Dairy Queen Partners with the Penguins on an Official Collectors Cup Series

Dairy Queen recently teamed up with the Pittsburgh Penguins to offer an outstanding collectors cup series featuring the names and likenesses of six (6) Pens players, including star goalie Marc-Andre Fleury.

Over a six (6) week period, fans across Pittsburgh and surrounding areas can purchase the collectors cups at select DQ locations for just $1.99 with any purchase or with a 16 oz. Blizzard Treat for just $4.99.

Dairy Queen's promotion with the Penguins signals how teams can successfully work with (relatively) non-traditional retail partners to effectively leverage marks in a manner that drives sales and reaches new segments of consumers.

The promotional effort follows an initiative that Dairy Queen and the Penguins offered in the Spring where fans could redeem a coupon for a Buy One, Get One Free Iceburgh Chocolate Xtreme Blizzard Treat (leveraging the team mascot's name and likeness). 

Check out Dairy Queen's limited edition collectors cups below:


The FL Panthers and The Eagles Partner on Marketing Efforts

Sunrise Sports & Entertainment recently announced a unique partnership between the NHL's Florida Panthers and the storied American rock band, The Eagles. The sport/music entities are teaming up to create a unique, fully integrated marketing partnership that is believed to be the first of its kind in the sports and music entertainment industry.

The Eagles will serve as the Presenting Sponsor of the team's 2010-2011 Training Camp and will benefit from exposure via numerous branding channels throughout the duration of training camp (Sept. 11 - Oct. 10), including:

  • 2010-2011 Training Camp Logo Entitlement
  • Training Camp mentions on FloridaPanthers.com
  • Social Media Messages
  • Training Camp Press Releases and Marketing Adverts
  • Messaging In-Game, In-Arena, and On Television Broadcasts
  • Media Backdrops
  • Ice Signage
  • Additional Signage Inventory in the Panthers Den Training Facility

The Eagles' Training Camp sponsorship will provide exposure for The Eagles' concert at the BankAtlantic Center on Friday, October 8th, eight (8) days prior to the Panthers opening night matchup against the Tampa Bay Lightning. Financials of the partnership agreement were not disclosed.

Source: Panthers.nhl.com

JetBlue Lands at the BankAtlantic Center

A rendering of the JetBlue tailfinAre you looking for new ways to leverage airline partners? Are you looking to bolster your gate entrances with elements that drive awareness for your organization's cornerstone partners?

The Florida Panthers and JetBlue are celebrating their partnership by featuring a 22.5' x 26' airplane tailfin outside the BankAtlantic Center in South Florida. The fixture will serve as a gathering place for fans prior to games, concerts, and related events taking place at the arena. The tailfin will be revealed at a ceremony prior to the Panthers home game against the Washington Capitals on Tuesday, May 16th in an area the team is calling the "JetBlue Tarmac".

The giant tailfin signifies a non-traditional landmark that teams can consider incorporating at stadium gate entrances to drive greater awareness for their airline partners. With custom airline paint schemes becoming an industry trend, a signature tailfin landmark serves as a great way to tie everything together on-site for fans.

Ad Graphics, a corporate partner of the Panthers organization, built the tailfin off-site and transported multiple pieces to the BankAtlantic Center parking lot in early March to be assembled. Check out how the team built the giant tailfin here.

The Panthers and JetBlue announced a partnership in November 2009 and are further leveraging the agreement with TrueBlue Nights at the BankAtlantic Center, joint marketing promotions, and advertising. On TrueBlue nights, fans can receive a free ticket to a Panthers game by wearing blue or signing up to become a TrueBlue Member.

SUBWAY Unveils A Fresh Promotion in Columbus

Are you looking for new ways to leverage QSR partners? Are you looking for ways to tie ticket sales drivers into partnership agreements?

The Columbus Blue Jackets recently announced a partnership agreement with SUBWAY Restaurants offering the team's fans an incredible promotional offer. SUBWAY and the Blue Jackets organization are teaming up to offer a "4 Subs, 4 Stubs" promotion that enables fans who purchase four (4) foot-long subs in one (1) transaction to receive a voucher for:

  • (4) select Blue Jackets tickets for just $5 each (in the SUBWAY Fresh Seats)
  • (4) Blue Jackets/Subway co-branded shirts

The Blue Jackets have designated 250 SUBWAY Fresh Seats for five (5) select games during the 2009-10 season. When the allotted tickets are gone, fans can use the voucher as a $5 discount on select area tickets. Consumers may take advantage of the SUBWAY Fresh Seats at the following games:

  • December 14th vs. Nashville
  • January 18th vs. St. Louis
  • February 4th vs. Dallas
  • March 2nd vs. Vancouver
  • March 15 vs. Edmonton

The Blue Jackets organization did a terrific job concepting the "Subway Fresh Seats" section - an idea that will most likely be replicated in many other venues. Check back for additional "fresh" ideas from the Blue Jackets soon!