Tiger Woods... As Your Caddy?

Molly Wurdack of the Miami Dolphins informed me of an incredible promotion that Buick is offering consumers: the chance to have Tiger Woods serve as your caddy for nine (9) holes on the South Course of Torrey Pines!

For a chance to win the promotion, contestants must register on www.teeoffwithtiger.com and be able to predict Woods' score for all 72 holes of any of the tournaments he plays through the PGA Tour Championship. The person who correctly guesses the most holes for each event will win Woods' courtesy car and a plaque signed by Woods. Each of the ten closest contestants will then become eligible for the grand prize. Buick is also offering rewarding consumers who check out the Buick vehicle tours on the website with the chance to win $25 gift certificates to the PGA Tour Superstore or Nike Golf as instant prizes. 

Buick will support its creative "Tee Off With Tiger" promotion with an ad campaign, print, online, and radio components. The automobile manufacturer is set to purchase a front-page buy in the Wall Street Journal on Friday and will have a presence on FoxSports.com, AOL.com, and Weather.com.

Countering Rising Ticket Prices

Julia Boorstin of CNBC recently reported that ticket prices for sporting events rose 4.3% from January '07 to January '08 (on par with inflation). As professional sports organizations continue to charge their fans higher tags for admission, they are looking for new ways to show their existing and prospective fanbase incremental value. But who are the leaders when it comes to retaining ticket holders? Which teams are being the most proactive, strategic thinkers?

Read here to find out which teams have created unique season ticket renewal programs.

Billboard Updates...

I added some unique sports billboards and advertisements to the activation gallery - check it out here!

Among the items added were:

• Innovative Billboards and Signage
• Nike Ads
• Billboards Created by Fans

Sponsorships in Collegiate Athletics...

John Semeraro of the NCAA passed along an excellent resource for individuals seeking community engaging sponsorship iniatives. The website, www.diicommunity.org, offers an "Ideas that Work" section, where property representatives can search through ideas that have worked at Division II schools across the nation. John noted that there are 180+ ideas for engaging local communities, etc. The website looks like a great resource, so check it out if you are interested.

On the site, you can search by:

• Type of Activity (Indoor, Outdoor, Away from Campus, Internet Communication)
• Time of Activity (Pre-Game, Post-Game, During Game, Special Event)
• Target Audience (Eighteen (18) options
• Division II School Conference
• Division II School Name

Sponsorship Review: Atlanta Motor Speedway

This weekend I headed down to Atlanta Motor Speedway for the Kobalt Tools 500 and left with a few takeaways that I wanted to share:

Sherwin Williams

Sherwin Williams did an exceptional job identifying an opportunity to brand golf carts at-track. The Sherwin Williams logo (located in front of the right rear wheel well) was visible everywhere at track; the branded golf carts were a great way for the company to bring its “Cover the Earth” slogan to life.

Anheuser-Busch

I am not buying Budweiser’s new branding strategy as “The Great American Lager”. Budweiser, traditionally known as The King of Beers, introduced the new slogan in recent months and it just doesn’t do the brand justice. Do Americans really consider Bud Heavy a lager? Did the beer give up its reign as King of Beers? In all, Budweiser’s presence at-track is significantly less with Dale Jr.’s departure. After this weekend, I am convinced that Anheuser-Busch will have a very difficult time convincing the American people that Kasey Kahne is a good brand fit, unless he starts winning (a lot).

Fan Demographics Are Not What They May Seem

As a sports marketer, do you think you have a good general grasp of who the 18-49 Caucasian American demographic is? Unless you have attended a NASCAR race, think again. One would be widely surprised to see that a large portion of the American populous does not match (or even come close to) their demographic generalizations. I am not going to even try to define a NASCAR fan, you just have to see for yourself.

If It’s Free, It’s Gone

Fans at-track will take anything they can get… for free. An activating sponsor that gives away free product (for trial, etc.) through an interactive game in Speedway Boulevard can strike gold with consumers. It doesn’t take a genius idea – a simple spin wheel or Plinko game (distributing collateral) are enough entertainment to have NASCAR fans wait in line for 20-30 minutes. NASCAR fan’s may not have a household income (HHI) that matches NFL or NBA fans, but one would be amazed to see the amount of disposable income that they spend at-track on a variety of items, merchandise, and beer.

Separate Yourself From the Rest of the Pack; Target Race Campgrounds

Dozens of the track’s corporate partners are paying thousands of dollars in site fees to target consumers in Speedway Boulevard, an extremely cluttered area where consumers are looking for entertainment and “free goods”. Why do sponsors continue to pay significant dollars to target fans when they are walking around in this mindset? Why aren’t more companies looking to spend their dollars more efficiently by re-allocating their dollars to enhance on-site staffing and collateral value and target fans in their campgrounds through a guerilla marketing tactic? Over a three-day race weekend, consumers spend an ample amount time at their campers and tents; a period of time when these persons are very open to sponsors that reach out and benefit their experience. By enhancing bathroom amenities at-track, Old Spice has effectively impacted the experience of many race fans at-track.

Dale Jr. is a Living Legend

Dale Jr. definitely belongs in the same league as Tiger Woods and Michael Jordan when it comes to being the People’s Champ. There is no question that Jr. is the overwhelming fan favorite at almost every racetrack around the nation. While Dale Jr’s sponsorship association (i.e. see below) does not seem as strong, his fanbase has never been stronger. Fans have quickly bought up the new Dale Jr. merchandise (Amp jackets, t-shirts, hats, etc.) and seem very responsive to Dale Jr.’s new position with Hendrick Motorsports. The Dale Jr. brand will definitely enhance Amp’s position in the marketplace, but how many consumers relate him with the National Guard? I am not buying this brand fit just yet, although the National Guard is in it for so many other reasons.

Track Security is a Concern

How many sports allow fans access to the performance level without a security check? Unfortunately, this should be a measure of concern for NASCAR and its individual tracks. While this statement doesn’t reflect all NASCAR tracks (i.e. Daytona, Indianapolis), it is frightening that in this day and age any person with a lanyard (resembling a lanyard) and a jacket can gain access to the infield (this even speaks to persons in golf carts). When cars enter the AMS infield, they often have to show a validated parking pass but they can gain access without officials checking their trunks and/or underbellies. Tightened security measures at-track may not align with the sport’s culture, but I would like to see NASCAR officials take a more proactive approach to preventing a potential track disaster (with 160,000+ fans in attendance).

Where are the Track Walks?

Campgrounds. Loyal Fans. Drinking. Sounds like SEC football right? The only thing missing are track walks (i.e. Tiger Walk, Gator Walk, Bulldog Walk, etc.). Why has this concept not yet reached the masses of the NASCAR crowd? SEC fans have grown accustomed to heading close to the track pre-game to welcome their team. If schedules permitted, why would a team like Hendrick do a track walk where fans could line up along a designated path to cheer on Team Hendrick as they walk/drive into the track? Even individual drivers could use this track introduction to build their fanbase.

NASCAR is Extremely Commercial But It Is A Way of Life

There is no fanbase more brand loyal than NASCAR fans. With rising performance costs, fans understand the role and importance of corporate sponsors in the sport and respond favorably. In how many other sports do we see this? Are there many other sports/forms of entertainment where a brand can directly impact the level of performance? If you are looking to build a holistic brand platform, look no further than how many sponsors build and activate their NASCAR programs. NASCAR is such a powerful play for sponsors because of its schedule (30+ race weekends per year), the size and reach of its fanbase (1 in 3 Americans are NASCAR fans), its ability to deliver on a regional and national scale, its level of stardom (Dale Jr., Jeff Gordon, Tony Stewart, etc.), and its strong media presence.

Always Account for Seasonality

Save yourself before learning the hard way: always account for seasonality (when signing contracts, forming execution/activation plans, etc.). During this weekend’s Kobalt Tools 500 weekend in Atlanta, the weather went from a snowy 20 degrees on Saturday morning to a mild 55 degrees on Sunday afternoon. The weather on Saturday morning was a contributing factor to a late Saturday race day crowd.

Designated Family Sections

While roaming the track I learned of many tracks offering “Designated Family Sections”, areas of the stadium where families can sit separate from the goons that bring cases of beer into the track to assist their race viewing experience. Is this something that most stadiums/arenas offer to their fanbase? This was actually the first that I have heard of such section – with the recent successes of All-You-Can-Eat sections and growing security concerns (i.e. NFL upper deck behavior issues), is this something that teams should look into offering? Most organizations offer family plans (Families Receive 4 Tickets, 4 Hot Dogs, and 4 Cokes for $44), but can we sweeten this deal with extra incentives (i.e. families in attendance get an exclusive meet-n-greet with a select player and his family; kids can play while female fans chat with team wives, etc.)?

Topless! Topless! Topless!

Returning to Charlotte on I-85, there is one of the greatest billboard campaigns in the nation. Café Risque has purchased six billboards in a row that read “Topless! Topless! Topless (with bright, bold lettering)! Despite being an example of a forced messaging tactic, the repetition of billboard messaging repetition does serve as an effective way to drive awareness.

Sell Solutions, Not Sponsorships!

Sell Solutions, Not Sponsorships. I saw this tagline while reading an online IEG article the other day and it really struck a chord. Too often we see teams/properties selling their attributes (team record, attendance figures, demographics, media power) when in reality, they need to be selling their power to provide solutions.

It's human nature to be great at selling yourself. But how often do you listen? How often do you seek out the needs and objectives of a potential client? "Partnership Activation" was created because in today's world, corporate-sports relationships are so much more than just "sponsorships". Sports partnerships are driven by a marriage between two (2) brands, each of whom have a set of needs and objectives that need to be satisfied through working relationships. They need to be treated in the same mindset as personal relationships - each party must understand each others goals from the beginning (and maintain an understanding of these objectives throughout the relationship to continuously demonstrate value (as these objectives may change over time)). 

But are YOU a Sponsorship Seller or a Solutions Provider? Start by asking yourself a few of these questions:

• Are your proposals client focused or property focused?
• Are the first ten (10) pages of your proposals all about your team/organization's brand? Does the name of the client that you are pitching appear on Slide 1 of the proposal and then not again until Slide 7?
• Do you state the client's needs and objectives directly at the front of the proposal and cater all information contained within around these objectives?  
• Have you considered how a potential client reviews your proposals? Is your proposal a document that is engaging, with direct ties to their brand? Or is it a data dump of information that strictly features stale, traditional assets? If you were the client reading the proposal, would you flip directly to the back page to see the asking price?
• Have you considered what differentiates your proposal from the rest of the pack? If there are no unique elements, you are not doing yourself justice. Outshine others with your ideas.
• Do you really KNOW and UNDERSTAND the companies that you are pitching to?
• Sometimes it is hard to understand corporate objectives before heading into a sales pitch, but have you tried looking at a company's annual reports? (You can usually find these online, stating the company's outlook and objectives for the given year)
• Have you looked at the client's website to gain a complete understanding of their services and offerings? 
• Have you investigated what other sports/entertainment partnerships the company has undertaken?
• If you are pitching high-end brands, have you considered that they are probably not interested in your general, overall fanbase? In this case, do you seek to understand exactly which demo they are targeting (ages, income, etc.) and how this aligns with certain segments of your fanbase?
• Instead of just pitching tickets and hospitality, have you asked your clients whether a large scale (hosting 20+ persons) or more intimate scale would be more impactful?
• Are you asking all the right questions? Are you asking your clients whether you are satisfying all of their objectives?
• Have you found an effective way to benchmark your offerings against others in the market/industry?
• How often do you ask your current partners if their objectives have changed, or if there is more that you can do to meet their objectives?

Chevrolet Scores BIG!

What do you consider a successful promotion? In most cases, a promotion's success is determined by whether or not it achieves its outset objectives (generating awareness, signups, brand affinity, etc.).

Chevrolet redefined "promotional success" with the Chevy Malibu Million Dollar Shootout, a promotion that recently occured during the Colorado Avalanche vs. Vancouver Canucks game on February 27th. The promotion, offering one (1) lucky contestant the chance to win $1 million dollars if he could shoot fifteen (15) pucks into a net from the opposite blue line in twenty-four (24) seconds. Prior to this taking place, the contestant and his/her friends have a chance to win up to four (4) Chevy Malibu cars.

Sounds like a great idea, but nothing out of the box. Why was this promotion so great? It was a national Canadian promotion (Chevy aligned with TSN Canada) that generated 8.6 million online registrations. That is astounding. Which must mean: Canadians love hockey, they love money,  and hopefully for Chevy, they will love purchasing new Chevy Malibu's (we know how much they love Don Cherry and Tim Horton's).

In all, the promotion was executed to perfection (Well informed emcee who built excitement around the promotion, crowd involvement, engaged participants, and a strong tie-in of media coverage - televised live on TSN Canada and TSN HD).

But take eight (8) minutes to watch the promotion take place: http://broadband.tsn.ca/tsn/?vid=34702

I forgot to mention, the contestant, Darwin Head won! However, whether there was a winner or loser, the promotion was a HUGE success for Chevy and should serve as a benchmark for your promotions. FYI: The Chevrolet Malibu Million Dollar Shootout will return in 2009 at the IIFH World Junior Championship in Ottawa.

Let Your Fans Pick and Win!

Are you looking to create an online initiative that drives website traffic, offers seamless sponsor integration, and engages fans? Well look no further than the Verizon Washington Capitals Playbook (http://iw.rtm.com/capitalsplaybook/).

I stumbled across this new feature on the Washington Capitals website yesterday and it caught my eye as an innovative way to engage and reward fans. So how does it work?

The Washington Capitals Playbook Pick & Win goes as follows:

• Fans register online (providing pretty detailed information) at a web interface that reads, "Do you have the skill to pick the winning plays? Sign up and be on your way to winning great Capitals prizes!"
• Fans then can choose three (3) of six (6) mock bets (i.e. The Capitals will score more than two goals, There will be more than six goals scored in the game, etc.) for the upcoming game
• Fans receive a scratchcard, which they can scratch off with a virtual penny to see if they win a prize. For every mock bet fans get right, they receive an additional scorecard to try to win prizes. During my first time registering and playing, I received a Washington Capitals phone wallpaper, courtesy of Verizon (the detailed information that you provide to register allows Verizon to email you this wallpaper directly (and also probably have you now in their database)). Each time that you log into the site, you will be entered into the Grand Prize Drawing, for an exclusive chance to meet Capitals plater Olaf Kolzig.
• Then fans can sign up for NHL Wireless Content, provided by Verizon Wireless (as well as sign up for the VCast trial and to learn more about the LG Voyager phone).

• Prizes Include:
• Grand Prize  
• Meet and Greet with Olie Kolzig at the Practice Facility on April 2, 2008
• Tour of Practice Facility
• Lunch at The Front Page in Arlington, VA
• Pre-game behind the scenes tour at the Verizon Center
• Two (2) Box Seats to the game
• Instant Win Prizes
• Twenty-five (25) autogaphed jerseys by Olie Kolzig ($100 value)
• Twenty-five Capitals sweatshirts ($60 value)
• One hundred (100) Capitals t-shirts ($20 value)
• 2,500 Capitals ringtones ($1.99 value)
• 2,500 Capitals wallpapers ($1.99 value)

Demo Watch: Halfrican-Americans

American politicians and citizens repeatedly talk about the emerging influence of minorities, Hispanics in particular, but have you ever heard of Halfrican-Americans?

The term Halfrican-American is an election away from becoming a buzzword if Barack Obama takes office. But it is so much more than a buzzword... Halfrican-Americans account for up to five (5%) of the U.S. population, including the likes of Derek Jeter, Jason Kidd, Tiger Woods, and Mariah Carey. Doug Melville of Ad Age describes a Halfrican-American an individual that is half black and half something else - they are not one or the other exclusively. In recent weeks, this demo has been a topic of conversation, stemming from buzz created by The Wall Street Journal and Rush Limbaugh.

There are niche agencies everywhere, but is there one that targets this segment of individuals? As sports marketers, are we even aware of this demographic? Are we aware of the politically correct ways to address this populous? Are we considering this in our surveys? Polls? Reports?

I just thought I would post it as something to consider...

The Power of Merchandising...

What do the iconic brands Nordstrom, Starbucks, and Target have in common?
 
They have built their brands around Merchandising, an often overlooked marketing tool that has proven to derive high value for impact brands.
 
What does this have to do with sports? Sports representatives should consider applying "best merchandising practices" of the aforementioned categorical leaders to their stadium/arena operations. In today's world, the stadium/arena experience needs to be so much more than just slapping your team logo and advertisements on the walls and sections of your stadium. As team operators, we need to use unique, pleasing in-game experiences to turn our fans into brand ambassadors; persons who convey their experience to others through viral messaging.
 
Do you want to establish powerful, personal experiences that connect your team brand with the consumer? Well, begin by asking yourself the following questions (modified from the sourced Ad Age article):

• How can I turn my fans into evangelists?
• How does my linkage with the team brand come to life within the stadium setting?
• How do I understand what my fans in-stadium/in-arena want?
• Do the fans in-stadium/in-arena feel delighted after interacting with the team brand in-arena?
• Does my sales force (concessionaires, merchandising employees, parking, etc.) effectively communicate the essence of the team brand? 
• How does the layout of my stadium/arena define the team brand and/or define the fan's in-game experience?
• How attentive is my customer service?
• How far will I go to keep a disgruntled fan?

Stadium operators need to develop a simple in-stadium experience into an iconic ambience that will dramatically change a fan's experience. Sports representatives need to work to create a reason for fans to want to go to the stadium/arena outside of attending a game (The Starbucks model - if Starbucks did not create another reason to visit its stores apart from the coffee, it would be just another chain. Instead, it has become an iconic brand by creating a multi-sensory atmosphere within its 14,396 operating locations).
 
Think about your stadium or arena. Think about ways that you can reach your fans through sights, sounds, touch, and smell. Work to create an emotional link with your fans (through unique experiences) that will have them returning to your games not only when the team is winning, but most importantly when the team is losing.
 
Here are a Few Leading Merchandisers and What They Have Done Well:

• Nordstrom - Store executives have made it their business to do whatever is necessary to please the customer (a very high-end, individualized, and personally gratifying shopping experience)
• Starbucks - Turned "buying a cup of coffee" into a multi-sensory experience for consumers. Starbucks replicated the sights, sounds, and smells of coffee being ground to the familiar expectations of layout, furniture, music, and wireless access in each of its retail locations.

So the big question is, HOW DO YOU MERCHANDISE YOUR ARENA/STADIUM EXPERIENCE?

• Look for available space in the concourse where you can offer fans unique experiences. Move away from charging fans to throw pitches or bat in a cage - present them with experiences that cannot be replicated outside your team's stadium/arena setting!
• Hockey 
• Enable fans to hold sticks that players on the team used during the game
• Set up a two-panel board and enable fans to get checked by the team mascot (so they can experience what it feels like)
• Enable fans to try on game-used skates
• Let fans try to make a two-line pass (would need an expansive area for this)
• Baseball
• Let fans hold game-used bats by players on the team
• Put a wall cushion up and allow fans to try to jump over a wall to make a catch
• Let fans see what it takes to make a throw from 3rd to 1st base
• Football
• Set up a controlled demonstration that shows fans how fast a quarterback actually throws a football (what it takes to catch this pass)
• Enable fans to try on game-used gloves and throw passes with game-used balls
• Enable fans to try on game-used helmets so they can realize the size of the players 
• Basketball
• Let fans see how far an NBA three-pointer really is
• Let fans touch and dribble with game-used balls
• Enable fans to try on game worn shoes, etc.

Not to mention, reinventing the customer service aspect that our concessionaires and merchandise salepersons offer in-arena. Create the experience for fans. If they can get it elsewhere, you are not doing your job to its full potential. 

Source:
Using Merchandising to Build Brand and Attract Consumers. Advertising Age. 2.25.2008.
http://adage.com/cmostrategy/article_id=125238

Driving College Students to Professional Games...

The Columbus Blue Jackets created a unique vignette to target neighboring college students at Ohio State University. The Blue Jackets developed "Rush CBJ", a campaign that uses a theme from the movie Old School to drive home select messaging to college students, offering discounts on ticket prices before each Blue Jackets home game ($15 Upper Level ($41 value), $25 lower level).

Note: The Blue Jackets track fans down in a van referred to as the "Fanboni" ... pretty creative! Here is the clip:

Fans Love Chipotle. Enough Said.

What drives fans crazy? Iconic brands.

Josh Hafer of the Columbus Blue Jackets recently described how the team has developed a unique way to leverage its partnership with Chipotle, a casual dining brand that has a cult following among Gen Y consumers.

Read more here.

VIP March Madness On-Demand Still Available

I wanted to pass along a quick note from Matt Sitkowski at the University of Wisconsin that NCAA March Madness On-Demand passes are still available!

Click here to sign up.

March Madness on Demand allows you to watch live broadcasts of all 63 tournament games for FREE - a must have for those of you in the working force without a television in your office. Users with VIP access will have a shorter wait through the "Waiting Room" on game day. Their line will move more quickly than those with General Admission access.

The countdown to the selection show is 12 days and ticking...

Viral Marketing is Powerful!

I have uploaded a number of videos to the Video Vault - when you have a moment, please check it out. The goal of the Video Vault is to share "best practices" of in-game entertainment, behind-the-scenes footage, and promotions.

Click here to see some of the new content!

The Beauty of Traditional In-Game Entertainment...

There is a saying that goes, "If it ain't broke, don't fix it"... This has been a philosophy with in-game entertainment at both Duke University and the University of North Carolina home basketball contests. Both university athletic departments have stuck to their traditional ways with in-game entertainment, thereby offering consumers a sporting event filled with "pure entertainment".

The following videos show the unique in-game entertainment that the Blue Devils and Tarheels offer their fans. However, please note that while you can control many aspects of a promotion, you can never have TOTAL control over its outcome (as shown below)...

The Duke Blue Devil "Band Surfing" During a Men's Basketball Timeout:

Here is a perfect example of how unexpected circumstances can happen:

And an unexpected finish to The University of North Carolina's "Blues Brothers Act"...

Charlotte Bobcats... Sponsorship Review

I took in the Charlotte Bobcats-Toronto Raptors game tonight, and while there were no "best practices" to share, I took a few notes of the game atmosphere and sponsor activation pieces that I wanted to pass along...

The three (3) best in-game tactics all involved fan interaction

• Dunkin Donuts Delivery of the Game - The Bobcats began this feature by showing Rufus (the team mascot) in Dunkin Donuts, ordering donuts. After this short vignette, twelve (12) mascots (it was Rufus' birthday) all delivered boxes of Dunkin Donuts to fans in the crowd. The arena went nuts and the promotion served as a great feature for targeting children in-arena. 
• Lowe's (Kobalt Tools) T-Shirt Toss - Lowe's enhanced the typical t-shirt toss experience by outfitting Rufus with a t-shirt gun that looked like a Kobalt Tool (Lowe's signature brand). As with any t-shirt toss, fans went crazy for this promotion
• Domino's Delivery of the Game - A typical "free food" promotion; the Bobcats spiced it up by having the dance team line up mid-court and flash the pizzas before distributing them in the crowd

The Most Creative Sponsor Integration - Atreus Community and Homes

• Atreus featured a vignette that was based on the show Cribs (displaying one of their model homes). Atreus got creative with the segment by having the Bobcat's mascot re-enact a movie scene within the house (this version featured Rufus in underwear, mocking the scene from Risky Business)...A creative way to draw a few eyeballs to what would have been a dry vignette

What is Kia Doing?

• Kia's in-stadium messaging is "The Power of Suprise". Doesn't this message tell consumers, "Hey, we are not the terrible car manufacturer that you think we are... try us out!" (I sure hope this is not their nationwide slogan)
• To their credit, Kia did brand one lower bowl section as Kia Country (handing out shakers) that was geared to higher income families and fans, but again, is this their targeted consumer? Wouldn't Kia's customers be seated in the last rows of the lower bowl and the upper bowl? I could be wrong, but I doubt there is anyone paying $100+ per ticket sitting courtside leaving the arena in a Kia. To top things off, Kia's in-game vignette featured cars with clearance price tags.

Two (2) Car Companies offer Sweepstakes Promotions, Offering To FLY Winners

• Ford Offers "Roadie Challenge '08" (But Offers Winners a Trip to FLY There)
  • Carolina Ford Dealers are offering a 2008 Roadie Challenge promotion, where one (1) lucky winner and his/her guest will win a trip to see the Charlotte Bobcats play the Memphis Grizzlies on St. Patrick's day. To sign up, fans have to enter on www.FordRoadieChallenge.com - Wait, a promotion run by Ford, where they offer a winner a trip to fly? Am I missing something here? This should be the ultimate road trip, where the winner actually drives a Ford...
• Kia Offers the "Ultimate Fan Experience", in search of the Ultimate Charlotte Bobcats Fan
  • Kia is asking Bobcats fans to submit a :30 DVD/video, showing why they are the Bobcats Ultimate Fan. The grand prize winner receives travel, accomodations, and game tickets for two (2) to see the Bobcats take on the Los Angeles Lakers in LA (along with a digital camcorder and ultimate fan pack).
  • With the "Ultimate Trip Experience" taking place cross-country, I can only assume the winners will be flying? When does the winner ever experience Kia's "Power of the Suprise"? Where does trial and consideration, or even just a brand tie-in come into play? Automobile sponsors should look to maximize these promotional opportunities...

The Dallas Mavericks' mascot, Champ, is sponsored - Yes, a Mascot is Sponsored!

• Champ, the Dallas Maverick's mascot was in town for Rufus' birthday. The first thing I notice? The mascot's shorts and the back of his uniform are branded by Elliott's Hardware. Did Mark Cuban sell a sponsorship on his mascot's back? The mascot was also wearing Under Armour wristbands... Is this a common practice in the NBA or other professional leagues?

Other Notes:

• The Bobcats play Lil' John then Techno then Soft Pop then YMCA then Marvin Gay then Walking on Sunshine (Who is their target demographic? Are they trying to cater to every person in the arena?... )
• I would estimate one (1) in 20 fans in attendance were wearing Charlotte Bobcats merchandise - I have never seen anything like it. Ever.
• The Wrigley's courtside gum dispensers seem like a forced-fit, but they are situated courtside (at the performance level) drawing impressions like Gatorade coolers, so one has to give them credit for investing in this space
• The Bobcats charge kids $19.95 to join the Kids Club - shouldn't the organization find a way to offer this for free? As a relatively new franchise, the Bobcats should be trying to enhance their fanbase in any way possible. Is putting a price tag on the Kids Club a custom practice?
• The Bojangles "Hustle Stat of the Game" is a pure example of just slapping a brand name on an asset (As a QSR, Bojangles has numerous opportunities to activate in-arena... Why aren't they taking advantage of this?
• The Harlem Globetrotters offered a Prize Pack promotion in anticipation of their event taking place at Bobcats Arena later in the Spring... This is a great idea to promote an upcoming event at the arena!
• The Bobcats have a high-end steakhouse as a sponsor (something that is somewhat unusual)
  • Ruth's Chris sponsors the "Sizzling Slam of the Game" and has pretty good LED signage that reads "Follow the Sizzle"
• Charlotte Bobcats corporate partners included: Kia, Wrigley's, Gatorade, Atreus Homes & Communities, Sprite, Presbyterian Hospital, Lowe's, Bojangles, VUE, Coca-Cola, Bud Light, Time Warner Cable. FSN South, Jumpman23, Wachovia, Harris Teeter, Domino's, Dunkin Donuts, Ford, La Paz, Blue Cross & Blue Shiel, The Real Yellow Pages, Dreyer's, Allstate, Foot Locker, WMYT12, and Windstream

I forgot to mention... The Bobcats Won!

117 Corporate Partners???

Cal Athletics currently lists the logos of 117 corporate partners on their website, five (5) of whom are considered "Elite Corporate Partners". But can a university athletic department have nearly as many corporate partners as there are Division I FBS football programs (128)?

How can we show our sponsors a way to escape the clutter when we have 116 other sponsors looking for signage and activation opportunities? (not to mention the collection of media sponsors). Cal appears to do a great job of leveraging their corporate partnerships, but is this the case across the board in collegiate athletics?

Activate Your Student Section!

The University of Texas has a great website geared to keep UT students in the loop with promotions, ticket information, and fan guides to Longhorn sporting events. The site provides members of Longhorn nation, known as the SOBs (Student Orange Bloods), up-to-date with information on student-specific promotions and sweepstake offers, season ticket details, and giveaways.

Read more here.

Leveraging Insurance Partnerships...

I wanted to point a "best practice" for leveraging insurance partnerships through online integration. Arizona State is currently featuring a "Click Here for the Top 25 Allstate Agents" banner ad on their athletics website, SunDevils.CSTV.com.

Upon clicking on the website's featured side bar advertisement, Arizona State does a tremendous job profiling twenty-five (25) of the top agents in the local marketplace. The on-site integration serves as a very effective publicity piece for the company and each of its respective local agents (who have their contact information listed along with their picture in front of the Allstate field goal nets). When you have a moment, check the website feature out - it's great.

This "feature" format can also have applications to other sponsoring partners:

• Franchisees of local QSRs (Quick Service Restaurants) and Grocery Retail Locations
• Operators of Local C-Stores (Convenience Stores)
• Managers of Local Restaurants / Casual Dining Locations 

Think Sports. Think Mobile.

As sports marketers, we need to be thinking like mobile marketers. Why? Because mobile marketing is the next revolution for targeting our fanbase and operating our stadiums (see: ticketless entry). 

Mobile ad spending will reach $1.6BN in 2008 and will jump to $4.8BN in 2011 (there are 243 MM cell phone subscribers). While consumers have been slow to adopt some forms of technology, mobile marketers have learned that kids are willing to pay a dollar or two to engage with their favorite band (affinity which translates to sports teams). How many? Marketing analysts figure approximately 15-25% of people in an arena (although this figure seems relatively high).

For some quick mobile activation ideas with applications to sport, read more here.