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TagsBY JOE FAVORITO
NEWJERSEYNEWSROOM.COM
ON N.J. SPORTS MARKETING
Arguably there are fewer brands who spend more money to align themselves with sports fans than Met Life, with one of the largest programs for recognition being the naming rights deal with the home of the Jets and the Giants.
Therefore given the commitment it should come as no surprise that brand extensions should go way beyond signage. The latest was revealed in Manhattan on Thursday, a giant bronze statue of Snoopy that will be installed outside the stadium, so fans can high five and pose around the Met Life mascot as they come in and out of the new stadium, starting this weekend when the Jets meet the Giants in their annual preseason game, which has been christened the Met Life Bowl.
While most preseason football is pretty much a snore, give Met Life a little credit for trying to liven up a game which may not mean much even to the local fans who are just hoping their teams stay healthy and engaged over the next few weeks. The third preseason game of the summer is usually when teams let their prime guys go for a longer stretch, and with this being game two, Eli, Sanchez and their teammates on both sides will probably make quick exits.
However, the statue installation is a nice slightly subtle reminder to all coming in each week which brand rules the roost, or the doghouse, in the swamp. Yes the signage will always pop on TV, the video boards will deliver messages but that subtle little extra, especially a little extra that can connect with kids and possibly influence the consuming parent, is a very smart move. We all love Snoopy, no matter what financial services company we align with.
It's a nice little brand extension idea for one of America’s largest sports sponsors.
Joe Favorito has over 24 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.
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