While it may not be the most glamorous category, a growing number of properties are finding success with disaster recovery and property restoration services.

Recent deals include pro sports teams, sanctioning bodies and sports and entertainment venues.

In one of the category’s newest deals, Belfor Property Restoration recently announced a multiyear partnership with AEG that includes official partner designation with the NHL LA Kings and AXS TV and official restoration partner status of the Staples Center in Los Angeles and T-Mobile Arena in Las Vegas.

The Birmingham, Mich.-based company also is using sponsorship to promote its presence in the Motor City. Belfor this summer announced a partnership with Olympia Entertainment that includes landmark-level status of Little Caesars Arena, sponsorship of the NHL Detroit Red Wings and naming rights to the Belfor Training Center, the team’s practice facility.

Other property restoration companies are also signing new deals.

ServiceMaster in March announced a multiyear partnership with Minor League Baseball that affords exclusive designation across seven of the holding company’s brands. Those include ServiceMaster Clean (commercial cleaning), ServiceMaster Restore (disaster restoration), American Home Shield (home warranty) and Merry Maids (home cleaning).

ServiceMaster this summer promoted the brands and their services through the ServiceMaster Ballpark Tour, an interactive display that visited Minor League Baseball ballparks in California, Florida and Texas.

On the golf front, ServPro this year expanded its PGA Tour sponsorship with presenting status of PGA Tour Fantasy Golf.

Companies in the disaster recovery and property restoration services category use sponsorship to accomplish the following objectives:

Build brand recognition
Most people don’t think about emergency restoration services until disaster strikes. As a result, properties should offer media and other assets that drive brand exposure.

Belfor gains exposure on AXS TV as part of its AEG partnership, while ServiceMaster Clean gained branding on track cleaning and drying machines through its sponsorship of NASCAR tracks.

ServiceMaster uses its sponsorship of the Memphis Grizzlies to tout its experience maintaining homes and businesses. The company “owns” the team’s defense to play up the similarities of protecting and maintaining the home court and its commitment to protecting and maintaining homes and businesses.

Gain business from properties, cosponsors and other stakeholders
Like other B2B companies, property restoration services often use sponsorship to gain business from sponsored properties.

As the official restoration partner of the Staples Center and T-Mobile Arena, Belfor will provide both venues with disaster and recovery plans in the event of a disaster. As part of the agreement, both venues become Belfor “Red Alert” clients that grant priority response for area-wide catastrophes.

Engage franchisees
ServiceMaster, ServPro and other franchise-driven companies frequently use sponsorship to access hospitality and other business-building platforms that can be shared with franchisees.

Case in point: ServiceMaster franchisees leveraged NASCAR by hosting customers at races and race viewing parties in non-race markets, with one franchisee gaining more than $800,000 in new business as a result of the events.

Franchisees also sponsor on their own: A ServiceMaster Restore franchise sponsored the 2017 Connecticut Open WTA tennis tournament.

Promote community positioning
Property restoration companies frequently look for opportunities to promote their community involvement, particularly national firms.

Belfor plans to recognize first responders and those in the military through its participation in LA Kings community initiatives.

Demonstrate committee to employees
As an industry that relies on manpower, property restoration companies often use sponsorship to recognize and reward employees.

ServiceMaster used NASCAR to reward rank-and-file personal with the ServiceMaster Clean Extra Mile Award, a program that acknowledged track personal who went the extra mile.

ServiceMaster and its franchisees used the award to demonstrate their commitment to employees, many of whom perform dirty jobs.