[ad_1]
If you’re in Las Vegas, look for me at this week’s Sports Licensing and Tailgate Show. It’s a remnant of Atlanta’s super shows that once drew over 100,000 people each year. The event’s application asked for a number stating that this is really the one for you. To be honest, after 30 the numbers dropped. I am confident that there will be fewer masks, licensed or not, than there were a year ago.
“There must be a balance between commerce and social responsibility. …The companies that are real about it will be the companies that make more money.” – Starbucks founder Howard Schultz.
About a year ago, when Flyers first pitched Insomnia Cookies as a team sponsor, CMO Tom Carusona reflexively said no. Born in a dorm room on the University of Pennsylvania’s West Philadelphia campus, the Insomnia brand has risen like dough in the oven over the past 20 years as a marketer for brands born around college campuses, with college sponsorships. I turned down many offers for the ship. Over 230 stores.
Still, after months of discussions between Insomnia and the Innovative Partnership Group, the team that brokered the deal with the Flyers, the offer is unique. There were certainly local ties, but equally important was dealing with another Philadelphia-based company from Aramark. The Wells Fargo Center hosts an average of about 200 events a year and sells cookies at all events, not just hockey games.
Thus, Insomnia’s first team sponsorship not only earned an unprecedented “Flyer’s Official Cookie” designation and marketing assets at the Wells Fargo Center, but it also launched the brand into new distribution channels. Insomnia Cookies will also be included in Arena’s suite menu.
“It’s a sponsorship deal, but there’s also a (retail) location in the building, (and) the extent of the business was attractive,” said Carusona. “This will allow us to learn and test new models, reach slightly older consumers, and serve cookies to 2 million people a year in that building.”
All young brands can benefit from the kind of progressive branding that Flyers offers for arena assets. The combination of Insomnia’s millennial appeal and Aramark’s serving footprint of 150 food and beverage accounts in North America seems far more significant. Find out if baked cookies can be expanded with the help of sports. Restaurant Business puts the 20-year-old’s Insomnia at her 2021 sales of $158 million (that’s a lot of chocolate chips).
Carusona said: “As we grow, measuring awareness and brand sentiment is important, but it’s also important to learn from Aramark. We want to learn as much as possible about selling products in a small footprint arena environment.” I think.”
Flyers is also looking to integrate the Cookie brand into Student Rush ticket marketing campaigns, said Dan Wise, senior vice president/corporate partnerships at Flyers and Wells Fargo Center. Insomnia hopes to use Flyers’ intellectual property for promotions at his 20 stores on Flyly Market. It is unknown if the team’s logo will appear on the cookie.
Jeff Marks of IPG: “While this is a non-traditional category of sponsorship, we believe that we have applied the same ROI and revenue model here that we apply to banking, technology or infrastructure brands with naming rights deals. I will tell you.”
The cookie will sell for about $4 at the arena, Carusona said. He’s convinced the dichotomy between hot cookies and cold links will spur sales, and Carusona has only one concern left for him. “Hopefully this will get more pitches[for sponsorship]and my phone won’t ring,” he laughs. “We don’t have a budget like Nike or Chevrolet.”
Rendering of what will be one of the two Insomnia locations within the Wells Fargo Center
Rothman Orthopedics has become the Magic’s “Official Orthopedic Team Physician” as part of a move made in partnership with the team’s official health care provider, AdventHealth. Magic’s sponsorship, which includes an arena signage and offices within Magic’s Advent-qualified training facility, is Rothman’s first professional sports affiliation in the Sunshine State, and will come as practice expands there.
Headquartered in Philadelphia, Rothman’s sponsorships have traditionally been in the Northeast, including the Eagles, Phillies and more than 60 high schools and colleges. POV Sports Marketing is Rothman’s sports marketing AOR.
Rob Diggisi’s Iron Horse Marketing, based in Upper Saddle River, New Jersey, has teamed with Silver Lake Advisors in New Canaan, Connecticut. and the entertainment industry. ”
This effort combines Iron Horse’s sponsorship marketing acumen with SLA management, analytics and technical consulting expertise. SLA has an alternative model to typical consulting firms, staffing partners with companies that have an average of 20+ years of operational experience in the industry they serve rather than junior associates.
Iron Horse’s clients include e-commerce startup Tee Commerce, holographic experience and media company Holovisn, and AI influencer marketplace NFluence.gg. SRA has worked with WWE for his 14 years, along with Reynolds Consumer Products and educational technology company Amp.
Women in Sports and Events will celebrate four high-profile sports executives at the Group’s 27th Annual Women of the Year Luncheon on March 15 at Manhattan’s Ziegfeld Ballroom.
- Andrea Brimmer, CMO, Ally Financial
- Jill Gregory, EVP and GM, Sonoma Raceway
- Hilary Mandel, EVP, IMG Media
- Kara Williams, AD, Virginia
Coinciding with the luncheon, WISE will hold a symposium the day before at the Times Center in New York City.
How can you be sure you’ve been on the Sports Licensing and Tailgate Show for years? These shirts from Adam Pennington’s Game Time LLC should explain it.
- Andrew Taylor has joined Kern Egan’s Multiplier agency as a VP/Partnership. He is based in Detroit for his Multiplier, which is mostly virtual. Taylor brings the Extreme Networks business with his portfolio of sponsorships, including MLB, NHL and NASCAR league deals, as well as NFL league rights and sponsorships of his six teams. Not coincidentally, Taylor worked on his account Extreme from 2013 to 2016 when he was in the NFL. His other NFL sponsor of Multiplier and his client is Invisalign.
- The Mariners have named Christian Vogt as SVP/Corporate Partnership. This is a newly created position, reports SBJ’s Eric Bacharach. A former SVP/Strategic Partnership at Whoop, his Voigt will report to Catie Griggs, Mariners’ President of Business Operations. The club used his CAA to aid in the search.
- MSC Cruises and the Knicks have signed a multi-year deal, making MSC the official cruise line and the first global rights marketing sponsor of an NBA team, SBJ’s Eric Prisvel reports.
- Fanatics has reached agreements with Cal, Oregon, Oklahoma and Texas Tech to become a major licensed apparel partner, my colleague Michael Smith reports. Fanatics already operates an e-commerce platform for athletics in each school.
- The R&A has renewed its contract with IMG, extending it for a further 10 years, with IMG Media president Adam Kelly saying SBJ’s Wes Sanderson is a more ‘holistic solution’ for the golf organization going forward. The R&A’s chief commercial officer, Neil Armitt, said IMG’s efforts had “tripled sponsorship revenue” and brought in many new sponsors at R&A-sanctioned events such as the British Open. rice field.
- As Dummer Hamlin’s condition improves, his marketer, Jordon Rooney, told SBJ that his agency has been approached by several “big brands”, but that he has seen endorsement and monetization opportunities. He said he was “incredibly selective”.
- Medical Properties Trust, a Birmingham-based real estate investment trust that specializes in acquiring and developing netlease hospital facilities around the world, has signed a five-year sponsorship agreement for the naming rights to IndyCar’s Alabama Grand Prix. This race is called the Children’s of Alabama Indy Grand Prix.
[ad_2]
Source link
