Looking to boost viewership and awareness of its live broadcasts Nov. 10 and 11 on ESPN, the World Series of Poker has engineered what could be termed a full house tune-in promotion splashed across more than 20 million bags of
Frito-Lay’s
Ruffles potato chip brand over the next two months.
Working within large distribution channels, including grocery, convenience and chain drug stores, consumers get on-pack instructions to download the WSOP app and through UPC redemption are given a random amount of free poker chips to play online. As part of the deal, Ruffles gets branding on the WSOP set.
“We get awareness and tune-in; they acquire new customers,” said WSOP Executive Director
Ty Stewart, of the soft-dollar deal. “It’s Marketing 101.”
As an overlay, entrants can fill out an online ballot and attempt to predict the final WSOP-winning poker hand. The winner gets $10 million — now that’s a lot of chips.
> HVAC HOCKEY: Johnson Controls has renewed the sponsorship deal with the NHL for its York brand that made it the league’s official heating and air conditioning sponsor in the U.S. and Canada. The two-year extension, Johnson’s largest and only national sports sponsorship, continues a relationship that dates to 2012 and is aimed at building brand awareness with consumers and building stronger relationships within its base of local distributors and contractors.
Steve Hoffins, Johnson Controls’ director of marketing for unitary products, said that York brand awareness among hockey fans has increased almost 10 percent during the sponsorship and has helped grow York’s distribution, especially in Canada. York supports with national TV on NBC Sports stateside as well as Rogers Media’s Sportsnet in Canada, along with local promotions and advertising.
Under the renewal, the York brand continues to be a sponsor of the NHL’s Winter Classic and Stadium Series outdoor games, for which it has built what it calls “the world’s largest mobile rink refrigeration units,” which serve as technology demonstration platforms. York is again looking for ties to local dealers through a handful of team sponsorships in the U.S. and Canada.
Van Wagner Sports is the sports marketing agency for the York brand.
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Galvin
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> IN MEMORIAM: Former NHL, WTA and America’s Cup marketer Sarah Galvin died unexpectedly in late August. She was 60. There’s a memorial page for her on Facebook, or under “Sarah Galvin Memorial,” on which friends and colleagues can post remembrances. Donations in her name can be given to the Miss America scholarship foundation.
> HERE & THERE: Industry veteran Dave Bialek has joined The Legacy Agency, New York City, after running his own shop for a year. TLA CEO Mike Principe said that Bialek, the former president of ANC Sports, will oversee TLA’s expanding property sales group, and also head corporate consulting for the likes of Samsung and Izod. Bialek, a 2009 SportsBusiness Journal Forty Under 40 winner, was at ANC Sports from 2006 to 2013, last serving as president. He’s also worked at Van Wagner Sports & Entertainment and The Marquee Group. … Bob Basche’s Connect Sports & Entertainment has been retained by the New York Yacht Club to sell sponsorship assets across the club, including its expanding regatta schedule. Rolex and yachting endemics make up the New York Yacht Club’s current sponsor roster. Basche said he’s looking to add more luxury brands, especially an auto brand. … Six-time Olympic gold-medal swimmer Amy Van Dyken-Rouen has signed with Headline Media, New York City, for representation. Van Dyken-Rouen was partially paralyzed by an ATV accident earlier this year. However, Mark Zimmerman, Headline vice president of talent and marketing, sees broadcast and marketing opportunities for Van Dyken-Rouen, terming her “relentlessly positive.” … Peter Aiello moves to Van Wagner Sports as an account director. He’d been at MLB for the past five years, most recently as a business development specialist. … Bill Smith has been elevated from director to vice president of team sales at MSG. Smith has been at The Garden since 2007.
Terry Lefton can be reached at tlefton@sportsbusinessjournal.com.
