Corporate Communications in the News
Boston Marathon
| HAA, Adidas create partnership By Rick McDonald, Crier Correspondent HOPKINTON — The Hopkinton Athletic Association, with help from the Boston Athletic Association, partnered with corporate sponsor Adidas to produce the banners that hung along the Boston Marathon course in Hopkinton. The banner sponsorship project is another fund-raising event organized by the HAA to benefit town athletic and recreation events, with all money generated staying within the Hopkinton community. The Adidas banners appeared along the course after the traditional Hopkinton town banners, which were decked out in patriotic red, white and blue to promote the Patriots Day holiday celebration. Robert Dobinski, president of Corporate Communications Inc., the company chosen to assist with marketing the program, said, "We were able to identify a program to enhance the patriotic theme of this year's event and to add beautification of the town." |
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Dobinski added that a unique " ArtWing "
structure was used to hang the banners, which had the
BAA unicorn acting as a weathervane on top of the
structure. "This was the first time that the "ArtWing"
has been used anywhere," said Dobinski. According to HAA member Tim Kilduff, HAA members sat down with BAA officials to brainstorm possible fundraising ideas, and came up with the possibly of getting a sponsor for a banner program. "We offered the idea to the BAA's main sponsors first," said Kilduff, noting the unique licensing agreement between the BAA and HAA, which allows the HAA to use the BAA name and logo for merchandising purposes. "Adidas expressed interest and we began a negotiation," he added. Before the project went further, the HAA conducted a series of meetings with town organizations and officials to get their reactions toward the idea. According to Kilduff, the HAA met with the chairman of the Hopkinton marathon committee, the American Legion Post, and the Board of Selectmen before additional steps were taken with the project. "There was general consensus that this was a good idea," said Kilduff. Board of Selectmen member, Len Holden said, "I think that it went well and that it was a good idea. I haven't heard many complaints." Kristin Kulig, director of the HAA, said, "I think that it was a good way to promote the world wide event that the marathon is, and also a good thing for the town." According to Kulig, the HAA and BAA have already discussed the possibility of carrying the banner program on for upcoming years. "I hope that it continues. The town will always have a need for athletic and recreation funding," Kulig added. Kulig added, "the good relationship between the HAA and BAA," was a big part of the banner program success. Guy Morse, BAA executive director, agreed with Kulig, adding that the licensing agreement between the HAA and BAA is the first of its kind among Massachusetts towns. "The relationship (between the HAA and BAA) has been successful over the last couple of years. I hope that it continues to evolve," said Morse. "It is a win-win situation in my mind. Everyone in the town benefits," added Morse. Kilduff agreed with Morse saying, "We want to make the HAA into more of a year round organization, with many different fundraising events." According to Kilduff, the HAA is already looking forward to an upcoming event with the Boston Breakers, a women's pro soccer team. The Breakers are going to conduct a youth soccer clinic in Hopkinton in the near future. "The banner program was a success, and now we are looking to build on that," said Kilduff. |
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