Sports sponsorships have long been reserved for big brands with big budgets to match. Increasingly, some marketers are looking for alternative routes onto the field. Take DUDE Wipes. Back in May, the flushable wipes brand became the “official backside partner” of the Premier Lacrosse League (PLL), placing its branding on the lower backside of every PLL jersey.
While most brands go for jersey chest, sleeves or upper back, the flushable wipes brand built its ad strategy by “being on the butt” of jersey logo placements, as Ryan Meegan, co-founder and CMO at DUDE Wipes, puts it.
“There’s so much there on the table to take advantage of,” said Meegan, adding, “We can just do a deal with the Browns or do University of Auburn and just show up within their walls, but that’s not our goal.”
The goal, per Meegan, is to be seen and take up space, especially if that space is on-brand for a flushable wipe brand and less brand safe for traditional advertisers.
Shifting the strategy in a crowded arena
