Bristol Bay Native Corporation & The Seattle Kraken
Bringing the NHL to Alaska is no small feat.
Strategies 360 began engaging with NHL Seattle in January of 2020 on behalf of Bristol Bay Native Corporation as the organization began looking for expanding brand opportunities throughout the region.
Initial discussions with NHL Seattle identified a potential partnership/sponsorship for BBNC that would place it among a very limited number of companies considered for this kind of relationship. S360 led the information gathering process to expand on the potential partnership and benefits to both BBNC and the team. Despite the onset of the global pandemic, S360 kept in constant contact with NHL Seattle and developed a strong relationship with the organization as it moved forward with new hires, a new arena and team approval.
With the announcement of a team name and mascot, the Seattle Kraken, the potential partnership moved forward at an increased pace as S360 negotiated a number of elements to include within the deal: one of 13 marketplaces within the arena where Alaska-inspired food would be sold, a commitment from the Kraken for an annual youth camp in Alaska involving players and coaches from the team, branding opportunities throughout the rink, arena and training facility and access to tickets for games and concerts.
S360 took a strong position in advocating for the terms that would most benefit BBNC through the 5 year commitment and ended with a deal celebrated by both sides.
After the contract was signed, S360 continued taking the lead in developing a strategy to announce the partnership to Alaska and the region. Without the deep bench of talent, and diverse offerings of S360 this would not have been possible. The Brand team developed a name and brand identity for the BBNC marketplace within the arena. The communications team continued negotiating entrees and placement within the arena, especially on behalf of not only BBNC but their seafood partners. The advertising team developed an integrated media strategy and content to support the partnership announcement. And, of course the Alaska office and communications team coordinated a press event in Anchorage, literally on the ice surrounded by youth hockey players.
This work continues into the year as the marketplace preps for opening, and the Seattle Kraken are set to hit the ice by the end of the year.