Tuesday, August 31, 2010 at 11:12PM Social media platforms are becoming integral for sports business professionals to connect with one another and share best practices. Let us know which social media platform has been the most beneficial to helping you network and why.
Monday, August 30, 2010 at 09:48PM Over the past few years, Home Depot has brought its partnership with the Atlanta Braves to life with an engaging tool race during games. The race features four (4) Home Depot tools - a hammer, saw, paint brush, and a drill - competing head-to-head in a race around the warning track. The Braves now drive excitement around the initiative by accompanying season long stats of tool performance and aligning fan contestants representing each tool.
It is rumored that "Two Bit", the Home Depot drill that competes in the race, NEVER wins but here is proof that it did happen once in 2009.
Here is a great compilation of some other on-field races featured at baseball stadiums across the country.
Monday, August 30, 2010 at 09:33PM CPG companies looking for new ways to leverage sports to drive retail sales should take a close look at a recent adidas commercial spot that features soccer legend Zinedine Zidane.
Zidane is the new face of adidas' Body Care for Men, a line of deoderant, shower gel, and toiletries targeted at young male adults. adidas is using Zidane as a recognizable figurehead to drive consumer awareness and interest for its six (6) Body Care for Men products, labeled "Pure Game", "Play", "Drive", "Impact", "Strength", and "League".
In the commercial spot, Zidane is shopping at a high end retail location when he notices a young male consumer performing some amazing juggling tricks after spraying deoderant on from adidas' Body Care for Men product line. The piece does a great job leveraging adidas' partnership with Zidane and effectively tying a CPG product back to the game of soccer.
Check it out below:
Source: Home Essential
Monday, August 30, 2010 at 08:44PM Dana White, the current President of the Ultimate Fighting Championship (UFC) and social media extraordinaire, recently teamed up with Digital Royalty to provide the sport's fans with unprecedented access.
Prior to the UFC 118 Event in Boston on Saturday Night, Dana White tweeted out a phone number to his 4.5MM Twitter followers that allowed UFC fans to call him directly and share their predictions for the fights on tap that night. Within seconds, White received a call from a loyal UFC fan and shortly thereafter heard from a number of other fans from across the world.
Amy Martin of Digital Royalty documented White's "Fan Phone" strategy and created a video case study that she recently posted online to help bridge the gap that exists between the virtual and physical worlds. Check it out below!
Monday, August 30, 2010 at 07:19PM 
Sunrise Sports & Entertainment recently announced a unique partnership between the NHL's Florida Panthers and the storied American rock band, The Eagles. The sport/music entities are teaming up to create a unique, fully integrated marketing partnership that is believed to be the first of its kind in the sports and music entertainment industry.
The Eagles will serve as the Presenting Sponsor of the team's 2010-2011 Training Camp and will benefit from exposure via numerous branding channels throughout the duration of training camp (Sept. 11 - Oct. 10), including:
The Eagles' Training Camp sponsorship will provide exposure for The Eagles' concert at the BankAtlantic Center on Friday, October 8th, eight (8) days prior to the Panthers opening night matchup against the Tampa Bay Lightning. Financials of the partnership agreement were not disclosed.
Source: Panthers.nhl.com
Monday, August 30, 2010 at 08:12AM As part of their partnership with the New Zealand All Blacks Rugby Team, Air New Zealand recently released a terrific airplane safety video that incorporates players, fans, and more. The video demonstrates new ways that teams and airline partners can leverage their affiliations in creative ways.
Check it out below:
Sunday, August 29, 2010 at 01:06PM Brands looking for new ways to message to outdoor enthusiasts may soon be able to via state park sponsorships. Per a recent Associated Press feature, New Hampshire, Maine, Virginia, and Georgia are reportedly considering using corporate partnerships to support and fund their state parks.
The state of New Hampshire may become the first state to delve into corporate partnerships. The state has a deal on the table with Eastern Mountain Sports to promote state parks in its outdoor clothing and apparel stores in exchange for having state park's promote the company's products. As part of the agreement, park staffers would wear uniforms featuring the Mountain Sports logo and other partnership ideas call for Eastern Mountain Sports to provide kayaking lessons and other programs and host a "park of the future" contest that enables park goers to suggest new programs and features they would like to see.
Corporate partnerships, if executed correctly, make a lot of sense for state parks. They provide funding to support park maintenance and upkeep, help drive awareness, and create nontraditional relationships with local communities.
Per the Associated Press article, the state of Virginia is close to announcing a promotional partnership with The North Face, allowing the company to install touch-screen welcome kiosks with trail information and printable maps. The state of Maine has worked with local private companies to sponsor a passport program that gives park goers benefits.
Look for more state park programs to come in the near future!
Source: Associated Press
eastern mountain sports park, eastern mountain sports sponsorship, eastern mountain sports state park, georgia sponsorship, maine sponsorship, new hampshire sponsorship, state park funding, state park partnership, state park sponsorship, state sponsorship, virginia north face, virginia sponsorship in Partnership Ideas Permalink Sunday, August 22, 2010 at 09:25PM Thank you for your continued interest in Partnership Activation. Click here to check out the new August 2010 Partnership Activation 2.0 monthly newsletter.
Thanks to our friends at adidas Eyewear, if you pass along the August 2010 Newsletter to a friend or colleague in the industry and they submit a sponsorship/marketing "best practice" that is selected to be featured in the September Newsletter, you BOTH can win a FREE pair of adidas Eyewear!
Pass along the newsletter and send in your "best practice" submissions to newsletter@partnershipactivation.com! Only (1) winning duo will be selected! In the meantime, check out the great adidas Eyewear styles that you could win here: http://www.adidas.com/us/eyewear.
This month's newsletter features a collection of insights, including:
If you are interested in signing up for the newsletter, please send an email with "Subscribe" in the subject line to newsletter@partnershipactivation.com. In the body of the email, please include your name, company affiliation, and contact information when subscribing.
Check out the August 2010 Issue now... and please feel free to send along any feedback or suggestions you have this month!
If you enjoyed the August 2010 Issue, you may also be interested in:
Tuesday, August 17, 2010 at 08:12AM Hewlett Packard recently created a tremendous viral piece that highlights its partnership with the Dallas Cowboys in a unique way. The clip provides insight into all of the work that went into designing and building the IT infrastructure behind the most technologically advanced stadium on the planet - the new Dallas Cowboys Stadium.
The viral piece highlights the HP converged infrastructure and would serve as an impactful piece to show on the video board and the team website for fans to enjoy. Check it out below:
Tuesday, August 17, 2010 at 07:57AM Sports organizations looking to post unique content on their websites, social media channels, and related pages should consider creating a "Day in the Life" series that provides fans with an inside glimpse of the lives of their players.
Chicago Blackhawks RW Patrick Kane, a Buffalo native, recently began his day with the Stanley Cup trophy by bringing it to Niagara Falls for an iconic photo shoot. Kane, sporting a red Blackhawks jersey, was greeted by a pack of fans as he arranged to bring the Stanley Cup to the Hurricane Deck at Bridal Veil Falls. Kane posed for several photos holding the Stanley Cup up high while getting soaked by water falling down on him from the Falls.
The moment was truly memorable and was a spectacle that hockey fans around the globe would love to see. A number of fans on-site captured raw footage of the action, which serves as great viral pieces for teams to promote on their site, blogs, and social media channels - especially in a day and age where teams are looking to provide exclusive content to fans 365 days per year.
Check out some videos of the action below:
Source: NHL.com
Tuesday, August 17, 2010 at 07:31AM The New York Yankees have teamed up with Modell's to create a ticket sales booth at the sporting good chain's retail location in Times Square. The unique sales location will offer tickets on sale at discounted prices, up to 50% off, starting at 8 AM for day games and noon for night games. Each customer willing to wait in line for tickets can purchase up to four (4) "Mo Saver" tickets, which will be made available on a first-come, first-served basis.
The Yankees and Modell's drove buzz for the launch of the new ticket sales venture on Monday by featuring former Yankees star Tino Martinez on hand to greet fans and speak to future opportunities. The booth is part of Modell's plans to turn its retail locations into more of an interactive experience for fans.
The venture serves as a great way for the Yankees to drive buzz in Times Square and capitalize on selling tickets to tourists and busy fans looking to purchase tickets at a discounted price that are sold directly from the team. The Yankees and Modell's senior management are expecting the new service to be an instant hit with locals and tourists alike.
Wednesday, August 11, 2010 at 07:35AM Brands looking for new ways to leverage notable athlete endorsers should consider using them to support product launches at retail. With a tremendous amount of buzz surrounding the release dates of video games, DVD's, shoes, phones, and apparel, ample opportunities exist for brands to film the excitement of their athlete endorsers as they head out to select retailers at midnight to pick up the newest release.
For example, EA Sports could drive a significant amount of buzz around the launch of its Madden '11 title in the social media marketplace by secretly filming NFL players heading out to their local Best Buy store locations at midnight to pick up their favorite new game the night it is released. The virals would effectively show how athletes share the same excitement as fans when purchasing their favorite video game titles and could even detail their interactions with consumers at retail. After purchasing the game, EA Sports marketers could film players opening the packaging, running to their outlandish car in the parking lot, and playing the game on televisions mounted inside the headrests, even before they get home or have to head to training camp in the morning.
Check out a quick visual of how these virals could live - filming players as they head into the store, waiting in line to purchase the new release, stripping the packaging, sharing their excitement with fans, and playing the title for the first time:
Wednesday, August 11, 2010 at 07:01AM Gillette has turned to famed ESPN Personality Kenny Mayne (@Kenny_Mayne) to promote its new line of Fusion ProGlide products and help drive connects with young male sports fans. Gillette recently unveiled a series of virals entitled, "A Man & His Razor" that have already begun to create a stir in the social media marketplace.
The virals feature Mayne using and conversing about Gillette Fusion ProGlide products during his daily routine on the set at ESPN and behind-the-scenes. The success of the campaign demonstrates that not just current/former athletes and coaches serve as effective spokesmen in the sports marketplace - select reporters and television personalities can have a strong influence with fans as well.
Check out Gillette's four (4) terrific virals starring Kenny Mayne below and plenty more from the Gillette Fusion ProGlide Challenge Ultimate Summer Job tour here.
Wednesday, August 11, 2010 at 06:41AM Sports organizations looking for new, creative ways to drive sales of tickets and select merchandise should consider modeling a tactic recently implemented by the San Francisco Giants. The Major League Baseball Club's marketing department created a terrific infomercial spot to promote Tim Lincecumb wigs (called Timmy Wigs) the team is selling for $10 at the ballpark. Lincecumb, the team's ace who has won the last two NL Cy Young Awards is a fan favorite in the Bay Area and one of the league's shining stars.
Since the team created the infomercial spot, Timmy Wig sales have skyrocketed and the video is on its way to becoming a huge viral hit.
Informercials are becoming a relatively mainstream practice in the sports business space as teams and athletes have used them to drive buzz in the social media marketplace. As you will note, the Minnesota Timberwolves created a Mr. Love Miracle Glass Cleaner spot in 2009 to promote Kevin Love as ROY and Vitaminwater has used Steve Nash, 50 cent, and Kobe Bryant in several infomercial spots.
Hats off to the San Francisco Giants on a well executed merchandise campaign! Check it out below:
Tuesday, August 10, 2010 at 10:21PM The University of South Carolina Athletics Department recently launched a terrific new promotional microsite to drive fan excitement for the upcoming 2010 football season. The site features a number of interactive elements that have generated a significant amount of interest amongst the University's avid fanbase following USC Athletics across the nation.
The site's unique features include:
The site's interactive elements have delivered immediate results. In just two weeks, the USC football microsite generated 45,000 hits, 1,700 registrations, and 300+ photo uploads. These figures will only continue to rise as football season draws near. Check back to learn about additional ways the University of South Carolina Athletics Department is engaging fans on-site and online!
Sunday, August 8, 2010 at 05:17PM Ever since LeBron James decided to join Dwyane Wade and Chris Bosh in Miami, buzz surrounding the franchise has been at an all-time high. While the Heat prepare for on-court success, local businesses are scrambling to discover the next great idea to capitalize on all of the hype.
Per a Sportscasm.com report, Burger King is capitalizing on all of the LeBron buzz by hanging a giant banner near American Airlines Arena that sends a direct message from the BK King to LeBron James, the new King of Miami, which reads, "King to King. Welcome to My Court".
The banner is very creative and meaningful, as Burger King's headquarters are located near the airport in Miami-Dade County. Look for more interesting tactics to come in South Florida!
A special thanks to Alecia Pynn for her insights and contributions to this column!
Friday, August 6, 2010 at 07:45AM Sports organizations looking for new ways to sell existing ticket inventory should closely examine a new strategy the Florida Panthers are implementing to kick off the 2010-2011 NHL season. The team is offering "The Perfect Plan" campaign, where fans can choose their preferred seat, name the price they would like to pay, and submit it to the team for a response in less than 24 hours.
The team is currently featuring a flash page on Panthers.NHL.com that redirects to a form that fans interested in the offer can fill out. The form provides available ticket inventory (with standard pricing) and allows fans to go in and submit a live bid to the team. If the bid is accepted by the team, the consumer's credit card is automatically charged and they instantly become a member of the Florida Panthers season ticket holder family. A great concept!
Thursday, August 5, 2010 at 11:16PM Over the years, Journey has proven to be a "go-to" music choice for sports organizations looking to enhance their game entertainment and drive fan excitement. There is just something about Journey's music that gets fans going.
Just see for yourself. During the 8th inning of Los Angeles Dodgers games, the team calls on Jameson Moss, a talented season ticket holder to perform a unique dance rendition of the famous Journey song title, "Don't Stop Believing" on the scoreboard at Dodger Stadium. Take a quick moment to check it out and enjoy!
Thursday, August 5, 2010 at 10:30PM EA Sports recently made a splash at New York Jets Training Camp by creating a Madden lounge for players to enjoy during their down time between practices. As the presenting sponsor of Jets Training Camp, EA Sports outfitted the team's players lounge with Dream Seats, a Playstation 3, and invited several members of the team down to battle head-to-head in a game of Madden '11.
The Madden Lounge served as a terrific means to showcase EA Sports' partnership, providing the Jets organization with authentic footage to show fans how the team's players collectively enjoy playing the new Madden '11 title.
Realizing the value of the coverage, the Jets sponsorship department pushed the quality video of the players interacting in the Madden Lounge through several of the team's social media and multimedia channels, including the team homepage (writeup, photos), Official Facebook Page (videos, discussion board comments), and Official Twitter page (play-by-play coverage).
Hats off to EA Sports and the New York Jets on a well-executed campaign!
Thursday, August 5, 2010 at 09:58PM The New York Jets organization is celebrating a new era of football by selling a limited release commemorative win on their team website called Jets Uncorked. The wine, a 2008 Napa Valley Cabernet Sauvignon, was created to help fans celebrate the team's new home, the New Meadowlands Stadium in East Rutherford, NJ.
The Jets Uncorked wine is available for purchase online for $27.99 and will be available at select retail locations in the local marketplace beginning in September. The team opted to make 8,000 cases of the wine after touring several wineries in Napa Valley and settling veteran winemaker Marco DiGuilio and lifestyle marketing agency Wine by Design to create the concept.
Per an article in the Huffington Post, NFL organizations are allowed to work with a wine manufacturer to produce limited edition promotional packaging to commemorate significant events. The initiative serves as a great way for organizations to honor select occasions like stadium grand openings, free agent signings, Championship victories, Hall of Fame inductees, and longstanding fan loyalty. As more organizations align look to bring on Official Wine Partners, expect to see similar tactics come to fruition in sports business.
