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    October 2012 Partnership Activation 2.0 Newsletter

    Welcome to the October 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!

    Here is a link to the link to the October 2012 Partnership Activation 2.0 Newsletter. 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 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 check out the October 2012 Partnership Activation 2.0 Newsletter, connect with other readers in the official Partnership Activation LinkedIn Group, and followBrian 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:


    Leverage Fan Impressions to Power Online Channels with Fresh, Engaging Content

    As teams look for creative ways to power their social and digital channels with humorous, engaging, and shareable content, they should consider identifying a fan who delivers world-class impressions.

    As featured in the viral below, which has attracted 350,000 views, teams can easily turn to a social influencer to record his/her impressions of every player on the team (as well as opponents' players each game). This type of content is very cost-effective, easy to execute, and fresh for teams to produce, especially if they can identify a great fan to deliver a memorable performance.

    This type of content also presents opportunities to incorporate corporate partners - from local comedy clubs to brands simply looking for new ways to drive awareness on gameday.

    Check out the video below and consider new ways that your organization can bring fan impressions to life through your online channels!


    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 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


    July 2012 Partnership Activation 2.0 Newsletter

    Welcome to the July 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.

    Here is a link to the link to the July 2012 Partnership Activation 2.0 Newsletter. 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 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 check out the July 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 [email protected]. In the body of the email, please include your name, company affiliation, and contact information when subscribing.


    March 2012 Partnership Activation 2.0 Newsletter

    Welcome to the March 2012 Partnership Activation 2.0 Newsletter! Thank you for your continued interest and support for Partnership Activation and the monthly newsletter.

    Here is a link to the link to the March 2012 Partnership Activation 2.0 Newsletter

    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:

    • 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 check out the March 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 [email protected]. In the body of the email, please include your name, company affiliation, and contact information when subscribing.


    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


    UNLV Students Find a Creative Way to Market Star Players

    In recent years, college athletics departments have become very agressive with their efforts to generate fan excitement during college basketball games. One tactic in particular - Big Noggins (or giant heads resembling players, celebrities, and personalities) has become an instant hit particularly with student sections seated behind the baskets. Fans use the items to distract free throw shooters and add an element of personality and surprise to the game environment.

    The UNLV Athletics Department recently took it's men's basketball game environment to another level when it allowed fans to proudly display a mammoth life-sized head an upper torso picture of UNLV star Mike Moser during a game against San Diego State. The branding tactic served as an effective way to add an extra element of surprise to the game and likewise attract the attention of star recruit Shabazz Muhammad, who was seated just a few feet away. 

    As teams look for new ways to engage their fanbases during games, notably student sections, they should look to recreate best practices like UNLV's Mike Moser cutout. The branding effectively promotes players and provides some incremental exposure for apparel partners in a memorable, engaging manner!

    Check out the stunt below:

    Photo Source:


    Xylobands Bring Live Event Experiences to Life in New Ways

    In the next few months, team and brand marketers should maintain a close eye on a growing phenomenon in sports and entertainment - xylobands.

    Xylobands are essentially wristbands with LED lights that allow large crowds at live events/shows to simultaneously flash different colors and messages in the air. The xylobands are radio controlled bands that allow event organizers to control when the lights (on the wrists of fans) are lit up at a pre-determined time, creating a pretty fascinating spectacle for fans in-attendance as well as those watching at home.

    The premium items have been utilized on the X-Factor as well as on Coldplay's recent concert tour. Event organizers can coordinate for the bands to flash at particular times during pre-game, halftime, and post-game festivities as well as potentially during timeouts in play.

    Check out the xylobands in action below:



    Properties Take Game Entertainment to New Heights

    In today's sports marketplace, properties are expected to deliver a higher quality live game experience for fans than ever before. With new advents of technology, rising ticket prices, and the evolution of the at-home viewing experience, teams are consistently pressured to push the envelope as they look for new ways to create memorable experiences for fans attending games.

    In recent weeks, two organizations turned to unconventional game entertainment techniques to engage their fanbases in new ways. Check out the two examples below and consider ways that your organization can introduce new forms of entertainment and excitement for fans!

    Atlanta Hawks - Georgia Lottery Halftime Show

    The Hawks organization recently partnered with the Georgia Lottery to execute a 3D halftime light show that helped educate and inform fans about their new $2 Powerball game. The Hawks created a 3.5 minute show that was projected on the basketball court floor that created excitement around Powerball in a compelling, non-intrusive manner.

    The Hawks leveraged six (6) dancers and two (2) of its mascots to help illustrate the journey of the Powerball through several gaming platforms before becoming a winning number in an iconic lottery machine (per The team worked with BlackOut design and Moment Factory to pull off the stunt - check it out below:

    Boise State Athletics - Flash Mob

    The Boise State Marketing team recently pulled off a tremendous student section ("The Corral") flash mob performance that generated an elevated level of excitement in the Taco Bell Arena. Students wearing matching orange shirts and blue headwear performed two (2) choreographed dances in unison that took everyone in attendance by surprise.

    The cost-effective game entertainment tactic served as a great way for the Athletic Department to generate buzz online (56K+ YouTube) as well as with the Boise State student and alumni communities. Check out the execution below:


    Teams Turn to Exclusive Camera Angles To Give Fans Unique Vantage Points of the Action

    In recent years, the emergence of social media has placed increased pressures on sports organizations to deliver new, compelling content for fans to enjoy. As a result, many teams have looked to create exclusive gameday camera angles that provide fans with unique vantage points of the action.

    Exclusive camera angles are a terrific resource to have on gameday, as they:

    • Provide valuable content that can be sold to corporate partners (especially if a brand serves as the presenting sponsor of the dance team, halftime entertainment, emcee, etc.)
    • Provide valuable content for fans via social media (Facebook, YouTube, Twitter), team apps (mobile), team digital channels (live, streaming content), and inside suites and select stadium destinations
    • Serve as key way for teams to extend the gameday engagement experience
    • Provide access to team and player personnel in new ways

    While it's one thing to watch a game passively on television, it's another to experience the action through the eyes of a key stakeholder on-site/in attendance. Check out a few examples of how teams are looking to bring fans closer to the action:

    Cheerleader / Dance Team Cam

    Tunnel Cam

    Bench Cam

    Helmet Cam

    Mascot Cam

    Parachute Cam

    Foot Cam


    Teams Can Turn to Projection Mapping to Promote Airline Partnerships in New Ways

    Over the past few years, airline partners have invested more time and resources into their team, league, and event sponsorships. Airlines have invested in branding aircraft with team marks, developing loyalty programs for fans, creating ownable stadium destinations, and distributing free ticket vouchers to fans in attendance.

    While airlines have sought to activate their partnerships more actively at airports nationwide, one tactic that we have not seen executed to date in conjunction with a team partnership is projection mapping. Just think how amazing it would be to look out the window at the airport and see a virtual Tom Brady throwing a touchdown pass to Deion Branch along the side of the plane.

    While projection mapping would likely need to be a one-off marketing/PR stunt, it would be fun to see an airline promote team partnerships in its hometown market by featuring a different projection display along the side of an aircraft (or inside along a wall in the concourse) every night of the week. 

    As shown below, Air Baltic recently generated buzz during the holiday season by featuring a projection mapping stunt at a Latvian airport that showed a team of virtual elves raiding a plane that was stationed at the gate. The marketing tactic, which caught passengers by surprise, was filmed and uploaded to YouTube and instantly generated 24,000+ likes in less than a day.

    Check out the clip below and consider new ways that your organization can leverage its partnerships with new forms of technology in high-traffic locales!


    Heineken Gives Teams a Few Ideas to Drive Fan Engagement and Socialization

    As teams look for new ways to leverage social media, they should keep a close eye on related programs and tactics implemented by brands across the world. In recent weeks, Heineken launched two (2) innovative social campaigns that could easily be replicated by teams to engage their fanbases in new ways on game day.

    In Singapore, Heineken created a "Social Christmas Tree" out of 48 LED screens towering eleven meters high that became a destination for consumers to send messages to their friends and family around the holidays. Heineken allowed consumers across the world to submit greetings and messages that would be featured live on the Heineken Social Christmas Tree - an effort that truly united people from across the world and visibly brought social media to life in the public space.

    Sports Application: Sports organizations can consider creating a "Social Tower" within the concourse level where fans across the world can upload photos, videos, tweets, etc. that are displayed on gameday. Teams can also provide fans on-site an opportunity to film live videos that are displayed on the tower throughout the season, etc. The Social Tower can serve as a great way to unite fans from across the world and truly allow fans at home to feel connected to the stadium experience. Creating such a stadium landmark can also serve as a seamless play to incorporate messages and content from corporate partners. 

    Check out the Heineken Social Christmas Tree below:

    Heineken recently enhanced the experience for music attendees at the Heineken Open'er Music Festival with some creative activation utilizing giant QR Codes (referred to as "U-Codes"). Heineken drove engagement amongst attendees by featuring a footprint on-site where fans could videotape a personal message (detailing who they were, where they were from, what there interests were) and have it embedded into a giant QR code sticker that was printed out and placed on their clothing.

    The U-Codes proved to be great ice breakers for festival attendees and generated so much buzz that over 5,000 people received them over a 4-day period (exceeding Heineken's expectations by 200%).

    Sports Applications: While QR Codes are still not widely adopted in the United States, teams can experiment with using them in a variety of ways, including:

    • Replicating the U-Code project at team tweetups (where attendees are more inclined to adopt); this tactic can serve as a great way to build relationships amongst the team's social influencers
    • Featuring an activation display within the stadium concourse where fans can record their own mantra/team message and have it printed onto a t-shirt as a QR Code (and sold for $20+)
    • Drive QR Code adoption amongst fans by giving away t-shirts at a designated game and alerting fans that they can "scan to win" a variety of prizes (virtual downloads, autograph merchandise, personal video messages from players, etc.)

    Check out the Heineken U-Code project below:



    U.S. Olympic Hopefuls Turn to Temporary Tattoos to Generate Sponsorship Dollars

    In recent years, Olympic athletes have taken many different approaches to support their training regimens, NGB's, and lifestyle.With the 2012 London Olympic Games less than 300 days away, U.S. Olympic hopeful Nick Symmonds recently set up an auction on eBay that allowed one (1) brand an opportunity to place a temporary tattoo on his shoulder for the 2012 track and field season.

    With the auction open for bid by any company/agency, Milwaukee-based Hanson Dodge Creative (HDC) capitalized on the opportunity and placed a winning bid of $11,100 for the rights to place their brand's Twitter handle (@HansonDodge) on Symmonds' shoulder during several upcoming races, including the Sydney Grand Prix and possibly the Olympic Games if Symmonds qualifies.

    What's interesting about the Symmonds-Hanson Dodge Creative partnership is that it entails much more than a standard agency branding play. As a leading active lifestyle agency, Symmonds will serve as a Running and Outdoor Active Lifestyle Advisor for Hanson Dodge and will help the agency develop a dedicated Advisory Board. In turn, Hanson Dodge will work with Symmonds to strengthen his personal brand through strategic marketing communications recommendations and drive his business efforts.

    The Symmonds-Hanson Dodge Creative partnership serves as a great case study of how athletes (across all sports) are working more closely with agencies and other entities to build their personal brands. While ambush marketing remains a key concern heading into the London 2012 Olympic Games, it will be interesting to see if more athletes turn to similar auction processes to generate awareness and sponsorship dollars. HDC's partnership with Symmonds is very smart, as it serves as a very strong positioning play and will surely generate a return (from media exposure) that exceeds their investment.


    The D-backs Host a Most Valuable Partner Awards Night

    It has become a common practice in the sports space for teams to host Sponsor Summits to recap their seasons, share ideas, insights and best practices, drive B2B opportunities, and reward partners with a memorable experience that builds their connection with the team.

    While most teams make slight tweaks to evolve their Sponsor Summits each year, the Arizona Diamondbacks have developed a new approach that could soon become an industry benchmark. The Diamondbacks recently announced that they will be hosting a Most Valuable Partner Awards Night on January 19th for nearly 300 corporate partners and select guests. 

    The team has planned a night filled with entertainment and celebration at the Wild Horse Pass & Casino  for all their partners and extended family. The event will kick off with a red carpet event at 6pm, followed by an opening musical number and monologue, "DB Awards" given out by the team, and plenty of humorous vignettes produced by the Diamondbacks' Game Operations and Multimedia Productions department.

    The Diamondbacks have called on Team President & CEO Derrick Hall to emcee the event, with assistance from several players, legends, broadcasters, and Managing General Partner Ken Kendrick.

    Throughout the night, the Diamondbacks will celebrate their partners' "business wins" with DB Awards representing eight different categories:

    • Luis Gonzalez Gonzalez Community Champion Award - Given to the partner who truly makes a difference in the local community
    • Brand Integration Award - Given to the partner that best uses the D-backs brand or logo to sell their product or seperate themselves from their competition
    • D-backs Ambassador Award - Given to the company that best embraces the partnership by exposing it to their employees and customers
    • Marketing Activation Award - Given to the partner who creates an innovative D-backs promotion to help build their brand or create direct response (either marketwide or in Chase Field)
    • Rookie of the Year - Given to a first-year partner who immediately embraced the D-backs partnership culture and maximized their affiliation
    • Lifetime Achievement Award - Given to a team partner who has been aligned with the team throughout its existence and helped define partnership as the team knows it.
    • Most Valuable Partner of the Year - Given to the partner who encompasses everything in each MVP category (the award is given at a Silver Slugger Division level and a Gold Glove Division level)

    The event serves as a great way to build relationships, incent partners to enhance their partnership efforts, and position the team as a first-class partner in Major League Baseball and the Phoenix DMA. It will be very encouraging to see how partners respond to the event and look to elevate their partnerships during the 2012 MLB season! Congrats to all involved on creating such a terrific concept.


    XFINITY Offers a Chance to Win the Ultimate Sports Social Media Job

    XFINITY recently launched a contest to hire an individual who will serve as the brand's voice in the sports social media space and go behind-the-scenes at some of the biggest nationwide sporting events in 2012, sharing exclusive insights and updates with fans. 

    The contest, entitled “XFINITY Presents: The Ultimate Sports Social Media Job,” runs from January 11 through March 25 in search of the next sports social media star.

    The winner will receive a one-year salary and will be responsible for tweeting from the @XFINITYSports Twitter handle on continual basis,  reporting live from premier sporting events throughout 2012, and educating and engaging avid sports fans in social media communities. In addition to live event access, the winner will also receive all the electronics for the ultimate sports pad, including televisions, home audio/video equipment, etc.


    From January 13 - February 6, interested participants can submit a :30-2:00 video that demonstrates why they should win the Ultimate Sports Social Media Job based on their sports knowledge, social media expertise, personality, and passion for XFINITY products and services.


    From February 9 - February 19, the top video submissions will be featured on the contest tab located on the official XFINITY Facebook page for fans to vote on. The video entrants that receive the Top 5 votes will advance to a finalist round where they will have an opportunity to travel to a live sports event and showcase their skills on-site.


    Five (5) finalists will each travel to one (1) of (5) premier sports events the weekend of March 8-11 and will be asked to chronicle their live experiences behind-the-scenes via tweets, Facebook posts, video uploads, etc. A panel of judges will evaluate each of the performances - looking for which finalist does the best job showcasing his/her skills on-site! A winner will be selected by March 25th and will truly win the Ultimate Sports Social Media Job!

    The contest will present a once-in-a-lifetime opportunity for one (1) lucky consumer looking for a way to officially launch their career in sports and social media. Check it out by clicking the image below and enter a video submission for a chance to win!

     In full disclosure, the writer (Brian Gainor) worked directly with the XFINITY team to launch the XFINITY Presents: The Ultimate Sports Social Media Job contest. For contest rules and more information, head to the official XFINITY Facebook page here.


    POLL: What is the Best Sports Event to Sponsor Around the Holidays?


    Manchester City and Jaguar Team Up for An Entertaining Halftime Promotion

    Manchester City FC recently teamed up with Jaguar to create a pretty thrilling form of halftime entertainment for fans to enjoy that can be replicated in most other major professional sports.

    The game, called Boot the Boot, tasks select fans with attempting to kick soccer balls from a distance into the trunk of a Jaguar that is parked within the corner tunnels of Etihad Stadium at the playing level (a trunk is commonly referred to as a boot in Europe). The promotion is perfectly suited for in-game entertainment because it adds a level of excitement while seamlessly integrating the Jaguar brand into the experience.

    A similar promotion can be replicated in several additional sports, including:

    1. Baseball - MLB/MiLB teams can task fans with throwing a baseball from 2nd base (or the outfield) into the trunk of a car (one-hopping it along the way)

    2. Basketball - Teams can task fans with trying to throw a full-court pass into the trunk of a car for the chance to win free parking for a section of fans at the game

    3. Tennis - Tennis officials can task fans with trying to hit 5 of 10 tennis balls into the trunk of an automobile located at courtside for the chance to win a free lease for a year

    4. Football - Teams can ask fans to attempt to throw a 30-40 yard pass into the trunk of a car (located along the sidelines) for the chance to win a free lease for a year

    Check out the MCFC-Jaguar "Boot the Boot" promotion below and consider new ways that your organization can integrate automobile partners in a fun, memorable way for fans!


    Sports Business Predictions to Keep an Eye on in 2012

    A new year is upon us and while there are many unknowns, especially given the advent of new technologies, I wanted to share a few predictions for 2012 that will be important to keep in mind throughout the year. Hope you enjoy:

    2012 Sports Industry Outlook

    The sports marketplace will be driven by mobile marketing, social TV, industry consolidation, and globalization in 2012.

    Mobile marketing will continue to shape the sports industry as properties and brands look to optimize their mobile offerings, develop robust applications, and deliver content in new ways. Organizations will look to augmented reality, social gaming, and geo-location based services to serve as new means to engage fans. In turn, fans will continue to embrace the TV Everywhere experience and access live, streaming and On Demand content via their mobile phones, tablets, and other devices on the go.

    Brands and properties will continue to invest in the social media space as fans gravitate to the notion of social TV creating a communal viewing experience that delivers real-time engagement, insights, and unique vantage points. Properties will sharpen their social media focus in 2012 by developing smarter, more holistic strategies, hiring dedicated personnel, and creating their own monetization models by integrating corporate partners.

    The sports marketplace will also be impacted by the effects of industry consolidation, aggressive rights acquisition strategies, and globalization. Networks will continue to form partnerships in an effort to build robust platforms to host premiere events (e.g. Olympics, World Cup, etc.) while teams will dedicate time and resources to build out video content distribution strategies that reach fans across the world.

    The London 2012 Olympic Games will be touted as the sports story of the year while the Barclays Premier League, UFC, and college athletics will continue to grow their businesses significantly in new markets worldwide.


    In addition, I wanted to share a terrific powerpoint that Tomas Janca created outlining his thoughts and predictions for the New Year. Tomas does a nice job incorporating examples and imagery to support his predictions, creating a nice illustration for what sports marketers can expect in 2012. Check it out below!