Sponsoring a niche sports event like the Windy City Open squash tournament, there’s the traditional way to promote your agency sponsorship in the official program—thanking the participants, using squash related metaphors, etc.—and then there’s the 88 way.
Since fans were only focused on squash, we took this opportunity to have a little fun with their obsession. We invented a player named Hans Philadelphiaboast and positioned him as the best to ever play the game.
To pique the interest of Windy City Open spectators, we placed a teaser ad in the official program and distributed Hans buttons directing them to a website where they could find out what it takes to be the best in the world. No agency branding was used in the official program teaser ad; it was Hans’ time to shine. In fact, the only mention of our agency would come at the end of the website where viewers would discover that Hans is the inspiration that drives 88 Brand Partners to be the best of the best at championing brands. Now everyone in the squash community knows Hans and 88 Brand Partners. And now you can too. Visit bethebestintheworld.com.
