Brewer Makes Special-Edition Ale for Marathon Sponsorship
Posted: 5/2/2011 2:37:30 PM by
Jon Kander | with 0 comments
With marathon season underway, one specific sponsorship jumped out at me. Arcadia Brewing Company, a Michigan-based craft beer brewery, is partnering with the inaugural Kalamazoo Marathon. According to marathon coordinator Karen Townsend, one of the first questions she received from the runners is whether there was going to be beer at the finish line tent. Instead of just filling the category and providing beer to runners and spectators, Arcadia Brewing really stepped up. Not only is the brewer sponsoring the event, but it will also be creating a special-edition ale (called Finish Line Ale) specifically for the event.
This activation shows great creativity from the brand and showcases the brewer’s desire to be an active sponsor as opposed to engaging in just a dollar transaction. By developing a beer specifically for the runners, Arcadia is demonstrating a desire to be involved beyond just signage and is celebrating the runners’ accomplishment of completing a marathon.
Arcadia is also helping create a better experience for the runners. Instead of providing a heavier brew (which most of its current beer offerings are), Arcadia is catering to the audience and developing a beer that is more desirable as a post-run beverage.
Endurance sports participants, in general, are very loyal to sponsors. By providing the participants a place to drink after the race, as well as going the extra mile to develop a beer that would be more appealing to each runner, Arcadia Brewing is likely to receive an even greater lift in awareness and perception.
I have no doubt that developing a brand new beer is not a small task, but that effort will surely be recognized and appreciated by each marathon participant.
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Filed under: beer, marathon, sports, activation