Sweetening a new partnership between the Miami Marlins and headphone manufacturer Monster is the luxury car company, Bentley.
Bentley Makes Miami Marlins Monster Deal Intriguing
Bentley had already been using Monster’s speakers in its latest models, and Monster has recently thrust itself into the world of sports marketing. The Marlins, near the bottom of the Major League Baseball revenue ladder on an annual basis, are obviously always on the look out for new sponsors.
Although the value of the deal for Miami has not been disclosed, the terms of the deal have been made public. Marlins Park will be outfitted with new kiosks where fans can purchase Monster products, and Miami players will take part in product promotion.
The most noticeable aspect of the contract will be the addition of Monster signage in deep center field, however. If a home run ball hits any part of the sign, a selected row of fans will win Monster headphones. If the ball hits the “o” in the sign, the player who hit the dinger will win a custom Monster Bentley.
In terms of significance, this is a bigger deal for Monster than it is for the Marlins. For Miami, this is another sponsor and hopefully a little more reason for fans to buy a ticket.
On Monster’s end, this provides an avenue into professional sports that makes sense. Monster doesn’t have the brand power, and therefore advertising capital, that its competitors such as Bose do. By making its foray to getting its brand in front of sports fans with the Marlins, Monster is playing the low-risk, high-reward game.
Bentley’s contributions to the deal provide a premium touch to the sponsorship without forcing Monster to pay a premium price. If the 2017 All-Star Game in Miami features a “Monster home run,” the biggest winner will be Monster.