Winter 2015 Partnership Activation Newsletter

Industry Friends,

I am excited to share the Winter 2015 Partnership Activation Newsletter, an industry-leading resource showcasing sports marketing and sponsorship trends, insights, and best practices from across the world. 

Click here to purchase the Winter 2015 Partnership Activation Newsletter for $7.99

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/1MHhiHP

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 2015 Partnership Activation Newsletter features a collection of topics, including:

  • 15+ Hot Sponsorship Categories to Keep an Eye On 
  • Snapchat's Discovery Platform
  • Letting Fans Relive The Experience
  • 3 Sports Technologies + Innovations to Keep an Eye On
  • Campus-Wide Partnerships: Knowing Your Value
  • Great Sports Marketing Ideas
  • 50 Great Running l Endurance Ideas from The Past 7 Years
  • Thinking Outside the Box 
  • Going Deep with Social Media
  • The Big Ticket Promotion
  • Creativity in the Sports Marketplace
  • Engaging Key Stakeholders in Sports
  • Partnership Thought Starters
  • And More!

A Letter from Partnership Activation

After 51 free issues of newsletter content, we wanted to announce that beginning in October 2014, the quarterly Partnership Activation Newsletter will now cost a nominal $7.99 per issue.

As an added benefit, all subscribers who purchase the Fall 2014 Partnership Activation Newsletter will receive a free report in November on "10 Partnership Activation Trends to Keep an Eye on in 2015".

The International Newsletter for Sports, Marketing, and Sponsorship Executives.

Subscribe to The Partnership Activation Newsletter and get the best sports marketing, sponsorship and sports industry coverage anywhere. Delivering a unique, incisive take on the latest trends, insights, and ideas from the sports marketplace, you can help grow your business and identify new ways to generate revenue for years to come. 

The Partnership Activation Newsletter delivers the exclusive information and insights that put you ahead of the competition and keep you there. That's why leading executives from brands, agencies, and sports organizations worldwide subscribe to the newsletter.

Thank you for your continued interest and readership of the Partnership Activation Newsletter and if you have any questions, please feel free to reach out directly at bgainor@partnershipactivation.com.

Best Wishes,

Brian Gainor  

Summer 2014 Partnership Activation Newsletter

Here's a link to the Summer 2014 Partnership Activation Newsletter.

The Summer Newsletter highlights a collection of topics, including:

  • Sideline Activation 
  • Top U.S. Sponsorship Spenders
  • Engaging Millennials with Personalized Experiences
  • Campus-Wide Strategic Partnerships 
  • Great Sports Marketing Ideas 
  • 50 Great Golf Ideas and Executions
  • Out-of-the-Box Activation Ideas
  • July 2014 Partnership Activation Rising Stars
  • 5 Things You Need to See from the 2014 FIFA World Cup
  • The Partnership Activation Grab Bag 
  • 10+ Ways to Activate Craft Beer Partners

Featured Editorial: Kicking Off Your Sports Partnership Right

Stefan Pflug is the Brand Activation Manager for Unibet Denmark and was recognized as a Partnership Activation Rising Star in 2012. 

Stefan Pflug, Unibet

Stefan Pflug, Unibet

For most organizations, having the basic commercial covenants of their new sponsorship contract fulfilled can be both challenging and very costly; the cost of setting up your new grandstand was much higher than expected, the tracking on your elaborate web integration is not capturing any data, and yesterday two star players from the team skipped out on your commercial shoot without notice. Ensuring your contractual entitlements requires enough resources as it is and yet, this article will argue that if your focus remains limited to the scriptures of your contract, you could be missing out in a big way.

If you work in sports, you have probably heard the notion, that fans do not like sponsors - that they only tolerate us because they have to. To these fans 'sponsorship' simply means that companies are paying to put their logos on stuff that does not belong to them. So, before you put your signature on that new jersey sponsorship or spend your marketing budget on LED, consider this: who are you trying to connect with? If exposure is what you need, you can consider your sponsorship a channel for communication like any other (radio spots, banner commercials or TV) - just do not expect fans to love you for it. If, on the other hand, you are trying to really connect with sports fans, this article could provide you with some helpful hints.

Exposure is of course a big deal in sponsorships, we all know that. In sponsorships, exposure is your ‘basics’ and you always need to cover your basics, but if your are like me, you want the premium.

If you are truly seeking to connect with sports fans, simply putting your logo on bleachers will not cut it. This seems obvious to most all, but how do we move from this recognition to real value creation for our companies. It is not easy, but there are certain keys that could prove helpful in this process.

Prior to your sponsorship being made official, create a baseline measurement report on brand awareness and preference amongst the fans of the sports team, for instance through surveys on their website. This report will be of immense value as you later seek to evaluate your partnerships success. Realize that your primary KPIs might change over time, so include all the parameters that could be of value to your company – right now and in the long run. You can always delete those that proved unnecessary at a later stage.

If your company is Nike, Adidas or Gatorade, you are in luck - sports fans love you just for being you! You have earned their good graces due to your continues involvement in sports and amazing activations. These companies have already build legitimacy amongst sports fans, but what about the rest of us? Many sponsorship managers have realized, there is no guaranteed quid pro quo in sponsorships. Fans to not care about your brand or your products, but you can indeed earn their preference over time. You do so by making obvious to the fans what type of value, you will be bringing to the table.For those that earn the graces of the fans will surely earn their dollars as well. At some point in your sponsorship, you will need to ask yourself: would the fans even notice if my company was not here tomorrow? If the answer is no, you might want to evaluate your engagement in the partnership.

Every time a new sponsor enters the building, they have to prove themselves to the fans, something that sponsors often do not take into account.

That first year of the contract will carry a heavy load of ‘start-up-cost’ related to securing you basic exposure (signs, web banners, LED animations etc.). Making the decision to spent budget on early activations with limited to no chance of direct return of investment can be a hard business decision, but it is worth it. To get the best results with your sponsorship, you need to activate your sponsorship quickly after launch - Get fans talking about your brand early to set the tone for a mutually beneficial relationship between your company and your future customers.

Your aim should be to continuously provide the fans (your potential consumer) with positive experiences with a strong link to your company. This way the consumer is gradually buying into values that you already share with them: the engagement with their favorite team. Fans do not want to be interrupted by commercial offers, while they are consuming sports and yet many sponsors still act like regular advertisers. At Google's launch of their Danish YouTube department, a key note speaker put it best; Why would you want to be the pre-roll when you can be tonight’s feature. I therefore urge you to focus on becoming a relevant part of the experience - preference and brand awareness will follow. You hereby ensure that stable footing with the fans that will later allow you to push product following a very simple equation:

Every time you offer the fans something they truly consider valuable, you earn commercial airtime.

Fans are always looking for more insights and access to their favourite teams and players. Does the team you sponsor have the equipment or resources they need to produce quality content in a continuous flow? If not, this could be an easy way for your company to leave a strong mark. If you are short on creative ideas simply search YouTube or look for inspiration at some of the strongest entities in sports industry such as Adidas, Manchester United, ESPN Sportscenter, the NFL etc. Remember, it is not stealing, if you are paying for it.

It is absolutely crucial that you ensure clear sender identification. This, however, can at times prove a real challenge. Rights holders are often cautious when it comes to addressing their fans and for good reason. Commercial interests have to be managed carefully, something that many sports teams have learned from bitter experience. Many rights holders prefer to sell traditional exposure. These most often require only limited resources to activate and offers them great control of the manner in which their fans are addressed. This makes sense to the extent, that members of sports organisations most often know their fans better than anyone else. However, this approach effectively limits the image transfer process, which is most likely at the top of your priority list. So, while your company could be growing brand awareness, you might not be winning real preference. The reason why rights holders approach sponsorships in this manner is just an expression of an attempt at safeguarding their relationship with their fans, but for the parties on the other side of the table, this can appear protectionist and as a signal that they unwilling to truly let your company in. My best advice for you is to proactively take steps to show the rights holder that you are keen on learning about their fan culture, take their input on activations and engage with them during ideation. Once you know the premise for their business, you can start challenging them properly.

Get to know the organisation you are partnering with thoroughly – do not stop at the account manager. Identifying key employees relevant to your day-to-day processes can be vital for the success of your partnership. It could be the fan coordinator who holds sway with opinion leaders in the fan environment, the web administrator approving the wording of your commercial offers on their website, the PR Manager looking over your shoulder when you use players commercially or someone entirely different. If you manage to find common ground with these key actives, they will be much more inclined to secure your KPIs.

_______________________

Sponsorships can provide you with a great many eyeballs, but if you truly want to earn the recognition and loyalty of sports fans, you have to think in integrated partnerships rather than sponsorships. This article has introduced a few notions on how to make this transition, the rest is up to you. I wish you the best of luck with your partnership. 

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. 

Click here to purchase the Winter 2014 Partnership Activation Newsletter for $7.99

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

Interactive Banner Ads

Kahler4.png

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.” 

airplane.png

“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. 

Kahler2.png

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. 

Kahler3.png

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.

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. 

Click here to purchase the Fall 2013 Partnership Activation Newsletter for $7.99

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!

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. 

Click here to purchase the Summer 2013 Newsletter for $7.99. 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!

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

The Spring 2013 Partnership Activation Newsletter

Welcome to the Spring 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!

Click here to purchase the Spring 2013 Partnership Activation Newsletter for $7.99. 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 Spring 2013 Partnership Activation 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!

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

 

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:

Winter 2012 Partnership Activation Newsletter

Welcome to the Winter 2012 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!

Click here to purchase the Winter 2012 Partnership Activation Newsletter for $7.99. 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 purchase the Winter 2012 Partnership Activation 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!

Fall 2012 Partnership Activation 2.0 Newsletter

Welcome to the Fall 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!

Click here to purchase the Fall 2012 Partnership Activation Newsletter for $7.99. 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 purchase the October 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!

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:

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:

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

Summer 2012 Partnership Activation 2.0 Newsletter

Welcome to the Summer 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.

Click here to purchase the Summer 2012 Partnership Activation 2.0 Newsletter for $7.99. 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 purchase the Summer 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.

Spring 2012 Partnership Activation Newsletter

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

Click here to purchase the Spring 2012 Partnership Activation Newsletter for $7.99. 

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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 purchase the Spring 2012 Partnership Activation 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!

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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