Silberzweig noted that Medium Rare’s festival properties are jointly owned 50/50 with the celebrity hosts, which lets them build their business and their equity.
“These events do very well monetarily, but the media marketing value is enormous. Then, these events serve as almost appetizers for brand partners to get in business with a Shaq or a Gronk,” said Silberzweig.
Pepsi is the main sponsor of Fieri’s Tailgate, while Captain Morgan is a presenting sponsor for the SI party. Gronk’s sponsors include Nutrl, Monster Energy and Cash App, while Shaq’s include Pepsi, Papa Johns and DeLeon Tequila.
Medium Rare customizes packages for each brand. They meet with each one to learn what the brand’s KPIs are, then build out a custom package based on what they’re looking to achieve.
“It’s never about a logo slap. It’s never about giving them signage. It’s about coming up with something that’s going to go viral and make noise beyond the event,” said Richman, who pointed to last year’s chicken wing eating contest with former NFL stars Chad “Ochocinco” Johnson and LeSean McCoy sponsored by Tums.
There will be roughly 50 brand sponsors across the four events, and Medium Rare acts as both event producer and brand activation agency. That means its normal staff of 11 grows to 311, and that’s just at the managerial level, with 300 independent contractors, including production managers, operations managers and security heads, as well as thousands of hourly staff for tasks like bartending and stagehands.
To learn more about the Medium Rare events and to get tickets, visit the Medium Rare website.
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