NYSJ Sports-Entertainment Business News Service
April 11, 2018: For athletes who sign autographs, Sharpies are as essential a tool as bats, balls, gloves and footwear.
Now, Sharpie is helping athletes use the writing implement for more than writing their John Hancock.
Sharpie has launched a video content series and special-edition packs and markers featuring such stars as Aaron Rodgers (Green Bay Packers), Chris Paul (Houston Rockets), Alex Morgan (U.S. Women’s National Soccer Team) and Aaron Judge (New York Yankees).
The effort is part of a broader Sharpie campaign, Uncap the Possibilities, which “demonstrates how a Sharpie Permanent Marker gives people the power to unleash their imaginations and express how they'd like the world to be.”
The series and each special-edition pack also encompass cause-marketing by showcasing a respective athlete and the charity they support: Rodgers and the Wounded Warrior Project, the Chris Paul Family Foundation, Alex Morgan with UNICEF Kid Power and Judge with #ICanHelp.
Each pack features a photo of the athlete, their charity information and a marker printed with the athlete's signature. (Packs come in four, five, eight, ten, 12 and 24 counts.)
In addition to special-edition packs, national marketing support from Sharpie includes a promotion offering the chance to win more than 50,000 prizes, including autographed items, cash, Rawlings merchandise, special edition Sharpie Permanent Markers and a trip to New York to meet Judge. (Details here).
Sharpie has also partnered with The Players' Tribune, the athlete-driven media company founded by Derek Jeter, former MLB star with the Yankees and now CEO for the Miami Marlins.
According to Sharpie, “Through both powerful first-person video narratives and written articles, the athletes will describe how they have uncapped their possibilities through their personal journeys and the charities they support.”
Content will be released on The Players' Tribune throughout the year.
"Athletes have an incredible opportunity to positively influence their fans,” Jeff Rodenbaugh, director of Sharpie brand activation for Newell Brands, said in a statement.
“We're proud to partner with The Players' Tribune and support these four athletes in their endeavor to increase awareness of their individual causes.We hope others are inspired by this partnership to uncap the possibilities and positively change the world."
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