N.J. supporters of USA Wrestling partner to give USA Women’s Hockey team a boost as Olympics approach

And an opportunity emerges to grow both brands year round

BY JOE FAVORITO

NEWJERSEYNEWSROOM.COM

ON N.J. SPORTS MARKETING

The combination of a challenged economy, lack of buzz at the national level to date and a dearth of sponsorship activation has certainly slowed the fan interest in what is usually one of the busiest times for an Olympian and for Olympic branding, the run up to the Games themselves. Now hopefully in the U.S. all that will change with Olympic Day in New York on November 4, but in the meantime there has been some interesting activation and fundraising efforts starting, some of which is coming from unusual places.

One of the more unique partnerships to raise funds and awareness is the one between USA Wrestling and their very strong fundraising arm in New Jersey, and the two-time defending gold medal champion USA Women's Hockey team. USA Wrestling, traditionally one of the stronger national governing bodies in terms of fundraising and building awareness, found itself with growing support in a year that is still far away from London 2012. So what to do? Reach out to an NGB (National Governing Body) on the winter side which needs help, has great stories and could benefit from a branding an exposure side by an unconventional partnership. The result? On November 9 at the Bernard's Inn in Bernardsville, USA Wrestling's local fundraising group will host a "Night of Champions," honoring members of the Olympic hockey team heading to Vancouver, as well as 1980 Olympic hero Mike Eruzione and world silver medal wrestler Jake Herbert. The event gives great added value to all involved.

First it creates a platform in an off year for USA Wrestling to create some awareness. Second, it provides a pretty unique perk for those who follow wrestling and are in general supportive of the Olympic movement...the chance to meet even more future Olympic stars before they head to the games.

Third, it shows other National Governing Bodies how to form potential mutually beneficial partnerships in a time when their sport may not be top of mind.

Fourth it gives the Olympic Women's Hockey Team much needed additional exposure, a larger fan base and some much needed funds going into Vancouver — funds which can be channeled back into development at a time when brand sponsorship and individual donor monies have become more scarce.

Fifth and finally, the model presents a pretty interesting and low cost way for a potential brand to connect with two diverse support groups across the four-year Olympic cycle, one in the winter and one in the summer.

Now are there drawbacks from such a plan? Could there be a disconnect...namely fans of wrestling may not care about women's hockey? Sure. But the core of the idea sends a very positive message across the board. Namely that athletes of diverse backgrounds, many with great stories, can work together to build each other's brands in a very cohesive and somewhat unique manner.

In a state like New Jersey, where wrestling has such solid roots on all levels and has a common bond with hockey in Devils owner Jeff Vanderbeek (his wife Debbie is the honorary chair of the event and along co-chair Peggy Del Mauro have worked hard to grow the sport at the youth level as well) it makes great sense and could be a great template for the future.

Good points for the wrestlers and a great goal for women's ice hockey. For more information on the event, contact Fran Brenner at (908)-707-1236 or This e-mail address is being protected from spambots. You need JavaScript enabled to view it .

Joe Favorito has over 23 years of strategic communications/marketing, business development and public relations expertise in sports, entertainment, brand building, media training, television, athletic administration and business. Visit him at JoeFavorito.com.