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

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!

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!

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 [email protected]. 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. 

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/GGZCtk

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!

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.

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:

HEINEKEN - U-CODE

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.

VIDEO SUBMISSION PERIOD

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.

FAN VOTING PERIOD

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.

FINALIST AUDITIONS

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.

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!

December 2011 Partnership Activation Newsletter

Welcome to the December 2011 Partnership Activation 2.0 Newsletter! Thank you for your continued interest and support for Partnership Activation and the monthly newsletter.

Click here to purchase the December 2011 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/tg9WZ3

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

• 20 Non-Traditional Bowl Game Sponsors in 2011-12
• 2012 - GMR Marketing's Social Media Channels
• Ohio University Center for Sports Administration
• 2012 National Sports Forum
• Navigate Research Industry Spotlight
• Barclays 20,000th Goal Celebration
• Sevilla Sells Space on Team Jerseys to Fans
• Adidas Launches an Augmented Reality Initiative in Scotland
• Audi Gives a Nod to the Barcelona-Real Madrid Rivalry in a Commercial
• Oregon Athletics Play Up the Civil War Rivalry
• All Blacks Fans Experience Rugby in a New Way
• The Manhattan Sports Business Academy
• Creativity In the Sports Marketplace
• December 2011 Partnership Activation Rising Stars
• The Old Spice Classic's Social Media Efforts
• A Close Look at the 2011 Grey Cup
• 5 #SportsBiz Handles You Must Follow on Twitter
• 50 of the Most Creative Ideas in Sports Business in 2011
• Zlaty Bazant Beer Encourages Fans to Drink Responsibly
• Baylor IMG Gives Fans a Suite Seat for the Game
• The Western Bulldogs' Capture Their Brand Story
• The New BC Place Showcases the Future of Stadium Lighting
• Red Bull Soars Over Moses Mahiba Stadium
• Four (4) Creative Ways to Engage Fans with Interactive Walls
• Idea Box

Click here to purchase the December 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 [email protected]. In the body of the email, please include your name, company affiliation, and contact information when subscribing.

BP Brings Fans Closer to Team USA Athletes with an Innovative Augmented Reality Initiative

As an official sponsor of the U.S. Olympic Committee, BP recently released an innovative new augmented reality campaign that gives consumers a chance to face-to-face with some of the world's best athletes. BP teamed up with nine U.S. athletes to develop an interactive trading card series that will be included in the December 19th issue of BusinessWeek and featured on BP's website.

Consumers who download the trading cards can hold them up to their computer screen or a mobile phone camera and see them come to life as the athletes digitally appear in front of the user with exclusive training tips and information about themselves and their sports.

U.S. Olympic and Paraylmpic athletes featured in the exclusive trading card series include:

• Lolo Jones - Track & Field, 100m Hurdler
• Tatyana McFadden - Paralympic Cycling, Wheelchair
• Sanya Richards-Ross - Track & Field, 400m Sprinter
• Bryan Clay - Track & Field, Decathlon
• Rudy Garcia-Tolson - Paralympic Swimming, 100m and 200m Swimmer
• Jonathan Horton - Gymnastics
• Jerome Singleton - Paralympic Track & Field, 100m and 200m Sprinter
• Rebecca Soni - Swimming, 100m and 200m Breaststroke
• Matt Stutzman - Paralympic Archery

Check out BP's augmented reality trading card series here and learn more about their commitment to Team USA on their official Facebook page.

November 2011 Partnership Activation Newsletter

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

Click here to purchase the November 2011 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/tKW46y

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

• 20 Digital/Social Platforms to Utilize in 2012
• The Baylor Bold Rewards Program
• 7 Key Insights from the World of Sports Media & Technology
• The 2012 National Sports Forum
• The Emergence of Social TV
• Asics' Run with Ryan Campaign
• Long Beach State's "Like Us" Campaign
• Betfair's QR Cuts Initiative with Bromley FC
• ESPN UK's New Soccer Augmented Reality Feature
• The University of Michigan's Jet Pack Delivery
• Contrex's Cycling Initiative
• A Look at BeerToasts.com
• The November 2011 Partnership Activation Rising Stars
• The Phoenix Suns' Top Facebook Fans App
• Tailgate Lot Activation
• A Close Look at Preparations for the 2012 London Olympic Games
• 50 Ways to Leverage Automobile Partners In-Venue
• Five #SportsBiz Profiles You Must Follow
• Manchester United's Tribute to Sir Alex Ferguson
• The Winnipeg Jets Deliver a Truly Exclusive Corporate Partner Experience
• ING's Pop-Up Finish Line Displays
• The Montreal Canadiens Celebrate Team History
• Betfair Lets Fans Skydive While Betting on Soccer
• Four Ways to Take Your Kids Club Efforts To New Heights
• Idea Box

Click here to purchase the November 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 [email protected]. In the body of the email, please include your name, company affiliation, and contact information when subscribing.

The Islanders Celebrate Military Night with a Special Ceremonial Puck Drop

The New York York Islanders recently generated excitement around their Military Night festivities by calling on staff Sgt. Matthew Zimmerman of the Air National Guard to lower down from the rafters to drop the ceremonial puck at center ice.

The unusual spectacle drew a loud applause from all fans in attendance and served as a creative way to showcase and celebrate the skills of the Armed Forces.

Check out a visual of the ceremonial puck drop stunt below:

The Lightning Generate Buzz With Tampa International Airport Travelers

The Tampa Bay Lightning recently announced an unprecedented partnership with the Tampa International Airport that is designed to reward travelers, drive incremental interest in the team, and help grow the local tourism economy.

The Lightning and Tampa International Airport officials are partnering on several initiatives that will surely generate buzz amongst city residents and tourists traveling through the airport:

• Promotional Contests
  • Beginning Tuesday, November 1, one person who parks in the Tampa International Airport designated parking lots will win a free four-pack of tickets to a Lightning game at the St. Pete Times Forum (the winner will be chosen randomly each day at the exit)
  • The Lightning gave away two (2) pairs of round-trip tickets on Edelweiss Air (the airport's newest International carrier) as part of its new "Seek the Seat" promotional initiative on Twitter

• Branding Tactics
  • The Lightning wrapped a shuttle that connects the main terminal to Airside A with an eye-catching "Go Bolts" creative design
  • The voice of Lightning captain Vinny Lecavalier greets passengers on the Airside A tram as they head to and from the main terminal

Check out the Lightning's "Go Bolts" Airside A tram wrap below and consider ways that your sports organization can partner with a local airport authority and effectively market to millions of airport travelers each year!

A special thanks to Caryn Switaj for her insights and contributions to this column!

Party City and the NY Giants Team Up to Celebrate Halloween

Retail partners looking for new, creative ways to leverage their team partnerships should consider benchmarking a recent initiative implemented by Party City and the New York Giants.

Party City partnered with the Giants to feature a contest on the team's website that gave fans an opportunity to vote for which Halloween costume rookie linebacker Mark Herzlich would wear on the team's official visit to a local hospital.

Party City promoted the initiative by inviting several veterans on the Giants roster to visit a local Party City store location and pick out Halloween costumes for all of the team's rookies to wear to the event as well. The retailer did a terrific job capturing footage of the event, as the players seemed to have a great time picking out embarrasing Halloween costumes for their peers, with some even trying them on in the store.

The footage is a great publicity piece for Party City as it demonstrates to consumers firsthand that Giants players do in fact frequent their stores and has viral potential! Party City could easily repurpose the content to feature on the jumbotron during the game, on Giants.com, or via social media.

Check it out below:

October 2011 Partnership Activation Newsletter

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

Click here to purchase the October 2011 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/rmRwRk

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

• A List of the Top Paid Global Athletes in 2011
• SportShadow.com
• Adidas' New Marathon Face Cam
• Best Practices from the National Hockey League
• The Tampa Bay Lightning's New Microchip Technology
• Navigate Marketing Spotlight: The Impact of Conference Movement on College Sponsorships
• Adidas' New UEFA Ultimate Access Campaign
• Heineken Starvision
• Tottenham Hotspur's New Augmented Reality Offerings
• Iowa State's Social Billboard Campaign
• BMW Mini's London 2012 Olympics PR Stunt
• Activ8Social's #Sports Newsletter
• Creativity in the Sports Marketplace
• October 2011 Partnership Activation Rising Stars
• Mastercard's Witnessing History Social Media Campaign
• Creating Powerful Marketing Messages Using Statistics
• A Close Look at the 2011 MLB Playoffs
• 5 #SportsBiz Twitter Handles You Must Follow
• The NFL's Breast Cancer Awareness Efforts
• Manchester City FC's Family Zone Activation
• The Portland Timbers' 2012 Fan Draft
• Women and Kids Invade Istanbul Soccer
• The Tampa Bay Lightning Use Coils to Create Lightning In-Arena
• Audi Lets Fans See What Life of a Le Mans Driver Is Like
• Creatively Using Time Lapses in Sports
• The Throwable Panoramic Ball

Click here to purchase the October 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 [email protected]. In the body of the email, please include your name, company affiliation, and contact information when subscribing.

NASCAR and INDYCAR Should Look to Formula 1 For Activation Best Practices

In the world of motorsports, it's extremely important that NASCAR and INDYCAR officials look to benchmark best practices from Formula 1 and other racing organizations around the world. The next few years will prove to be a critical time for both sports, which face a number of key challenges despite showing signs of growth in 2011.

While attendance, ratings, competition, and renewed interest has returned in both sports, several key challenges have emerged that will shape the sports' growth over the next few years. These challenges include demographic shifts, the evolution of the fan/stadium experience, and shifts in fan perception. Particularly, both sports will need to develop aggressive marketing campaigns targeting youth, multicultural segments (Hispanic, urban, etc.) as well as strategic social/digital media plans with a renewed focus on integrating new technologies.

As NASCAR and INDYCAR look to refine their approaches to grow their sport, both entities should look to adopt several tactics from Formula 1 tracks, race teams, and sponsors. The sport prides itself on technology, innovation, high-end experiences, activation, and amenities, and more.

Check out a few videos below that detail the Formula 1 Fan Zone experience, which includes several tactics that should soon become prevalent in racing in North America!

The F1 FanZone in Abu Dhabi (2011)

The F1 Fan Zone in Melbourne, Australia (2011)

The F1 Fan Zone in Abu Dhabi (2010)

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:

Hublot Teams Up with Manchester United for a Unique Watch Promotion

Over the past few years, several watch companies have begun investing large sums of dollars on event partnerships, athlete endorsements, team partnerships, and more. As sports organizations look to leverage partnerships in this category in new ways, many should consider benchmarking a promotional tactic that Hublot and Manchester United partnered on in 2010.

Luxury watchmaker Hublot teamed up with Manchester United to host a Million Dollar Challenge event in New York City that featured several players as well as manager Sir Alex Ferguson shooting soccer balls at a giant target (replicating a Hublot watch) for the chance to raise funds for UNICEF. As part of the promotion, Manchester United players were challenged with striking a giant replica watch with a shot from 51 feet away to donate $1 million to UNICEF, a philanthropic entity that ManU has supported for 10+ years.

While no player successfully accomplished the feat, Hublot still donated a significant amount of money to UNICEF and generated buzz worldwide with the event. The PR stunt demonstrates how organizations can create engaging activation/PR stunt displays for watch companies that will attract consumer interest and attention. Consider ways that your team can benchmark this tactic to bring official watch partnerships to life!

Check out Hublot's activation tactic below: