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. 

Today, Samsung Canada announced a sponsorship deal with the NHL to be an official corporate partner. However, they are looking to get more than just exposure out of their sponsorship. Brands today are looking to use sports sponsorships to generate content tying in both the brand name and associated sponsorship in order to enhance their overall impact. 

Samsung Canada is leveraging their sponsorship with the NHL by allowing Samsung smartphone users who download the NHL app exclusive access to videos that other phone carriers are not allowed to access, including edited footage from the NHL’s “Situation Room,” where officials review videos on disputed calls. After a call is made, Samsung users will also be able to view a video explaining how the officials reached their decision on the play call. 

Senior Vice President of the KMAC Group marketing consultancy, Keith McIntyre, says, “Samsung’s products fit with how people consume games. People want to be able to stream, and it allows Samsung to truly showcase how their products can be brought to life.” 

While Samsung’s deal also includes sponsorship of a blog on NHL.com, the exclusive content they are receiving is the most vital element because it reflects broader sports sponsorship trends. Fans our looking to experience a brand through content, rather than simply viewing their logo in an arena or on TV. Sponsors nowadays must build experiential marketing elements into their sponsorship packages in order to gain greater impact.