Apr 16, 2010 at 03:27 PM
written by Brian Gainor

Activation Tactic of the Week

Are you looking for unconventional ways to leverage team marks? Are you looking for examples where sports has been used to drive real estate sales?

In December 2009, Nirmal Lifestyle announced a partnership with the U.S. Open (tennis) to create a 46-story community of of themed apartments in Mumbai, India. The partnership marked the first time a real estate licensing deal had been signed in India and served as a very interesting example of how property marks can be leveraged in countries across the globe.

The US Open Apartments are being positioned as a lifestyle that bridges the gap between superior living standards and healthy living. The community offers a unique collection of aesthetics and state-of-the-art facilities, including a superior fitness center, tennis courts, jogging and cycling track, basketball court, swimming pool, and badminton courts.


Total Sports Asia guided Nirmal Lifestyle in forming the partnership and using the US Open marks in all of its advertising and promotions for the apartment complex. The agreement goes to show how powerful US property marks are across the globe.

The results of the campaign?

  • Sales exceeded all expectations and helped Nirmal become top-of-mind in the industry and amongst consumers
  • The launch set a new record in sales for the company by selling 108 units in less than 3 weeks
  • The US Open brand association helped provide an additional revenue appreciation of 4-5% to the project

    The unique partnership follows a deal where Singapore-based Manchester United Restaurant and Bar launched its flagship outlet at Nirmal Lifestyle Mall Mulund in Mumbai.

    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.