Enterprise clients gain sports-industry thinking: anticipating City Connect turned a…

One of the biggest advantages our enterprise clients gain is access to the way we think from the sports industry.

When Ballast Point Brewing Company renewed its partnership with the San Diego Padres, we looked beyond the sponsorship itself.

We knew the Padres were due for a new city connect uniform. We also knew that Major League Baseball (MLB), Nike, and the Padres would create an incredible story around these new uniforms. (And they did)

To capitalize on the anticipated momentum, we added a new cobranded city connect product into our partnership deal.

As we were developing the new Súper Lager, I remember saying to the Ballast Point team, “How great would it be to see this in Costco?”

After launching in April, demand took off. The brewery worked overtime to keep up, and today Ballast Point’s Súper Lager is officially available at San Diego area Costcos.

It’s a reminder that great partnerships aren’t just about sponsorship assets.

They’re about recognizing moments before they happen and building a strategy that turns them into business opportunities.

Congratulations to the entire Ballast Point team and thanks to Sergio del Prado & Eddie Quinn for your continued support of this incredible partnership.