Logitech

Challenge:

Logitech had made a significant investment to sponsor the NHL’s San Jose Sharks. While this sponsorship provided quality assets, Logitech was not fully capitalizing upon this program or activating it effectively. The bottom line was that Logitech had bought too big of a sponsorship for its needs and was not getting the most out its investment.

Solution

Sports Strategies was brought on board to evaluate this sponsorship, recommend areas to improve and execute a new activation plan. We immediately developed and launched a plan to fully leverage this sponsorship with improvements including:

• Re-designing signage to increase visibility on TV broadcasts
• Created value-added consumer promotion offering free tickets with Logitech purchase
• Developed account-specific programs to leverage key retailers
• Incorporated Logitech products in to arena operations, press area and media broadcast booths
• Initiated hockey-themed employee recognition program using Sharks assets as rewards
• Re-negotiated contract to reduce investment and secure desired assets for moving forward

Results

Sports Strategies dramatically increased Logitech’s return on investment for this sponsorship. Our involvement now provided consumer, trade and employee programs that allowed this sponsorship to deliver results that had not been achieved before. Additionally, we were able to re-negotiate Logitech’s sponsorship contract moving forward and deliver a well structured and fairly priced program that suited their needs.