Brand Sponsors Stick to the Sports - Event Marketer

Brand Sponsors Stick to the Sports – Event Marketer

Brand Sponsors Stick to the Sports

Several sponsoring brands skipped the custom activations and lent their names to a series of full-scale baseball challenges set up throughout the fan experience:

Gillette (photo bottom right) provided batting cages at its FanFest Batting Practice zone. offered attendees a crack up at bat in the FanFest Bullpen batting cages. Franklin and Baby Ruth’s Rookie League (photo top left) zone offered the youngest fans a chance to swing the bat in t-ball cages. At Firestone’s Tire Tryout challenge, kids took aim and threw Velcro balls at a series of targets. Wilson Fielding Practice (photo top right) gave attendees a shot at catching pop-ups, line drives and fly balls. Bayer’s One a Day brand invited attendees into four pitching challenge stations that tracked pitching speeds and posted top speeds on a leader board.

Reebok (photo bottom left) made the most of its Steal Home Challenge by incorporating a shoe trial component where participants could choose from a rack of its ZigTech sneakers and then take their turn in a footrace from third base to home plate. Passersby could stand on a couple of pads with wavy soles to get a feel for the technology.

In one of the biggest footprints in the convention center, Aquafina invited kids onto The Diamond to participate in seminars and clinics led by coaches, managers and MLB stars. Weary parents could relax in the bleachers and watch.

Jessica Heasley
Posted by Jessica Heasley

Jessica worked for more than 15 years in marketing and events before joining Event Marketer in 2007. She earned her master’s degree from t he Columbia University Graduate School of Journalism and her bachelor’s from the University of Washington (go Huskies!). Her last gig before coming to Red 7 was at Psychology Today magazine. Her proudest professional accomplishments include fixing a branded 1972 VW bus accelerator pump on the side of a highway in South Carolina with a paper clip and some string the night before a 30-city college tour; convincing Dr. Laura that she wasn’t writing a piece about lusty event marketers having lurid affairs on the road (which she kind of was); and, while at an independent film dot-com called AtomFilms, using about fifty bucks worth of chocolate chip cookies and a couple gallons of milk to lure film festival attendees away from Steven Spielberg’s (now defunct) big budget “Pop! Multimedia” booth to her company’s tiny living room event space. Although she is a native of Seattle, she never once owned an umbrella or rain boots until she moved to Brooklyn, where she currently resides with her husband and daughter. She was born in Everett, WA, home of the pulp mill.
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