No team, at least a good team, can operate as an island, but the Seattle Seahawks are trying to take their fans to one, at least for one pregame experience.
The Seahawks in recent years, both on and off the field, have found ways to be innovative and successful at the same time. From coach Pete Carroll’s use of holistic training methods to embracing safer tackling techniques from sports like rugby, the team has found ways to push the envelope for player performance, and they have done the same with their fans in trying to use all available resources, from enhanced digital programs to their “12th man” branding, to make the brand best in class not just in Seattle or in the NFL, but for all sports businesses.
The latest innovation, one that involves one of the club’s more innovative global sponsors in sports activation, was announced this week. American Express will be taking the pregame experience to the next level for the 12s; the Seahawks most vocal and organized group – and for their Card Members by hosting American Express “Hawks Island,” a first-of-its-kind pre-game experience. Amex will deck out a 200-foot barge (the length of over two basketball courts) in the Puget Sound on October 18th from 9 AM-1 PM PT, prior to the Seahawks-Carolina Panthers game. This special experience will provide a never-before-seen pregame location for the 12s and offer a unique way to get hyped for game day.
In addition to the traditional offerings…food from best restaurants, alumni player signings, games for the kids, the barge will offer special music acts and other one of a kind enhancements for the 12s. It is a biggest test case for Amex with an NFL team partnership, and this enhancement goes on the back of other elements that the brand has tried and found value in with other properties they work with like the US Open (Gridiron Radios are one enhancement, can a Russell Wilson VR experience be far away?).
While the NFL team relationship is a crowded field with Visa dominating through their league relationship, Amex is looking for the strategic breakthrough with some crossover programs that resonate with other sports properties, and the marriage of music and sport, in a unique setting always seems to be a winner.
Nice score for the Seahawks and their passionate legion of fans with a new partner.
