Here's How One Property Turned Timely Data Into A Big New Deal
This may not be the biggest new sponsorship deal you see on SponsorPitch this year, this week, or even today, but it's surely indicative of how having the right information at the right time can lead to a game-changing sponsorship deal. And that's what we're all about helping you cut through the clutter to find your most relevant leads. No cookie-cutter proposals or 15% brokers needed. That's not to say a lot of elbow grease isn't also required to secure a title sponsorship. Six months of it in this case.
Last December, Hawaiian Airlines announced they would begin direct flights between Honolulu and New York City in June 2012, the same month that the NY Outrigger's Liberty Challenge, one of the largest canoe ourtrigger races in the world, is held. Not coincidentally, the 501(c)(3) non-profit that runs the race also strives to educate New Yorkers about outrigger canoe paddling and its roots in Polynesian culture.
Realizing the immediate synergy, the organizers of the Liberty Challenge began to investigate the possibility of bringing Hawaiian on as a Liberty sponsor. While the opportunity was serendipitous in timing, New York Outrigger President Brent Beck says, the sponsorship only came to fruition because of an incredible amount of hard work shared by a team of people.
"This announcement would not have been possible without the tireless liaison work of Carol Choi, the amazing proposal by Lauren Decker, the did-way-too-much-work-on-everything-to-name-just-one-thing by Keith Tsang, the inspired and professional web designs of Alla Gringaus and Elena Gartshtein and the beautiful logo development of Li Lai," Beck said.
All the hard work paid off in the form of a multi-year sponsorship agreement. Announced today, the event will be known as the Hawaiian Airlines Liberty Challenge, hosted by New York Outrigger, and the airline has agreed to underwrite the costs of running and promoting the event.
“We are bringing Hawaii to New York with the start of our new nonstop service from JFK to Honolulu on June 5, and this is a great way to celebrate,” said Peter Ingram, Hawaiian’s chief commercial officer. “We hope to elevate the competition and bring the spirit of Hawaii to what is already a fantastic showcase for endurance outrigger canoeing.”
“Today’s announcement is a huge step forward for raising awareness of New York’s vibrant waterfront community,” Beck said. “We view the Hawaiian Airlines Liberty Challenge as an opportunity to spotlight New York Harbor and the amazing progress concerned groups have made in both river quality and shoreline greenways. With a course that runs through the East River, Hudson River and the Harbor, competing teams get a full tour of New York City’s unofficial sixth borough, its waterways. We are also thrilled to partner with Hawaiian Airlines to host athletes from across the globe and share with them our sense of urban aloha.”
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