Football season is back! Time for tailgating and weekend fun watching the travel, high school, college, and professional games. You might think that it would be a great time to promote your business by giving away game tickets or running a football sweepstakes. And it is! People love winning free tickets or team merchandise, especially autographed items or trips to big games.
However, there are three questions to ask before you run that promotion.
1. Will your promotion violate copyright or trademark laws?
You can’t mention the Super Bowl or NFL properties covered by copyright protection as prizes or part of your giveaway unless you are an official NFL or Super Bowl sponsor, and you should get permission from any college, high school or travel team to mention their team or their games. If you don’t, then the entity that is copyrighted can shut down your promotion, or worse, take you to court where you will have to pay legal fines and fees.
2. Is it legal?
Bets, bracket challenges, and football squares can be fun between friends, but they could be illegal. Don’t let your business operate as if it was an unlicensed casino. If you are requiring a purchase to enter (without a non-purchase method of entry) or if you are operating a contest or sweepstakes without rules, you are not operating a legal promotion in the United States. Make your promotion legal with Official Rules drafted by an attorney or an experienced promotional marketing agency (like Marden-Kane!), and always follow state and local laws.
3. Can I handle the traffic?
If you run a TV ad for your promotion during a football game, be ready for the traffic surge to your website. Ads promoting sweepstakes and contests during the Super Bowl or college bowl games can cause traffic surges that take websites down. Plan accordingly!
As long as your promotion is compliant, make sure you are not violating copyright laws, and you plan for any traffic surge from consumers that can’t wait to enter your promotion, you should be all set.
Here are a few ideas for a football season promotion depending on your budget:
- Team jersey of the winner’s favorite player.
- A complete game-day experience: premium tickets, tailgating, a custom-branded cornhole game, a portable grill, a high-end cooler, hats, and stadium blankets.
- A sleek fitness pack consisting of your brand’s high-performance duffel bag, custom insulated water bottles, cooling towels, and a new set of activewear.
Any of which would work great as individual prizes on a “Spin the Wheel” Instant Win Game.
If you are interested in running a sweepstakes, contest or other promotion related to football or high-profile football games, contact us!
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