In what is thought to be the first marketing partnership of its kind, the Eagles rock band is presenting this year’s Florida Panthers training camp.
With the announcement this week that the Eagles will be playing a concert at BankAtlantic Center on Oct. 8, the band is getting some extra exposure by branding Panthers Training Camp 2010. Training camp will get the special logo at left and the partnership will appear on the team’s website; at the Saveology.com Iceplex, where the team trains; and in advertisements and news releases. Training camp runs from Sept. 11 to Oct. 10.
“Panthers Training Camp 2010 presented by the Eagles is an innovative program unlike anything that has ever been done in the sports and entertainment industry,” Panthers President Michael Yormark said in a statement. “It is also proof that our organization is willing to use all the resources at our disposal to promote concerts, shows and events that visit the BankAtlantic Center.”
Rather than an actual sponsorship agreement in which money exchanges hands -- that's not happening here -- the deal is a marketing partnership that aims to help sell tickets to the Eagles concert. A Panthers spokesman said the turnaround for ticket sales is short, and the partnership provides additional promotion for the band. Spurring tickets sales in turn helps the Panthers, who operate the Broward County-owned arena.
“It’s very unusual,” said Jim Andrews, editorial director at IEG Sponsorship Report. “We’ve certainly had what we would consider two properties sponsor each other, like Six Flags sponsor a NASCAR, something like that, but in particular a music concert sponsoring a sports property, that’s very likely the first of its kind.”
However, Andrews said he doesn’t expect it to become a trend.