Oct 30, 2009 at 01:10 PM
written by Brian Gainor

Activation Tactic of the Week

Are you looking for ways to leverage a beverage company around an endurance-related event? Are you looking for new ways to integrate alcoholic beverage companies?

Coors Light is capitalizing on the buzz around the 2009 ING New York City Marathon by partnering with the New York Road Runners to offer a creative "Race to Refreshment" promotion for NYC residents and visiters to enjoy. The promotion enables consumers who stop in ten (10) participating establishments across the NYC boroughs to receive a commemorative medal for finishing.

At each stop, participants must collect two (2) official Race to Refreshment stickers from each of the five (5) boroughs and securely place them on an official pamphlet. Once all ten (10) stickers have been received, consumers are asked to mail the form to a stated address and allow 12-14 weeks for the delivery of their exclusive medal. Coors Light distributors and participating locations will run the promotion from September 15th through November 8th.

As the Official Beer Sponsor of the ING New York City Marathon, Coors Light will also offer "refreshment as cold as the Rockies" to race participants and fans at post-race parties across Manhattan and provide beer for official hospitality events leading up to the race on November 1st.

Check out the promotional pamphlet information below:


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 University (Athens, OH) and currently resides in Charlotte, NC. As a Sports Partnership Activation Consultant, Brian created Partnership Activation, Inc. to provide sports business professionals with "industry best practices" - creative ideas that provide opportunities to generate incremental revenue. Be sure to check out all of Brian's past posts, too. The opinions expressed herein do not necessarily represent those of the publisher, SponsorPitch, LLC.