August 28th, 2012
With so many events and major sponsorship properties developing in the San Francisco Bay Area, it’s a great time for sponsorship marketers and corporate buyers to consider new options. With the recently concluded and highly successful America’s Cup World Series races proving the viability of that property, the year ahead will have an entirely new sports property in the mix, along with new opportunities associated with pro sports, museums, and major celebrations.
Some exciting opportunities to consider include:
- America’s Cup – events in October 2012, then summer and fall of 2013
- 49ers new stadium – opening in 2014
- New Exploratorium science center – opening on the Embarcadero in April 2013
- Bay Bridge re-opening celebration – part of a 2013 Year of the Bay program, opening to take place Labor Day weekend 2013
- Orpheum Theatre naming rights and year-round Broadway series naming – on the market for the first time
- Snow White 75th Anniversary at the Walt Disney Family Museum – November 2012-March 2013, followed by other world class exhibitions
- SF Giants and Oakland A’s post season – MLB is thriving in the Bay Area and it’s not too early to consider sponsorship of the 2013 season
Companies considering exploration and investment in any of these properties can receive expert counsel and an inside perspective from BSS, the regional leaders in major corporate sponsorship development. Give us a call or drop a note to discuss these or other large scale regional opportunities. We negotiate smart, creating strategic, commercial programs to leverage the best sponsorship properties available.
We wish you the best for the rest of the year and for all your sponsorships and events to come.
May 31st, 2012
For a great example of how to effectively leverage a sponsorship using the principles of integrated marketing, look no further than Wells Fargo’s work on the Golden Gate Bridge 75th Anniversary program (GGB75). Wells Fargo fully utilized the rights granted as a lead sponsor of the year-long program to promote the anniversary and, by so doing, to remind the public of the company’s high level support of the celebration.
Included in their rights package were a rich array of benefits including brand integration at the new Golden Gate Bridge Pavilion (a visitor center at the Bridge), lead history sponsorship of the Golden Gate Festival on May 26-27, inclusion in a wide array of outdoor and mass media promotion, and access to some very unique hospitality. They also received tools for involving employees and the right to promote the sponsorship via various channels. It was this last benefit that became so valuable for the financial services company, as they made sure they told their story through creative ATM and in-branch promos, transit ads and wraps, and use of GGB imagery at other special events and properties they sponsor. It was, in short, a brilliant campaign that required a lot of work from a well-coordinated team, led by Senior Vice President and Regional Marketing Director Alec Hughes.
In conducting this work, Wells Fargo remembered something that so many companies seem to forget – that a sponsorship’s success is largely dependent on the manner in which the company leverages its benefits – and is not limited by what the sponsored property does for the company. A well-designed sponsorship package provides the sponsor company with many valuable benefits that directly generate real value, visibility and associative rights that allow the company to access exclusive IP that non-sponsors cannot utilize. This IP becomes extremely important when dealing with a public domain property like the Golden Gate Bridge, as ambush opportunities abound. In the case of the GGB75 program, official sponsors were granted the right to use the official seal and promote the fact that they are sponsors of the anniversary celebration, a benefit that lasts the entire calendar year. Non-sponsors did not have these rights. The key to success with this particular sponsorship was to effectively use the IP rights, just as an Olympic sponsor must do with the rings.
Wells Fargo, through a wide range of creative activation tools, a fully integrated marketing campaign and a great deal of hard work by a team of internal specialists, made the most of a significant sponsorship investment and, as a result, stood out among a dozen sponsor companies. Congratulations to Wells Fargo, an iconic brand supporting an iconic landmark.
April 27th, 2012
For the sixth straight year, PG&E is teaming up with the San Francisco Giants to support ballpark greening and to promote the community partnerships supported by each organization. This year’s sponsorship focus is on a series of community actions that will be activated at the ballpark. PG&E’s community and education program partners will be invited to take part in special behind the scenes “green” ballpark tours and on-field ceremonies at a number of games throughout the season. Guests will be hosted by PG&E with game tickets in a special section, where they will watch the game after having seen the inner workings of the greenest ballpark in the country.
The Giants won their third straight Green Glove Award in 2011, an honor given to the MLB team that operates most sustainably. With a LEED Silver-certified ballpark, an aggressive waste diversion program, green garlic fries stands (powered by PG&E), and the distinction of having been the first solar ballpark (thanks to PG&E), the Giants walk the walk when it comes to sustainability.
PG&E will also work with the Giants to tell community stories via various media channels and in-stadium, including features on PG&E’s Solar Schools program, New Energy Academies and new scholarship initiatives. On July 15th, PG&E will host a large contingent of education and sustainability partners at the Madison Bumgarner bobblehead day game. In a special on-field ceremony before the game, one dedicated California teacher will receive the third annual PG&E Solar Schools Teacher of the Year award. The winner of the award will throw out a first pitch along with one of the company’s most active employee community volunteers.
We salute PG&E for its ground-breaking green ballpark work and recognize the company for its foresight in helping the Giants be the first baseball team to use solar to power their stadium. Go Giants!
April 25th, 2012
We are pleased to have launched a new corporate sponsorship program for SHN (Shorenstein Hays – Nederlander Theatres), the leading producer of Broadway shows in the San Francisco Bay Area and the owner of three historic SF theatres – the Orpheum, Golden Gate and Curran. SHN has had corporate sponsors in the past but allowed their program to wind down over the past couple of years so that a fresh new offering could be taken to market.
We are now seeking sponsors for the lead position of their season series as well as for targeted category positions. Perhaps most exciting is the opportunity for one company to place their name on the Orpheum Theatre, with brand integration throughout all related media, event promotion and at the venue. This will be the highest-profile naming opportunity in San Francisco since the opening of Pacific Bell Park in 2000 (also developed by BSS), and will be handled with just the right balance of corporate branding and historic preservation.
SHN has been the face of Broadway in San Francisco for 35 years, bringing the most commercially successful and critically acclaimed shows to Bay Area audiences. SHN presents celebrated new works, popular classics, and pre-Broadway World Premieres including Wicked, Mamma Mia!, Legally Blonde and Hugh Jackman, Back on Broadway – all of which premiered at SHN venues before becoming smash hits in New York and around the world.
The sponsorships include integration into annual media valued at over $10 million along with access to all three theatres, visited by 800,000 people per year attending hundreds of performances. In the 2012-2013 Season, the wildly popular Book of Mormon makes its Bay Area debut. SHN audiences can also look forward to encore performances of The Lion King, Jersey Boys and Wicked, as well as the pre-Broadway World Premiere of Diner and the family favorite Mary Poppins.
Please download a one-sheet describing the 2012 – 2013 sponsorship opportunities at SHN here, and do contact us right away if your company or an agency client might be interested in considering these unique opportunities. With the incredible value included in the sponsorship offerings, we are expecting that the lead season position and the theatre naming opportunity will be snapped up quickly.
April 19th, 2012
Window Poster for GGB75
One only turns 75 once, and the major celebration that is taking place for the Golden Gate Bridge’s big 75th birthday is fitting for one of the greatest architectural icons in the world.
Improvements at the South plaza visitor center are well underway, including spectacular new overlooks, improved trails, and new visitor facilities. The Golden Gate Bridge Pavilion and renovated historic Round House will open in May, just in time for the great Golden Gate Festival that will take place May 26-27 along the north San Francisco waterfront.
All of this would not be possible without the generosity of our ten corporate sponsors and our media partners. In the weeks ahead, we will write an entry on each, sharing the highlights of their partnership with the Golden Gate National Parks Conservancy. With a total budget of over $18 million for all anniversary-related work, the sponsors are providing over $4 million to help pay for the celebration. Sponsors are also stepping up to each find their own way to promote the anniversary, whether to internal audiences or via national channels.
Happy Birthday Golden Gate Bridge – here’s to the next 75 years!