Each Monday, we will share some great activation practices throughout the sports and entertainment landscape. This blog will serve as a space to highlight innovative ideas and campaigns. Want to have your idea or campaign featured? Send us a note on Twitter at @Navigate_Res.

This week we take a look at a unique way one hockey team promoted a partnership with a sponsor:

Toronto Maple Leafs Change Zamboni Design

In partnership with Right Guard Deodorant, the Toronto Maple Leafs tried to use a deodorant-themed Zamboni during game intermissions for its home opener.  The Zamboni featured Right Guard branded signage along both sides, as well as a life-sized deodorant sick on the back of the vehicle.

The marketing effort was originally nixed last minute by the NHL, due to safety precautions (the backend design prevented proper sight lines), but fortunately for Right Guard and the Maple Leafs, the NHL allowed the Zamboni to be used during the second home game. 

Branding a Zamboni is definitely a unique departure from the usual on-ice, board and jumbotron advertising and it will be interesting to see if more brands and teams take this route when it comes to promoting a sponsorship. This is a classic concept of creating a sponsorship asset out of something that no one had ever thought to use before. It is reminiscent of the San Diego Padres and Taylor Made teaming up to make one of the foul poles a giant golf club.