Sporting events are huge entertainment tickets, and nobody does it with as much classic quality as the Harlem Globetrotters. The Globetrotter experience offers unprecedented access to players/entertainers and does an unbeatable job of making the crowd part of the game. This week’s Sports Report features Karl Mawhinney, Vice President of Corporate Partnerships for Harlem Globetrotter’s International.
VP, Global Corporate Partnerships, Harlem Globetrotters International
Years working in sports: 16 years
1. You are the right sponsorship choice for companies looking to:
Reach and engage with moms/dads/kids (affluent families) with disposable income in a fun and friendly environment.
2. The most underutilized piece of sponsorship inventory you sell is:
The utilization of our players along with product integration into our show. Our players are recruited not only for their great athleticism, but also for their entertaining and engaging personalities. Additionally, because we control the “script” of our two-hour performance, we are able to incorporate a brand’s product organically into the show without stoppage in play. This unique and powerful value proposition maximizes the brand’s message and distinctively highlights their product.
3. Your top tip to companies looking to reach fans is:
Latch your brand onto experiences that fans will remember for a lifetime. They will remember and associate your brand with that experience, and it may create a unique product loyalty for you.
4. Your most rewarding experience helping a corporate client achieve their marketing goals through team sponsorship was when:
We launched our 90th anniversary community effort the Great Assist as part of our enduring Ambassadors of Goodwill initiative. This program, which kicked off in fall of 2015 on Good Morning America, allows us to embed ourselves in local communities all around the world with the goal of spreading 100 million smiles over the next 10 years through acts of kindness. We are investing in leaving a legacy everywhere we go. We don’t want to simply visit a market, rather, we want to leave a positive, permanent footprint in a market. In doing so, we have helped our partners engage with local communities all around the U.S. and the world.
5. Your goal with sponsorship clients is to:
Understand the objectives and motivations of our clients and leverage our multiplatform and diverse assets to help them sell more of their product. We position ourselves differently in the marketplace and feel that in order to maximize our assets, we need to think like the companies we serve and position ourselves to deliver success on their terms.
Are you ready to elevate your brand exposure through sports marketing? Appleton Sports Marketing is a division of Appleton Creative, which focuses on strategic sports sponsorships. Our interest is in helping our clients evaluate and negotiate sports contracts to help reach their marketing objectives. For more information, please contact firstname.lastname@example.org and 407-246-0092 x7#.