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Volume 25 No. 239
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Pistons Launch New B2B Program For Team's Corporate Advertisers

The Pistons are "rolling out new B2B programs for the team's corporate advertisers," introducing a "formally structured speed-dating networking event that pairs Pistons advertisers together to talk about possible business relationships," according to Bill Shea of CRAIN'S DETROIT BUSINESS. The newest program is being called "Pistons Partners Connect," and the conceit is that each participating company has to "bring both sales and procurement executives." A Pistons staffer "sits in on the meetings to ensure there's not only productive dialogue but also follow-up on potential deals." The idea is to "forgo the traditional networking concept centered on an event or game." The first Pistons Partner Connect was Jan. 22 at the Detroit Foundation Hotel. Pistons Senior VP/Corporate Partnerships Ted Van Zelst said that about a dozen companies participated, and the "goal is to double that this year." Among the notable participating companies were Henry Ford Health System, Blue Cross Blue Shield, Flagstar Bank and Rocket Fiber. Van Zelst "created Pistons Partner Connect based on a national-scale B2B program he launched while working as a NASCAR senior executive before joining the Pistons" in '15 (CRAINSDETROIT.com, 2/10).