At the dawn of the 2010 NCAA basketball season, Ohio University Athletics partnered with Monster Energy Drink to attempt a Guinness World Record for the most Monster Energy Drinks opened and consumed at one time.
The Ohio University Athletics marketing department teamed up with a local Pepsi distributor to bring in 2,200 cans of Monster Energy in for the men's basketball team's Hardwood Hysteria event, a practice session that offered high-flying dunks, a skills challenge, and an intrasquad scrimmage for fans to enjoy free of charge.
While Ohio University Athletics failed to distribute 2,200 cans of Monster Energy in an attempt to set a Guinness World Record, the event served as a great benchmark for sports organizations looking to set niche records. The promotion serves as a great example of ways that mid-major athletic departments can attempt to attract fans looking to be a part of a historical moment.
The Ohio University Athletic Department also activated its partnership with Prokos Rentals, a local Athens realtor, at the Hardwood Hysteria event. Prokos Rentals allowed select registrants a chance to compete for the title of "Ms. Bobcat" through a series of competitions that included a costume contest, a dance competition, a skills competition, and a trivia contest. Lisa Kirk, an Ohio University Sports Management senior, was declared the winner of the competition, taking home free rent, a salon prize package, and $500 cash!
A special thanks to the Executive Board of The Ohio University Sports Business Association for their insights and contributions to this column. The Ohio University Sports Business Association is an organization of individuals who wish to enhance their educational experience outside of the classroom with like minded individuals who are all working toward a common goal of improving themselves and their peers through practical experiences. Follow The Ohio University Sports Business Assocation on Twitter at: @ohiousba.