Partner Objective

Before partnering with Fenway Sports Management in 2014, Japanese brand Hi-Chew had difficulties building brand awareness in the United States. Although the candy brand had success on the West Coast, Hi-Chew had been trying to distinguish themselves as a national brand for over 8 years.

Strategy

The Hi-Chew brand found that product sampling proved the most successful form of marketing. It believed that if people sampled the Hi-Chew product, they would immediately become a consumer. Keeping in mind the sampling strategy of Hi-Chew, Fenway Sports Management developed a multi- platform sponsorship strategy across multiple properties within the FSM portfolio.

2 How It Worked

In an effort to build brand awareness in the United States, Hi-Chew partnered with the Boston Red Sox. The Red Sox, one of the most popular teams in Major League Baseball, offered a national platform to allow Hi-Chew to expand its exposure in the States. In addition to signage in Fenway Park, Hi-Chew received exit sampling rights at Fenway Park, as well as the opportunity to place product in both the home team and visitor team clubhouses. Building relationships with local grocers and distributors was also a focus for Hi-Chew. Through suite nights and hospitality opportunities facilitated by the Red Sox partnership, Hi-Chew was able to develop relationships with local business owners and decision makers. As a supplement to the Red Sox partnership, Hi-Chew also partnered with Boston College football. Hi-Chew activated at two home football tailgates, sampling product and engaging with fans.

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