In-Depth
The Gatekeepers: Marshall Osborne
Head of business development and strategic marketing, Uber
The first sports partnership Marshall Osborne ushered in with Uber was with the NFL Players Association in 2013. As part of this alliance, every active NFL player received a personalized keychain card containing credits that can be used to summon a high-end ride in any of Uber’s locations.
“Sports is an interesting one for us,” Osborne said. “We are not interested in buying a sign in the outfield or putting
a bunch of branding around a venue like some of the traditional sponsorship models. We are using these relationships to connect on a more emotional level with consumers.”
More recently, Uber has increased its reach to include deals with the New York Yankees, San Francisco Giants and the Los Angeles Dodgers, among others. The deals allow fans to congregate at a designated pickup area at the stadium where they can more easily connect with their drivers.
The partnership with the Giants and Yankees, dubbed the “Uber All-Star Team,” allows riders to leave feedback on their driver, who will be then entered into a contest to be honored at home plate, receive tickets for their family and be recognized on the video board.
From the experiential marketing side, Uber this past Super Bowl held a flag football program where at the touch of a button, select fans were picked up and taken to a secret field where they got to play with Pro Football Hall of Famer Joe Montana and ESPN’s Trent Dilfer. The company held a similar event at the Final Four for a 3-point shootout with former NBA player Kenny Smith.
Another recent initiative included a car fitted with Madden game consoles where consumers could play against each
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Joe Montana and Trent Dilfer join the fun at Uber’s flag football game.
Photo by: Getty Images |
other. Some riders were even surprised with a matchup against Minnesota Vikings tight end Kyle Rudolph and Arizona Cardinals wide receiver Michael Floyd. Osborne said, “We are really trying to push the envelope with how we have created that connection between consumers and athletes.”
Uber’s ultimate goal is to provide sports fans access to these amenities across the world. The company operates in 500 cities globally.
“Now we are looking at how we can leverage some of the global games like soccer and cricket,” he said. “You will see in the future a lot more international sports opportunities similar to what we have done here in the States.”
Mark Bulovas writes for sister publication SportsBusiness Daily.
■ A TREND HE IS WATCHING: “One of the most interesting player deals I’ve seen recently was Ronnie Stanley’s shoe deal with Zappos. It is really interesting as you start to look at the evolution of lifestyle brands and how they partner with athletes.”
■ A RECENT PROGRAM/CAMPAIGN THAT WORKED: “Going to a Warriors game at Oracle Arena is one of the best experiences in sport right now. But when you left and tried to take an Uber in the past, it was a really bad experience because of the logistical setup of the arena. Now, we have improved that dramatically. You don’t want someone to come into your venue, have a great time and then not have a good experience leaving. It sours that victory a little bit.”
