H1N1’s Silver Lining: Hand Sanitizer Sponsorships
Posted: 10/27/2009 3:48:18 PM by
Jim Andrews | with 0 comments
Sometimes the identification of emerging sponsorship categories comes straight out of the headlines. For example, we are seeing more activity from the makers of hand sanitizers in the wake of growing concerns over the spread of the H1N1 virus.
Last month’s Tour of Missouri bike race was sponsored by Germ-X, which also has been the official hand sanitizer of the MLB St. Louis Cardinals, the Cincinnati-area’s Newport Aquarium and Branson, Mo.’s Silver Dollar City.
Vancouver-based ALDA Pharmaceuticals Corp. is the official antiseptic hand sanitizer, disinfectant and disinfectant cleaning products supplier to the 2010 Olympic Winter Games, the Canadian Olympic Committee and the Games’ speed skating venue—the Richmond Olympic Oval.
In a twist on finding a sanitizer brand to become a sponsor, at least one property is offering any prospective partner the opportunity to put its name on bottles of sanitizer that will be distributed to attendees. For The Cable Show 2010 next May, the National Cable & Telecommunications Assn. is seeking $20,000 for a Convention Hand Sanitizer sponsorship package, which it bills as “the most hands-on sponsorship available…that will keep you top of mind (and close at hand) throughout the show.” This would probably be better bundled as a benefit for a larger sponsor rather than sold a la carte, but it’s an interesting idea nevertheless.
Finally, athlete endorsements may be up next for the category. We can certainly see a connection between hand sanitizers and athletes who play defensive positions. One who already seems to be auditioning for such a role is Albert Haynesworth of the NFL Washington Redskins, as seen on the Redskins’ blog.
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