Last week, HISTORY and IMG announced a sponsorship that is a creative blend of both properties core initiatives. HISTORY is bringing the All-American Tailgate Tour to six universities, which starting this past weekend in Ann Arbor for the University of Michigan football game. It’s an 80-foot long grill that will treat fans to special HISTORY BBQ and provide fun interaction for fans of all ages.
HISTORY is using this activation to lure fans into their space with BBQ, perfect bait for hungry game day appetites. Fans will have the chance to screen HISTORY TV shows and participate in their selfie campaign using the hashtag #HistoryVIP. One challenge athletic departments constantly face is getting fans away from the TV to experience live sporting events. HISTORY is bringing TV to the fans and fans will ultimately associate them with providing this unique experience.
From an IMG and university perspective, this Tour allows them to market the experience to fans leading up to the game which could increase ticket sales. Research by Jon Furtunato in his book “Sports Sponsorships” says that a critical variable in connecting with the sports audience is personal experiences. The TOUR provides this while giving the university a unique activation for that weekend. ESPN College Gameday is a perfect example of a unique activation that schools take pride in hosting and elevates the universities profile during the week they host.
Tailgating is a tradition like no other in college football. HISTORY and IMG have found a unique platform to tie in a brand to an activity that diehard college football fans love. HSITORY gets credit for bringing delicious food to tailgaters, IMG brings revenue to the universities and the schools elevate their game day experience.
Sponsorship activation at it’s finest.
Learn more about the partnership at http://www.history.com/tailgate