Ron Goch
The Telios Group
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Cross-Promote With Other Sports
June 18th 2007
While scanning through the TV stations during a Florida trip last week, I came across a news station reporting a cross-promotion between the Orlando Magic and the Pepsi 400, a Nextel Cup race that will be hosted July 7 at the Daytona International Speedway.
The promotion, a game of H-O-R-S-E between Magic guard J.J. Redick and veteran Nextel Cup driver Jeff Burton, is a great example of opportunities sports teams have to work together in an effort to promote one another and generate media coverage.
In addition to the news cast, I also picked up the Orlando Sentinel the day following the promotion, and pictured in the sports section was Redick shooting a basketball while Burton stood close by watching Redick shoot.
Each of them was sporting a basketball jersey with the Pepsi 400 logo prominently displayed on the front of each jersey.
For the Pepsi 400, it was a great opportunity to promote the upcoming July race, as well as introduce Burton to basketball fans.
For the Magic, it was a great opportunity to bring media exposure to the team, and the hiring of its new coach (Stan Van Gundy), as well as promote the fact they are accepting season ticket deposits for the 2007-08 season.
What kind of in- or out-of-season cross promotion could you create that could have similar results?
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Ron Goch, The Telios Group
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