Sports partnerships are already quite the complex undertaking. One asset alone often requires synchronized coordination across multiple departments. Within a sports team, these synergies are magnified when factoring in the different range of opportunities that are available: home games, away games, practices, community appearances, social media. All a mere tip of the colossal partnerships iceberg.
The Phoenix Suns recently struck a historic partnership. Their mascot - The Suns Gorilla, known as ‘GO’ - became the first professional sports mascot to secure a brand endorsement inclusive of select footwear, apparel, and accessories. The first-of-its-kind deal with local retail spot Guest List will likely see the mascot adorned in the shop’s clothing during multiple opportunities.
With such a unique sponsorship asset as this, all convention goes out the window. For example, if you are considering an in-stadium piece of signage, you are already coordinating across partnerships, stadium operations, game operations, and graphic design (at a minimum) to get things launched. For this partnership, there are numerous ways in which this can be activated:
These potential elements only scratch the surface of the possible activations at hand, with each presenting its own set of challenges:
With the team already activating the partnership across social media, it will make for an interesting scope of opportunities for the organization to internalize.
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Thinking about signing your own mascot to an endorsement deal? Overwhelmed by the amount of coordination that is needed for this item and the entire portfolio?
Trak Software can help!
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