When leading pet supply retailer PetSmart launched its in-store premium pet food Authority, the company decided to take its existing sponsorship of the North American Flyball Association (NAFA) and add a new partner to the mix – the Harlem Globetrotters. The NAFA event, which showcases over 70 timed dog relay races, took place during halftime of the Globetrotters’ games.

The challenge for PetSmart was to use its alliances with NAFA and the Harlem Globetrotters to increase brand awareness of its premium pet food Authority among the target audience, and to drive increased traffic into PetSmart stores.

To achieve this objective, GCJPR developed strategies to maximize PetSmart branding at the Globetrotters games; to extend the reach of sponsorship by creating in-store marketing programs promoting the alliance; and to maximize media coverage in all game cities with multi-pronged media relations programs.

Both PetSmart and the Harlem Globetrotter corporations are based in Phoenix, Arizona. Given this, GCJPR staged a launch event at a high-traffic downtown outdoor mall during lunchtime. Seven Globetrotter players were on hand to announce the Authority Flyball Tour kickoff, and a flyball team from Las Vegas provided demonstrations. Presence included free samples of Authority Premium Pet Food, coupon give-aways, flyball team and staff branded t-shirts and strategically place banners at the site.

To reach the target audience at the games themselves, the Authority brand was promoted on banners hung throughout the arenas, including two 60-foot long banners on the court floor for the duration of the 10-minute show. The flyball team wore branded t-shirts and hats and used branded jumps for the races. Also, branded plush dog toys with attached coupons were thrown into the crowd.

All 150 PetSmart stores in the designated markets had the objective of using the sponsorship to generate additional sales and to drive attendance at the Globetrotters games. To make this happen, GCJPR developed in-store promotional materials including 5-foot tall standees featuring the local game information and dollars-off Authority coupons. GCJPR also developed a poster featuring Globetrotter players and their dogs to sign and hand out during Advance Ambassador store visits.

GCJPR was instrumental in a successful launch of the PetSmart Authority premium pet food brand. National media coverage of the launch event and tour reached more than 1.5 million viewers and the Authority brand was exposed to more than 600,000 game attendees in 70 cities. In addition, our efforts helped further and promote the PetSmart/Harlem Globetrotter and NAFA relationships.