Greenspon Advertising - Public Relations

Public Relations

Business Journal
From the June 17, 2005 print edition

Panthers cruise lets you set sail with Sir Purr
Are you ready for some football ... cruises? The Carolina Panthers and AAA Carolinas think you are.
Ashley M. Gibson

As part of AAA's new three-year sponsorship agreement with the NFL franchise, a four-day cruise from Tampa to Cozumel will include a contingent of Panthers fans as well as several players and coaches.

"It's a fun way to promote the relationship between us and the team," says Sarah Henshall, VP at AAA Carolinas. "And it's been done in other areas with great success."

Kyle Caddell, Panthers sponsorship sales director, says the team discussed the promotion with other clubs before climbing aboard. "It was tremendous for the (San Diego) Chargers," Caddell says. "And we like the idea of helping a partner do business."

Caddell says the Panthers won't receive any revenue from the cruise. Rates start at $499 for the trip, which will be hosted by a Carnival cruise ship. AAA Carolinas is spending between $100,000 and $200,000 to become an official team sponsor starting with the 2005 season. The travel group's ads will appear on the stadium scoreboard as well as on the team's radio broadcasts.

For the Panthers, AAA Carolinas brings more than just money. The group has 1.5 million members and 22 offices across the Carolinas, all of which will now be used to promote the Panthers as well as travel.

"Between the two of us, we have a lot of internal media horsepower," Caddell says. "We believe we can help each other a great deal."