Since we are in the midst of the holiday season, I was thinking about the different holidays there are throughout the year, and how some leagues and teams have tried to “own” a specific holiday by associated their product with it. They can do this through special events, or my featuring must-see games on specific dates. Here is the list that I have so far, including holidays that are “up for grabs.”
- New Year’s Day: NHL (“The Winter Classic”) and NCAA Football (multiple bowl games, especially the Rose Bowl)
- Valentine’s Day: Up for grabs!
- St. Patrick’s Day: Up for grabs!
- Memorial Day: The Indianapolis 500 (always on Memorial Day weekend)
- Independence Day: MLB (summer is dominated by baseball, and they always feature big games on this day, closely followed by the All-Star game the following weekend)
- Columbus Day: Up for grabs!
- Halloween: Up for grabs!
- Veterans Day: Up for grabs!
- Thanksgiving: NFL, and specifically the Detroit Lions and Dallas Cowboys (2-3 traditional games on TV every year)
- Christmas Day: NBA (televising multiple games throughout the day, including a history of “must-see” games, such as the first Kobe/Shaq game and this year’s Celtics/Lakers game)
I put this list together pretty quickly, so if you know of other teams or leagues that really try to “own” a specific holiday, let me know and I will update the list. I think this is a great strategy for sports properties to try and use. Most holidays have a natural excitement and enthusiasm to them, and if you can build a connection between your brand and the holiday, it should lead to lots of positive public exposure.