A new co-marketing agreement between MLS Sporting KC and K.C.-based Boulevard Brewing Company, themed “Hometown Team-Hometown Beer,” will not only bring Boulevard’s line of beers to Livestrong Stadium, but a “host of other branding and advertising partnerships,” according to Kevin Collison of the K.C. STAR. The MLS team and the brewery are “lining up a variety of cross-promotional initiatives this year” from a billboard outside Boulevard’s plant “to posters with the Sporting Kansas City 2012 schedule in bars and restaurants to inserting $5 ticket discount coupons in 40,000 cases of Boulevard.” Another part of the agreement includes “the official launch of Boulevard’s seasonal beers at parties to be held at the Member’s Club at Livestrong.” The financial terms of the marketing agreement were not released, but “much of it was compared to a bartering arrangement with assets and resources being exchanged.” Sporting KC VP/Marketing Andy Tretiak said, “It’s not so much about generating revenues as aligning our brands together.” Collison notes the new Boulevard arrangement will “not displace any of the other beers sold at Livestrong” (K.C. STAR, 3/6). In K.C., James Dornbrook noted the partners will “plan co-branded offerings such as schedules, banners, custom glassware, coasters, table tents and similar items.” Boulevard’s seasonal beers launch parties at Livestrong will “in most cases” be after a home match, and the billboard near the brewery “will display a co-branded message for at least nine months.” In addition, advertising initiatives the team is planning “include a special Boulevard-branded ticket offer” (BIZJOURNALS.com, 3/5).
