Denver Broncos Case

Promotion

The Denver Broncos have an incanting ability to fill the stands every game. With every game selling out and a massive waiting list for season tickets, there is no need for any promotional days. Although there are very few promotional days, the Broncos have many different corporate sponsors. These corporate sponsors put on events where fans can win free tickets, win memorabilia and even eat for free. After renaming the Mile High stadium after the Colorado grown company, Sports Authority, is now the Broncos biggest corporate sponsor. Sports Authority pays $6 million dollars a year to the Broncos to display the Sports Authority image throughout the stadium. Half of the money goes to the Broncos but the other half goes towards the stadium and the district around the stadium. The Broncos do not see this as another sponsor putting the company image everywhere like with INVESCO, but as an opportunity to bring the community together, a promotional object for both organizations.

When the Colorado National Bank merged with U.S. Bankcorp in 1996, U.S. Bank became the official bank of the Denver Broncos. Through Broncosbanking.com fans can receive their very own specially designed Denver Broncos Visa Checking card. With this card fans are able to win promotional items, special offers and contests. U.S. Bank is running the On US Random Acts of Kindness event where U.S. Bank will pick up a random customers tab when buying Broncos memorabilia just for using the Broncos Banking Card.

The official airline for the Broncos is United Airlines. When visiting the schedule on the Broncos website fans have the ability to buy tickets as well as travel expenses in a package deal. Other sponsors include: Coca-Cola, Comcast, Bud-Light and Coors Light. Coors Light is running a promotional event called, 100 Seats A Sunday. When fans buy Coors products from select retailers they may receive a scratch card where the fans could win free VIP tickets.

Taco Bell and McDonalds are running programs where they give out free food if the Broncos win. Taco Bell gives out two free tacos with a drink purchase during a certain hour the day after a win. McDonalds offers a free Big Mac if someone goes the day after a win and asks for "The Royal Treatment."

Along with major corporate sponsors the Broncos offer many different ways to sponsor the team. Whether the sponsor is small or big, or local or national, the Broncos will custom design each marketing partnership to best fit both parties' needs. The Broncos also offer cross promotional advertising such as category exclusive co-branding. Many companies are taking advantage of the cross promotional advertising. The United flights out of Denver have a loading ramp with the Broncos logo on it, Coca-Cola cans sold in Denver have the logo as well as discounts and deals and Red Robin is doing a drawing for kids to be a "Red Robin Kickoff Kid."

Corporate sponsors also have access to co-branded item giveaways, interactive displays, scoreboard features, on-field promotions, VIP training camp visits, pregame field passes, premium seating, tailgating parties, customized private events, stadium tours, fantasy camps and game day sponsorship. For branding and awareness the Broncos offer channel cut signage, LED digital signage, tri-vision panels, concourse signage, scoreboard exposure and branded concepts.

Another facet to the Broncos promotional campaign is the amazing public relations. The Broncos strive

...