Sports Sponsorships

Client: Maramor Candy Co., Columbus, Ohio
Introduction: January 2002
Number of displays: 50,000
Construction: SBS board
P-O-P company: The Packaging House Inc., Chicago
Comments: Milk Chocolate Crispy NHL Hockey Pucks were introduced to appeal to adults and kids who are hockey enthusiasts. Available nationwide in countertop displays, each puck has an NHL team logo on it.

Client: Bayer Corp., Consumer Care Division, Elkhart, Ind.
Introduction: December 2001
Number of displays: 5,000
Distribution: Supermarkets and drugstores
Construction/Materials: E-flute and B-flute corrugated, five-color printing
P-O-P company: Smurfit-Stone Display Group, Jackson, Wis.
Comments: Bold NASCAR graphics on this shelf display build awareness for Bayer's gift-with-purchase offer of a collectible die-cast race car.

Client: Pepsi-Cola Co., Purchase, N.Y.
Introduction: May 2002
Number of displays: 2,250
Distribution: Supermarkets nationwide
Construction/Materials: Corrugated, process printing, hanging hardware, cord
P-O-P company: Rapid Displays, Chicago and Union City, Calif.
Comments: Packing a lot of licensed star power into a small space, these 24-inch-wide hanging signs promote Pepsi's "Take Home the Tickets" promotion. Prizes include tickets to Britney Spears concerts, Major League Baseball games and NASCAR events.

Client: Anheuser-Busch Inc., St. Louis
Introduction: January 2002
Number of displays: 3,500
Distribution: Off-premise accounts
Construction/Materials: Vacuum-formed red styrene, decals
P-O-P company: Array Marketing Group, Los Angeles, KCS Industries division
Comments: This replica of Dale Earnhardt Jr.'s car reinforces Budweiser's continued association with NASCAR.

Integrating licensed properties into P-O-P materials can help push impulse sales and enhance the brand image. But it takes planning, time and a willingness to work with property owners on their terms.