Sep 20, 2011 at 09:45 PM
written by

Sponsorship Promises In-Stadium Instant Deals By iPhone

What's not to love about a sponsor who can also move tickets, merchandise and apparel? Depending on your perspective, daily deals may seem like a raw deal, but it also represents a largely untapped opportunity for properties. Today, D.C.-based LivingSocial was named the official social commerce partner of D.C. United, and as part of the deal will begin offering team-specific daily deals and in-stadium apparel offers by iPhone at United home matches. Terms of the deal, including how much merchandise will be discounted or the revenue share, were not released.

“We’re very excited to be entering into this agreement with our friends at LivingSocial,” said United President and CEO Kevin Payne. “We chose to work so closely with them in large part due to our collective focus in curating unique experiences and access to our club. LivingSocial is a local company that has quickly established itself as an industry leader and we’re proud to call them our partner.”

The two-year partnership officially kicks-off Wednesday, September 21 on “LivingSocial Night” at United’s League fixture with Chivas USA.

LivingSocial will also offer Instant Deals on apparel to all those in attendance who utilize the LivingSocial app on their smartphone. Download the LivingSocial app for iPhone or Droid to receive in-stadium instant deals.

Earlier this month, LivingSocial offered a daily deal for one premium level ticket and co-branded hat to the Chivas USA match for $16. More than 4,000 LivingSocial members purchased that deal, at a savings of 64%.

“LivingSocial members and D.C. United fans are both passionate and enthusiastic who enjoy sharing great experiences with the people around them,” said Jake Maas, Senior Vice President, Corporate and Business Development at LivingSocial. “Becoming an official partner of D.C. United is a wonderful way for LivingSocial to provide members and fans with deals for the team they love rooting for.”

In 2012, D.C. United and Living Social will offer a full slate of co-branded events, from experiential game-related activities, to curated adventures packages for select United away matches, to specialized camp opportunities.

Daily deals very well may have peaked as a trend, but until there's a clear winner in what is shaping up to be a two-horse race, look for this sponsorship category to continue to grow with other exclusive deals.