May 21, 2010 at 02:43 PM
written by Brian Gainor

Activation Tactic of the Week

With all of the advertising and sponsorship clutter in the sports and entertainment space, when was the last time your brand directly explained to consumers how you are effectively leveraging your partnerships to benefit the fans and the sport?

The video below, detailing Vodafone's supporting partnership of the Vodafone Warriors rugby team, is a tremendous, "must watch" piece for anyone working in sports business.

The video effectively:

  • Explains the brand's partnership positioning in support of the Vodafone Warriors, a New Zealand rugby club (and details the duration of the partnership)
  • Recognizes the passion and affinity of the Vodafone Warriors' fan base
  • Demonstrates their commitment to enhancing the fan experience for Warriors' supprters
  • Describes the impact the partnership has made on the sport of rugby in relation to that of other team/league sponsors
  • Details how the brand has built a community that fosters interaction and fan support on an annual basis
  • Describes how the partnership ties back to their direct business initiatives
  • Promotes the interactive features, content, and games that Vodafone offers the Warriors' fanbase
  • Details activation tactics

    Check it out here!

    A special thanks to Kim Skildum-Reid of Power Sponsorship for her insights and contributions to this column.

    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.