An Unlikely Partnership: Condoms and Curling
Posted: 12/4/2009 2:09:23 PM by
William Chipps | with 0 comments
In perhaps the most unlikely partnership of the year, USA Curling and longtime sponsor Kodiak Technology Group this week announced a new promotion in which the two organizations will sell Hurry Hard Condoms as a platform to raise funds for HIV and AIDS awareness.
The two organizations hope to build awareness about the disease by leveraging the buzz around the upcoming Vancouver Games. Proceeds will be split between USA Curling and Central Coast HIV/AIDS Services.
According to an article in The New York Times, USA Curling’s staff was brainstorming ideas for fundraisers and came up with the idea of a “hurry hard” condom. “Hurry hard” is a common term used in curling.
KTG will produce and sell the condoms through www.hurryhardcondoms.com.
The promotion support’s the International Olympic Committee’s AIDS prevention efforts. “It is committed to playing a leading role in the Olympic Movement’s contribution to the global fight against HIV and AIDS by committing effort and mobilizing resources,” according to the IOC’s HIV and AIDS Prevention through Sport factsheet. USA Curling gained approval from the U.S. Olympic Committee before announcing the partnership.
At the very least, the program should strum up publicity by serving as fodder for late-night talk shows. What do you think?
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Filed under: cause marketing, olympics, sports, activation