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 newsletter@partnershipactivation.com. 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 newsletter@partnershipactivation.com. In the body of the email, please include your name, company affiliation, and contact information when subscribing.

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 newsletter@partnershipactivation.com. In the body of the email, please include your name, company affiliation, and contact information when subscribing.

August 2011 Partnership Activation 2.0 Newsletter

Welcome to the August 2011 Partnership Activation 2.0 Newsletter! Thank you for your continued interest and support for Partnership Activation and the monthly newsletter. I appreciate your patience this month with the slight delay!

Here is a link to the August 2011 Partnership Activation 2.0 Newsletter.

The coolest thing in this month's newsletter is Manchester City's unique collaboration with Liam Gallagher and the band Beady Eye ... 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: http://bit.ly/nvvfSu

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

• A List of NFL Training Camp Sponsors
• The Captain Morgan Sky Bar
• Toyota's "Mark & Me" Website
• The New York Giants Historical Wiki
• The Bills Backers Map
• Navigate Marketing Industry Spotlight on Nike Logo Valuations and Analysis
• Manchester City FC's Partnership with Liam Gallagher
• Virgin America's #FlyTheBeard Promotion
• Newcastle's Trapped in a Schooner Display
• The SGI Weekly Intelligence
• The August 2011 Partnership Activation Rising Stars
• CanesAllAccess
• Ways to Drive Fan Engagement on Facebook
• A Close Look at Copa America 2011
• Retail Thought Starters
• Liverpool and adidas' Home Away From Home Events
• Manchester United's Tour Treasures

Click here to check out the August 2011 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 newsletter@partnershipactivation.com. In the body of the email, please include your name, company affiliation, and contact information when subscribing. 

Kraft Gets Creative to Engage Consumers Out-of-Home

Teams looking for new ways to leverage Kraft as a corporate partner should take a close look at two (2) of the company's innovative out-of-home marketing executions in recent years. 

In 2010, Kraft teamed up with Monster Media, MediaVest, and CP+B to create an interactive storefront that allowed consumers to see a virtual Kraft noodle smile whenever they smiled. Kraft installed grin detecting systems in ten (10) storefronts across the country that conveyed happiness in noodle form and allowed consumers an opportunity to dictate the interaction simply by smiling. 

Check out Kraft's interactive outdoor display below and consider ways that you can replicate this offering within your venue to engage fans! Examples can include:

• Create a Kids display in the concourse where young fans can smile to see their favorite team mascot smile back
• Create an interactive wall of televisions where fans can smile at virtual headshots of their favorite players and have them smile back at them (or wave, blink, etc.)
• Create an interactive wall of fan faces that change throughout the game based on how well the team is performing

In 2010, Kraft teamed up with Crispin Porter + Bogusky to transport a giant noodle to large outdoor events to provide warmth to fans in a creative way. Prior to games at Lambeau Field, Wrigley Field, and other iconic venues and events, Kraft featured a giant noodle on-hand that was equipped with a heating system to warm fans up in the tailgate lots. The "You Know You Love It" noodle served as an engaging branding play that definitely resonated with fans in attendance. 

This tactic would also work well for teams looking to promote utility partners, pizza companies, and fast-food chains (promoting new menu offerings) in cold environments. Teams competing in warm environments during the summer months could mirror Kraft's OOH tactic to promote "ice cold" products (e.g. feature a giant Coors Light bottle on-site that always stays super cold). 

Check out Kraft's outdoor execution below:

Lambeau Field

Daytona International Speedway

AT&T Park

  

Axe Creates a Jam Box To Engage Snowboard Enthusiasts with Music

Axe recently leveraged its designation as an Official Partner of the 10th annual Mont Saint-Sauveur Ride Shakedown by partnering with Steel Space Productions to create an innovative activation footprint driven by music. Axe and Steel Space designed an "Axe Jam Box", an exclusive deejay booth that engaged fans with hip tunes and a variety of brand-centric games and prizes. Axe generated excitement within the footprint with music and a cool "Spin the Axe Bottle" game (1:03 of video below) that allowed participants to win a variety of prizes.

The Axe Jam Box was situated at the base of a mountain where thousands of fans awaited their favorite snowboarders and amateurs upon the completion of their runs on the slopes. Steel Space Productions is a unique vendor that creates unbelievable activation displays for clients out of reusable containers that can be customized in every way possible. The company's work is innovative and definitely worth a look.

Check out the video and pictures below of Axe's Jam Box activation below as well as additional details here:

March 2011 Partnership Activation Newsletter

Thank you for your continued interest in Partnership Activation.

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

If you have a moment, we woulld really appreciate it if you would share the newsletter with friends and colleagues in the industry via email, Twitter, LinkedIn, and/or your personal blog using this shortened URL - http://bit.ly/fwpr2S.

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

• State Farm Territorial Cup Series
• Creative Tactics From Across Minor League Baseball
• Industry Watch: Panoramic Fan Cams
• Crowd Flash Mobs
• Year of the Beard Campaigns
• Personalized Field Boards
• Marketing Activity Around the 2011 NCAA Men's Basketball Tournament
• Range Rover's Wireframe Campaign
• Dimensional Innovations
• The Migala Report Re-Launched
• Creativity in the Sports Marketplace
• March 2011 Partnership Activation Rising Stars
• Colorado Rapids' Ambush Marketing Tactics
• The Trenton Thunder's "Tweet Your Seat" Campaign
• A Look at the 2011 NBA All-Star Game Festivities
• 5 #SportsBiz Professionals You Must Follow on Twitter
• Activation and Branding at the 2011 Daytona 500
• 3 Terrific Concepts From The Idea Box

Click here to purchase the March 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 newsletter@partnershipactivation.com. In the body of the email, please include your name, company affiliation, and contact information when subscribing.

UNM Athletics Turns to A Giant Pencil to Drive Fan Engagement

Sports properties looking for new ways to engage office supply partners (e.g. Office Depot, Office Max, etc.) should take a close look at the following promotion executed by Lobos Sports Properties at a recent University of New Mexico home basketball game.

Lobos Sports Properties created a promotion where a blindfolded fan had to locate a giant pencil positioned on the court in a given time frame to win a grand prize. During the contest, fans had to try to guide the fan by shouting out simple instructions. The promotion is extremely simple (and commonly used in the collegiate sports space for a variety of corporate partners) but serves as an effective and engaging awareness driver, especially for a company like Midway Office Supply.

Lobos Sports Properties could consider taking the fan engagement aspect to the next level by rewarding a section with free office supplies (e.g. pack of pens per person seated in Section 108) if the fan were to locate the Giant Pencil... and possibly pens for the entire arena if he was able to locate it within the first 5 seconds.

With this promotion, it would be hard for fans to leave the arena that night and not remember the giant pencil! Check it out below:

Lobos Sports Properties has done a terrific job compiling all of its basketball arena inventory and promotions on an Official YouTube page, which can definitely be considered to be an industry best practice. Look for more college sports properties to leverage YouTube as a similar hosting platform for sponsorship inventory in the near future!

February 2011 Partnership Activation Newsletter

Thank you for your continued interest in Partnership Activation.

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

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

• Innovative Recycling Kiosks
• Creative Promotional Tactics From Across the NBA
• Navigate Marketing Industry Spotlight: Camera-Visible Signage
• Three Things You Need to See: Reality Touchscreens, Interactive Architectural Mapping, Helmet Cams
• Engaging Fans Via Facebook Fan Night Promotions and Social Media Days
• Kia Leverages Media Buys with Augmented Reality
• Nouveau Jour Activates Orange's Sponsorship of the RBS 6 Nations Rugby Tournament
• The Deloitte Football Money League Report
• Creativity in the Sports Marketplace
• February 2011 Partnership Activation Rising Stars
• Visa Canada's Hockey Love Hurts Campaign
• The Charlotte Bobcats' Social Network Challenge
• A Close Look at the 2011 NHL All-Star Weekend
• Five (5) People You Must Follow on #SportsBiz
• Creative Tactics From Super Bowl XLV
• Creative Messaging Campaigns
• Puma's After Hours Athlete Campaign
• Leveraging Pet Partnerships With "Pup Rallies"

Click here to purchase the February 2011 Partnership Activation Newsletter and be sure to 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 newsletter@partnershipactivation.com. In the body of the email, please include your name, company affiliation, and contact information when subscribing.

Industry Profiler: Activator

In December 2010, Partnership Activation began an Industry Profiler Series that is designed to provide sports business professionals with an in-depth look at some of the industry’s finest sponsorship tools and services. The 2^nd feature of the Industry Profiler Series will center on Activator, a cloud-based enterprise system that Turnkey Sports & Entertainment is set to formally launch in the first and second quarters of 2011.

The Activator platform was designed to serve as a central library for information and two-way communication amongst properties, brands, and agencies. The system allows parties on both sides of a marketing partnership to engage in a seamless manner, using tools that are provided to collaborate, analyze adjust partnership tactics, monitor inventory, share presentations, and have a clear focus on optimizing a healthy return from their partnerships.

To develop a sponsorship solution that properly serves brands, properties, and agencies, Turnkey designated the Chicago Bears organization as a development partner and worked hand-in-hand with their corporate partnership activation team to test and refine the functionalities of the Activator platform. Turnkey also made the Activator platform available to ten (10) teams and brands and their marketing partners across the NFL, NBA, NHL, MLB, NASCAR, and MLS during a BETA phase to garner additional feedback, ideas, and solutions.

Activator supports two categories of users – patrons (paid users) and recipients (parties that are invited to use Activator by a partner). The two (2) parties have many of the same capabilities but there are a few key differences. Activator patrons can also upload and share content across all of their partners in the system (versus recipients, who can only upload and share with one, direct party at a time).  Also, patrons are able to view content purchased from outside Data Service Providers (DSPs) directly within Activator (recipients are not afforded this capability).

Here is a quick look at the platform's features and functionality:

THE INTERFACE AND FUNCTIONALITY OF ACTIVATOR

The interface of the Activator system was designed with the end user in mind. The interface resembles a Facebook profile page, with a very clean look that features a list of tools in the left-hand column and a Wall that serves as a centralized area for communication where users can post text, images, and video. One unique feature of the Activator system is a feedback function that allows parties to share direct feedback about partnership performance on an event by event basis. Users can also share interactive presentations (including audio/video) using SlideRocket’s   presentation tool without ever having to leave the Activator platform. These presentations can also be shared with outside parties via simple URL’s that can be sent in emails.     

PARTNERSHIP MANAGEMENT

Within the Activator system, parties can upload their contractual agreements (to monitor assets on an ongoing basis) using a simple Excel template that Turnkey shares with users. Once contracts are uploaded into the system (which is password protected and permission-based), users can track performance metrics, inventory utilization, and more. One of the most intriguing features of Activator is an Apps tool that allows patrons to access information directly from Data Service Providers (Arbitron, Nielsen, Repucom, Turnkey, etc.). Users can also use Activator to set up custom RSS feeds, convert video files, and build out a list of contact information for corporate partners.

PRICING

Turnkey S&E has made Activator a fairly affordable tool for its patrons:

Note: Some additional Upgrades & Services fees include: 10GB Storage Upgrade ($20/month), Additional SlideRocket Seat ($24/month), Telephone Support ($150/30min), Telephone Training Session ($500/120min session), In-Person Training Day ($2,500 + expenses), and Quick Start Consulting Package ($2,500 for 10 hours as needed within the first 30 days of use).

Enclosed are some screenshots of the Activator platform. Check out the Turnkey Sports &Entertainment website for more information on Activator and additional services they offer for stakeholders in the sports marketplace.

Note: Partnership Activation is not affiliated with Turnkey Sports & Entertainment and the Activator platform in any manner. Please feel free to leave sentiments in the Comments section below about your experiences trialing the Activator platform.

The Future of Stadium Signage - For Auto Partners

Honda recently teamed up with GT Media, JC Decaux, and Puca to develop an innovative outdoor messaging campaign designed to engage young, male consumers and demonstrate the innovative attributes of its automobiles.

To generate buzz around the launch of the new Civic R Series in Ireland, Honda displayed a large, interactive billboard in the trendy streets of Dublin that allowed consumers to actually start the car (featured on the billboard) by texting "START" to a designated shortcode (51500). Upon doing so, the call-to-action signalled the lights on the car to light up and smoke to exit from the car's exhaust pipes on the billboard.

Consumers that engaged with the billboard received a bounce back link to a Honda mobile brochure, providing additional details about the car, and also had an opportunity to receive a free ringtone of the car's engine roar if they engaged with the billboard via Bluetooth technology. The four-week campaign ran during June 2010.

Honda's innovative billboard technology serves as a great benchmark for sports organizations looking for new ways to take their signage to the next level, notably in baseball. While a billboard with interactive elements could not be run in-stadium during play, there is plenty of down time during games (between innings, pre-game, post-game, pitching changes, etc.) when brands could engage with fans via SMS technology without having to feature personnel on-site to operate the signage.

Look for a number of sports organizations to begin experimenting with SMS technology to take their stadium signage and brand activation to the next level!

Source: Puca

The Indiana Pacers Get Fuzzy With Their Vodka Partner

In November, the Indiana Pacers announced a special partnership with Fuzzy's Ultra Premium Vodka, a vodka label created by golf legend Fuzzy Zoeller who is well known as a great Hoosier golfer, citizen, and businessman.

The Pacers celebrated the partnership on Saturday, November 20th by hosting a special promotional night where Zoeller served as the honorary captain of the game and held an exclusive meet-and-greet with the first 200 Pacers fans who purchased a special $95 ticket package to the game that included a Krieg DeVault Club Level Ticket, an autographed Fuzzy hat, one (1) drink voucher, and access to the chef's table.

Zoeller opted to align his vodka label brand with the Pacers organization in an effort to drive awareness and avidity amongst Pacers fans in the state of Indiana. As part of the partnership, the Pacers and Fuzzy's Ultra Premium Vodka will feature two (2) bars in the concourse, Fuzzy's Garage and Fuzzy's 19th Holes (as shown below), and will feature custom courtside LED and a variety of other branding and hospitality elements at games. 

Check out a few photos of their terrific concourse buildouts and activation elements below: 

 

 

 

Industry Profiler: PropertyPort

Recent economic times have sponsors and team partners analyzing contractual agreements closer than ever before. With millions of dollars oftentimes on the line, an increasing number of brand managers are scrutinizing all aspects of their partnerships, from category exclusivity designations, to the utilization of tickets and hospitality assets, to premium giveaways. As the industry continues to tighten its controls and make smarter business decisions, inventory controls, measurement, and CRM systems will become more important than ever before.

In an effort to help industry professionals make smarter business decisions, Partnership Activation is launching an Industry Profiler series that provides an in-depth look at some of the industry’s finest sponsorship tools and services. To kick off the series, Partnership Activation will take a close look at PropertyPort, an asset inventory and proposal management system developed by Conxeo (recently known as Sponsor Direct.  

Created in 2007, PropertyPort has emerged as one of the industry’s leading sponsorship management systems, primarily in Minor League Baseball. The application, originally designed as an inventory controls system for properties to manage sellable assets, has evolved into an extremely valuable platform that offers proposal management systems, inventory controls, CRM systems, and communication portals. PropertyPort has a very simple interface that is customizable and easily utilized by various departments within an organization.

Here is a quick look at the portal’s features and functionality:

PROPOSAL MANAGEMENT AND INVENTORY CONTROLS

Gone are the days of managing proposals, stadium inventory, and measurement via Excel spreadsheets and email. Specialized inventory and proposal management systems like PropertyPort serve as functional platforms designed to assist teams with creating formalized proposals within minutes, gain a complete understanding of all sellable inventory in real-time, and ensure that metric tools are assigned to meet all goals and objectives set forth within the partnership.

CRM SYSTEMS

PropertyPort features an embedded CRM system that allows team representatives to manage their communications, leads, propensity to close, status updates, and projected totals. With a format similar to Microsoft Outlook, the PropertyPort CRM system is very user-friendly and serves as a nice complementary asset for persons using the inventory management tool.

COMMUNICATIONS PORTAL

PropertyPort recently unveiled its newest feature, communications portal, to help sports organizations talk to their corporate partners or any third party in a defined space. The communications portal is designed as a workflow, where both teams and sponsor representatives can easily identify pending project deadlines, view back-and-forth communications, and manage a real-time conversation online. To date, the communications have been well received by both team and sponsor contacts, as it eliminates a lot of unnecessary emails and miscommunication that can take when sending emails and various spreadsheets.

Outside of the various means of functionality, the most appealing aspect of the PropertyPort system is the rate card provided to teams and sponsors. PropertyPort is one of the most cost-efficient systems in the marketplace, with standard systems being made available to minor league organizations starting at just $1.500. Check out their full rate card of pricing here.

Enclosed are some screenshots of the PropertyPort system. Check out the Conxeo website for more information on PropertyPort and additional services they offer for stakeholders in the sports marketplace.

Note: Partnership Activation is not affiliated with Conxeo and the PropertyPort system in any manner. Please feel free to leave sentiments in the Comments section below about your experiences using the PropertyPort system.

Take Fans Behind-the-Scenes to See Players Using Your Products

Brands looking for new ways to drive excitement for their products amongst sports fans should work with players, agents, teams, and leagues to create videos that literally show players using their product. While it's easy for some category partners (apparel, footwear, etc.) to showcase athletes actually wearing and using their gear, others need to go to further lengths to show players in an authentic light with their products in-hand.

The locker room video below shows LeBron James distributing a box of his new headphones, Miami Heat Beats by Dre, to all of his teammates as a token of his appreciation. The video is terrific because it literally shows all of the players as they receive their new set of headphones and is very authentic. Realizing that LeBron, Wade, Bosh, and the entire team wear these headphones will make Heat fans across the globe who see the viral piece want to go out and purchase a set.

Behind-the-scenes videos showcasing players using products (whether in real-time or a staged viral setting) can serve as a very effective play for locker room products, electronics, jewelry partners, magazines/books, etc.).

Check out the video below for an inside look: 

July 2010 Partnership Activation 2.0 Newsletter

Thank you for coming here to check out the July 2010 Partnership Activation 2.0 newsletter. As you tune in to Major League Baseball games, the NFL preseason, and other sporting events, please feel free to send along any sponsorship/marketing best practices and unique activation tactics that happen to catch your eye.

Click here to check out the new July 2010 Partnership Activation 2.0 monthly newsletter.

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

• Player / Alumni Challenges (Highlighted by the Herbal Magic Weight Loss Cup)
• Miller Lite's Recent "Ray for a Day" Initiative
• Facebook-Themed Scoreboard Features
• World Cup Activation and Branding
• Xtreme Insight's World Cup 2010 Wrap Report
• Creativity in the Sports Marketplace
• July 2010 Partnership Activation Rising Stars
• Sports Technology Watch
• Facts and Insights About the the 2010 Wimbledon Championships
• Creative Ways to Leverage Dunkin' Donuts
• Idea Box

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

Check out the July 2010 Issue now... and please feel free to send along any feedback or suggestions you have this month! 

 

If you enjoyed the July 2010 Issue, you may also be interested in:

• 140 Reasons Sports Teams Should Use Twitter
• 40 Ways Sports Teams Can Utilize Foursquare
• The 100 Hottest Promotional Items in Sports
• World Cup Viewing Parties From Across the Globe
• The 10 Best Sports Billboard Themes of 2009

May 2010 Partnership Activation 2.0 Newsletter

Are you looking for the latest and great best practices in the sports marketplace? Are you looking for new ways to leverage corporate partners?

Take a moment to check out the new May 2010 Partnership Activation 2.0 monthly newsletter. If you like what you see, please pass it along to two (2) friends in the industry.

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

• Flash Mobs in Sports
• CrowdWave Technology
• Hyundai's World Cup Initiative
• SF Giants' Flickr On-Field Photo Day
• A Close Look At... The NHL Playoffs
• NBA Digital Discipline Series
• Creativity in the Sports Marketplace
• May 2010 Partnership Activation Rising Stars
• Insights on Stickybits
• A Close Look At... The NBA Playoffs
• UFC 112: Invincible
• Lottery Partner Thought Starters
• Idea Box

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

Check out the May 2010 Issue now... and don't forget to pass it along to some friends!

Partnership Activation - April 2010 Newsletter

Are you looking for the latest and great best practices in the sports marketplace? Are you looking for new ways to leverage corporate partners?

Take a moment to check out the new April 2010 Partnership Activation 2.0 monthly newsletter.

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

• Sports Murals
• Insights Into the Dallas Mavericks' E-Cycling Initiatives
• Coca-Cola Brings the World Cup Trophy to 86 Countries Worldwide
• 3D Hockey Dasherboard Signage
• Details on The Row Show
• The April 2010 Recipients of the Partnership Activation Rising Stars Program
• Sports Social Media Watch - Chad Ochocinco Goes Mobile
• Activation Tactics from the 2010 Final Four and MLB Opening Day
• The Hong Kong Sevens
• Ways to Leverage a Bank of America Partnership
• Creative Activation Tactics

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

Check out the April 2010 Issue now... and if you like what you see, please vote for Partnership Activation as the Best Sports Business Blog of 2009 HERE.

Partnership Activation - March 2010 Newsletter

Are you looking for the latest and great best practices in the sports marketplace? Are you looking for new ways to leverage corporate partners?

Take a moment to check out the new March 2010 Partnership Activation 2.0 monthly newsletter. If you like what you see, please pass it along to two (2) friends in the industry.

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

• Store Challenges
• Insights Into Using Crowdsourcing in Sports
• Carlsberg Lets Fans Give Their Best Pep Talk
• Selling Signage for International Stars
• Details on the Top 50 Sports Business Blogs
• The March 2010 Recipients of the Partnership Activation Rising Stars Program
• Sports Social Media Watch - World Class Moustaches
• Activation Tactics from the 2010 Vancouver Olympic Games
• 2010 F1 Gulf Air Bahrain Grand Prix
• Ways to Leverage a Dr. Pepper Partnership
• Creative Activation Tactics

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

Check out the March 2010 Issue now... and don't forget to pass it along to some friends!

  

Partnership Activation - January 2010 Newsletter

Are you looking for the latest and great best practices in the sports marketplace? Are you looking for new ways to leverage corporate partners?

Take a moment to check out the new January 2010 Partnership Activation 2.0 monthly newsletter. If you like what you see, please pass it along to four (4) friends in the industry.

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

• Fan-Athlete Challenges
• Non-Traditional Billboard Tactics
• 27th Annual IEG Sponsorship Conference
• Navigate Marketing's Take on the NY Jets Alcohol Ban
• Details on Ron Seaver's Sponsorship E-Tips Newsletter
• The January 2010 Recipients of the Partnership Activation Rising Stars Program
• 2009 Grey Cup
• Ways to Leverage a T-Mobile Partnership
• Creative Activation Tactics

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

Check out the January 2010 Issue now... and don't forget to pass it along to some friends!

Partnership Activation 2.0 - December Newsletter

Are you looking for the latest and great best practices in the sports marketplace? Are you looking for new ways to leverage corporate partners?

Take a moment to check out the December 2009 Partnership Activation 2.0 monthly newsletter. If you like what you see, please pass it along to friends as a FREE holiday gift.

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

• Custom Music Videos
• The Best Utilization of Twitter in College Athletics
• Hosting Events in Nontraditional Venues
• Charlotte Checkers Partnership Spotlight
• Details on SportBusiness Newslines
• The December Recipients of the Partnership Activation Rising Stars Program
• 2010 World Cup
• Ways to Leverage a Taco Bell Partnership
• Creative Activation Tactics

Check out the December 2009 Issue now... and don't forget to pass it along to some friends!