September 2011 Partnership Activation 2.0 Newsletter

Welcome to the September 2011 Partnership Activation Newsletter! Thank you for your continued interest and support for Partnership Activation and the monthly newsletter.

Click here to purchase the September 2011 Partnership Activation Newsletter for $7.99.

The coolest thing in this month's newsletter is the Nike Film Room... I HIGHLY recommend you check it out!

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:

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

  • A List of 10+ College Rivalry Sponsors
  • LSU's new Microbrew - Bandit Blonde
  • Best Practices from Formula 1
  • The State Farm Territorial Cup Series
  • Chelsea FC TV
  • Heineken's OOH Billboard Displays
  • ESPN UK's Billboard Twitter Engagement
  • Major League Soccer's Fathers Day Twitter Contest
  • Vitaminwater's "Are You Nash Enough?" Campaign
  • Sport Teams and Social Impact
  • Creativity in the Sports Marketplace
  • September 2011 Partnership Activation Rising Stars
  • Using Foursquare to Support the Local Community
  • "Going Big" With Your Activation
  • A Close Look at the 2011 Rugby World Cup
  • 5 #SportsBiz Twitter Handles You Must Follow
  • Create Ways to Generate Awareness in Tennis
  • The Nike Film Room
  • The Denver Broncos' Corporate Partner Pick 'Em Challenge
  • Adidas Calls on Dwight Howard to Dunk on a Giraffe
  • Red Bull Gives Surfing a New Viewpoint with Flares
  • Five Non-Traditional Ways to Leverage QR Codes in Sports

Click here to purchase the September 2011 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!

If you are interested in signing up for the newsletter, please send an email with "Subscribe" in the subject line to In the body of the email, please include your name, company affiliation, and contact information when subscribing.

Partnership Activation Goes Live on the Row Show

If you have a few minutes available, check out the new episode of the Row Show, one of the premier sports business talk shows in sports! I had the privilege of being featured on the show as a guest speaker and would encourage you to check it out on a bi-weekly basis.

Jason Cole and Jonathan Dusing do an incredible job highlighting recent trends and technologies in the space - everything from social and mobile media to innovative marketing practices.

Here is a quick rundown of some recent guest speakers on the show:

Episode 43 - Brian Gainor, GMR Marketing and Partnership Activation

Episode 41 - Jamie Diloreto, Boston College Athletics

Episode 38 - Brian Bowsher, Marquette Athletics

Episode 36 - Craig Pintens, LSU Athletics

Episode 33 - Dan Harbison, Portland Trail Blazers

Episode 30 - Brendan Wilhide, Sports in 140

Episode 27 - Sam Taggart, Vaynermedia

Episode 25 - Jeramie McPeek, Phoenix Suns

Episode 20 - Russell Scibetti, New York Jets and

Episode 12 - Andy Rentmeester, Oakland Raiders


TrendHunter Unveils 20 Marketing Trends to Watch in 2011

TrendHunter recently released a terrific list of the Top 20 Marketing/Advertising/Fashion Trends to Watch in 2011. The list includes some great insights that marketers need to be aware of.

The five (5) trends most relevant to sports marketers include projected publicity, wearable tech, tweetonomics, democratic selling, and real timing, but make sure that you read through all twenty trends to develop a better understanding for new opportunities in the marketing landscape.

Check out a breakdown of TrendHunter's Top 20 Trends below as well as their video feature: 

Top 20 Trends to Watch in 2011

  1. Discrete Consumerism - Whether it's Starbucks disguising one of its chains as an India espresso bar or Absolut going label-less, consumers are shying away from traditional brands and labels in favor of creativity and differentiation. To thrive in a creative world, brands need to stop generic marketing and create experiences that are irresistible to a specific group of people
  2. Tweetonomics - From hashtag-powered sites to Twittering shoes to social networking stockings, as long as Twitter continues to flourish so will all of the businesses smart enough to use social media for their own success. 2011 is the year that competitors will use social media to steal away your best customers 
  3. Perpetual Adaptation - There is an ongoing demand for ever-evolving aesthetics. The world is changing so rapidly that consumers are now in love with change itself
  4. Geriatric Couture - Embroidery and vintage fabrics are being resurrected from our grandparents' generation as styles continue to revolutionize
  5. Luxury Lives On - Even though the markets may be down, indulgent consumers still crave luxury. The financial crisis caused many businesses to scale back but wealthy needs still exist
  6. Modern Kidvertising - Marketers are focusing their efforts to where the money is - parents. Childrens campaigns are appealing to adult interests using eco-friendly textiles and Midwest decor. We are seeing a new era of sophisticated children's products
  7. Rockstar Self-Expressionism - Rock'n'Roll culture still has a significant influence in a number of industries (Hard-edge hotel designs, rockstar fashion, rebellious product design)
  8. Democratic Selling - Consumer votes, tweets, and Facebook likes are used to determine what retailers actually sell. The voice of the consumer has never been louder
  9. Toddler Touchscreens - Using touchscreen platforms like the iPad and Android, developes are producing games and experiences that appeal to next generation parents and their tech savvy kids (Interactive film maps, recordable storybooks, pillow technology and interactive fairy tales)
  10. Hyperrealism - Artists are striving to create their own accurate depictions of reality using their raw talent (outside of Photoshop)
  11. Tangible Printing - Smaller businesses are using 3D printing to create fast, rapid prototypes of body armor, shoes, and clothing
  12. Next Besting - Brand name products are taking a backseat to budget-friendly and more personalized alternatives; consumers are still buying things but they are becoming more conscious of what they actually need and why (and are in turn, seeking out the next best alternative)
  13. Modern Cubism - In a cluttered world, people seek refuge in simplified design (cube lighting, square architecture, and cubic technology)
  14. Real Timing - Businesses are incorporating Foursquare, Twitter, and live streaming to provide participants with instant gratification; social media has become the medium of choice for consumers
  15. On the Spot Style - Established brands are satisfying consumer demand for real style; street style fashion is being amplified by a surge in unique niche fashion blogs  
  16. Brand Reversion - Consumers are on a quest to satisfy their nostalgia (Princess phones, etc.); brands are going retro for revenue
  17. Wearable Tech - How fashion and technology are converging to produce unique products (Earring telephones, holographic wristwear, and visual hearing aides)
  18. Charitable Deviance - Using shock tactics in charitable marketing campaigns
  19. Interactive Retail - Interactive shopping bags, iPad menus (how retail is differentiating is a social media savvy world)
  20. Projected Publicity - Large scale, low-cost ultra viral mediums like projected billboards

Check out their 2011 Trends to Watch Video below:


Manchester City FC Unveils Its New Team Foursquare Page

Sports organizations looking for new ways to tap into the social media space should consider benchmarking a recent tactic implemented by Manchester City FC of the Barclays Premier League.

Manchester City unveiled its new Official Foursquare page, where the team is planning on posting a collection of tips and specials for fans to enjoy in the coming weeks and months. The official page provides a list of Manchester City destinations where fans can check in and receive special discounts and enjoy a variety of engagement tactics.

The page, which already boasts 350+ supporters, also features a collection of links to the club's other social media channels (Facebook, Twitter) and official team home page.

MCFC has been one of the most notable early adopters of Foursquare in the sports space. The soccer club teamed up with Umbro to generate buzz for their final match of the season against Tottenham Hotspur by asking fans to "check in" at the City of Manchester Stadium via Foursquare in an effort to set a world record for the most Foursquare check-ins in a single location at one time.

To generate awareness and interest, the team posted an announcement on its home page and offered fans the chance to win (1) of (11) limited edition Blue Moon t-shirts if they added the phrase 'Umbro Blue Moon Tee Please' to the tips section of their Foursquare check-in.  

Check out the page below and consider implementing this for your organization. After all, Foursquare is here to stay!