Page 47 - Shango Case Study

Shango Events and Sponsorships cont’d
BRAND has identi ed and implemented a ground-breaking sponsorship that will help achieve this in a highly effective, yet nancially responsible way.
Since the early 20th Century, motor racing has been one of the most effective and successful branding and marketing platforms ever created. Racing inspires intense interest and erce loyalty among fans of various teams, drivers and series. Their loyalty transfers directly to
the companies and brands that sponsor racing and enable their favorite teams and drivers
to compete. Their loyalty also translates directly into sales. Racing fans buy the brands that support their sport.
Long-time BRAND client, Danny George Racing, presented the perfect opportunity for Shango
to break into the motorsports world and begin reaping the rewards of sponsorship in a major
The Company
national racing series. Danny is a talented and “beloved” driver in the wildly popular and
rapidly growing Formula Drift series, as well as an astute businessman. He knew of BRAND’s
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pa rcoacnensasobri,s dciosmtripbauntoy.r and retailer of premium cannabis products based in Portland, Oregon.
It is also an emerging leader in the exploding American Cannabis Industry.
Formula Drift has nationwide television coverage of it races. Its worldwide audience is centered
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tahnedgvroeratceirouPsorctolansdumareras.oTfhoenclionmepcoanyteinstppoeisretadintiongentoteFronremwumlaaDrkreift.sSfohrancagnoniambmiseodpiaetneinlyg in Arelcaoskgan,izAerdizothnias,pCoatleifnotrianlia,nHdaawpapiiroavneddNtheevaBdRaA. NItDis/DalasnonpylaGnenoinrgetoRaecxintegnFdoirtms pulraesDernifcte across tphreopcosuanl.try as other states legalize recreational and/or medicinal cannabis.
SOhvaenrgnioghist,cSohmamngitoedmtaod:e history and became known around the world as the rst cannabis
company to sponsor a team in a major motorsports series. BRAND public relations broke the
• Rede ning cannabis as a positive and respected addition to the nationwide marketplace. news with targeted news releases and a viral video that made headlines in the sports and
cannabis media across the U.S., as well as in Europe and Latin America.
• Changing how millions of Americans responsibly purchase, use and enjoy cannabis.
As a result, the business world has begun to acknowledge that the Cannabis Industry has come o• f Targaen,sfaonrdmtihnagt tShheapnrgooduisclteioandianngdthsaelewoayf cinatnonambaisinpstrroedaumctcsointsouma eprromsaprekreotus sthbruosuingehsosu, tatshe couwnetlrlya. sSahapnrgoo ’tsaebxlecinuvtievsetsmheanvte. already received signi cant business inquiries from major
energy and sports drink companies, as well as high-pro le celebrities. • Creating America’s rst and nest national cannabis brand.
Define. Differentiate. Dramatize.
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