A brand achieves over 50% partnership recall1Aided recall versus two primary competing brands when both the property and the brand effectively leverage assets to link and activate the brand in the minds of fans. One-third (41) of the 123 brands in 45 categories among eight NFL teams we studied achieved this feat in 2018.
Who will it be in 2019? The brands & properties with clear objectives (see right) that execute great sponsorship strategies like the ones we share from our partners (below) will achieve their goals. While there are many stellar sponsorship stories, here are eight we think are great.
Naturally, if you’re going to set goals it’s a good idea to measure progress. No one trains to run a race then never looks at the time. These partners set the goals and worked together to craft integrated campaigns that fans couldn’t miss.
Submitted by: Alex Ballew; Scott Olman
Partner: Henry Ford Health System
Brand Objectives: Differentiation, Preference/Consideration
The Lions teamed up with Henry Ford Health System to unveil a fully branded concourse prior to the 2018 season, which was the first of its kind at Ford Field. Branding is unmistakable throughout, including on the large walls, in the hallways leading to the seating bowl, on the window awnings, wayfinding signage and also integrated within the virtual photo fan experience. The wall graphics pair Lions players and Henry Ford Health System patients, showing key stats, facts, and interests for each. This theme helps humanize the players and makes them relatable to our fans.
Brand Objectives: Preference & Drive Traffic
Kroger was the perfect partner to integrate into a new Grab & Go concept at Ford Field. After the immediate success of the first location, Kroger doubled-down on the concept and installed a second Kroger Cooler in the building. Prior to the new concept and rebranding, both of these concession locations were among the worst performing in the facility. After renovations and branding with the new model, both locations are now Top 5 performers. In the minds of consumers, purchasing items from the Kroger Coolers is easy and quick, just like visiting an actual Kroger location.
Submitted by: Andrew Jacobs
Partner: Texas Children’s Hospital
Objectives: Increase/improve reputation (regard); Make the brand more relevant to people’s lives
One of Texas Children’s Hospital’s key objectives was to increase reputation and regard in the community through sponsorship of PLAY 60. During the season we created an entire “Play 60” week with events in the community to promote awareness and tie it to the team. Alex Comerota played a vital role in making the campaign a success.
Objectives: To increase differentiation, trust, and preference.
RTIC makes excellent products that we are able to help differentiate from their chief competitor YETI. RTIC used the power of our brand, association with players, and special promotions throughout the year to increase their brand preference. They saw fantastic results, as those that recognized their partnership were far more likely to prefer RTIC to YETI. Litsa Darby did a great job with this campaign integrating the Texans with RTIC Outdoors.
Submitted by: Vanessa Bryan
Partner: Bud Light
Objectives: Increase brand relevance & differentiation to increase consumption
Bud Light and the Browns created the Victory Fridges to help fans celebrate the first win of the 2018 season and the end of a long series of losses. Bud Light built a program based on several insights about Cleveland Browns fans in order to help them achieve their brand goal of associating celebrations with Bud Light. The brand also creatively executed several other brand elements, like the Bud Knight and the Dilly Dilly cam, to even further tie together the brand, team, celebratory moments, and the fridges.
Submitted by: Joe Hamlin
Objectives: To enhance reputation and drive consideration/preference for future purchase behavior.
For years the Browns were unable to wear our Color Rush jerseys we knew fans loved. When we were finally able to announce we were wearing Color Rush for three games, Sherwin-Williams jumped on the opportunity to present the announcement and the first ever Color Rush game with the Browns. Sherwin-Williams was the presenting partner of the first Color Rush game and a Color-Rush-Themed giveaway offered to fans.
For Sherwin-Williams, the synergies around a modern, new look with our colors was important. Equally important is being high in consideration for any customer coast-to-coast to get more shoppers to their neighborhood Sherwin-Williams store. The quality of the giveaway was important. Decades ago, Sherwin-Williams gave away painters hats. This time Sherwin-Williams opted for a more modern truckers-hat which has had amazing shelf-life since the promotion. We see them at almost every Browns event. The fact that this game was nationally televised, was Baker’s first game, and also our first win in 635 days also made the promotion lightning in a bottle.
Submitted by: Kelly (Carroll) Batista
Objectives: Increase reputation and foster trust in the brand
Cox had a heavy game day presence both outside and inside of the Mercedes-Benz Superdome. Prior to the game, their on-site activation was a virtual reality experience with high engagement and created a fun interactive opportunity prior to kickoff. Their in-game activation offered to give away free Contour TV service for a year to reward fans.Their ongoing distinctive creative strategy integrated the team marks well to show off the partnership and connect with fans. This creative lived on all billboards, web ads, program ads, and other media. Emile Moussa was instrumental in carrying out this campaign
Partner: Dudley DeBosier
Objectives: To enhance reputation to differentiate and build trust with the firm.
Dudley DeBosier (DDB) featured two outstanding campaigns in 2018. Their phone number is 504-444-4444 and to play into the theme of “4’s,” fans had the opportunity to enter to win a trip to the fourth away game of the season. Over 19,000 entries were received for the chance to win a trip to Minnesota. The social media posts gained 731k impressions and 16k engagements. The second cool campaign was in partnership with Uber. DDB offered safe rides for fans to and from Saints home games. As injury lawyers, it was great for them to message the need for safe rides to avoid the need for a lawyer later! This campaign resulted in 3.1m impressions on social media and almost 5000 fans taking advantage of the free rides. Kaitlin Donahoe Cox helped carry out these campaign executions originally sold by Juan Aguilera.
Need more information? Contact Kirk Wakefield (Kirk@WakefieldResearchPartners.com)