Connect with us

Sponsorship

Lenny & Larry’s, LA Kings Showcase How to Grow a Sports Partnership Over Time 

The Complete Cookie brand displays how to properly take a bite out of the sports partnership landscape.

Max Simpson

Published

on

Lenny & Larry’s

Photo via Lenny & Larry’s

Sports can be classified as a very niche sector of the industry in terms of marketing. Specifically, for partnership marketing, the deals that are forged are even more specialized. Companies and brands have a good idea of the audience that they are seeking out as they look to partner with teams. Whether it’s increasing brand exposure, maximizing ROI, or directly sampling a new product within the market, sports are the vehicle that can help propel brands to the finish line.

Nowadays, brands and teams are looking to make that road to the finish line more seamless than ever before. Partnership examples that come to mind are hotels sponsoring “kiss cams” and dentistries sponsoring kids clubs. These are partnerships that make sense and fit well into the demographics of the fans interested in those live-experience elements.

So, where does a brand specializing in protein-packed cookies, muffins, and brownies fit in with a hockey team?

Lenny & Larry’s, home of The Complete Cookie, has continued to build an impressive and expansive partnership with the NHL’s Los Angeles Kings. With the deal in the midst of its fourth year, the two organizations’ collaboration has evolved over its lifetime.

From starting with tabling opportunities and hospitality elements to adding marquee sponsorship pieces, in-game elements, and official designation components, the partnership has blossomed into an impressive array of elements and connectivity for both sides.

READ MORE: Swagtron and Chicago Cubs Show Off Creativity With New Partnership 

Lenny & Larry’s Executive Vice President Aaron Croutch explained the origin of the nutritional brand and how it forged a relationship with one of the most recognizable teams in the NHL.

“My father bought Lenny & Larry’s in 2001,” said Croutch. “At the time the company was only doing small labeled baked goods. Soon after, we began to build a stronger footprint in L.A. from which our family was born and raised. And roughly five years ago, we became a national brand as our products began selling within 7-Elevens, Vitamin Shoppes, Whole Foods, GNCs and other major national retailers.”

As to Lenny & Larry’s forging a relationship with the Kings, two important connections helped to play a role in creating familiarity.

The first involved a relationship with the manager of one of the more famous and well-regarded tattoo artists in the greater Los Angeles area, who had collaborated with Kings’ goalie Jonathan Quick on one of his customized goalie masks back in late 2013.

“He and his team really liked our cookies,” said Croutch. “His manager thought there’d be a good connection between us and the Kings. And with us being big Kings fans ourselves, we got introduced to the team.”

The second connection came from the protein cookie brand aligning with another credible partner in the region: Gold’s Gym. The gym’s Venice Beach location was the company’s first-ever account and was already a sponsor of the Kings’ in-game Fitness Challenges.

“We decided to explore a partnership where we could team up with Gold’s Gym and start participating in these fitness challenges,” said Croutch. “As these occurred during the breaks in the game, we would have contestants in the audience participate in a fitness challenge whether it would be 30 pushups or jumping jacks in less than 30 seconds.”

As part of the initial partnership, the winner would receive a Lenny & Larry’s care package complete with products.

“That’s how we initially tested the partnership, and it grew from there,” said Croutch. “It was a great time to be involved with the team as they were just coming off their second Stanley Cup in three years, so they were a very popular team to associate our brand with and help drive some awareness.”

The Fitness Challenge that the brand was initially associated with has taken on a life of its own. Lenny & Larry’s now fully owns that challenge, extending the contest to not just fitness, but any type of competitive contest involving the audience such as a fitness vs. eating competition. Throughout the in-arena promotion, which is featured during every Kings regular-season home game, Lenny & Larry’s utilizes exposure through scoreboard and LED signage, as well as a personalized public address read.

“There is a certain energy that hockey fans bring to a live game that other sports fans can’t replicate,” said Croutch. “It was important for our brand to maintain and grow this element of the partnership.”

As the Fitness Challenge has evolved over time, so to has the overall partnership. In addition to the in-game promotion, Lenny & Larry’s also receives an activation space during all Kings “Fan Fests” outside Staples Center. These activations, located just outside of the arena at the trendy LA Live prior to select Kings games, provide the brand an opportunity to distribute Complete Cookies and its brand-new Complete Crunchy Cookies to fans.

A newer element to the partnership provides a broadcast signage component between the two sides. Lenny & Larry’s receives one 10-minute block of virtual signage behind one goal net during Kings’ home games broadcasted on FOX Sports West. During the 2017-2018 season, the virtual exposure netted $601,698 in gross media value for Lenny & Larry’s, according to Nielsen Sport 24.

In partnership with 24 Hour Fitness — another one of Lenny & Larry’s partners where products are distributed — and the Kings, the trio has been a hallmark of consistency regarding the dynamic “Fit To Be King” series. Established in 2015, the series provides Kings fans with suggestions and options for a healthier lifestyle. From customized workouts to healthy recipes to participation in a Kings Fitness Club with fellow fans, Lenny & Larry’s branding can be found throughout the team’s different platforms.

Additional opportunities to provide direct ROI for the brand include point-of-sale locations throughout Staples Center. Located in the general concession stands, Lenny & Larry’s offer its Complete Cookie and Complete Crunchy Cookies to fans attending all events.

“The general population may be looking for healthier options, instead of just hot dogs, nachos, or cracker jacks,” said Croutch. “If they want something else, we are proud to offer an alternative, healthy choice to those still looking to satisfy a sweet tooth.”

New to the partnership this year for the 2018-2019 season is having a dramatic presence within the live action of a home game. The brand has taken ownership of the “overtime” element of Kings’ home games. If any game is still tied at the end of regulation, the following overtime is aptly rebranded to “Crunch Time.” This is in conjunction with the launch of Lenny & Larry’s new Complete Crunchy Cookies.

“We worked with the Kings to get real creative on this,” said Croutch. “It’s great branding as there will be a PA read, LED signage, and scoreboard signage present throughout every ‘Crunch Time’ game. And best of all, if the Kings win in ‘Crunch Time,’ every fan in attendance will receive a coupon to try our Crunchy Cookies.”

READ MORE: Texas Legends Personal Approach to Partnerships Paying Off 

The partnership between Lenny & Larry’s and the Kings provides a unique and creative fit in the ever-growing health and wellness sector of the snack industry. Yet, in addition to the exposure and brand awareness that Lenny & Larry’s has generated through this partnership, the sheer growth of its business has mirrored it. Since the formation of the Kings’ partnership in 2014, Lenny & Larry’s has grown by a staggering 800-plus percent.

“When we launched with the Kings, our brand was still smaller regionally,” said Croutch. “Now, we have evolved as a national brand that is now a market leader.”

Perhaps the aspect that Lenny & Larry’s is most proud of is the different options it has helped provide to sports fans. In an era of perpetual concession items and continued efforts towards healthier lifestyles for their patrons, Lenny & Larry’s showcases its brand as the standard for aspiring sports teams.

“The Kings are big fans of our brand, and we have enjoyed working with them,” said Croutch. “They wanted to work with a local, growing, active brand doing something different than what was already in the arena. We wanted to provide fans with a healthy alternative, and we are excited that this partnership has continued to provide fans with exactly that.”

Max Simpson is a contributing writer for Front Office Sports. A graduate from Arizona State University, Max currently works for the Reno Aces & Reno 1868 FC with time spent with Sun Devil Athletics and the Arizona Diamondbacks. For @frntofficesport, Max highlights unique partnerships, brand marketing strategies, and content activation. He can be reached at max@frntofficesport.com.

Sponsorship

Teams and Leagues Cozy Up to CBD Brands

The sports world is beginning to bring CBD companies into the fold, marking a significant milestone for the CBD industry.

Front Office Sports

Published

on

cbd-brands-partnerships
Patrick Gorski-USA TODAY Sports

*This piece first appeared in the Front Office Sports Newsletter. Subscribe today and get the news before anyone else.

As teams and leagues look for emerging partner opportunities, CBD brands are showcasing that they aren’t afraid to spend when it comes to sports partnerships. 

While not really a thought in the minds of professionals more than a year ago, CBD presents both a revenue opportunity and an interesting challenge for teams and leagues.

How did this happen?

Before the enactment of the new nationwide 2018 Farm Bill. there wasn’t much mainstream conversation around CBD. Since then, the category has exploded across both retail and sports.

When the bill passed, it legalized industrial hemp by removing it from the controlled substances list and allowing tribes, states, and territories to establish regulatory structures within their boundaries that allow farmers and ranchers to produce a high-value cash crop while retaining federal farm program benefits that were previously not allowed.

Teams and leagues are starting to find interest…

Just this past week, the Portland Pickles became the first baseball team with a CBD partner.

Before that, the Big3 signed a deal with cbdMD that made the brand the official CBD partner of the upstart basketball league. 

And, ahead of this weekend’s Indianapolis 500, Arrow Schmidt Peterson Motorsports announced its partnership with DEFY – a CBD-based sports performance drink.

The only problem with this partnership is that the drivers of the car can’t drink the drink due to the fact that CBD is on IndyCar’s banned substance list

Who’s sponsoring what?

Below you will find a list of some of the CBD and cannabis-related partnerships that have been signed recently.

Las Vegas Lights / NuWu Cannabis Marketplace

Big3 / cbdMD

Portland Pickles / Lazarus Naturals

Arrow Schmidt Peterson Motorsports / DEFY

Jonathan Byrd’s Racing / Liquid Gold Processing

RC Enerson / Craft 1861

It’s not just teams and leagues…

While the bigger deals might get more attention, CBD companies have also struck deals with athletes. 

For example, Bubba Watson has a deal with cbdMD, the same brand that is sponsoring the Big3.

Before Watson, Scott McCarron signed an endorsement deal with Functional Remedies, a hemp manufacturing company.

Continue Reading

Sponsorship

Are NFL Jersey Ads Next?

Front Office Sports

Published

on

May 15, 2019; Berea, OH, USA; Cleveland Browns linebacker Sione Takitaki (44) runs a drill during organized team activities at the Cleveland Browns training facility. Mandatory Credit: Ken Blaze-USA TODAY Sports

*This piece first appeared in the Front Office Sports Newsletter. Subscribe today and get the news before anyone else.

Jersey ads aren’t an unfamiliar sight at NFL practices. Brands like Lecom and Hyundai are visible on the practice jerseys of the Browns and Cardinals respectively.

The one place jersey ads haven’t shown up is in regular season games. 

Could that be changing anytime soon?

Speaking with SI, an NFL spokesman said, “Never say never, but there are no current plans to pursue or explore.”

With what SI estimates to be $224 million in revenue being left on the table by not having patches on the jerseys, why would the league not consider it? 

According to those inside the industry, the NFL is concerned about conflicts of interest between teams who may have patches of competitors of current partners for opposing teams.   

The NBA has found success…

The NBA launched its jersey patch program in 2017 and as of March of 2019, every team in the league found themselves with a patch on their jersey. 

According to Terry Lefton and John Lombardo of SBJ, the patch program has generated more than $150 million for the league.

Another important stat is that of the 30 team patch sponsors, 20 are doing business with NBA teams for the first time.

At this point, not having ads is more unusual…

Even MLB, considered the most traditional of sports leagues in the U.S., has experimented with sponsor patches since 2000. Of the major sports leagues in the U.S., here’s a look at which ones have ads on their game jerseys and which ones don’t. 

NBA: Yes

WNBA: Yes

MLS: Yes

NHL: No 

NFL: No

MLB: Yes (for special occasion games only – Mexico Series etc)

Internationally, teams are cashing in…

While soccer is somewhat different in that the advertising is not just a patch, but the primary part of a team’s uniform, the revenue potential can’t be argued. Here’s a look at what just five brands are paying international clubs, according to The 18.

Emirates / Real Madrid: $80 million per year 

Chevy / Man U: $68 million per year

Rakuten / Barcelona: $60 million per year

Emirates / Arsenal: $56 million per year

Yokohama / Chelsea: $51 million per year

Continue Reading

Sponsorship

CohnReznick Sponsors a Dive Inside the Business of Baseball

Accounting firm CohnReznick shows the business of baseball in two video series with MLB, “Business of Baseball” and “Front Office Focus.”

Avatar

Published

on

CohnReznick MLB Videos
Photo Credit: Peter G. Aiken/USA TODAY Sports

Accounting firm CohnReznick is taking an authentic approach to its MLB sponsorship. Through a video series called Business of Baseball and Front Office Focus, CohnReznick lends its name to an inside look at professional baseball. The series is produced by MLB Network, where it airs, along with, MLB.com and CohnReznick’s website.

MLB confirmed CohnReznick as a sponsor of the video series to FOS. The two parties collaborate on ideas, but MLB declined to speak on the sponsorship further.

“Our team really wanted something that was authentic, not just a way to slap our name onto something, but to own something,” says Frank Longobardi, CEO, CohnReznick. “We are able to align some of our core values with what’s being talked about in Business of Baseball and Front Office Focus. That makes us feel good, as we felt we could drive content and value with our strengths.”

READ MORE: MLB Flies Under the Radar With Sponsor Patches

While service-oriented companies have sponsored sports for decades, it’s becoming more common for non-consumer brands to find ways to cut through the clutter,” says Joe Favorito, a sports marketing and communications consultant.

“These companies are tying to something that resonates,” Favorito says. “Consumers have millions of choices. If it comes down to personal choice, they remember the company for who their spokesperson is or the story being told.”

The Business of Baseball series launched during December’s Baseball Winter Meetings, where CohnReznick was the presenting sponsor of the meetings for MLB Network. Over the course of the video sponsorship, there will be approximately six Business of Baseball videos and up to 35 Front Office Focus clips through the season.

“They’re topics, like hospitality and security, that are the same types of things we deal with our clients,” Longobardi says. “We wanted to show similarities of how Major League teams go through some of the same things our clients go through.”

Each of the videos feature commentators and baseball executives. Front Office Focus highlights discussions with executives from the league’s 30 teams about issues ranging from team strategies to club operations, while Business of Baseball looks into how franchises transform the game through analytics and management, but also how they redefine the fan experience.

A recent episode, “The Business of Food,” featured a look at how food experiences now play into a fan’s trip to a ballpark., like a sit-down interview with Shake Shack founder Danny Meyer by CohnReznick Managing Partner Cindy McLoughlin talking about how the game day experience has evolved to include a culinary aspect. The restaurant industry is evolving inside and outside the ballpark.

“When you look at stadiums and games, it’s not just about baseball anymore,” McLoughlin says. “Fans expect an overall experience. People get to stadiums to stand in line, they need to get their Shack Burger.

“That led us to Danny Meyer to really peel back why it’s a benefit to him and how those synergies line up.”

The video topics originated in a brainstorming session featuring CohnReznick’s team and  MLB. The topics center around issues with innovation and analytics to elevate customer experience and retain loyalty. From these conversations, MLB could consider matching a team with a relevant topic.

“It puts us front and center with a really good brand,” Longobardi says of the partnership. “In any business, you want to align yourself with good organizations, and this relationship does that well and connects the right type of people we’re trying to attract, the C-Suite individuals to middle market to small public companies.”

READ MORE: The MLBPA Has Embraced Athlete-Driven Marketing

The sponsorship has allowed CohnReznick to provide clients, potential clients and employees with strong relationship building opportunities at games and events.

“It really has allowed us to spend some time with key clients and be able to spend quality time with our employees and enjoy ourselves,” Longobardi says. “We can more closely align MLB brand with our clients and our staff, and that makes it a unique experience.”

By tying in with behind the scenes content, CohnReznick hopes to resonate with clients beyond just a name on the screen.

Continue Reading

Trending