Overview
In 2024, ESL Federal Credit Union embarked, once again, on a multifaceted partnership with the Rochester Red Wings, designed to strengthen community ties, enhance brand visibility, and support a wide range of events and initiatives throughout the baseball season. This partnership encapsulated everything from high-profile giveaways and strategic stadium signage to exclusive sponsorships of key events like the "Celebrating Women in Sports" night. Through this collaboration, ESL demonstrated its deep commitment to the Rochester community and its values of inclusivity, empowerment, and community support.
Key Elements of the Partnership
Stadium Signage and Digital PresenceESL maintained a robust and visible presence at Innovative Field through strategic stadium signage and digital media integration. This included:
Right Field Video Scoreboard: ESL’s branding featured prominently on the Right Field video scoreboard, with a rotating full-screen video opportunity shared with other major sponsors like Budweiser and Coca-Cola. This ensured that ESL was consistently visible during key moments of the game.
Left Field Terrace Signage: A 40’ wide x 7’ tall ESL sign was installed directly below the Left Field Terrace, reinforcing the brand’s presence in one of the most trafficked areas of the stadium.
Digital Engagement: ESL sponsored the “Play of the Game” on Twitter, engaging fans beyond the stadium and amplifying their brand through social media channels.
Special Event Sponsorships ESL's partnership extended to several key events throughout the season, where their brand was closely associated with positive community impact and fan engagement.
Celebrating Women in Sports (May 31, 2024):
Naomi Silver Bobblehead Giveaway: ESL sponsored the giveaway of 2,000 exclusive Naomi Silver bobbleheads, celebrating the achievements of the Red Wings’ pioneering President, CEO, and COO. This giveaway was a centerpiece of the “Celebrating Women in Sports” event, which also featured a panel discussion with influential women in sports, a pre-game softball clinic, and a post-game fireworks display.
Event Promotion: ESL’s sponsorship was highlighted across multiple channels, including radio, social media, in-stadium announcements, and program inserts, ensuring maximum visibility and community engagement.
Pride Jersey Initiative:
As part of their commitment to promoting inclusivity, ESL supported the Rochester Red Wings’ Pride Jersey initiative, which included Pride-styled Red Wings jerseys given away to the first 500 fans.
Social Impact: The Pride Jersey initiative garnered significant attention on social media, with fans expressing their immense desire for the exclusive specialty, premium giveaway. ESL’s sponsorship was prominently featured in these discussions, linking their brand to a message of diversity and acceptance.
ESL Fireworks Series:
ESL sponsored the “ESL Fireworks Series” on 10 different nights, providing a memorable end to the evening for fans. These 15-minute fireworks displays were synchronized with music and became a highlight of the summer season, drawing large crowds and creating a strong association between ESL and these celebratory moments.
Promotional Integration: Each fireworks night was heavily promoted through radio, television, social media, and in-house methods, including scoreboard announcements and program inserts, further solidifying ESL’s role as a key supporter of fan-favorite events.
Pocket Schedule Sponsorship:
ESL sponsored the distribution of 100,000 pocket schedules throughout Greater Rochester, featuring their branding prominently. This initiative ensured that ESL was in the hands of fans across the region, with links to their website included in the digital version of the schedule posted on RedWingsBaseball.com.
Exclusive Perks and Fan Engagement ESL’s partnership also included a variety of exclusive perks designed to enhance fan engagement and create a premium experience for select audiences.
Suite Nights:
ESL was provided with 10 suite nights, including 20 suite tickets, food packages, and parking passes, offering an exclusive and comfortable environment for hosting clients, employees, or community partners.
Season Seats:
ESL received eight 100-level season seats for the 2024 season, further extending their engagement with the Red Wings’ loyal fan base.
Media and Advertising Integration ESL’s partnership was further amplified through a comprehensive media strategy that included:
Radio Advertising:
A 30-second commercial aired in every Red Wings game, totaling 150 games, ensuring continuous brand exposure throughout the season.
Yearbook Advertising:
ESL secured a full-page, full-color ad in the Red Wings’ 2024 yearbook, reaching fans both at the stadium and in their homes.
Closed Circuit Television:
ESL’s branding was featured on closed-circuit television screens throughout the stadium during all home games, maintaining visibility in high-traffic areas like suites and concourse levels.
Community Impact
ESL Federal Credit Union’s partnership with the Rochester Red Wings in 2024 was more than just a sponsorship—it was a comprehensive strategy to engage with the community, support inclusive events, and enhance the fan experience. From empowering women in sports to providing memorable fan experiences through fireworks and exclusive giveaways, ESL consistently demonstrated its commitment to the Rochester community.
Conclusion
Through its extensive partnership with the Rochester Red Wings, ESL Federal Credit Union successfully positioned itself as a leader in community engagement and supporter of local sports. By strategically integrating their brand into key events, stadium signage, and digital media, ESL not only increased their visibility but also aligned their brand with values of inclusivity, empowerment, and community support. This partnership has solidified ESL’s presence in the Rochester community, creating a lasting impact that extends beyond the 2024 baseball season.