May 18, 2005

Volume 4, Issue 8

Orioles "Makeup" Sponsorship

O's create new sponsorship that targets female market & generates incremental revenue

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Contact: T.J. Brightman, VP of Corporate Sales & Sponsorship, [email protected], (410) 685-9800

Team: Baltimore Orioles

Program Title: CoverGirl Partnership

Objectives: The Baltimore Orioles have two main objectives for this program:

1. Find a new and creative sponsorship opportunity that activates CoverGirl's team partnership

2. Increase the size of the O's female fan base while creating a stronger affinity with their current female fans.

Program Description: Not only are the Orioles looking good on the field this season, their fans are also looking good in the stands... that's thanks to a new sponsorship the O's created with CoverGirl! 

In what is the first known partnership of its kind, CoverGirl has joined the Orioles to promote their line of women's cosmetics at five home games during the 2005 season. As part of the partnership, CoverGirl distributes samples of their Outlast All-Day Lipcolor to female Orioles fans via mail and in-stadium giveaways. Also, on each of the five nights, CoverGirl has an on-site presence that provides complimentary beauty consultations for fans in the ballpark.

CoverGirl and the Orioles kicked off the partnership on April 7th, when the 51 Miss USA 2005 contestants visited Camden Yards as part of activities surrounding the pageant. CoverGirl - also a sponsor of Miss USA - distributed limited edition, full-size samples of their Outlast All-Day Lipcolor to 10,000 women ages 13 and older who attended the game.

Media: This event drew local news coverage on TV, radio and newspaper throughout Baltimore and its surrounding areas. Sports Business Journal also featured this program in a recent edition.

Results: This season the Orioles have already conducted three of the five nights and by all accounts, this program has been a huge success. The Orioles were able to earn incremental sponsorship revenue while providing an added-value to their female fan base. CoverGirl's tents were full on each of the three nights, helping them activate their sponsorship by introducing their new products.

Looking Ahead: While there have already been three promotional giveaways this season there are still two more left. One will be on the Orioles' annual Latino Night and the last one will be on Student Night at Camden Yards.

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