June 5, 2008
Sports Chalet Inc. has signed a three year sponsorship deal with the Lakers, making Sports Chalet “The Official Sporting Goods Retailer of the Los Angeles Lakers”. So, when you need that “official” Kobe Bryant ‘I visited Veil, Colorado and all I got was this stupid t-shirt…and a sexual assault lawsuit’ t-shirt, you know where to go! More information from BizJournals,
Among the highlights of the partnership are:
- signage under the center-court scoreboard
- signage above the center-court scoreboard
- broadcast drop-ins
- in-arena giveaways
- ads in Lakers Magazine
- retail ticket promotions
Sport Chalet will take the sponsorship and use it to create unique advertising and promotional opportunities to engage its target audience.
Suite nights and receptions were also inked in the deal.
You know, I don’t know what tangible benefit Sports Chalet will receive as the official sponsor of the Lakers…I mean, are they selling specialty items that you can’t get anywhere else (i assume they are, but are they actually items people want?)? If not, I think I’ll stick to buying my Kobe t-shirt on NBA.com, or my local Foot Locker or Champs store. Obviously they’ll get scoreboard signage and ads in Lakers magazine, but will that deter consumers from using their usual channels for purchases? I doubt anyone knows for sure.
BizJournals: Sports Chalet to sponsor Lakers
2 comments
The lamp pictured looks pretty cool. I guess the partnership is similar to what we see in Philly, where teams associate themselves with Modell’s, a local sporting chain that hawks their wares oustide of the usual league-related sites. Money is money. I think in our area, people are more likely to get their stuff at the retail level…I don’t know why that is, but it seems to be the case. We support our own?
great article. thanks!
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