By now, we’re used to Dallas Cowboys owner
Jerry Jones appearing in TV ads. Over the years, he’s performed in front of the camera for
Pepsi,
New Era,
Apex,
ESPN “Monday Night Football,”
NFL Network,
Verizon Wireless,
Pizza Hut, and, more recently, rapping for
Papa John’s Pizza.
Jones’ high profile is understandable — his team is one of the most popular in sports and his Cowboys have five Super Bowl trophies to their credit.
But look for another owner to get some air time — as even though the Jacksonville Jaguars have yet to appear in a Super Bowl, much less win one, owner Shad Khan is beginning to get his share of exposure.
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Team owner Shad Khan is the focus of the Jacksonville campaign for team-logoed Bud Light cans.
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In the Jags’ home market, Khan is serving as the local centerpiece of
Anheuser-Busch’s nationwide NFL team-logoed can promotion. When the first Jaguars-logoed cans were available in August, Khan appeared in an ad reaching into a cooler, pulling out a cold one and saying “in Jacksonville, we call them khans.” While many NFL teams have gone with some version of a #myteamcan hashtag for A-B’s NFL packaging play, in Jacksonville, its #myteamkhan.
We’re acutely aware that no brand nor agency ever got fired for suggesting that the boss serve as a brand spokesman. Still, it’s a well-integrated campaign, worthy of merit, and with numerous extensions.
Standups of Khan holding the Bud Light “khan” serve as point-of-sale displays at more than 100 Publix grocers and Daily’s convenience stores in the Jacksonville area. That POS supports a “Win a can with Khan” sweepstakes. Top prizes are chances to see home and away game in Khan’s suite, an event at which Bud Light would presumably be quaffed.
At EverBank Field and online, the team is selling an assortment of licensed apparel featuring Jags-logoed Bud Light cans. Also for sale at various EverBank concessions are a selection of snacks, known as Bud Light Bites, created with Delaware North. Fans can feast on a variety of beer-infused edibles, including a Bud Light Key Lime Pie, Bud Light St. Louis Braised Short Ribs, Bud Light Oyster Shooters and Bud Light Chicken Tenders.
Other promotional efforts include a “Khanimation” digital video contest, encouraging fan creativity. Additional marketing activity includes local viewing parties, the largest of those at A-B’s Jacksonville brewery.
It’s even gone international. During the Jags’ recent game in London, the team brought 1,000 cans of Jags-emblazoned Bud Light for team functions and for Khan’s suite at Wembley Stadium.
“We built our own identity within the huge Bud Light can promotion, and together it’s taken off,” said Steve Ziff, Jaguars vice president of marketing and digital media.
As is the case in many markets, A-B production is having a difficult time meeting demand.
“I don’t know what Pepsi’s waiting for,” Ziff added, with a chuckle. “Bud’s leveraging their size and weight well with this, but it could work in a lot of categories. Clearly, it’s a great way for [A-B] to use their [NFL] rights and that tag line, ‘Beer with your team on it,’ seems pretty simple, but some of the most effective marketing ideas are.”
Other than catalyzing a fair amount of Bud Light sales, the Jags are hoping to win an A-B contest among the brewer’s NFL team sponsors for the best local activation. First prize includes a $5,000 donation to the team’s top charity. Last season, Denver won top prize, clearly not the only honor the Broncos earned during the most recently completed NFL campaign.
> O CAN-ADA: With the NHL season underway, Labatt is activating its sponsorships across five clubs with a packaging promotion. Hockey artist David Arrigo’s team-themed “murals” will be featured on thousands of cans and secondary packaging of Labatt Blue and Blue Light, along with POS advertising. The early-season promotion is in the Buffalo, Columbus, Detroit, Philadelphia and Pittsburgh markets.
An experiential extension of the promo will see artist Arrigo painting on game nights in the five arenas of the teams in those markets.
“Cheers to Hockey” is Labatt’s tag line for hockey campaigns.
The Strategic Agency, New York City, is Labatt’s longtime sports sponsorship shop.
> EAST MEETS WEST: Edison, N.J.-based Tix City has signed on as official secondary ticket sponsor of the West Coast Conference. The deal runs through the 2018-19 academic year. Under the agreement, Tix City will create and maintain a fan exchange, where conference fans can buy and sell tickets for the men’s and women’s basketball tournaments, March 2-7 at the Orleans Arena in Las Vegas. Vivid Seats was the last secondary-ticketing provider with West Coast Conference rights.
Terry Lefton can be reached at tlefton@sportsbusinessjournal.com.
