Behind the Scenes: A Successful Sponsorship
January 23, 2013
(Image source: JJ Thompson)
In July 2012, Faulhaber had the pleasure of announcing a new partnership for the lifestyle and jewellery brand THOMAS SABO. At our FW2012 Collection launch we publicized that THOMAS SABO is now Skate Canada’s Official Jewellery and Watch Partner. This news went wide, with articles on sports, lifestyle and jewellery trade media platforms alike. Figure skating stars Piper Gilles and Paul Poirier joined the launch event to officially kick off the partnership in style.
THOMAS SABO has now had a presence at all Skate Canada events since July. Faulhaber had a chance to see exactly how THOMAS SABO was making its mark in the skating world this past weekend at the 2013 National Figure Skating Championships at the Hershey Centre in Mississauga. We brought a few excited members of the fashion media with us and we all experienced the thrilling, energetic and emotional world of Skate Canada.
Upon entering the competition we headed straight to the THOMAS SABO booth setup in the concourse. With a selection of SS13 jewellery on display, videos of spokesperson Poppy Delevingne on rotation, and THOMAS SABO clad ambassadors manning the area it was no wonder a crowd of young, cherry figure skaters and fans lingered in the booth. Once one sees the Skate Canada industry, it is obvious why THOMAS SABO makes such a perfect match.
Watching the competition was a delightful experience. Each competitor was thrilling to watch. Along the sides of the rink guests cannot help but notice the THOMAS SABO logo as a backdrop for some the greatest skaters in Canada including Patrick Chan, Scott Moir and Tessa Virtue.
Midway through the competition three lucky winners were announced on the jumbo-tron as the recipients of a THOMAS SABO prize pack. Amongst the prize was the official Skate Canada charm that our media guests took home as well.
One of the highlights of the experience was a backstage tour from Skate Canada’s head of Sales and Sponsorships. We went into the depths of the arena where up-and-comers warmed up, media interviews and photo walls were center stage, and basically, where the magic happens. A hushed visit into the control truck was eye-opening. Dedicated technicians put the entire show together for viewers at home and watching screens onsite in a small condo-sized truck. As PR pros we may think we know what goes into media, but this room packed with the real-time decision makers was unexpected.