Where Have I Been? Cornhole Championships?
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via American Cornhole League
When I thought I knew the majority of sports, or what most people consider sports, here comes something that proves me wrong. Some people do not consider certain games a sport unless it requires some form of physical contact. I'm the opposite. In my opinion, sports can be both physical, mental and can also develop from a hobby where strategy is involved.
This weekend I was watching ESPN (as always), and the Johnsonville Cornhole Championships caught my attention. For those who are not familiar, Cornhole is game and a sport that carries a lot of weight at your weekly sports tailgates, and some may refer to it as bean bag toss. Now, I'm not new to the game. I have played it many times, but it took me by surprise to learn how popular this game and sport is.
Just off the bat, the marketing, advertising, and promotion that goes into a cornhole tournament are on a grand level. Having Johnsonville as the presenting sponsor is smart and caters to the demographics of the game of cornhole. If you take some time to research or watch a cornhole tournament, you will immediately notice the amount of marketing and advertising dollars that goes into the event, especially considering that they are free to attend. From the jersey sponsors to the partner and sponsor activation, on a collegiate and professional level, the cornhole championships took me by surprise and also made me feel a bit disappointed that I did not know a game I have played for so long has developed into a broadcasted sport.
via American Cornhole League
If you are a young marketing professional like me, the American Cornhole League (ACL) proves that there is not an event, game, or sport that is exempt from the benefits of knowing your target audience and gaining partners and sponsors to help reach your event or business goals.
Being immersed in the marketing industry, I cannot watch a sport or go to a sporting event without noticing the sponsors and the sponsor activations. With that said, below is a list of activations that I saw while watching the Johnsonville Cornhole Championships. Let me know of other activations that you can think of for a tournament or event similar to the cornhole championships.
Key Activations:
- Johnsonville and ACL branded cornhole boards and accessories
- Johnsonville Big Taste Grill (the world's largest grill) and stage
- Event info and registration using the ACL mobile app
- Cornhole on the Field
- Tickets to games hosted by partnering sports/leagues
- Free gear from multiple sponsors
From My Perspective
The American Cornhole League can benefit from exclusivity. Adding particular sections or exclusive packages for sponsors and attendees can add an extra stream of revenue for the league without taking away the fun for all aspect of the game. Additionally, featuring more original content on their website and social media platforms, from the professional and collegiate players and attendees, can give the ACL another level of digital activation to attract more sponsors and partners.