Partnership Activation 2.0 Newsletter - Sign Up!

Dear PartnershipActivation.com Readers,

It is my pleasure to introduce Partnership Activation 2.0, a monthly newsletter that provides sports business professionals with industry insights, creative activation tactics, and innovative ways to generate revenue for their organizations.

Please take a moment to check out the Partnership Activation 2.0 newsletter HERE. To subscribe to the newsletter distribution list, simply send an email to bgainor@partnershipactivation.net with "subscribe" in the subject line. Also, please include your full name, company affiliation, and contact information when subscribing. If you like what you see, please pass the newsletter (and/or link to this site) along to your friends and colleagues in the industry who also may be interested.

If your organization is interested in advertising on www.PartnershipActivation.net or through the Partnership Activation 2.0 newsletter, affordable opportunities are available. The first edition of Partnership Activation 2.0 was distributed to a diverse group of sports professional throughout the sports landscape:

• 37 Agencies
• 34 University Athletic Departments
• 26 NBA Organizations
• 17 NHL Organizations
• 15 NFL Organizations
• 6 MLB Organizations
• 6 NASCAR Organizations
• 6 Major Media Outlets
• 3 Soccer Properties

Thank you for all of your continued support. If I can ever be of assistance, please contact me at bgainor@partnershipactivation.net.

Regards,

Brian

Click here to see Partnership Activation 2.0 - March 2009 newsletter.

Bring Your QSR Partners to the Tailgate Lots...

Are you looking for innovative ways to leverage your QSR partners? Are you looking to provide extra benefits to all of your organization's fans tailgating three (3) hours prior to the game?

Bring your QSR partners to the (tailgate) party... through the means of mobile vehicles.

McDonalds recently began testing the popularity of the McCafe Lounge on Wheels, a mobile vehicle that enables customers to taste McDonalds coffees in a comfortable setting. The concept vehicle, created by the Moroch Partners in Dallas, TX, helps McDonalds escape from the advertising clutter and efficiently induces consumer trial of new products. The McCafe Lounge set up shop at the Houston Livestock Show and Rodeo in March and has been widely introduced in Japan. The McCafe Lounge served 80,000 7-ounce cups of iced coffee over the course of the weekend att he Houston Livestock Show...

For teams with vast, organized parking lots, bringing mobile QSR vehicles to the people could be a great idea. While people are tailgating (eating hamburgers, drinking beer, throwing the football), they are probably much more receptive to trying new products (e.g. drinks, sandwiches, etc.) than if they are inside the stadium where they are being price-gouged on concessions. Has a team ever attempted to sell $2 burgers through a mobile vehicle (roaming the lots) to tailgaters outside? As properties become more creative leveraging QSR partners, don't be too suprised if this idea is just a few short months away...

Are You Looking to Leverage Media Partners?

Are you looking to activate your organizaton's partnership with a local media outlet? Are you looking to gain additional media exposure at minimal cost?

Marketing representatives at Whataburger Field, home to the Corpus Christi Hooks, created a unique outfield branding piece to drive awareness of their local media partner, Channel Six (displayed in the picture below). The team used "Hit the 6" messaging to drive impressions in-venue (and hopefully some greater visibility on the network's sports coverage).

Teams can take similar tactics to the next level by creating a "Channel Six Fan of the Game" promotion during every home game played at the ballpark. If a home run hits the designated sign, the selected contestant could win the opportunity to be featured live on the channel's television coverage (a benefit that would generate increased media exposure and fan interest despite coming at zero cost for the team). The team can complement the fan's prize pack with six tickets, hot dogs, and drinks to the game of his/her choice.

Other sports properties can implement similar tactics:

• Hockey - Dasherboard ("Check Channel XXX") - If a player on the home team checks an opposing player into that dasherboard, the "Channel XXX fan of the game" will be featured on the nightly sports coverage
• Golf - Align a television partner with a hole (e.g. Channel 7 with Hole 7). If a player eagles that hole, the select consumer will be featured on the news, etc.
• Soccer - Create a similar tactic for a field board that is located behind one of the goals. If a soccer kick misses the net and hits the field board, the select contestant will be featured on the news, etc. 

The Marlins Offer Unique In-Game Entertainment...

Are you looking for new ways to attract a new fans to the ballpark? Are you looking for ways to attract a new demographic to your games? Battling a low payroll and blistering hot summer days at the ballpark, the Florida Marlins have gone to new lengths to attract  and entertain fans at the stadium:

The Marlins have created two (2) sets of dance/cheer teams... The Mermaids and Manatees.

The Mermaids

• The Florida Marlins' Mermaid squad, a group that has been around since 2004, can be hired to do autograph sessions, photograph sessions, and dance performances at parties and corporate events.

The Manatees

• The Marlins created the Manatees squad in 2008 after putting out an open casting call for fans who have bellies with the biggest jiggle, big feet with the best dance moves, and enthusiasm that will rock Marlins fans out of their seats
• The group performs at all Marlins home games played on Friday and Saturday night

Are You Living in the Moment of Exclusivity?

Is your brand living in the "moment of exclusivity" in-venue? Are you selling the "moment of exclusivity" to your corporate partners?

MediaPost Publications recently featured an interesting article on how "the moment of exclusivity" has quickly become the newest buzz word in the sports biz. What is it exactly? When teams convert every piece of digital signage in-venue to display a select brand's messaging at a given moment during a game. For example, teams can control the in-venue signage so that if a fan leaves his seat to go to the bathroom and misses the massive Sprite ad on the center-hung LED scoreboard, he/she will see the same branding on the LCD monitors mounted outside the restrooms.

Who is doing it? Currently, only a handful of powerful brands (e.g. Coca-Cola, Anheuser-Busch, etc.) have invested in the opportunity to own a given moment in-game. As properties update their signage, eliminating static panels, the industry will see more and more brands investing in "the moment".

Stay tuned for more information on strategic plans that brands are implementing to differentiate themselves in-venue...

Incorporate Olympics Entertainment While It's Hot...

Over the past two (2) weeks, have you considered incorporate Olympics entertainment into your game nights? Have you considered finding unique ways to capitalize on the buzz surrounding the 2008 Beijing Olympics?

The Washington Nationals recently staged an Olympics-inspired Presidents Race during the 4th inning of their game on Sunday at Nationals Park. The team tasked its 10-foot President mascots with jumping over hurdles during the team's traditional in-game Racing Presidents feature. The team even outfitted Abe Lincoln with gold running shoes (ala Michael Johnson) during the contest.

The Baltimore Ravens aired Michael Phelps' final race at the Beijing Olympics after the team's home preseason game against the Minnesota Vikings on August 16th as a salute to their hometown hero. The team received permission from NBC to broadcast the event on the stadium SmartVision scoreboards and promoted the coverage by sending out press releases prior to the game and encouraging fans throughout the game to stay for the entertainment. 

The Ravens supported the event by sending Phelps an autographed No. 08 jersey, distributing "Ravens for Phelps" posters to all fans in attendance, and providing fans the opportunity to record video messages wishing the Olympian good luck in his quest for gold.

Here is a clip of the excitement at M&T Bank Stadium surrounding Phelps's victory:

Find unique ways to capitalize on the affinity that consumers have for the Olympic games... There are some quality ways here to connect brands with fans!

Are You Integrating Fans Into the Action?

Are you looking for a new promotional concept that engages fans? Are you interested in an idea that provides fans a way to have a direct impact on the game they are watching/attending?

Consider developing a "You Call the Play" promotion, where fans can call/text in a play that they would like to see their home team execute during the game. To execute such a promotion, team representatives would need to work directly with the coaching/team personnel. While such an idea may seem difficult, such an idea has been executed in the past (e.g. Charlie Weiss ran a play to kick off a Notre Dame game that was selected by a fan with a terminal illness).

Teams and supporting partners can execute fan polling through a variety of means:

• Poll fans prior to the game through print-text message/call-in/online poll (the team can openly ask fans to submit what play they would like to see on the first offensive/defensive play of the game, provide multiple choice options, etc.). In this scenario, once the play happens in-venue, the team can announce the fan play-call support via videoboard, LED, and on-air mentions
• Poll fans during the game through a video board display (provide fans with five (5) multiple choice options of plays that they would like the team to execute coming out of a timeout). With teams in college basketball knowing when certain timeouts will take place (e.g. 16:00, 12:00, 8:00, and 4:00 marks), this is easier to execute than in other sports
• Poll fans via LED in-between innings (providing fans the opportunity to select relief pitchers, pinch hitters, etc. via text messaging to a computer that calculates the final tally in the dugout) 
• Enable fans to vote on a variety of happenings in-game (touchdown dances, halftime performers, dance team music/performances, pre-game music, and player autographs after the game)

While such a promotion, which provides fans with a way to directly impact the outcome of the game, requires cooperation from many parties (the hardest of which is team/coaching personnel), it shouldn't be deemed unrealistic. Properties are inching closer towards creating in-venue promotions that offer said fan involvement. This promotion would be a great way to incorporate telecommunications partners.

Check out the video below, which provides a benchmark for executing such a promotion:

The Race That Will Change The World...

Nike will forever change the running landscape when it hosts the Nike+ Human Race 10K next Sunday, August 31st. The event, expected to attract millions of participants, will be the largest one-day running event in the world. The race is open to anyone, anywhere (have we ever seen an event that was open to the entire global population?) The Nike+ Human Race is set to take place in 25 cities around the world, including:

• Austin, Los Angeles, Chicago, New York, Vancouver, London, Madrid, Paris, Istanbul, Melbourne, Shanghai, and Sao Paulo

The Nike+ Human Race serves as Nike's way to celebrate runners and their sport. All consumers interested in partaking in the event can log in to www.nikeplus.com. Consumers who sign up for the Nike Human Race event online can have their results officially counted as part of the race by tracking their miles on their  Nike + iPod or Nike+ SportBand device and downloading the information to NikePlus.com.

Nike will complement the running events in each of the 25 cities with a live concert on race day that features some of the world's top musical artists.

To drive awareness and buzz for the event, Nike has created a great viral campaign that leverages its sports personalities. Check out the clip below:

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.