The LA Sparks Team Up to Promote Anti-Tobacco Campaign

The WNBA's Los Angeles Sparks teamed up with the National Public Health Information Coalition (NPHIC) to implement a terrific anti-tobacco campaign designed to to drive awareness and traffic around state resources to help smokers quit. The partnership leveraged the Sparks new head coach, Jennifer Gillom, as a spokesperson to effectively message to African American, Latino, and LGBT fans in attendance at Sparks games.

Activation tactics in support of the campaign included:

• A PA Announcement, featuring Coach Gillom, that was promoted through the team's various media channels (in-broadcast, online, and on the scoreboard)
• In-arena signage, including courtside rotational messaging and camera-visible underbelly signage prominently featured underneath the scoreboard
• Select community events
• Presenting sponsorship of select game nights, including the home opener and Gospel Night
• On-court contests, Jumbotron messaging, interactive concourse exhibits, and more

The campaign proved to be very successful for all parties involved and the LA County Tobacco Control and Prevention Program reported a significant increase in traffic to its website, http://www.NoExcusesLA.com, and call center hotline (1-800-NO BUTTS).

Check out Coach Gillom's special anti-tobacco announcement below:

An Inside Look at the Amway Center, Home of the Magic

The Orlando Magic recently opened the doors of their new home, the Amway Center, and the venue is already being considered one of the finest arenas in the entire world. The team broke ground on the Amway Center, a $480MM facility, in 2008 and recently celebrated its grand opening on October 1st, just in time for the 2010 NBA season.

The Amway Center features a number of world-class elements, including state-of-the-art displays, unique venue buildouts, kids play areas, unique sponsorship tactics, and more. The arena, designed and developed by Populous, is already scheduled to host the 2012 NBA All-Star Game, Monday Night Raw, the Eagles, Lady Gaga and more. Click here to see a complete gallery of all the arena's amenities, displays, and destinations, including:

• The Budweiser Baseline Bar
• The Gentleman Jack Terrace
• Disney Atrium
• The OZone Section
• Stuff's Magic Castle Kids Area
• Orlando Magic Team Shop
• State-of-the-Art Scoreboard
• AirTran Deck, Kia Automobile Displays
• Amway Center Fanbulance
• Murals, Concessions Areas, Concourse Displays, and More!

*Orlando Magic corporate partners include Amway, Anheuser-Busch, Geico, Harris Corp., Gentlemen Jack, Kia, AirTran, PepsiCo, Disney, Grand Bohemian Hotel, Barnie's Coffee & Tea Company, T-Mobile, MillerCoors, and more!

Leverage Electronics Partners In-Game...

Are you looking for new ways to leverage electronics partners? Are you looking for new ways to entertain fans during periods of play?

The Orlando Magic featured a humorous "Name that TV Tune" video board segment that served as a fan-favorite during games in the '08-09 season. The Magic created a few simple vignettes featuring players and dance team members trying to sing the words to a recognizable tune on their iPod (with iPod imagery in the background).

The vignettes serve as a great way for sports organizations to integrate electronics retailers/manufacturers and music companies in a seamless, memorable in-game setting. Depending on the partner, properties can easily replace the iPod (featured in the videos below) with a state-of-the-art cell phone, computer, television (karaoke-style), or other device.

Teams can even drive excitement in-arena by assigning participating players/dance team members to designated sections in-venue and rewarding the section of fans assigned to the player who sings the most correct lyrics with a free cd/song download (which can be distributed w/ voucher, picked up a Will Call, etc.)

Check out the Orlando Magic's "Name that Tune" vignettes below:

PLAYERS

DANCE TEAM

PLAYER KARAOKE

In 2009, the Magic organization introduced a humorous "Player Karaoke" vignette... Check it out below:

Matt Bonner Leads the Quest for the Hoagie Grail

Are you looking for new ways to leverage athlete endorsers? Are you looking for ways to promote QSR/retail partners?

San Antonio Spurs' forward Matt Bonner has begun a blogging practice that could soon serve as a benchmark for brands looking for new ways to bring their athlete endorsements to life. Bonner features an exclusive blog on the Spurs official homepage called, "The Sandwich Hunter - The Quest for the Hoagie Grail".

Throughout the season, Bonner makes lunchtime visits at local restuarants on game day and features writeups (detailed content, pictures, feedback, etc.) about his experiences.

How can this concept be applied by others in the sports space?

• Brands can align with athlete endorsers (and their teams) to feature a designated blog on the team homepage that chronicles a player's visit to a QSR/retail location throughout the season... For products (cpg's, apparel, etc.) the blog could feature X endorser having their picture taken with a famous celebrity (and the product) in every market, etc.
• Teams can feature an "On the Road" segment on their homepage that features pictures/video/writeups of players visiting the retail locations/using products of preferred team partners
• Lower profile players can leverage blogs (like Bonner has) to score new endorsement deals with partners

With Twitter/blogging becoming a common practice by athletes and brands alike, look for more examples like The Qwest for the Hoagie Grail to come about in the near future!

A special thanks to Alex Vitanye of the Ohio University Center for Sports Administration for his insights and contributions to this column.