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

Thunder Announce Love’s As Jersey Patch Partner

Oklahoma City is teaming up with a familiar brand to become the 30th and final NBA team to secure a jersey patch partner deal.

Mike Piellucci

Published

on

thunder-love's-jersey

Courtesy: Oklahoma City Thunder

18 months after jersey patches first showed up on NBA uniforms, the Oklahoma City Thunder became the 30th and final franchise to announce a jersey patch partner.

Love’s Travel Stops & Country Stores, an Oklahoma City-based truck stop and convenience store company, will advertise on the 2.5-by-2.5-inch space for the next five years as part of an extension of the two entities’ existing partnership, the team announced Friday.

“We really appreciate that this is an Oklahoma brand that continues to see the value of supporting another Oklahoma brand,” says Brian Byrnes, Thunder senior vice president of sales and marketing. “We love the fact that we’re connected like this as two bellwether brands for the state of Oklahoma.”

READ MORE: REP Worldwide Changes The Licensing Conversation For Female Athletes

According to Byrnes, it’s no accident that the Thunder were so deliberate in their approach to fill the ad space. Oklahoma City is the NBA’s third-smallest market, ranking ahead of only New Orleans and Memphis in NBA market size, and with that reality comes a very small margin for error. Each decision must be scrutinized; each agenda, methodical. Everything is done with an eye on the bigger picture.

“As a general operating philosophy, we’ve always taken the long view on building our business,” Byrnes says. “The long view in how we create product, how we create content, how we treat our guests, how we think about investments. It’s always about building sustainability in the team and the organization, because, being in a small market, it really matters.”

To that end, Byrnes spent the better part of 18 months honing in on what partner could best help the Thunder on a national level. He says he was courted by a bevy of brands, with tech startups and consumer product companies being the most aggressive types of suitors. But as the search progressed, he kept returning to a familiar name.

Love’s has been a partner of the Thunder ever since the team relocated from Seattle to Oklahoma City in 2008. Their most visible – and audible – collaboration is on the third level of the Chesapeake Energy Arena, better known in town as Love’s Loud City. Love’s also sponsors the Thunder’s kids camp and has courtside digital signage. The company boasts more than 480 stores in 41 states but, like the team, has designs on increasing its national imprint. The allure of a constant, visible, on-court presence brought them to the table. Ultimately, after what Byrnes calls “several months” of conversations, the two parties reached an agreement.

Courtesy: Oklahoma City Thunder

“We see Love’s on the same level as you would see any other national brand,” Byrnes says. “They align so well with our values of growth and innovation and customer service. We felt that the resources we could provide to them to amplify their story would resonate with us.”

Jersey patch partners have been a boon to the NBA’s bottom line. Partners range from corporate behemoths like General Electric, Disney and StubHub to smaller brands like Bumble, Qualtics and 5miles. No matter their origin, the financial impact has been immense: According to Yahoo’s Daniel Roberts, last seasons’ NBA sponsor spending increased 31% from the year before, ultimately topping the $1 billion mark for the first time in league history. $137 million of that came from sponsor patches, a number that will further increase this season now that all 30 teams have secured deals. Per Roberts, the average patch deal pays $6.5 million annually.

READ MORE: NASCAR Relationship Demonstrates Credit One Bank’s Broader Strategy

Oklahoma City will debut the new patch in Saturday’s home game against the Golden State Warriors. Financial terms were not disclosed, although Byrnes claims that “all of the ways you measure the business, we rank in the top 10 across the league, and this partnership is very much in line with that.”

Ultimately, Byrnes believes the deal’s greatest impact could lie in the ripple effects. “It sends a signal to the marketplace that we are… open for business,” he says, before noting that the team has taken aim at categories including wireless communications, automotive, airlines and the cloud.

“We’re hoping to send the signal to the marketplace that there are other opportunities as well,” he says. “We are a megaphone for the state of Oklahoma.”

Continue Reading

Sponsorship

NASCAR Relationship Demonstrates Credit One Bank’s Broader Strategy

Building on its initial sponsorship in NASCAR, Credit One Bank continues to spread its sports marketing locally and nationally to build customers.

Avatar

Published

on

nascar-credit-one-bank

Photo credit: Chip Ganassi Racing

Credit One Bank approaches its partnerships looking to build customers and attract employees.

The two-pronged approach will be exemplified this weekend as Kyle Larson and his Credit One Bank car will be at the Pennzoil 400 at Las Vegas Motor Speedway. This is the fourth season as a sponsor of NASCAR and Chip Ganassi Racing and, specifically, the primary sponsor of Larson’s No. 42 Chevrolet.

“We’ve seen good improvements in our awareness,” said Laura Faulkner, Credit One Bank vice president of marketing. “NASCAR has been there since the beginning, producing the results we were looking for, so it’s adding on to that.”

The initial jump into sponsoring NASCAR was because the consumer credit card-focused bank was growing fast and the direct marketing campaigns needed help, Faulkner said.

READ MORE: How Two Top Brands Market Products Via Partnership With NASCAR

With NASCAR and Chip Ganassi Racing, Credit One Bank campaigns have been able to be experimental, Faulkner said. The experimenting developed into “Credit One Lap To Go” and has since expanded to other sports, like “Credit One Minute To Go” at Vegas Golden Knights games.

“That’s one of those things we tried out because we didn’t see other sponsors doing it and that worked,” she said. “People know us for that and we can take that to other sports — a focus that’s signature to us.

“We’re appreciative of NASCAR for letting us try different things and adjusting those that don’t work and increasing the things we do.”

Since sponsoring NASCAR and Chip Ganassi Racing, Credit One Bank has expanded to become the official credit card of the Golden Knights, Big 12 Conference and the Triple-A Las Vegas Aviators.

Outside of being the official credit card in name and its activations, athletes like Larson regularly participate in meet-and-greets, “surprise and delights,” and content like interviews with women in NASCAR, which provide a differentiated look inside the bank and the sport.

Faulkner said the sports partnerships offer an ability for Credit One Bank to show a different side of a financial institution and gives fans a way to connect to the company they might not otherwise have with a bank.

Larson is also heavily involved in the bank’s efforts for Meeting Street Academy, a charter school in South Carolina.

“They’ve been with [Chip Ganassi Racing] since the beginning and I’m young, so growing with them and together as a brand is great,” Larson said. “It’s been fun; really laid back.”

With the partners, Credit One Bank likes to activate on two sides — one for customers, but two for employees and potential employees. Larson has spent time at the bank’s headquarters in Las Vegas, as has Golden Knights defenseman Deryk Engelland. The partnerships also allow employees to go to races — there are two NASCAR races in Las Vegas — and hockey games.

READ MORE: ‘Bundle All the Fun Together’: The Art of Sponsorship Activations in Vegas

Attracting employees is a reason the bank is focused on several Las Vegas teams, including the Golden Knights and the Aviators. The Golden Knights gave them a national and local platform simultaneously, Faulkner said.

“We’re growing so fast, we want a local and regional audience of potential employees,” Faulkner said. “Over the last few years, we’ve had some good success and added new sports sponsorships to focus on and enter different parts of the U.S. market.

“Whether it was last year with the Golden Knights, and then this year with a lot of college football, all of these different segments give us different demographics and parts of the country.”

Continue Reading

Sponsorship

‘GM School’ Gives Fans an Inside Look at the NBA, SAP Partnership

Powered by SAP, fans with NBA front office ambitions used real statistics while competing on the reality show “GM School.”

Avatar

Published

on

nba-sap-gm-school

Photo credit: GM School

SAP continues to leverage partnerships in ways to showcase its technologies.

Last week, the company and NBA premiered the series “GM School,” a reality TV show that allowed four aspiring general managers to test their skills.

As the power behind NBA.com/stats, SAP executives were looking at ways to tell the story of the technology they’ve built around that core of statistics and information. Following a brainstorming session with SAP’s sponsorship agency, Momentum, the idea of a reality program emerged.

“We were immediately intrigued,” said Dan Fleetwood, SAP vice president of global sponsorships. “It hit on so many themes, from providing tools to thinking about things in a different way.”

Like any reality show, “GM School” producers Jane Street Entertainment sent out a casting call and presented nearly 30 contestants to the SAP and NBA partners.

READ MORE: Data Is Changing the Way the NHL Does Business

From the NBA standpoint, league representatives were excited about the ability to run a competition to leverage the information in a way to generate interesting content and potentially recruit new talent.

“It’s a great content opportunity to program on NBA TV during a quiet time of the calendar,” said Evan Wasch, NBA senior vice president of basketball strategy and analytics. “More broadly, it’s continuing to build the narrative we’re an innovative and data-savvy league and doing so in a fresh format.

“Lastly, if we can build from there, there is a recruiting and fan development aspect. These were four candidates who, one day, could end up in a front office and there was a lot of commentary saying,  ‘I’d love to be part of it and show what I can do.’”

The show took the four participants through a series of three challenges. The first was a press conference challenge where they had to digest a stat sheet in 30 seconds and explain strategies and reasons for the stats. The second challenge came when they were given blind stats and had to draft two each before the picks were revealed as real players. The final challenge was picking a lineup of five players — all NBA players except MVP-type players were available — while staying under a salary cap, and explaining how they were envisioned playing together.

All the stats were derived from the SAP platform the NBA uses, which provides information from basic stats like points and rebounds to more nuanced items like tracking information, Wasch said.

“We are [advanced] in terms of data we present and use to tell stories,” Wasch said. “That’s what I found most interesting, is we’re letting contestants dig into the most in-depth stuff we have and letting them see how it all works.”

Continuing to level up partnerships beyond just providing the data platforms is important to SAP, Fleetwood said.

“We have done a great job with the NBA and NHL, and other partners like the San Francisco 49ers and San Jose Sharks,” he said. “We always said there has to be an authentic partnership, rooted in real stories. Now we’re telling those real stories around how these guys are using our technology.”

READ MORE: NHL Fan Fair Gives Fans Look at New Coaching Tool in VR Game

The one episode was what Fleetwood called a “successful pilot” and now it’s determining what the future might be for “GM School.” The NBA would be receptive to the idea of extending to a full series, Wasch said.

There is actually a meeting this week to decide what could be in store for “GM School,” Fleetwood said.

“Right now, we’re excited about the initial reaction,” Fleetwood said. “Do we try to partner with broadcast? Go out on our own? It’s been overwhelmingly positive and we want to continue to tell stories like this.

“Maybe we extend the partnerships and do something like this with the NHL.”

Continue Reading

Trending