch the Kings take on the Wizards (Sports 1140)
• Leveraged Partners: Carl’s Jr., Sports 1140
• POP designed by Protein Creative - http://www.proteincreative.com/ad_kings2.html

Create Premium Value Out of Existing Ticket Inventory...

Teams have begun to maximize the space they have available in-venue to offer premium seating and are now looking for new, alternative mediums to drive pricing and premium value for fans (i.e. All-You-Can-Eat sections, etc.)...

So how can sports marketers counteract this issue? Create star-branded seating sections within the venue; areas that will drive the value of the seats (and likewise, the prices) by enhancing the fan's experience at the game...

What do I mean exactly?

The Miami Heat can drive premium value out of their existing ticket inventory by collaborating with Dwyane Wade, Wade's corporate partners, and existing team partners to create an exclusive section in the lower bowl of the American Airlines Arena, branded as the D-Wade section.

But how is this different than the typical branded sections you typically see in arenas across the nation? The difference lies in the integration and involvement of Wade's corporate partners and the team's existing partners...

Example: Brand Section 101 (a section that has 22 seats per row, 29 rows)

• Branding (and driving pricing) would equate to 638 seats in the section at a bump of $10/game
• $287,100 in increased profits (before incurred expenses)
• Drive incremental revenue from sponsors and/or player endorses for in-arena branding and fan access
• Use existing team and player sponsors to distribute premium items to this select section throughout the season
• Wade Sponsors
• Gatorade - Product trial / meet-n-greet
• Converse - Select couponing / discounts off Converse gear
• Topps - Limited edition Dwyane Wade trading cards
• T-Mobile - Exclusive phone downloads / ringtones
• Sean John - VIP Party featuring a Dwyane Wade appearance for ticket holders 
• Additionally, offer season ticket holders VIP experiences and customized items/apparel
• Exclusive meet-n-greet opportunity pre/post-game
• Distribute Wade premium items (poster, rally towels)
• Exclusive parking section for fans seated in this section (potential tie-in for automobile partner)

Watch out for teams to develop similar unique extensions to drive the fan experience/ticket value for consumers and provide existing team/player sponsors with new avenues to have 1-to-1 personal interactions with fans!

Go LIVE With Commercials...

Are your commercials lacking substance? Are you continuously looking for new ways to capture the attention of your target audience during in-game broadcasts?

If so, consider mimicking a commercial stunt similar to the one that Honda aired last night live during the reality show Come Dine With Me on British television. Honda staged the first ever live advert by tasking nineteen (19) skydivers with spelling out the word Honda while descending thousands of feet in the air. The crew had three minutes and twenty seconds to complete the stunt, a campaign that supports Honda's new advertising tagline of "Difficult is worth doing".

Check out the "live" skydiving clip below that Honda successfully performed during the commercial break:

Now, you are probably reading this and consider this new strategy to be crazy, concerning all of the difficulty and risk involved with time parameters, etc. But would you be suprised to see a sponsor perform a similar commercial stunt during an upcoming Super Bowl? Or another large event like the NBA finals, MLB All-Star Game, or the World Cup?

The answer is no, especially as brands continuously search for new ways to promote their products and capture the attention of viewers. With increased choice and viewer fragmentation, don't be suprised to see marketers make more risky, innovative attempts to make their messaging a "must-see" for consumers.

Are You Looking To Offer Customized Products?

Are you looking to create customized team products? Limited edition apparel/items that are uniquely designed for your organization? After all, these are the items that fans and season ticket holders are looking for...

If so, don't look past the work of Logan Real, an up-and-coming Miami artist who designs custom shoes and apparel for a range of celebrities; from the Miami Heat's DJ Irie to P Diddy to WWE Super Star John Cena. Real specializes in creating custom hand designed work, spanning a variety of items:

• Shoes
• Watchbands
• Dress Belts
• Photo Wallets
• Blackberry Cases
• Wallets
• Briefcases
• Vintrage Dress Watches/Bands
• Purses / Swimsuits
• Dog Collars

Logan Real's work has been featured in numerous editions of Ocean Drive magazine and Acclaim magazine and had his products showcased at Superbowl Weekend hosted by ESPN.  

Real's hand painted design work is truly exceptional. If there is an artist to go to in the industry for customized work, he is it! Take a moment and check it out...

Free Weekly Sports Marketing Newsletter...

Are you looking for more creative promotional ideas?

Veritix offers a quality sports marketing e-newsletter each week... for free. In each edition, Doug Sell (the editor) does a good job providing some insights into marketing/promotions ideas, fan/community relations efforts, ticketing concepts, and media integration... The e-newsletter, sent to 5,000+ sports professionals across the globe, focuses primarily on minor league updates.

If you are interested, take a moment to subscribe - it's really simple. The e-newsletter is distributed every Thursday morning...

How to Subscribe:

• Send an email to doug.sell@veritix.com with "Subscribe" in the subject line
• When subscribing, include your full name, company affiliation, and contact information