Tiger Tailgate has long held the reputation of the biggest tailgate party at Mizzou. More than a thousand community members come together to eat, drink, enjoy music, and celebrate the beloved home team. That’s why sponsoring the event is such a boon to local businesses — share some of the spotlight with what the community already adores in order to capture new opportunities to convert fans into customers.
What You Say to Tiger Fans Through Sponsorship
Marketing is all about expressing your brand story and communicating a message to your audience. That’s never as loud and clear as it is when you sponsor Zimmer’s Tiger Tailgate, which allows you to become part of the fabric of your community while building goodwill with your prospects and customers.
Your business may be tapping into fan loyalty, but what fans hear is, “We support the home team.” You love what they love — Mizzou football — and you care about enriching their experience at the game. As a business owner, you may be looking for the opportunity to showcase your offerings while getting involved in the community, but what attendees hear is, “We’re a good neighbor.” Face-to-face engagement is important — especially with 1,000 plus attendees — and this sponsorship allows you to do that in a positive setting. You may be there to add value to your company by helping provide the best, free experience in town, but what your audience hears is, “We know how to have a good time.” You’re proving that your company is fun and worth visiting.
What You Get Out of Being a Sponsor
The opportunities for marketing at the event itself aren’t the limit of the results sponsorship can provide. Partnering with Zimmer to sponsor the Tiger Tailgate provides other benefits as well.
Sponsors will have access to numerous options for promoting their involvement at the event. From in-store fliers to live and streaming radio spots to digital ads (including social media), you’ll be able to raise awareness about your business and involvement with the Tiger Tailgate all at once. You’ll also have access to live direct broadcasts on-site at your business location(s), and the opportunity to give out promotional items or coupons as people come in or head out of the games, with help from Zimmer.
As one example of giveaway success, Steve’s Pest Control capitalized on recent SEC changes that only allow clear bags of a certain size to enter games. A couple of seasons ago, they sponsored our clear SEC-regulated bags in the team’s black and gold colors, complete with the Steve’s Pest Control logo, and gave one away to every woman who came to the tailgate, so they would have something to carry into the games.
Increased Foot Traffic
While you can certainly expect your presence at the event to drive foot traffic afterward, you’ll also see increased foot traffic beforehand. While Tiger Tailgate is free, hopeful attendees still need to have a pass to enter, and those can only be obtained at one of our sponsor businesses. One recurring sponsor, Southern Glazers, was initially intrigued by the volume of people that could be reached in a short time frame, enjoyed being part of game day at The Zou, and experienced sales increases that coincided with tailgate season.
Minimal Effort on Your End
Southern Glazers also pointed out how easy this process is for sponsors. Zimmer will do most of the heavy lifting, targeting your audience for radio, and much more, all with your approval. The only thing you need to do is show up at the event and enjoy the fun. Lifting sales during the tailgate season was effortless for Southern Glazers, and they continue to profit from attaching their brand name to the exciting event.
Access to VIP Sponsor Den
When you need to find some shade, escape the crowd for a while, or avoid the line for a bite to eat, our VIP Sponsor Den at Tiger Tailgate is there just for you. Only official sponsors will have access to this area with your own food and beer/soda line, along with a separate entrance and exit, so you don’t need to wait to get in or out of the tailgate. Depending on your sponsorship level, you can also get tickets to the games.
Tiger Tailgate is a huge event for our close-knit college town, and that represents big opportunities for local businesses to join in on the fun. Associating yourself with the Mizzou team and the University itself can endear you to Tiger fans, raising awareness about and interest in your business. Sponsoring the event takes this association to the next level, offering resources, advertising opportunities, and of course, increases in foot traffic.