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    Thursday
    Jan232014

    The Winter 2014 Partnership Activation Newsletter

    Welcome back to Partnership Activation! 

    I'm excited to share this quarter's newsletter, an industry-leading resource showcasing sports marketing and sponsorship trends, insights, and best practices from across the world

    Here is a link to the Winter 2014 Partnership Activation Newsletter

    Love the newsletter? Please take a moment to share it with your friends and colleagues via email and social media using this shortened URL: http://bit.ly/1d0h8sl

    Also, please feel free to connect with me via Twitter (@BrianGainor), as I'd love to build an ongoing relationship.

    Thanks, and enjoy! 

    Brian

    The Winter 2014 Partnership Activation Newsletter features a collection of topics, including:

    • Jersey Sponsorships (Inside)
    • 10+ Tips for Maximizing Your Productivity in 2014
    • Beacon Technology
    • Maximizing the Value of Social Media 
    • Using Humor in Promotions
    • Delivering 360 Degree Viewpoints
    • BMW - Winning Customers Over One Challenge at a Time
    • New Balance - Creating True Value for Loyalists
    • Mario Balotelli Making Headlines with Innovative Apparel Marketing
    • LED Retail Displays
    • Manchester City's Annual Santa Stroll Event
    • The Heineken Baseline After Party
    • PwC's Sports Outlook
    • The January 2014 Partnership Activation Rising Stars
    • The Golden State Warriors' #DubNation Night
    • Carlsberg's Activation Efforts
    • A Close Look at the 2014 NHL Winter Classic
    • 5 #SportsBiz Handles You Must Follow
    • 20+ C-Store Activation Ideas

    Monday
    Nov112013

    Interactive Banner Ads 

    Jim Kahler is the Executive Director of the Center of Sports Administration at Ohio University. He accepted the position in December of 2005 and oversees the day-to-day operation of the Center that carries forward the university's pioneering tradition in sports management education. The Center links faculty, students and alumni to sports-related organizations and businesses, emphasizing research and harnessing knowledge to benefit the industry.

    As social and digital media continue to  grow in the sports business industry I have often found myself asking  one question as our students  continue to research  banner ads on team web sites  … Why aren’t  brands taking greater advantage  to make these ads interactive ?  I recently heard an expert in the field of digital media quote an alarming stat,   “Proportionally, you have a better chance of surviving a plane crash than getting someone to hit a link on your banner ad.” 

    “You’re more likely to survive a plane crash than click a banner ad.” – Solve Media

    While I wholeheartedly agree with this statement I do believe it’s time for the creative departments with some of the top brands around the world to go back to school. Your clients have made significant investments with sports properties and you now have an opportunity to activate your sponsorships with a more meaningful call to action. Don’t look at banner ads as just impressions that can be measured but rather as an opportunity waiting to be activated. 

    One of my favorite sports properties to keep an eye on is the University of Michigan Men’s Basketball Team. My son Pete is the Director of Basketball Operations at Michigan and with the season now underway it was time to check in on the team’s web site. Today I found what I have been looking with a best practice for our graduate students with a well-designed   banner ad presented by The Principle Financial Group. The ad takes advantage of assets the company must have negotiated for with its new sponsorship with the Big 10 Conference. 

    Snapshot of The Principal’s Banner Ad taken from the Big 10’s web site.

    This creative went from being a simple banner ad to an interactive promotion where Big 10 football fans could enter for a chance to win a trip to this year’s championship game. Once you connect to the link the contest is short, simple and requires name, email, age, and your favorite team to enter. You also receive the opportunity to agree to receive future communications from The Principle (permission based marketing) and must agree to the official rules (Does anyone ever read the official rules for a sweepstakes?).

    Research on Online Sweepstakes with Teams/Sponsors

    I remember doing some consulting several years ago for a client who had evidence that fans of sports teams are 85% more likely to keep the check in the box when being offered additional promotional offers from the team and its sponsors. 

    Snapshot of The Principals’ registration form with its Big 10 Football Promotion

    Being a self-proclaimed sports sponsorship geek I went ahead and agreed to receive future communication to see how The Principle would reach back to me. The Principle promptly sent me a simple email that included the following:

    • A thank you note for entering the contest
    • A free playbook to help me with my retirement plans
    • Opportunity to get introduced to one of their representatives (Soft sell approach was most appreciated with a link to help me find their nearest agent in Athens. OH)
    • Notice and opportunity to enter the contest as often as  once per week

    Kudos to everyone that must have worked together on this promotion including CBS Sposrts.com, The Principal and Big 10 Conference. If you’re looking for other best practices on interactive sweepstakes offers I would highly recommend looking at  CBS Sports.com as they now have the critical mass that major brands are looking for and experience building one to one relationships with sports fans across college sports.

    Monday
    Oct212013

    The Fall 2013 Partnership Activation Newsletter 

    Thank you for your interest in Partnership Activation and taking the time to check out the Fall 2013 Partnership Activation Newsletter. It's truly a pleasure to have the opportunity to share my perspectives, creative ideas, insights, and best practices with you on a quarterly basis. 

    Here is a link to the Fall 2013 Partnership Activation Newsletter.

    Love the Newsletter? Please take a moment to share it with your friends and colleagues at work, via social media, through word-of-mouth, and on the go. Here is a shortened URL that you can use to include in your communications: http://bit.ly/HbQnJT

    This month's newsletter features a collection of insights, including:

    • Capturing Content with GoPro
    • 20 Brands to Keep an Eye On in 2014
    • Sports Content Insider - Presented by Freshwire
    • Navigate Research Spotlight: The Value of Research
    • Talladega Superspeedway Drives Buzz on Campus
    • Keeping an Eye On: PODS
    • Bleding Sports + Entertainment
    • The Tao of Sports
    • October 2013 Partnership Activation Rising Stars
    • Social Media Spotlight: AggieFBLife.com
    • Partnership Spotlight: Data
    • A Close Look at the Best Social Graphics in College Athletics
    • 5 Must-Follow #SportsBiz Handles on Twitter
    • 25+ Ways to Leverage Home Improvement Partners
    • 7 Questions with Jim Kahler
    • The Partnership Activation Grab Bag
    • Branded Entertainment... At It's Finest

    Click here to check out the Fall 2013 Partnership Activation Newsletter and connect with other readers in the official Partnership Activation LinkedIn Group, and follow Brian Gainor on Twitter for additional sponsorship/marketing tactics throughout the quarter!

    Sunday
    Jul212013

    The Summer 2013 Partnership Activation Newsletter

    Welcome to the Summer 2013 Partnership Activation Newsletter! Thank you for your continued interest in Partnership Activation, as I truly take pride in pulling together the creative ideas, solutions and strategies in each newsletter for you. 

    Here is a link to the Summer 2013 Partnership Activation Newsletter. After reviewing the newsletter, please take a moment to share it with friends via email, Twitter, Facebook, LinkedIn, personal blogs, and other platforms and modes of communication. Here is a shortened URL that you can use to include in tweets, etc: http://bit.ly/18tJpIv

    This month's newsletter features a collection of insights, including:

    • Wimbledon's Big Data and Small Ads 
    • 10+ Must-See Ted Talks
    • Sports Content Insider - Presented by Freshwire
    • Navigate Research Spotlight: Mobile Video Likely to Make Big Strides in Sponsorship
    • The Portland Timbers' Spread the Love Campaign
    • Raycom Sports Leads the Way with ACC Game Graphics
    • Brand USA Reaches Fans Worldwide Via the World Baseball Classic
    • Wimbledon's Twitter Mirror
    • The SF Giants' @ Cafe
    • Hot Off the Press: Social Media in Sport Marketing
    • Creativity in the Sports Marketplace
    • July 2013 Partnership Activation Rising Stars
    • 5 Must-Follow #SportsBiz Handles on Twitter
    • 25+ Ways to Leverage Watch Partners
    • Paddy Power's Sky Tweets at the Ryder Cup
    • adidas' Rivalry Activation at the UEFA Champions League
    • A Close Look at the 2013 UEFA Champions League
    • StubHub's Innovative Stadium Activation
    • Pre-Season Marketing Ideas
    • The Partnership Activation Grab Bag
    • Branded Entertainment... At It's Finest

    Click here to check out the Summer 2013 Partnership Activation Newsletter and connect with other readers in the official Partnership Activation LinkedIn Group, and follow Brian Gainor on Twitter for additional sponsorship/marketing tactics throughout the quarter!

    Friday
    Jul192013

    SMU Delivers for Sports Business Professionals

    It happens to 99.9% of us. One day we realize we’re not going be a professional athlete. But the good news is you can still make a career out of your sports passion.

    Recently I chatted with my friend @SportsBiz_Prof, SMU’s Masters in Sport Management program director, and he caught me up on what SMU has to offer.

    You get access to real-world learning, hands-on internships, and professors with more than 100 years of combined industry experience. Dallas is one of the hottest sports markets in the country with teams in every major league, plus world-class facilities, sponsors and sports marketing agencies. You can even earn your degree by taking night and weekend classes, so you don’t have to punt on your current job.

    • Access to major professional sports teams such as the Dallas Cowboys, Dallas Mavericks, Texas Rangers, Dallas Stars and FC Dallas.
    • Taught by professionals with extensive experience in a variety of sport segments including professional leagues and teams, media and broadcasting, marketing and sponsorship, facilities, and sport equipment and apparel.
    • Experiential learning through field trips, guest speaker appearances, symposia, consulting projects, student mentoring and internships.
    • One-year program with night and weekend classes.

    For more information, reach out to @SportsBiz_Prof, or visit smu.edu/SportManagement

    Tuesday
    Apr232013

    The April 2013 Partnership Activation Newsletter

    Welcome to the April 2013 Partnership Activation Newsletter! As I noted previously, I will continue to distribute the newsletter on a quarterly basis. Thanks for your continued support and I look forward to connecting with many of you soon!

    Here is a link to the April 2013 Partnership Activation Newsletter. After reviewing the newsletter, please take a moment to share it with friends via email, Twitter, Facebook, LinkedIn, personal blogs, and other platforms and modes of communication. Here is a shortened URL that you can use to include in tweets, etc: http://bit.ly/17f3ott

    This month's newsletter features a collection of insights, including:

    • The Dallas Mavericks Augmented Reality Efforts
    • 20 Great Sites to Frequent for Insights and Information
    • Structuring Your Organization for the Future (Content)
    • 10+ Video Series Your Organization Should Be Creating
    • Navigate Research - Industry Spotlight (The Value of the Referee Patch)
    • Nike's Real-Time Marketing Efforts During the Final Four
    • Paddy Power Heckles EPL Substitutes
    •  Unibet Delivers Big for Charity
    • Geofencing
    • Coca-Cola Celebrates the Final Four in Style
    • The Launch of the Ref Cam
    • Grasshopper Zurich Thinks Outside the Box
    • 10 #SportsBiz Topics Worth Keeping an Eye On
    • SMU's Sport Management Graduate Program
    • Creativity in the Sports Marketplace
    • April 2013 Partnership Activation Rising Stars
    • Social Media Spotlight - #WeAreUK
    • adidas Goes All-In to Provide Fans with Insider Access
    • A Close Look at the 2013 Final Four
    • 5 #SportsBiz Twitter Handles You Must Follow
    • 25+ Ways to Leverage Hair Salon Partners
    • What's Hot in Mobile, Social, and Local
    • adidas Lets Fans Posterize
    • Partnership Activation Grab Bag
    • Branded Entertainment At Its Finest
    • Idea Box

    Click here to check out the April 2013 Partnership Activation Newsletter, connect with other readers in the official Partnership Activation LinkedIn Group, and followBrian Gainor on Twitter for additional sponsorship/marketing tactics throughout the month!

    Saturday
    Feb232013

    The Manhattan Sports Business Academy Delivers

    What are the most important keys to a successful career in sports?

    Depending on who you talk to, you will receive a variety of different advice around this topic. However, the common underlying themes usually center around networking and experience (whether it's volunteer work or paid). These two facets of building a foundation for a successful career in sports are crucial, especially in today's day in age where breaking in the door and career in advancement in sports has never been more competitive.

    If you're personally interested in career advancement in sports, I'd certainly recommend considering a dual degree graduate program (MBA, MSA) - ala Ohio University - to build your network, gain invaluable experience, and begin the process of learning/challenging yourself on a daily basis.

    However, I'd recommend that you also consider alternative experiences/opportunities like the Manhattan Sports Business Academy. David Oestreicher, Ben Sturner, and team have done an incredible job developing the MSBA summer leadership program in New York City over the past few years - an 8-week boot camp experience that allows undergraduate/graduate students and young professionals to jump start their career through internships, mentoring, and networking opportunities. 

    The MSBA offers an intimate group of students a unique and comprehensive learning experience that includes:

    • 1-on-1 Mentoring with Established Professionals
    • Career Development Workshops
    • Internship Placement
    • Weekly Guest Lectures
    • Weekend Group Outings
    • An Optional Fitness Component

    The MSBA is closing its application process for this year's class (approximately 25 individuals) on Thursday (February 28), but would encourage you to check it out. With David at the helm (who is one of the best young leaders in the business), I'm confident that participating individuals will truly see benefit from the experience.

    Check it out here: http://www.gomsba.com/index.html

     

    Monday
    Feb112013

    Score Your Dream Job as the Voice of XFINITY Sports

    Sports business professionals interested in a career in sports and social media should take a close look at XFINITY's Ultimate Sports Social Media Job.

    XFINITY is looking for the next amazing individual to take over the reigns as the XFINITY Sports Guy / Gal and take fans behind-the-scenes of the biggest stories in sports and social media in 2013. The winner will inherit the @XFINITYSports Twitter handle (with 13,000 followers) and deliver unique access / vantage points to fans from the biggest sporting events nationwide.

    As Your Home for the Most Live Sports, XFINITY is giving you a true shot at social media stardom. 

    Check out the contest here and apply now:



     

    Tuesday
    Jan222013

    January 2013 Partnership Activation Newsletter

    Welcome to the January 2013 Partnership Activation Newsletter! As I noted previously, I will continue to distribute the newsletter on a quarterly basis. Thanks for your continued support and I look forward to connecting with many of you soon!

    Here is a link to the link to the January 2013 Partnership Activation Newsletter. After reviewing the newsletter, please take a moment to share it with friends via email, Twitter, Facebook, LinkedIn, personal blogs, and other platforms and modes of communication. Here is a shortened URL that you can use to include in tweets, etc: http://bit.ly/145Px7e 

    This month's newsletter features a collection of insights, including:

    • Athlete Branding
    • 15+ Top Global Sports Business Conferences
    • Interactive Fan Technology at The Barca Museum
    • Freshwire - Sports Content Insider Tips
    • Navigate Research - Industry Spotlight
    • Chelsea Unseen: Behind-the-Scenes
    • Taylor University's Silent Night
    • adidas Kit Sponsorships
    • Laser Graffiti
    • Farmers Insurance's Love Float
    • SMU's Sport Management Graduate Program
    • Paciolan's Pinterest Page
    • Creativity in the Sports Marketplace
    • January 2013 Partnership Activation Rising Stars
    • The Milwaukee Bucks' #ShowMeYourMilwaukee Contest
    • The Washington Wizards' Cookie Challenge
    • A Close Look at the Chick-fil-A Bowl
    • 5 #SportsBiz Handles You Must Follow
    • 15+ Ways to Leverage Formal Attire Partners
    • Molson's Wake Up Call for NHL Fans 
    • Heineken's Bottle Wall
    • Partnership Activation Grab Bag
    • Idea Box

    Click here to check out the January 2013 Partnership Activation Newsletter, connect with other readers in the official Partnership Activation LinkedIn Group, and followBrian Gainor on Twitter for additional sponsorship/marketing tactics throughout the month!

    Tuesday
    Oct232012

    October 2012 Partnership Activation 2.0 Newsletter

    Welcome to the October 2012 Partnership Activation 2.0 Newsletter! As I noted previously, I will continue to distribute the newsletter on a quarterly basis. Thanks for your continued support and I look forward to connecting with many of you soon!

    Here is a link to the link to the October 2012 Partnership Activation 2.0 Newsletter. After reviewing the newsletter, please take a moment to share it with friends via email, Twitter, Facebook, LinkedIn, personal blogs, and other platforms and modes of communication. Here is a shortened URL that you can use to include in tweets, etc: http://bit.ly/TxKeM8

    This month's newsletter features a collection of insights, including:

    • A Look at the Grey Cup 100 Tour
    • The Top 20 Influential Sports Teams on Twitter (per Klout)
    • Eyes on the Industry - Content
    • 10 Ways to Leverage Storify
    • Navigate Research Industry Spotlight: The Value of Social
    • Under Armour's Out-Ray Ray Initiative
    • adidas Welcomes RGIII to D.C. in Style
    • Technology to Keep an Eye On: GPS Trackers
    • Sports Business Now
    • Creativity in the Sports Marketplace
    • October 2012 Partnership Activation Rising Stars
    • Social Media Spotlight: Farmers Insurance 
    • Partnership Spotlight: KPMG
    • A Close Look at the 2012 London Olympic Games
    • 30+ Ways to Leverage Energy Drink Partners
    • 5 #SportsBiz Twitter Handles You Must Follow
    • The Partnership Activation Rising Stars 1st Annual Retreat to Chicago
    • Mizuno Engages Consumers with Augmented Reality
    • Partnership Activation Grab Bag
    • Idea Box
    • Manchester City Showcases Social Integration 

    Click here to check out the October 2012 Partnership Activation 2.0 Newsletter, connect with other readers in the official Partnership Activation LinkedIn Group, and followBrian Gainor on Twitter for additional sponsorship/marketing tactics throughout the month!

    Sunday
    Oct142012

    Red Bull Stratos Lives Up to All Expectations

    Red Bull pulled off the unthinkable today when it called upon skydiving expert Felix Baumgartner to attempt one of the most incredible stunts ever performed by man. As part of a Red Bull Stratos mission, Baumgartner executed a record breaking jump from the edge of space wearing a special space suit. 

    During the jump, Baumgartner reached speeds of 833 miles per hour... absolutely incredible.

    Will thousands around the world will debate whether the Stratos stunt will help the brand sell more product, there's no question Red Bull will see the fruits of their efforts. The stunt captured the minds and interests of consumers across the globe for several weeks and received a significant amount of media coverage from the world's largest media outlets. 

    Brands are defined by consumer engagements and experiences and this will stunt alone will be something that's talked about worldwide for years to come... and aligns so closely with everything the brand stands for.

    Check out the highlights from the Red Bull Stratos jump here:

    Sunday
    Oct072012

    Leverage Fan Impressions to Power Online Channels with Fresh, Engaging Content

    As teams look for creative ways to power their social and digital channels with humorous, engaging, and shareable content, they should consider identifying a fan who delivers world-class impressions.

    As featured in the viral below, which has attracted 350,000 views, teams can easily turn to a social influencer to record his/her impressions of every player on the team (as well as opponents' players each game). This type of content is very cost-effective, easy to execute, and fresh for teams to produce, especially if they can identify a great fan to deliver a memorable performance.

    This type of content also presents opportunities to incorporate corporate partners - from local comedy clubs to brands simply looking for new ways to drive awareness on gameday.

    Check out the video below and consider new ways that your organization can bring fan impressions to life through your online channels!

    Sunday
    Oct072012

    West Bromwich Lets Compete to Score a House

    Soccer organizations have a prime opportunity to get creative with the way they leverage corporate partnerships during halftime. In recent years, we have seen several Barclays Premier League clubs begin to get very aggressive with integrating corporate partners into the action.

    A great example of this is West Bromwich, who is partnering with Zoopla.co.uk to create and execute a halftime challenge that gives fans a chance to test their shooting accuracy for the chance to win a free house! The promotion is a very simple, yet very effective means to drive awareness for Zoopla as a partner, drive fan excitement, and create a memorable impression.

    Check out their halftime execution below:

    Saturday
    Jul142012

    Drive Social Shareability with Simple Call-to-Action Statements

    In the sports landscape, it's important for team social media managers to consistently seek out new ways to drive engagement in their channels... In a lot of cases the most effective ideas are also the most simplistic.

    Here's a quick and easy social sharing idea for teams to consider: "Like vs. Share"

    A team like the Miami Heat could easily post an image featuring Dwyane Wade and LeBron James standing side by side on the basketball court on Facebook with a simple call-to-action:

    "Like for Wade / Share for LeBron" ... This post could easily generate thousands of likes and shares in a matter of minutes.

    Looking for some other things to compare? Here's a few ideas:

    1. Home vs. Away uniforms (especially around a launch)

    2. Former players / legends

    3. Player matchups

    4. Former coaches

    5. Potential draft picks

    6. Top Fans

    Sunday
    Jul082012

    July 2012 Partnership Activation 2.0 Newsletter

    Welcome to the July 2012 Partnership Activation 2.0 Newsletter! I apologize for the brief hiatus of ongoing content but am truly excited to share with you this quarter's newsletter.

    Here is a link to the link to the July 2012 Partnership Activation 2.0 Newsletter. After reviewing the newsletter, please take a moment to share it with friends via email, Twitter, Facebook, LinkedIn, personal blogs, and other platforms and modes of communication. Here is a shortened URL that you can use to include in tweets, etc: http://bit.ly/NdYwMm

    This month's newsletter features a collection of insights, including:

    • A Look at Paddy Power's Ambush Marketing Tactics around UEFA EURO 2012
    • Navigate Research - Industry Spotlight on The Value of a Social Fanbase
    • A Look at How Teams Are Using Projection Display Technology
    • 10 Ways Teams Can Leverage Instagram
    • adidas Speaks to Fans As Owners in Latest Cricket Spot
    • Red Bull's Golf Skee Ball Challenge
    • Property to Keep an Eye On: Jersey Watch
    • The Philadelphia Flyers' FLYERBOT
    • The Tampa Bay Lightning Let Fans Make Noise
    • Sports Illustrated Sheds Golf in a New Light
    • Hot Off the Press: Nielsen Sports Insights
    • Creativity in the Sports Marketplace
    • July 2012 Partnership Activation Rising Stars
    • Social Media Spotlight: Team Infographics
    • 10 Ways to Create New Experiences / Inventory Around the Draft
    • A Close Look at UEFA EURO 2012
    • 5 #SportsBiz Twitter Handles to Follow
    • 30+ Ways to Activate Casino Partners
    • Delta's Touch the Future of Travel Display at MSG
    • Nike's Twitter RSVP Platform
    • Sports... Like You've Never Seen it Before
    • Partnership Activation Grab Bag
    • 4 Ways to Help Sponsors Escape the Clutter on Game Day
    • Idea Box

    Click here to check out the July 2012 Partnership Activation 2.0 Newsletter, connect with other readers in the official Partnership Activation LinkedIn Group, and follow Brian Gainor on Twitter for additional sponsorship/marketing tactics throughout the month!

     

    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.

    Thursday
    Mar222012

    March 2012 Partnership Activation 2.0 Newsletter

    Welcome to the March 2012 Partnership Activation 2.0 Newsletter! Thank you for your continued interest and support for Partnership Activation and the monthly newsletter.

    Here is a link to the link to the March 2012 Partnership Activation 2.0 Newsletter

    After reviewing the newsletter, please take a moment to share it with friends via email, Twitter, Facebook, LinkedIn, personal blogs, and other platforms and modes of communication. Here is a shortened URL that you can use to include in tweets, etc: http://bit.ly/GGZCtk

    This month's newsletter features a collection of insights, including:

    • 10 Tips for Activation Success
    • Heineken Capitalizes on Fan Shock Value
    • Trend Watch: Pre-Game Sponsorships
    • Navigate Research: Effective Sponsorship and Fan Research Webinar
    • Industry Watch: Sport is Fantastic
    • 5 Ways Sports Teams Can Leverage Pinterest to Visually Engage Fans
    • FanBridge
    • Labatt Celebrates Sabres Greats in Style
    • Steph Curry Turns to Twitter for a Game of H-O-R-S-E
    • Coca-Cola Turns a Suite Into A Dormitory For Fans
    • Ways to Leverage Music, Resort, and Theme Park Partners
    • Hot Off the Press: Sport Business' Frontloaded
    • Creativity In the Sports Marketplace
    • The March 2012 Partnership Activation Rising Stars
    • XFINITY Presents: The Ultimate Sports Social Media Job
    • 10 Tips to Drive Incremental Value From Your Partnerships
    • A Close Look at the 2011 F1 Abu Dhabi Fanzone
    • 5 #SportsBiz Twitter Handles You Must Follow
    • 30+ Activation Ideas For Leveraging Financial Partners
    • Going Grassroots To Promote Pet Partners
    • Carlsberg Celebrates Its Naming Rights with a Smashing Success
    • Examples of Video Projection Mapping in Sports

    Click here to check out the March 2012 Partnership Activation 2.0 Newsletter, connect with other readers in the official Partnership Activation LinkedIn Group, and follow Brian Gainor on Twitter for additional sponsorship/marketing tactics throughout the month!

    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.

    Tuesday
    Feb282012

    TaylorMade Drives Value with Hashtags in the Golf Space

    Over the next few months, sports marketers can expect to see more teams, brands, athletes, and apparel providers leveraging hashtags and Twitter handles to drive new streams of revenue from licensing and merchandising.

    TaylorMade recently made a splash at the Northern Trust Open by having several elite golfers wear hats throughout the tournament that were emblazoned with the Twitter hashtag #driverlove. The creative branding play demonstrated to viewers of the golf tournament that each of the players were serious about their affinity for Taylormade's golf clubs.

    TaylorMade's hashtag branding received notable exposure during the tournament broadcast and was showcased in leading online media outlets like Mashable, etc. The campaign opens the door for Major League Baseball, the National Football League, and the National Hockey League to promote cause campaigns, personal tributes, and season-long promotional initiatives using hashtags on hats/helmets.

    Look for more inspirational examples to come in the sports space!

    Source: Mashable

    Saturday
    Feb112012

    UNLV Students Find a Creative Way to Market Star Players

    In recent years, college athletics departments have become very agressive with their efforts to generate fan excitement during college basketball games. One tactic in particular - Big Noggins (or giant heads resembling players, celebrities, and personalities) has become an instant hit particularly with student sections seated behind the baskets. Fans use the items to distract free throw shooters and add an element of personality and surprise to the game environment.

    The UNLV Athletics Department recently took it's men's basketball game environment to another level when it allowed fans to proudly display a mammoth life-sized head an upper torso picture of UNLV star Mike Moser during a game against San Diego State. The branding tactic served as an effective way to add an extra element of surprise to the game and likewise attract the attention of star recruit Shabazz Muhammad, who was seated just a few feet away. 

    As teams look for new ways to engage their fanbases during games, notably student sections, they should look to recreate best practices like UNLV's Mike Moser cutout. The branding effectively promotes players and provides some incremental exposure for apparel partners in a memorable, engaging manner!

    Check out the stunt below:

    Photo Source: LasVegasSun.com

    Wednesday
    Feb082012

    Xylobands Bring Live Event Experiences to Life in New Ways

    In the next few months, team and brand marketers should maintain a close eye on a growing phenomenon in sports and entertainment - xylobands.

    Xylobands are essentially wristbands with LED lights that allow large crowds at live events/shows to simultaneously flash different colors and messages in the air. The xylobands are radio controlled bands that allow event organizers to control when the lights (on the wrists of fans) are lit up at a pre-determined time, creating a pretty fascinating spectacle for fans in-attendance as well as those watching at home.

    The premium items have been utilized on the X-Factor as well as on Coldplay's recent concert tour. Event organizers can coordinate for the bands to flash at particular times during pre-game, halftime, and post-game festivities as well as potentially during timeouts in play.

    Check out the xylobands in action below:

     

    Wednesday
    Feb082012

    Properties Take Game Entertainment to New Heights

    In today's sports marketplace, properties are expected to deliver a higher quality live game experience for fans than ever before. With new advents of technology, rising ticket prices, and the evolution of the at-home viewing experience, teams are consistently pressured to push the envelope as they look for new ways to create memorable experiences for fans attending games.

    In recent weeks, two organizations turned to unconventional game entertainment techniques to engage their fanbases in new ways. Check out the two examples below and consider ways that your organization can introduce new forms of entertainment and excitement for fans!

    Atlanta Hawks - Georgia Lottery Halftime Show

    The Hawks organization recently partnered with the Georgia Lottery to execute a 3D halftime light show that helped educate and inform fans about their new $2 Powerball game. The Hawks created a 3.5 minute show that was projected on the basketball court floor that created excitement around Powerball in a compelling, non-intrusive manner.

    The Hawks leveraged six (6) dancers and two (2) of its mascots to help illustrate the journey of the Powerball through several gaming platforms before becoming a winning number in an iconic lottery machine (per EventMarketer.com). The team worked with BlackOut design and Moment Factory to pull off the stunt - check it out below:

    Boise State Athletics - Flash Mob

    The Boise State Marketing team recently pulled off a tremendous student section ("The Corral") flash mob performance that generated an elevated level of excitement in the Taco Bell Arena. Students wearing matching orange shirts and blue headwear performed two (2) choreographed dances in unison that took everyone in attendance by surprise.

    The cost-effective game entertainment tactic served as a great way for the Athletic Department to generate buzz online (56K+ YouTube) as well as with the Boise State student and alumni communities. Check out the execution below: