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. 

UPS utilizes their logistics expertise in their recent NCAA Tournament campaign. With the goal of getting all 132 men’s and women’s basketball coaches in the NCAA tournament to autograph replicas of a Final Four court. UPS will ship out pieces of the court to coaches to sign and they will return the signed pieces to UPS. Once the pieces are signed, UPS will display the them into a 24-foot-long replica of the court at the men’s Final Four fan fest. All of the pieces will eventually be auctioned off on eBay from March 20th – April 7th. All proceeds will go to the Coaches vs. Cancer and the Kay Yow Cancer Fund. 

UPS is a great example of taking your company’s capabilities and integrating them into a sponsorship activation. Additionally, UPS ties in charitable donations to their sponsorship by integrating coaches and players funds. The company will also begin to launch their “United Problem Solvers” brand campaign, replacing their previous “We Love Logistics” messaging. 

UPS VP/Customer Communications, Maureen Healy, states that as the official logistics partner of the NCAA, launching the campaign around this time made sense in order to reach their target audiences from small businesses to large enterprises.