Being a fan of a sports team is a cherished and serious thing. According to a 2018 market analysis by Zion Market Research, the global licensed sports merchandise market reached more than $31 billion in sales in 2017 and is expected to expand to more than $48 billion by 2024, growing at a compound annual growth rate (CAGR) of approximately 6.56% in that timespan.
Tailgating has become a multi-billion-dollar ritual, especially for football. And, according to a 2014 article in National Geographic, it has its roots in alignment with the autumnal harvest – gathering, and eating and celebrating. The article, “History of Tailgating,” by Mary Beth Albright (November 5, 2014), noted that as many as 35% of people tailgating do not venture inside the stadium.
According to www.tailgating.com (yes, this is a thing), there are some interesting tailgating stats (which can help you shape your promo pitch): 79% are men, while 18% are female, 60% are aged between 25 and 44; 46% of tailgaters enjoy this activity between 6 and 10 times a season, while 21% are more hardcore, going 11 to 15 times per season; and 95% of tailgaters make their foods at the stadium parking lot. Meanwhile, 51% set up their tailgate area 3 to 4 hours prior to the game, while 39% set up more than 5 hours prior. Tailgaters tend to spend a bit – 42% spend over $500 per season on food and supplies alone, while 31% spend between $200 and $500. Further, 59% use a combination of grills, stoves, and smokers to cook.
According to this research, the following is a profile of the typical tailgater:
“College educated male
Between the ages of 35 and 44
Spends over $500 a year on tailgating food
Attends and/or hosts 6-10 Tailgate Parties each season.
Uses separate coolers for food and beverages.
Travels less than one hour to get to the game
Tailgate party begins 3-4 hours before kickoff”
Now, while tailgaters are going to be decked out in their team’s gears and colors, promotions that target them will be exceedingly appreciated. Any local business can get in on the action. According to Pinnacle Promotions (www.pinnaclepromotions.com), “Creating a branded tailgate experience helps customers celebrate in style, all while helping you to expand your reach.”
The company has three key ideas to focus on while helping your clients create a memorable tailgating promotion. Decorations are welcome, especially in team colors with your client’s logo – such as the number-one foam fingers, or balloons.
The food is usually the star. For larger clients, offering a grill, grill set, mini smoker as a prize, for a corporate company store, or as an incentive is a fun idea. There are companies that provide logoed barbeque sauces and rubs, as well as snacks.
“People enjoy tailgating because it combines love for a team and appreciation for a sport with a community-building party,” says Carrie Lewis, marketing and communications manager, BIC Graphic. “Tailgates bring people out of their homes to eat and drink with a group who shares a common interest. It’s a natural place for friendships to be built and for sharing personal traditions with people who are looking to be part of the team experience.”
Tim Mogck, Showdown Displays agrees, noting, “Tailgating builds a sense of community. You see friends, family and people you know but you also meet new people at these events. Attendees mainly have common interests, goals and desired outcomes so a sense of camaraderie is built with an opportunity to create memorable experiences with others.”
There are trends that evolve and surface in tailgating. Lewis observes that the latest tailgating trends include elaborate and gourmet food spreads and vehicles with special modifications to enhance parking lot parties -- the days of simple burgers and hot dogs are fading. There is also a distinct shift in popular promo items designed for today’s modern tailgaters. For example, she offers, a magnetic apron from GRILLIGHT™ in team colors with embedded magnets for tools, a beer holster and a bottle opener is multi-functional for the host and his/her tailgating team.
Whether it’s football season, which starts warm and ends up cold, or baseball season, which starts chilly and ends up hot, tailgaters (and any fan that just goes to the games) want or need to hydrate. The Koozie® Triple Vacuum Tumbler, describes Lewis, “is the perfect tailgating promo that lasts the whole season. It can be used as a can kooler and bottle kooler to keep beers chilled for up to 12 hours, and then can be used to keep cocoa or coffee hot for up to 3 hours when the weather gets cooler.”
Sitting in team-colored chairs decorated with your customers’ logos is perfect for enjoying the freshly made food but when tailgaters are taking a break from eating and imbibing, “games are a great way to engage people and keep them entertained, challenged, and in a happy state of mind,” Mogck says. The brand or messaging on the game blends into the overall experience. Showdown Displays offers several options such as such as the Bag Toss Game and Prize Putt Kit.
And of course, everyone commemorates activities today via photos and videos from their smartphones, also used to check news and stats about their teams and the opponent of the day. Mogck advises to suggest to your clients “to provide photo ops at these events with their brand discreetly visible, so when those photos are posted and shared, their brand is part of the memorable experience.” Showdown Displays offers a number of photo walls and cutout displays in various sizes and formats.
In addition, for your clients who will tailgate as a business, Mogck suggests they a logoed outdoor event cooler, tent, or full- or mini-size sail signs, to help the tailgaters get more into the gameday spirit. Showdown Displays offers numerous show packages that can fit into tailgating for businesses. “Two great options are the aptly named Tailgater Package as well as the Photo Fun Outdoor Show Package,” he suggests.
The Champion® brand is celebrating 100 years of the team in 2019, Lewis reported, and it is seeing a resurgence in popularity on social media. Champion® hoodies which are on-trend and classic, appeal to a broad audience. Businesses can print their logos on those that are in team colors to give away as part of a promotion that is on site at the business. “Styles like the Champion Eco® Women’s University Fleece Hoodie and the Champion Eco® Powerblend® Pocketless ¼ Zip have modern silhouettes in a wide array of team colors that appeal to a big crowd,” she comments.
Fanny packs, Lewis adds, are a useful tailgate promotion because it allows for easy access to essentials while remaining hands-free. Your clients may want to consider the Clear Fanny Pack to hold the phone, tickets and other necessities while working the grill or playing a game. Additionally, she notes, this fanny pack meets NFL bag policy so it can be worn into the stadium.
Tailgating is a fun day out as the weather cools and the days get shorter. It’s all about community, food, drinks and fun while supporting the hometown team, and businesses that create tailgate-oriented promotions will be associated with the good times and the good will. It’s a score!
CASE HISTORY
Gwen Brey, Beacon Promotions: A college was holding a fund raising drive for their athletic program. The funds were needed for stadium upgrades and new uniforms. They wanted a thank you gift for alumni who donated a certain dollar amount or more for the athletic program. They reached out to their alumni who were season ticket holders first. The thank you gift for this group was the Weber 10020 Little Smokey Grill, which is perfect for tailgating at the park before or after the athletic event. The fundraising progressed from there to all alumni and they choose a different thank gift for those contributors. The fundraising was more successful than they anticipated and the school is very pleased.