Whether it’s peanut butter and jelly or Coach Prime and the Colorado Buffaloes, some combinations make more magic than you’d expect. Find out how clever partnerships have boosted these brands and their merch.
Perhaps you’ve heard of this up-and-coming singer and economic powerhouse named Taylor Swift? Her massively popular and successful “The Eras Tour” this summer plus a record-breaking concert movie premiere in October – raked in the dough. The impact of her fan base is so strong that it’s been dubbed “the Taylor Swift effect.”
Just look at her romance with Kansas City Chiefs star Travis Kelce, which boosted NFL viewership – and sales of Kelce’s jersey skyrocketed by 400% – in the first week rumors of their relationship hit the internet. Heinz even got in on the craze with a “Ketchup and Seemingly Ranch” condiment after a fan posted a photo of the star snacking at a game, captioned with a guess as to what dip she was enjoying with her chicken fingers.
Travis’ mom Donna Kelce rose to fame earlier this year when her two sons became the first brothers to face off on opposing teams in the Super Bowl, but that was nothing compared to the notoriety she gained from watching a game with Swift. Now, she is cashing in for charity with a “Rooting for the Offense” game day T-shirt that benefits the Heights Schools Foundation, an organization that provides scholarships, grants and other funding for students and staff in the Ohio public schools her sons attended.
Another athletic match made in heaven appears to be the University of Colorado and head football coach Deion “Prime Time” Sanders – himself a football, baseball and pop culture star since the ’90s. Sanders’ popularity and personality are pushing interest in the school, the team and its merch to record highs. Colorado’s merch sales are up an eye-popping 1,200% over September 2022, including “Coach Prime” gear, and sponsorship revenue has increased by 42%. Never mind that the team didn't fulfill their early-season potential, the marketing was still a winner!
School spirit also runs high with Flamin’ Hot Cheetos, which enlisted Megan Thee Stallion for a cheeky campaign promoting fictional “Flamin’ Hot University” – FU for short – launched in time for homecoming season. The campaign plays on the rapper’s “Hot Girl” persona and includes special product packaging, online content and a streetwear collection by designer Melody Ehsani that has already raised and awarded more than $175,000 in scholarships at her alma mater, Texas Southern University.
Who is your next marketing partner? APTCO is ready to help you build your campaign.
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