Headphone maker Monster has inked a multiyear marketing partnership with the Marlins, and the deal's most-visible activation is a sign in Marlins Park's centerfield home run porch that beckons batters to hit a "Monster Homer." If a home run ball hits any part of the sign -- 463 feet away from home plate -- a random row of ten fans will go home with a set of premium headphones. If a player hits the “O” in the sign, he wins a specialized Monster Bentley car. Although terms of the deal were not available, Monster CEO Noel Lee said it is the company's biggest sports investment since paying $6M from '04-08 for the naming rights to the former Candlestick Park. Lee also said there are a number of partnerships in the late stages of negotiations. Lee said that as part of the push into sports, the company’s U.S.-based lifestyle marketing staff has increased from 2 to 11. In addition to its Bay Area HQ, the company has offices in N.Y., Miami, L.A. and Las Vegas. Lee noted consumer electronics makers "are not so good at thinking outside the box," and his company "doesn't have the budget that JBL and Bose do.” So combining its existing Bentley relationship with a city that loves bling -- and whose ballpark is hosting the MLB All-Star Game next summer -- seemed like a good way to let the sports world know the brand is back in sports. Marlins research shows that through 40 home games played this season, three home run balls have just missed hitting the spot where the Monster logo is now located and one shot cleared it. The Bentley also is on display in the centerfield promenade near the actual Monster sign.
ORIGINS OF THE DEAL: The Monster-Marlins deal began last November at Art Basel, an annual international art event in Miami Beach. Marlins Senior Dir of Corporate Partnerships Dave Murphey was introduced to Lee by a mutual acquaintance. Lee then extended an invitation for Murphey to go the Consumer Electronics Show in Las Vegas. That is where Murphey saw the Bentley and conversations about a deal started in earnest. U.K.-based Bentley has produced a Continental GT V8 S with Monster's Onyx black and red color scheme, along with 16 speakers that can generate the equivalent of a small stadium audio system (3,400 watts of audio). Edmunds.com lists the price of a standard Bentley Continental GT V8 S at $252,695 in the U.S. Marlins players will be involved with localized Monster activations, and there are already kiosks in the ballpark where fans can purchase headphones. Monster's roster of sports partnerships also includes Cristiano Ronaldo, Shaquille O’Neal, Drew Brees, Bryce Harper, EA Sports and adidas.
