ABOUT THIS ENTRY
In June 2022, theScore Bet (a mobile sportsbook owned by PENN Entertainment) executed a novel sponsor activation, SKYLINE SEATS, that took the live event fan experience to new heights—literally. Just months after launching its mobile betting product as part of Ontario’s new regulated gaming market in April 2022, theScore Bet made a splash in its first year as a sponsor of the RBC Canadian Open Golf Tournament, offering fans a truly original way to experience PGA Tour golf.
How does this represent “Excellence in Engagement”?
The Skyline Seats pushed the boundaries of sports sponsorship activation, bringing a very original concept to life, dominating conversation on-site at the tournament, and resulting in viral content, organic buzz, and millions of earned media impressions. In fact, only a few months after the Skyline Seats at the RBC Canadian Open, NASCAR debuted a similar activation at the Phoenix Raceway during its Championship weekend.
As broadcast quality and availability continues to improve, teams, leagues, and sponsors must continue to find ways to engage fans and provide added value for attending events in person. The Skyline Seats were the activation of the Summer across North America and raised the bar for every brand planning their presence at a sporting event moving forward.
Ontario’s online gaming market is one of the largest regulated gaming markets in North America, and one of the most competitive, with dozens of operators vying for attention. Even before launch, the province experienced a marketing frenzy similar to what’s taken place across the U.S. in recent years. Simply put, breaking through the noise is a major challenge.
To kick off our partnership with Golf Canada and the prestigious Canadian Men’s and Women’s Open Championships, theScore Bet introduced the Skyline Seats at the RBC Canadian Open in June 2022. The Skyline Seats hoisted fans 100 feet above the golf course to watch tournament action like never before, overlooking the 1st and 18th holes at St. George’s Golf Club in the greater Toronto area. The branded, suspended structure provided 360° views that extended to the downtown Toronto skyline. Fans were treated to a lively environment with food, beverages and a birds eye view of the course. It was a first-of-its-kind activation EVER for a sporting event and provided theScore Bet customers with real value and unprecedented entertainment while attending the golf tournament.
Strategy & Execution
In its first year as a sponsor of the RBC Open, theScore Bet looked to create a breakthrough activation that balanced functional, premium fan experience with viral marketing components. The Skyline Seats successfully captured what modern sports fans are looking for when attending a major sporting event - an additive, unique and shareable experience that enhances the in person experience.
The activation played on the unique setup of a golf tournament – with fans walking the course, trying to find the best vantage points to follow the action while stopping by different premium entertainment areas. The Skyline Seats provided the ultimate setting, with views never before available, food and drink, and all the elements of a VIP experience, all accessible to everyone attending the tournament and free of charge. For many fans, the Skyline Seats were a must-visit during their time at the RBC Canadian Open, and the selfie from 100 feet above the green was a highlight shared far and wide across social media.
- SDI Sports
- Dinner in the Sky
- Diamond Marketing
- Golf Canada
Sr. Director, Business Development
Partnership Activations Manager