Stair signage by Shapeshifter

Are you looking for new advancements in signage technology? Are you looking to feature signage at your venue that will pop?

Sports organizations looking for new signage technology to promote corporate partners need to check out the amazing work being done by Shapeshifter Media. Shapeshifter Media is the exclusive licensee of the international patents for the manufacture of Stairgraphics, a new piece of signage technology that could soon become a growing trend in the United States.

As more teams consider stadium stair signage (both in-venue and out-of-venue) and floor signage in stadium concourse levels, Shapeshifter Media could soon become a key player in the North American marketplace. The key trick will be to see which U.S. properties are able to effectively work with the German...

Parachute Promos

Are you looking for new ways to put your product in the hands of fans in-arena? Are you looking for new ways to impact the fan experience while driving brand impressions?

As brands continue to search for new, effective mediums to place their products in the hands of fans on gameday, they should not look past Parachute Promos. The promotional company produces tangle free parachutes that can be dropped from the catwalks of arenas, sporting events, and malls. Dropping free product strapped to parachutes creates a memorable in-game setting that drives sports fans crazy and provides brands a unique way to connect with consumers during the game.

How does it work? During a select stoppage of play (intermission, media timeout, etc.), teams will leverage the video board and a PA to announ...

Is your organization looking to create an out-of-the-box viral marketing campaign? Are you looking for new ways to leverage social media to drive interest in NASCAR?

Gillette recently released one of the most creative viral pieces that the NASCAR world has seen to date. The clip, which was completely digitally produced, features three (3) Young Guns - Carl Edwards, Kasey Kahne, and Kyle Busch - playing a game of chicken at Lowe's Motor Speedway. Gillette is taking the campaign to the next level on Gillette.com by letting consumers type in a 25-character custom message that they would like to see the drivers burnout. Users can then share their experience with friends.

It will be interesting to see if Gillette opts to run this viral campaign on national television to promote the You...

Are you looking for new ways to leverage athlete endorsers? Are you looking to create a captivating promotional campaign targeted at young adults?

Powerade has teamed up with Carolina Panthers WR Steve Smith to create an offer for high school football players to win the chance to have Smith coach their football team for a day. The promotional site - http://powerade-coachfortheday.com - was built in support of Powerade's Mountain Berry Blast flavor (with ION4) and features the unique promotion, training tips, and supporting videos.

Participants can enter to win by simply logging onto the site and submitting an entry form that includes an essay of 89 words or less describing how one's high school football team would benefit from having Steve Smith be coach for a day (symbolic of S...

Are you looking to create a new, creative baseball billboard campaign? Are you looking for new ways to resonate with fans on game day outside of the stadium setting?

Anheuser-Busch recently unveiled a new creative billboard campaign atop of the Cask 'N Flagon, situated across from Fenway Park. The billboard features a nice play on baseball terminology with the claim that Bud Light is "Your Starter and YOUR CLOSER".

In 2004, Anheuser-Busch signed a seven (7) year deal with the Red Sox to feature a prominent Budweiser sign over the right field roof seats at Fenway.

Brian Gainor is a passionate sports marketer with agency experience as well as an extensive background working in the NFL, NFL Europe, and collegiate athletics. Brian completed his MBA/MSA graduate work at Ohio Uni...

Are you looking for new ways to capitalize on team affiliation? Are you looking for creative tactics to promote a partnership in the local marketplace?

Brand managers looking to capitalize on team affinity should consider modeling the Dunkin' Donuts guerrilla billboard strategy detailed below. With more sports organizations turning to outdoor media to promote ticket sales, community initiatives, and re-branding initiatives, sponsors have a unique opportunity to drive affiliation awareness by leveraging neighboring billboards.

By simply using an arrow technique (as pictured below), sponsors and ambush marketers can imply association with sports organizations through outdoor billboards. The trouble is often the planning ahead of time (knowing where and when the team's billboards wil...

Are you looking for new ways to reward fans based on team performance? Are you looking for ways to make your tunnel signage interactive?

During the 2009 MLB season, Belle Tire and the Detroit Tigers teamed up to create a "Belle Tire Blast Contest" that ties an interactive promotion*to the corporate partner's tunnel signage at Comerica Park. Each time a Detroit Tiger hits a home run into the Belle Tire Blast Zone (the tunnel signage located in right field), one (1) lucky fan's name whose name is drawn that night can win an exclusive prize package.

For a chance to win, fans can either enter the drawing at online or at any Belle Tire location.The exclusiveprize package, valued at $750, includes:

A family four (4) pack of tickets to a future Detroit Tigers Game
A set of four (4) G...

Are you looking for creative ways to leverage partnerships at retail? Are you looking for new ways to sway consumer buying behaviors?

The Carolina Panthers have teamed up with Harris Teeter in 2009 to create a "Total Tailgate Sweepstakes" that will reward one (1) customer with an ultimate tailgate party for 20 people at the Panthers-Redskins game on October 11, 2009 at Bank of America Stadium. For the chance to win, consumers just have to use their VIC card (points rewards card) at any participating Harris Teeter location to accumulate points (the more total points, the greater chance of winning).

Each time a consumer makes a purchase while using their VIC card (from July 22nd and September 15th), they receive one (1) point. However, consumers who purchase one (1) of fifty (50) pa...

Are you looking for new ways to leverage official auto, c-store, and oil partners? Are you looking for new ways to create a promotion that directly impacts residents in the local community?

Over the past (4) years, CARFAX has supported its title sponsorship of the CARFAX 400 at Michigan International Speedway (Aug. 15-16) by offering discounted gas to Michigan residents. A few weeks prior to the race, CARFAX chooses a c-store location to host an event where local motorists can purchase gas at a discounted price. The promotion has proven to be a huge success for CARFAX, an online site designed to help consumers research used autos before purchasing them.

On July 30, 2009, CARFAX held the promotion at a Mobile station located the intersection of Eight Mile and the Middle Belt in Lav...

Are you looking for ways to drive brand awareness at premier sporting events without paying large sums for partnership fees? Are you looking for creative ways to leverage sponsorships in the golf space?

During live television coverage of the '09 British Open, Hugo Boss pulled off one of the greatest ambush marketing tactics seen to date at a premier sporting event. The high-end menswear apparel company creatively parked a hi-tech sailboat in the waters off Turnberry, Scotland that appeared in the tournament's worldwide television coverage.

The sailboat's extensive branding was easily picked up on camera, providing extensive media value for the Hugo Boss brand as their target demographic watched from around the globe. While some companies paid large sums of dollars to advertise thr...