Partnership Activation 2.0 Newsletter - August 2008

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The Partnership Activation 2.0 newsletter shares sponsorship/marketing best practices in the sports marketplace.


  • 1.AUGUST 2008 ISSUE IPartnership Activation 2.0 Are You Looking Welcome to the first edition of Partnership 2.0, a newsletter that this issue to Expand Yourprovides sports business professionals with industry insights, crea- Network?tive activation tactics, and new ways to generate incremental reve-Partnership Activation 2.0 P.1 nue for their organizations. Top 10 Ways toFans Live in the Fast Lane P.2 Connect with OtherTo subscribe to the newsletter, or to unsubscribe, simply send the request (with subscribe or unsubscribe in the subject line) toThe Next Wave of Signage P.3 Industry Please include your full name, 1. National Sports Forumcompany affiliation, and contact information when subscribing. In-Game Promos are a Hit P.42. Linked InIf you have a link, tip, or best practice that you would like to share, please also send them to: I 3. Sports Marketing 2.0 would love to include your insights in the next newsletter! 4. NACDA If you like what you see, please pass this newsletter along 5. Partnership Activation to all of your friends and colleagues in the industry! Linked In UsersConnect Group6. Sports BusinessINDUSTRY WATCH LUCAS OIL STADIUMGraduate Programs 63,000 seat home of the Indianapolis Colts(Alumni, Students) (expandable to 70,000 for football/basketball) 7. Relay Sports Sponsor- Cost: $720MMship Symposium Unique Elements Include:The Colts Main Stage featuring top performers on game day 8. National SportsMarketing Network Bud Light Blue Zone (11,520 sq. foot gathering space for fans)The Quarterback Suite ($375/game all-inclusive ticket section (includes game ticket, buffet 9. Youth Sports meal, beer, and wine)Professionals Network Moving Windows (six operable windows that can be opened to provide a view of the 10. World Congress of Downtown skyline)SportsTwo (2) 97x53 High Definition ScoreboardsCorporate Partners Include: Lucas Oil, Air Tran, Sprint, Meijer, ProLiance, Huntington Bank, HH Gregg, DEEM, Coca-Cola, Clarion Health, Chevrolet, Anheuser-Busch, Advantage Build partnerships, notHealth, and Baker & Danielssponsorships.End zone section branded with the Indianapolis Colts logo Brian Corcoran,Fenway Sports Group 1

2. AUGUST 2008 ISSUE IAre You Living in the Fast Lane?CREATIVE In recent weeks, numerous professional sports teams have signed partnership agreements with companies that provide fast admis- ACTIVATION sion/discounts for fans. Clear and FLO Corporation, two (2) compa- nies that provide expedited airport security lanes for all consumersIDEAS who purchase a $100 annual pass, have recently begun transferringCreative Ideation their services to the sports marketplace: Denver Broncos - Clear ( San Francisco 49ers - Clear Baltimore Ravens - FLO Corp. ( Washington Redskins - FLO Corp. The New York Mets collabo-rated with Topps to create a The Denver Broncos Clear Card will also provide fans with special offer couponsunique Game Day StartingLineup display at the (e.g. 15% off non-game day purchases at the Broncos Team Store) and exclusive ad- teams ticket box office mission to a pre-game tailgate party. Broncos fans can purchase a one year team Clear Card membership for $128.This Months Activation Tip - Capitalize on Concurrent Events Have you considered incorporatingOlympic Fever into your game entertainment? MetLife teamed up with theNew York Yankees to spon- sor the Yankee StadiumThe Washington Nationals staged an Olympics-inspired Presi- Countdown Clockdents Race during the 4th inning of one of the teams recent homegames. The team tasked its 10-foot President mascots with jumpingover hurdles during the teams traditional Racing Presidents in-gamefeature. The team even outfitted Abe Lincoln with gold runningshoes (ala Michael Johnson) during the contest.The Baltimore Ravens aired Michael Phelps final race at the Bei-jing Olympics live at M&T Bank Stadium after the teams preseasongame against the Minnesota Vikings on August 16th. The team re-ceived permission from NBC to broadcast the event on the sta-diums SmartVision scoreboards and promoted the event by sendingMinute Maid and the Hous-out press releases prior to the game and encouraged fans through-out the game to stay. The Ravens supported Phelps by sending himton Astros Offer the Minutean autographed No. 08 jersey, distributed Ravens for Phelps post-Maid Squeeze Play area forers to all in attendance, and provided Ravens fans the opportunityyoung Astros fansto record Good Luck messages to the U.S. Olympian.III 3. AUGUST 2008 ISSUE ISearching For a New Way to Distinguish Your Brand In-Venue? Are You Looking to Expand Your The next wave of signage inventory waiting to hit the United Statesis 3D signage. Logo Paint, a company that specializes in creating 3D Sports Businesssignage and field boards for a variety of sports, has emerged as the Knowledge? industry leader in producing this signage.Top 10 Daily Sports Logo Paint ( currently delivers its patented 3DBusiness Readssignage and technology to sports arenas and organizations in 30+countries. The company has developed innovative signage pieces for 1. Sports Business Daily the likes of Siemens, Toyota, Kia, KPMG, Nippon TV, JBS, Victoria, 2. IEG Sponsorship Reportand Bayer worldwide.3. Logo Paint specializes in creating 3D signage and field boards for avariety of sports, including: 4. The Migala Report Soccer (Ajax Amsterdam, FC Schalke 04, Hertha BSC) 5. Youth Markets Alert Motorsports (DTM) 6. CNBCs Sports Biz Basketball (BBL, Bayer, 17th Gulf Cup 2004)7. Sports Marketing & PR Hockey (Danish Ice Hockey League)Roundup (Joe Favorito) Tennis (ATP Challenger 2005) Volleyball (Mens World Grand Champions Cup) 8. Veritix Sports MarketingNewsletter Handball (Womens European Cup)9. Marketing Daily It is only a matter of time before this signage piece becomes abranding piece that will serve as a new revenue stream for profes- 10. Deadspin / The Big sional organizations in the United States. For more information,Lead / WithLeather.comcheck out and/or send an email Have You Seen This?HC Slavia Praha of the Czech Extraliga hockey league currentlysell glass signage to their corporate partners (as seen on theright). The team currently features Skoda Auto and Nokiabranding on their rink glass - a piece of inventory that is yet tobe sold in the United States. While the glass signage is semi-obstructive, it does provide anew outlet for sponsors looking to differentiate their brands in-venue and serves as a branding piece that can be picked up ontelevision.IIII 4. AUGUST 2008 ISSUE IGila River Casinos and the Arizona Diamondbacks Hit and Win EYE ON IT with Their New Promotion... Top 10 Current The Arizona Diamondbacks recently collaborated with Industry Trends Gila River Casinos to create an in-game "Gila River 1.Shifting Dollars to 2.0 Casinos Million Dollar Hit & Win" promotion. During each Diamondbacks home game (from July 18th (Advertising, Activation, through the remainder of the season) randomly se- Promotions, Measurement) lected section(s) will be deemed the "Gila River Casi- 2.Maximizing Dollars During nos Million Dollar Hit & Win Section". Economical Woes3.Social Networking If a Diamondbacks player hits a home run off the Gila River Casinos target in left-center/right-center field4.Global Penetration during the 4th, 5th, or 6th inning, eligible fans in the5.Teams Going Green 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 6.The Rise of Fantasy Sports- five (5) fans not in attendance will be selected from mail-in entries to participate in each game pro-7.Technological Advances in motion. Ticketing and Mobile8.Measuring Levels of The actual amount of the gas cards distributed is dependent upon the number of eligible fans in the Consumer Engagement 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" when9.Leagues Streaming Media it lowers the targets from the LED boards during the bottom-half of the fourth inning. To claim their in Regional Markets prize, fans just have to fill out a completed affidavit form and submit it with their ticket stub to Dia- 10. Licensing mondbacks representatives located at the Hit & Win Headquarters in Section 300. Looking to Advertise to Thousands of Sports Business Professionals? INSERT YOUR BANNER AD HERE Very Affordable OpportunitiesFor More Information Please Contact Brian Gainor at bgainor@partnershipactivation.comFor Consulting Assistance, Please Contact: Partnership Activation, Inc. provides sports business pro-Brian Gainor fessionals with creative ideation insights, unique activation tac- tics, and innovative ways to drive incremental revenue for theirPartnership Activation, Inc. business.3649 Warp St. Founded in February 2008, has rap-Charlotte, NC 28205 idly become one of the industrys most valuable resources forP: 305.302.7861sports business professionals to obtain unique partnership ideasE: and industry updates. IV


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