How Miami University used SQWAD's activations to turn intermission dead time into a measurable sponsorship engine - and give every partner something they'd never had before: proof.
Activation Results
40%
Of fans attending home hockey games participated - not just saw the activation, but picked up their phone and played.
15K+
Sponsorship offers delivered directly to fans for on-location redemption — turning passive exposure into active transactions.
8+ Min
Of scoreboard LED exposure per game - shared across all five sponsors. Not a 10-second read. A full intermission presence.
5/5
Every sponsor got leads, foot traffic data, and a clear line between their spend and fan engagement. None walked away with a question mark.
The Challenge
Awareness doesn't cut it in College Athletics Sponsorships.
College athletics properties spend enormous energy selling sponsorships. But most of what gets delivered looks the same: logo placement, PA reads, a banner on the dasher board.
Great for brand awareness. Terrible for proving value at renewal time. Especially in sports like hockey.
Miami University's challenge: They had five sponsors - each with different goals - looking for more than a scoreboard mention. They needed something that stood out during breaks in the action and gave every partner something measurable to show their own leadership.
The Goal: Give Five Sponsors What They Actually Needed.
Miami University needed a single activation that could serve every partner simultaneously - without asking fans to do anything complicated. Specifically, they wanted to:
Grab fan attention during intermission breaks in the action
Capture first-party data for the athletics department and all five sponsors
Deliver trackable offers and drive real redemption
Give each sponsor a clear line between their investment and fan engagement
Prove ROI - not just impressions - at the end of the season
Everything a performance marketing channel would deliver. Built into the live game experience.
The Strategy
Miami University deployed SQWAD's Scratch & Win during intermissions at home hockey games.
The scoreboard ran the QR code. Fans did the rest in under 15 seconds.
01
The code appeared on the scoreboard during natural breaks.
02
Fans entered their email to play. First-party data captured for Miami Athletics
and every sponsor at the moment of peak engagement.
03
Fans scratched with their finger to reveal prizes from the team and
sponsors - delivered straight to email for easy on-location redemption.
04
One registration. Five sponsors activated. Each partner received consent-based
data they could actually use beyond game day.
Unlike a scoreboard read that disappears when the buzzer sounds, SQWAD gave Miami University Athletics and their sponsors something more durable: a direct line to fans they could activate again.
Every registration created an owned contact - reachable via email for follow-up offers, sponsor promotions, and future campaign activations. Sponsors didn't just reach fans in the arena.
They left with a database. One they could use all season long.
With help from SQWAD, each partner was able to elevate their game day presence, forge stronger fan connections, and skyrocket their sponsorship ROI.
If you're selling sponsorships and still relying on impressions to justify the investment, SQWAD can change that conversation. We'll show you exactly how it would work for your property and your partners.
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