As America’s favorite pastime, baseball is a sport that fans across the country can rally around. The Pittsburgh Pirates, five-time World Series Champs, have an especially loyal fan base. With their beautiful stadium and unique food, like the Brunch Burger, the Pirates engage fans like no other. Today’s Fast Five talks with Pittsburgh Pirates’ VP of Corporate Partnerships, Aaron Cohn.
VP of Corporate Partnerships, Pittsburgh Pirates
Years working in sports: 16
1. You are the right sponsorship choice for companies looking to:
The Pittsburgh Pirates are the right partnership choice for companies looking to grow their brands while aligning themselves with a community pillar.
2. The most underutilized piece of sponsorship inventory you sell is:
The Pirates are focused on driving incremental digital and social media marketing opportunities. This is a rapidly-growing area for the majority of marketers and these platforms align well with the Pirates’ goal of reaching millennials and other younger fans. Instagram, Twitter, Snapchat and Facebook aren’t going away and more needs to be paid to these mediums.
3. Your top tip to companies looking to reach fans is:
The days of purchasing a sign, print ad and season tickets are over. Unique and meaningful activation is key. Companies need to work closely with the team in order to use team and third-party assets to create programs that will drive KPIs (sales, digital traffic, sign-ups, etc.)
We need to ask ourselves, “What would get me to act?” Consumers are inundated with advertising messages at home, on their smartphones and in their cars. Companies that differentiate themselves through authentic messaging that benefits the end user typically have success accomplishing their goals.
4. Your most rewarding experience helping a corporate client achieve their marketing goals through team sponsorship was when:
Personally, my favorite activation is the “MacDillville” project that was created at Tropicana Field in 2006. MacDill Air Force Base is located in Tampa and more than 250,000 current and former members of the military reside in the Tampa Bay region. The Tampa Bay Rays, along with two corporate partners, created a front row seating section directly behind the Rays bullpen designated for active duty and veterans. Twenty-four guests got complimentary tickets to each regular season home game as a thank you for their service to our country.
I’m extremely proud to have been a part of providing nearly 2,000 deserving people the chance to see a baseball game from a unique vantage point. It’s the perfect culmination of the team and partners coming together to create a meaningful program that benefits so many deserving people.
5. Your goal with sponsorship clients is to:
Our priority is to build long-term relationships that meet, and exceed, our partners’ business objectives. If we’re accomplishing this simple goal, we’ve done our job.
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#.