Loudmouth Reaping Benefit Of Sponsorship Deal With U.S. Men's Volleyball Team
Loudmouth is garnering some of its greatest visibility as it makes its debut at the London Games, with U.S. beach volleyball players Todd Rogers and Phil Dalhausser getting plenty of press attention while sporting the company’s boardshorts, jerseys and hats during competition. The result has been an influx of web traffic around its Resortwear line launched in January and available online. Loudmouth CEO Larry Jackson said during the pair’s first two matches, the company's web servers were "experiencing twenty-five to fifty times the normal servicing average during that one-hour time span.” Jackson did not give specifics about how sales are trending, but the boardshorts are making up “about 20-25% of the sales when we’re looking at those spiked sequences based on the guys being on the court on TV.” Each win by Rogers and Dalhausser brings more exposure to the brand competing with sports manufacturing giants Nike and official LOCOG sponsor adidas. Jackson said, “Every match we’re going to see more response because the deeper they go into the tournament, the more eyes are going to be on them which will automatically turn into traffic for us."
MAKING A BOLD STATEMENT: Loudmouth signed a sponsorship deal with Rogers and Dalhausser for the pair to wear the brand's apparel and hats during all Olympic and non-Olympic play for the '12 season. The company during the ’10 Vancouver Games sponsored the Norwegian curling team and saw a spike in sales at the beginning of the Games when the team played against Canada, and at the end when the team played in the Gold Medal match, again against the host country. Jackson said the spike in interest is nice, but the real numbers are those consumers who first visit out of interest during the Games, then return for repeat purchases long after the finish. “What you really want is enough new eyeballs, that when the Games are all over, you’ve got a 20 or 30 or 40 percent generic uptick in your sales.”
A NOD OF APPROVAL: Jackson said the process of getting the threads approved by the IOC and the FIVB was “very interesting." Jackson: "You’ve got a lot of specifications about the size of the letters, the placement of the USA, the numbers 1 and 2, the guy’s names on the back, the flag that goes on it and especially your corporate logo.” The corporate logo on the shorts and shirts islimited to 20 square centimeters. Loudmouth is relying on press and PR for activation on the ground in London. A notable appearance was on Wednesday morning’s “Today” show, where the all of the hosts wore Loudmouth wind jackets, hoodies and sports coats during a visit and game with Rogers and Dalhausser.