Frank’s RedHot Cayenne Pepper Sauce has signed on as the category-exclusive sponsor of the AVP Pro Beach Volleyball Tour for the 2005 season, and will leverage it with hot-wing eating contests at four of the tour’s events.
The brand will hold Battle to the Bone events throughout the summer at the events including the Belmar Open (July 8-10), the Hermosa Beach Open (July 21-24), the Boulder Open (Aug. 26-21) and the Chicago Open (Sept. 1-4), said Arti Shah, senior brand manager for Frank’s RedHot.
Competitors will compete in the wing eating events alongside the AVP players. Other activities at the three-day events will include RedHot sampling, games, giveaways, AVP player autograph sessions and more.
Shah said the brand chose wing-eating contests as part of its activation to bring the brand to consumers in an experiential, fun way.
“Our research [indicates] that our consumer craves exciting, outrageous events and outrageous things,” Shah said. “When you think about the strong brand affinity of the AVP audience, a direct touch-point makes perfect sense.”
Shah said the brand also chose the AVP over a major league sport or NASCAR for its first foray into sponsorships because it did not want to be part of a sponsorship clutter.
“Beach volleyball is growing in the same way tennis did in the 1970s,’ Shah said. “Our brand matches the size of these events, and will help us have more of a direct relationship with the consumer.”
Frank’s RedHot also said it would sponsor three players this season—Sean Scott and Rachel Wacholder, who are dating and will be billed as the brand’s RedHot Couple, and Olympic bronze medalist Jennifer Kessy.
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