Andrew Leeper, Brand Strategy Coordinator, Texas Lottery, talked about taking sports sponsorships to the next level. Sports marketing sponsorships have become an increasingly important tool for brand engagement. As these partnerships evolve, how can the lottery industry take sports sponsorships to the next level?
The Texas Lottery believes it will require a systematic, planned approach. First, the lottery needs to focus on finding the right partner. Then there is the need to get creative with the partnership, move quickly, build a comprehensive brand integration/activation plan and finally amplify the partnership.
Enter the Dallas Cowboys, the most valuable sports franchise in the world. The Cowboys are in the midst of building one of the most advanced training facilities in the world. The new facility will include many incredible features, including a Texas High School Football Hall of Fame, which will be owned by the Texas Lottery. The partnership will also provide other benefits—a Texas Lottery “Education Beneficiary” Tower, lottery event activation opportunities, a constant lottery selling presence and much more, stressed Leeper.
The Dallas Cowboys and the Texas Lottery also plan to integrate community outreach elements, like funding fitness by awarding annual fitness grants to local schools. The Texas Lottery will also be the title sponsor for the Cowboys annual high school football camp, where 160+ student athletes get to spend the day with Cowboys coaches and players.
