Check out this blog from ESPN and you’ll see a brand new piece of sports jargon: “Party City.” Those two words are now synonymous with “home run” … at least if you’re a New York Mets fan.
The Mets play their home games at Citi field, which looks a lot different in left field this year than it did last year. For one thing, fans will notice that the outfield walls are now the right color — Mets blue. And for another, they’ll find a brand-new, fan-friendly seating area suspended over left field. Barstools, padded seats, waiters and waitresses, and a real party environment. All the fans are asking: “What is that? And how do I get a seat over there?”
“That” would be the new Party City Deck, sponsored by our partner and client Party City. It’s a big hit — and that’s not just because it makes it easier for the Mets’ hitters to go deep with a long drive to left.
Look, if you’re a marketer, and if you’re sponsoring a team, a league, a venue, whatever — do you want to be wallpaper? Or do you really want to add value to the experience? If you’re smart, you won’t just hang up a sign. You’ll create something that really adds value to the fan experience. And that’s what we worked with the Mets and Party City to create: a brand new ballpark experience that touched you whether you were in the ballpark, watching at home, or listening on the radio.
The reviews from the press have been great, and the feedback from hardcore Mets fans has been even better. The bloggers at the Eddie Kranepool Society, call the Party Deck “a great place to see a ballgame,” and if that’s not a strong enough endorsement, I don’t know what is.
Ideally, the ultimate in sports sponsorship is when you become a part of pop culture through your partnership. That’s the ultimate compliment for any marketer: becoming a part of the sports lexicon. That’s really the Holy Grail of sponsorship marketing. And that’s what’s happening now at Citi field. Look for lots of references to hitters “going Party City” at Citi Field this year.