Posts Tagged ‘partnership’
Friday, October 15th, 2010
As mentioned in previous posts, we have been working with Infineon Raceway of Sonoma, one of the most successful motorsports venues in the United States, to create a new partnership platform that would provide funding for eco-friendly and energy-saving venue infrastructure improvements for the raceway. Over the course of 2010, we have worked with track management to develop a Sustainable Partnership program, providing a platform for the raceway to achieve its greening and capital improvements goals while offering partners the opportunity to take part in a high-visibility, forward-thinking campaign.
Venue infrastructure improvements are now underway for the 2011 season, accomplished with the assistance of several new partnerships that will be announced in the coming months. BSS continues to assist with bringing in partners for the program on a targeted basis. With its commitment to a sustainable and tech-savvy approach to the enhancement of their venue, Infineon Raceway has solidified its role as a progressive leader in the world of motorsports.
The new partnerships, developed under the umbrella of the Sustainable Partnership program, will help the raceway greatly reduce its carbon footprint by way of a substantial new solar energy system, new solar-powered LED message board and several energy efficiency measures. There will also be a new green media/business center and technology upgrades, all driven by new corporate partners.
Details of these new relationships will be announced in November, so stay tuned! In the meantime, check back early next week to learn more about the raceway’s planned sustainability measures for 2011.
Tuesday, September 28th, 2010
Recent developments with two high-profile properties in the San Francisco Bay Area feed into the hope I expressed in my last blog post. Both the San Francisco 49ers and the people organizing the bid to host the America’s Cup yacht races have talked about engaging with corporations in more sophisticated forms than what may have been the case prior to the economic downturn.
The 49ers are moving forward with grand plans for a new stadium in Santa Clara and admittedly have their work cut out for them, economically speaking. Given that the new stadium will be in the heart of the Silicon Valley, it is critical that they crack the tech sector for sponsorships and hospitality sales. Historically, tech companies are not the most active sponsors, and most regional sponsorship properties have difficulty generating much revenue from the sector. However, if a property truly engages companies in the space with their interests in mind and finds ways to integrate technology in a meaningful way, the major players will step up. Witness Cisco and the planned new Oakland A’s stadium (Cisco Field, now being planned for development in San Jose).
The 49ers are talking about making their new stadium the most technologically advanced in the country with an eye on fan experience enhancement, revenue generation and partner engagement. The organization is led by a group of young executives who seem to really get it and understand the need to talk the talk of the tech companies. They are not trying to force the tech companies to just see the value in working with a storied NFL franchise. By engaging the big corporate players on the latter’s terms, finding ways to meaningfully integrate tech products and services into the stadium experience, and extending to the larger media marketplace, the 49ers will generate much greater support from the sector. It is harder work to go in this direction but is, ultimately, the only way to generate the major sponsorships that will be needed to help cover the $800 million price tag of the new stadium. It’s exciting to see their forward-thinking approach to corporate partnerships.
I’ll provide more insights about San Francisco’s America’s Cup bid shortly, and will follow soon with some developments on the greening of Infineon Raceway.
Wednesday, September 22nd, 2010
For years we have been extolling the virtues of viewing major sponsorships as actual partnerships, whereby each party involved views the relationship with a true give-and-take perspective. This may seem simplistic, but it’s always been amazing to me to see sponsorship-seeking properties focus so much more on their own needs, offering only the most basic benefits such as logos, signs and hospitality to sponsors. Corporate sponsors have increasingly demanded greater value, and now, with the tight economy creating a buyers’ market, it appears that properties are finally coming around to viewing sponsors through a lens of partnership.
It has been refreshing to witness organizations that are looking at major sponsor recruitment increasingly talk about securing partners and promoting deeper forms of product integration, purchase and deployment, all of which are priorities for companies in certain sectors. Finding ways to really make commercial sense of a sponsorship for a company – think ROI – greatly accelerates the partner development process and helps to justify more significant sponsor investments.
So we have a little silver lining in the recession-driven sponsorship downturn, as the concept of true partnership becomes more the standard way of doing business for sponsorship-seeking properties.
Monday, July 26th, 2010
We’ve mentioned before that PG&E’s longstanding partnership with the San Francisco Giants has yielded many positive results over the years, from the installation of solar panels at AT&T Park to two popular Green Garlic Fries concession stands. These and other sustainability developments led to this April’s announcement that AT&T Park had attained LEED Silver Status, the first existing ballpark to achieve such an honor.
The promotional benefits that the PG&E receives as part of the Giants sponsorship have also provided wonderful opportunities to welcome the company’s community partners to join in the excitement of the Giants experience. Last Saturday, PG&E continued that tradition by inviting representatives from Paradise Intermediate School to be honored in a Home Plate Ceremony that opened the Giants vs. Mets game at AT&T Park. It was Tim Lincecum Bobblehead Day at the ballpark and the stands were packed with eager fans excited about their new PG&E-branded bobbleheads.
During the Home Plate Ceremony, PG&E president Chris Johns presented Paradise Intermediate School teacher Greg Holman with the 2010 PG&E Solar Schools Inspirational Educator Award for his creative and dynamic approach to teaching the principles of renewable energy. They were accompanied by nine of Holman’s former students as well as Giants pitcher Barry Zito. Johns and Holman were each invited to throw out a ceremonial first pitch.
With the support of PG&E’s Solar Schools program, Holman has helped to create a model solar curriculum at Paradise Intermediate School. In 2006, a 1.06 kilowatt photovoltaic system was installed through a PG&E Solar Schools grant which now helps to power the school’s library and computer lab. In 2007, the school was awarded a PG&E Bright Ideas grant, which was used to purchase solar ovens. Paradise Intermediate School students have become so inspired by a sense of environmental and social responsibility that they are now raising money to purchase solar ovens for schools in Africa.
This event at the ballpark illustrates the best kind of sponsorship, that which brings corporate, cultural and educational institutions together in order to do good works and share a positive message with the community. The game proved to be a memorable experience for all involved—the students and teachers from Paradise Intermediate received a thrilling on-field experience for all of their energy-saving efforts; PG&E leadership enjoyed a positive public appearance with excellent hospitality and branding; and the Giants beat the Mets for the third straight day, 8-4. All in all, it was a perfect day at AT&T Park.
Friday, April 30th, 2010
Earth Day turned 40 last week, and celebrations abounded throughout the world with thousands of events in over 180 countries. Since its inception in 1970, Earth Day has presented an opportunity for individuals, organizations, governments and corporations to take a good hard look at what we are each doing to help resolve the global environmental challenges that confront us.
Our client PG&E has taken a strong interest in participating in partnerships that highlight the importance of environmental action. One such partnership is with the San Francisco Giants, a fully integrated major sponsorship managed by our company for PG&E. In the past few years, PG&E has helped the Giants to install the first solar panels in Major League Baseball. PG&E has also helped the Giants to install energy efficient lighting at the ballpark, and has supported the opening of two energy efficient Green Garlic Fries concession stands.
To coincide with Earth Day celebrations, the Giants announced last week that AT&T Park has received the U.S. Green Building Council’s Silver Certification for Leadership in Energy and Environmental Design (LEED). AT&T Park is the first Major League ballpark to receive this honor for an existing building.
This achievement speaks to the Giants’ commitment to reducing its carbon footprint and fighting climate change. In addition, it underlines the importance of PG&E’s creative sustainable partnership with the team. By supporting its partner in going solar and reducing its energy use, PG&E helps the Giants to not only reduce the carbon footprint of AT&T Park, but also helps to make an impact on each and every Giants fan that passes through the ballpark and notices the energy innovations.
When corporations and cultural institutions demonstrate their commitment to confronting the environmental challenges we all face, everyone benefits. We applaud the Giants for stepping up to that responsibility with the help of PG&E, and congratulate them for achieving the significant honor of LEED Silver Certification for AT&T Park.