Big Game Branding

Promotional Marketing Blog by HALO Branded Solutions

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Big Game Branding Posted: 22 Jan 2016 01:53 PM PST The biggest game in the NFL season is just a couple weeks away; have you been following the ad teasers? It seems like each year companies preview their ads earlier and earlier. Sometimes the teasers are even more interesting than the ads themselves. (Check out this Redacted Press Release from Taco Bell teasing its Super Bowl ad.) While much of the United States is focusing on the big game commercials (who bought in? how much did the spot cost? what’s being sold? how creative is the spot?), we’ve been thinking about all the other ways companies get their names out during Super Bowl Sunday.   Promotional merchandise is a huge part of every sporting event.  (Read about the power of branded merchandise in professional sports here.) Let’s start with Super Bowl gear. Much of what we see depends on who makes it to the big game. For example, if the Green Bay Packers would have made it past last weekend, there probably would have been special Big Game Cheese Heads. You can still get one, it just won’t be for the Big Game. Available for each division champion. However, just because a team doesn’t make it all the way, doesn’t mean they can’t get a slice of the promo merchandise pie. Each division championship gets a set of hats, shirts and other division-specific merchandise. Every big contest is an opportunity for a new piece of gear. So, currently the four teams with a chance to make it to the big game have likely already made a good chunk of money on division championship gear. In addition to team gear, there is generally memorabilia for the specific Super Bowl year. This year the NFL celebrates Super Bowl 50, and being its “golden anniversary” there is more opportunity for memorabilia. The NFL is selling everything from drawstring bags and shirts to mint ticket collections to commemorate this special occasion. You can find all Super Bowl 50 items here: http://www.nflshop.com/search/super%20bowl%2050 The NFL isn’t the only company using branded merchandise to enhance its marketing efforts leading up to, during and after the big game. Game sponsors are sure to have various products in support of the game and their brands. Every item in the stadium, from the beverage cups to the giveaways in the parking lot is likely to be co-branded with the sponsor’s logo and some reference to the big game. These items will be seen as collectibles to football fans, and if they somehow reference the game, recipients are more likely to keep the item.  Big events such as the Super Bowl provide numerous opportunities to get your brand noticed, but if you are not officially affiliated with the NFL, stay away from official NFL terms on your merchandise. It is safer to use phrases like “big game” or “super Sunday” in any advertising materials. What’s your favorite piece of sports memorabilia? Tell us about it in the comment section below.