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IEG SPONSORSHIP REPORT

EMERGING CATEGORY

WEARABLE SAFETY DEVICES DIAL IN NEW SPONSORSHIPS Personal safety devices join the growing list of companies using sponsorship in the wearable technology category.

Sponsorship in the wearable technology category continues to heat up.

Personal safety devices are joining fitness trackers and other wearable products using sponsorship to engage consumers and demonstrate product functionality in a one-on-one environment.

Case in point: Wearsafe Labs is sponsoring endurance sports, minor league baseball and college athletics to promote its wearable safety tag, with additional partnerships on the way.

The company thus far has focused on properties near its Hartford, Conn. headquarters. Ties include the Brooklyn Cyclones, Boston’s Head of the Charles Regatta and the Hartford Marathon Foundation, a partnership that includes the Eversource Hartford Marathon and last month’s Wearsafe Women’s Triathlon.

Wearsafe positions its product as only wearable device on the market that instantly sends preselected contacts two critical pieces of information: the wearer’s precise GPS location and a live audio stream from the wearer’s location that plays sounds recorded up to 60 seconds before the button is pressed.

The company positions the product as a “peer-to-peer safety network.”

“We want to give people the ability to quickly reach out to friends and family to call for aid when they need it,” said Phill Giancarlo, Wearsafe Labs cofounder.

Wearsafe is one of a growing number of personal safety devices on the market. Brands include Revolar, Occly, Safelet, Siren, Stiletto and Athena.

Wearsafe targets two audiences. College students who may be prone to sexual assault, and endurance sports athletes who participate in solitary activities.

“Events are a perfect way to interact with folks in our core demographic—particularly the young adult market—and educate them what a peer-to-peer safety network is.”

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Wearsafe sponsors college athletics to reach both B2C and B2B audiences. The company has inked a partnership with Yale University that affords consumer engagement opportunities at two football games, including last weekend’s matchup with Dartmouth College.

The company is partial to long-term partnerships, said Giancarlo. “We try not to do one-offs. We want to go back and build relationships.”

Wearsafe plans to broaden its portfolio with properties located beyond its Northeast stronghold, said Giancarlo. “We’re completely open. If it meets our criteria and is something we can build relations around, we’ll consider it.”

The company is currently in discussions with New York Road Runners, he added.

Wearsafe charges $5 a month for the personal safety service. The company sells through its web site, specialty running retailers (Fleet Feet Sports, etc.) and is negotiating deals with Best Buy and other mass-market retailers.

Hartford, Conn.-based BuzzEngine helps vet and execute ties.



SPONSOR PROFILE

INSIDE LEIDOS’ EVOLVING SPONSORSHIP STRATEGYMilitary contractor expands portfolio following multibillion-dollar acquisition, with additional deals potentially in the works. Fresh off its multibillion-dollar acquisition of Lockheed Martin Corp.’s information technology business, Leidos, Inc. is using sponsorship to support its growing business. The technology company—which specializes in the defense intelligence, homeland security and civil and healthcare markets—has partnered with Roush Fenway Racing and driver Darrell “Bubba” Wallace Jr. for four races in the NASCAR Xfinity Series. Leidos will serve as primary sponsor of the No. 6 team at Dover International Speedway (Oct. 1), Charlotte Motor Speedway (Oct. 7), Kansas Speedway (Oct.15) and Texas Motor Speedway (Nov.5). The partnership represents Leidos’ first foray into motorsports and first partnership with a multi-market property. Until now, Leidos has focused on properties located in or near Washington, D.C. Ties include D.C. United (presenting sponsor and jersey naming rights); Monumental Sports & Entertainment (NBA Washington Wizards, NHL Washington Capitals and WNBA Washington Mystics) and Leidos Field at Ripken Stadium, home to minor league baseball’s Aberdeen IronBirds. The company is using NASCAR to raise its profile among customers, prospects and employees following the August 16 acquisition. “We had been exploring NASCAR for some time, and the timing worked out well. We acquired a massive chunk of business, and we’re trying to get new employees folded into the mix,” said Melissa Koskovich, Leidos senior vice president and chief communications officer. “We’re a bigger company, we have to do bigger things, and branding is important. We’re looking for partnerships that provide more scale and are more impactful.” The sponsorship is well-received by Roush Fenway Racing. “We have enjoyed Leidos as the anchor partner with Bubba Wallace’s No. 6 team since the Dover race and we look forward to their continued partnership for the Xfinity Series Chase Round of 8. Roush Fenway Racing is proud to be associated with such an incredible company and to bring the Leidos story to the NASCAR fan base,” said Brian Cleek, Rousch Fenway Racing senior vice president of sales.

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Leidos has a history of using sponsorship in the wake of corporate movement. The company partnered with D.C. United in 2014 to promote its new brand following its spinoff from Science Applications International Corp. (SAIC). “We were looking to do something big out of the gate,” said Koskovich, noting that soccer’s global popularity helps promote Leidos on the international stage. Leidos uses sponsorship to accomplish three primary objectives: Engage clients and prospects. Leidos leverages NASCAR and other properties to build relations with customers and prospects. The company limits tickets and other perks to customers and prospects in the commercial sector, said Koskovich, noting restrictions on gifts to government employees.

Leidos engages government customers through events that target a broad military audience (recognition events at NASCAR races, open practice for children of military personnel at RFK Stadium, etc.).

Engage employees and recruits. The company uses sponsorship as a rallying cry for existing employees and to humanize its brand in front of potential recruits.

Leidos frequently leverages sponsorship with employee outings. The company has activated its partnership with D.C. United with employee appreciation events, some of which have drawn upwards of 4,000 employees.

On the hockey front, Leidos sponsors the Washington Capitals’ “Hockey Fights Cancer Night” in support of cancer-related nonprofits. More than 800 Leidos scientists are researching the disease at the National Cancer Institute at Frederick in Frederick, Md. Support the military. With roughly half of its business coming from the military, Leidos leverages sponsorship in support of veterans. The company last week hosted Wallace and the No. 6 car at the Association of the United States Army (AUSA) trade show in Washington, D.C. “It was a huge hit with soldiers, and an interesting way to introduce Leidos to a new audience,” said Koskovich. Leidos activates the Washington Wizards with “Defending the Rim,” a program in which the company makes a $100 donation to the Special Operations Warrior Foundation for every Wizards block. The company also sponsors a handful of endurance sports events (Marine Corps Marathon, Air Force Marathon, etc.) in support of clients and employees.

Source Leidos, Inc., Tel: 571/526-6000 Roush Fenway Racing, Tel: 704/720-4600



ACTIVATION

ASSOCIATED BANK SEES SUCCESS FROM FAN-FIRST ACTIVATION STRATEGY Bank sees success with activation platforms that provide immersive, memorable experiences. Associated Bank is reaping dividends from a revamped sponsorship strategy.

Looking to draw new customers, deepen engagement with existing customers and increase favorability, the bank has increased its investment in activation programs that create memorable experiences and digital narratives.

The initiative has been a success. The bank posted a 74 percent increase in new Green Bay Packers checking accounts last season and a five-fold increase in social media engagement over the last three years.

“We want to have a conversation with potential and existing customers and give them an experience that can be shared,” said Christopher Piotrowski, Associated Bank executive vice president and chief marketing officer, who joined the bank in 2014 after serving stints at Anheuser-Busch, MillerCoors, SC Johnson and other companies.

The strategy centers on bringing fans closer to their favorite teams.

Associated Bank in 2015 revamped its partnership with the Milwaukee Brewers to provide customers special perks in Miller Park. That includes the Associated Bank expedited check-in gate for customers who display a debit or credit card and the Associated Bank Check Deck seating area.

The bank activates the partnership with a cobranded checking account that offers a 10 percent discount at the Brewers team store, two-for-one ticket discounts for select games and other perks.

The bank offers similar products around the Green Bay Packers, Minnesota Wild and other teams.

The bank offers similar perks and products around the Green Bay Packers, Minnesota Wild and other teams.Associated Bank also looks to engage customers and prospects via immersive experiences that can be shared on social media.

The bank leverages the Green Bay Packers with a multi-faceted campaign that includes on-site, online and community engagement. That includes a fan challenge where attendees can create online trading cards, a Facebook ticket promotion and the “Ultimate Packers Experience” that dangles the opportunity to attend a practice with wide receivers Jordy Nelson and Randall Cob.

Associated Bank next month will kick off the “Stock the Box for Hunger” campaign with a food collection at Lambeau Field. The program will continue at Associated Bank branches through the end of the year.

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Associated Bank also uses sponsorship to engage commercial customers. The bank leverages the Brewers and Packers with business forums that feature team executives and local business leaders.

“We think through the value of a partnership. It gives us a great opportunity to have a conversation from a B2B and B2C perspective.”

Associated Bank continues to expand its sponsorship portfolio. The bank this year increased its sponsorship of the Milwaukee Film Festival to presenting status and last year inked a multiyear tie to Milwaukee’s Marcus Center.

Source Associated Banc-Corp, Tel: 920/491-7500



NEW SPONSOR

BLAZE PIZZA BLAZES NEW SPONSORSHIP TRAIL Fast-casual pizza chains increase use of sponsorship to support sales growth. Sponsorship sellers with a taste for new categories should put fast-casual pizza chains on their prospect list.

Three of the five fastest growing restaurant brands in 2015 were fast-casual pizza chains, according to Technomic’s annual Top 500 Chain Restaurant Report.

Blaze Pizza was the fastest growing fast-casual pizza chain with a 205 percent increase in year-over-year sales, according to the market research firm. MOD Pizza came in second (up 131 percent) with Pieology in third (up 67 percent).

That growth propelled Blaze Pizza and MOD Pizza into the Top 500 Chain Restaurant ranking for the first time.

And at least one company is using sponsorship to support its sales growth.

Blaze Pizza this month announced its first location in a sports and entertainment venue via a new partnership with the Staples Center. The tie affords status as exclusive pizza of the Staples Center and official partner of the LA Kings.

The tie includes sales rights at roughly 250 events each year—Staples Center is the only U.S. sports venue with four professional teams—and exposure in the company’s largest market, said Jim Mizes, Blaze Pizza president and COO.

The sponsorship supports the company’s strategy of opening restaurants in iconic, high-traffic locations, said Mizes, pointing to locations at Disneyworld and Universal Studios Hollywood.

The AEG partnership builds on an existing relationship with Rick Wetzel, founder of Blaze Pizza and co-founder of Wetzel’s Pretzels. Wetzel’s Pretzels sells its soft-baked pretzels in the Staples Center and other AEG venues throughout the U.S.

“When he told me about his concept for a new, fast-casual artisanal pizza chain, I knew it would fit in great with the other chef-driven concepts we already have at Staples Center. At AEG, we are always trying to amplify and elevate the live event experience, offering fans amazing, often bespoke culinary offerings is a part of that process,” said Russell Silvers, AEG Global Partnerships senior vice president.

Blaze Pizza joins other fast-casual, chef-driven concepts at Staples Center including BS Taqueria, Dave’s Doghouse and Ludo Bird.

Blaze Pizza operates 153 restaurants in 31 states and Canada. In addition to Los Angeles, other high-density markets include Chicago, New Jersey and South Florida.

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The dining concept is backed by a number of high profile investors including LeBron James, Maria Shriver and Boston Red Sox co-owner Tom Werner.

Source Blaze Pizza LLC, Tel: 626/584-5880



ABOUT IEG AND ESP PROPERTIES

IEG has shaped and defined sponsorship over three decades. It is the globally recognized source for industry insights, trends, training and events via sponsorship.com, its annual conference, online publications, trend reports, surveys and webinars.

IEG is part of ESP Properties, a WPP company. As a commercial and creative advisor for rightsholders, ESP Properties helps organizations unlock greater value from their audiences and brand partnerships.

Our consulting team assesses and advises how to grow the value of rightsholders’ commercial programs. We do this through a full range of services across data, digital and content development to better understand audiences and create more relevant ways to engage with them. This provides brand partners with new ways to connect with communities of fans and followers, growing the potential value of commercial partnerships.

Our sales team provides partnership strategy and sales representation to the world’s most active sponsors, within and beyond the WPP network of brand clients. Through WPP we have extensive contacts and deep insights into what it takes to create successful partnerships.

For more information about IEG and the sponsorship industry, please visit www.sponsorship.com, www.espglobal.com, or call +1 312 944 1727.

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ieg sponsorship report · associated bank continues to expand its sponsorship portfolio. the bank...

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