In the grand scheme of today’s culture, sports are very far-reaching. Sports serve as topics of discussion in everyday life as they cross over into entertainment, political and economic sectors of culture. And yet because sports are a dominant part of our environment, businesses wanting to get involved have turned to a more niche approach in order to gain attention from both sports fans and consumers.
Specifically, when it comes to stadium experiences, whether it is providing more efficient ways of getting from one end to another or even getting to the venue itself, teams are always looking for the next niche to improve their end product. And to top it off, it must be executed in an eye-catching way that will resonate with fans. An ideal fit would be a brand that can skate, hover or even scoot past the competition.
With a first-of-its-kind partnership, electric “e-rideables” brand Swagtron has partnered with the Chicago Cubs as the team’s official electric bike, scooter, skateboard and hoverboard partner for the 2019 season. On the brand side, Swagtron products, such as the Swagger 5 Elite Folding Electric Scooter and the EB5 Folding Electric Bike, will bear the “Official Electric Rides of the Cubs” designation.
On the team side, the partnership will allow the baseball club to utilize an official Swagtron electric bike and scooter charging station for fans outside Wrigley Field throughout the season. Swagtron products will also be available for purchase at official Cubs stores located adjacent to Wrigley Field as well as within the Sloan Park Team Shop at the team’s spring training facility.
For Swagtron, the breakthrough into the professional sports industry was not a premeditated effort. Rather, it originated from Cubs’ personnel naturally embracing the brand’s products.
“The partnership came about rather organically,” said Jason Wakefield, Swagtron’s chief marketing officer. “Before a Cubs game, pitcher Carl Edwards Jr. was seen riding a Swagcycle on the field in full uniform. The images quickly went viral on social media.”
Edwards Jr., who was not endorsed by Swagtron, nor an official representative of the brand, was simply loosening up before the game and enjoying riding around on his electric bike.
“Swagtron products have proven to be tremendously popular among athletes as they are practical to getting around venues. With Edwards Jr., that was just his personal ride. The fans loved it and that’s where our conversation with the Cubs really began.”
From there, the “e-rideables” brand did its homework on the fanbase and noted that the demographics, loyalty and sheer enthusiasm of Cubs’ fans aligned well with those of Swagtron customers.
“The demographics of Major League Baseball fans were very in-line with our own,” said Wakefield. “But what further enticed us strategically to Chicago was that the Cubs are one of the most loved and iconic franchises in baseball. They have such mass appeal and passionate fans that it made the entire concept easy to embrace.”
The fit for Swagtron and Chicago isn’t just limited to within the confines of Wrigley Field. Wakefield foresees massive growth within the “e-rideables” industry especially within a large city such as Chicago.
“Light electric vehicles, or LEVs, like electric bikes and scooters are only going to become more common especially in urban centers where last-mile solutions are practical. From an environmental standpoint, that can’t come soon enough. Swagtron aims to be at the forefront of making efficient, eco-friendly alternatives that are affordable and accessible for everyone.”
Both Swagtron and the Cubs have already collaborated on new, enriching content to help highlight the partnership. Earlier this month, Swagtron teamed up with Cubs Charities to surprise Cubs Scholar Sean Waight. Waight, who experienced transportation issues after a new internship added an additional six miles each way to his commute (as well as constant bike maintenance for his older second-hand bike), was gifted with a plethora of Swagtron rides to help make his everyday commute a bit more enjoyable.
“We gave him some early holiday gifts to make sure he can get to his internship, and soon, college,” said Wakefield. “Our short film, called “Giving is Electric,” highlights our teamwork with Cubs Charities to help make this possible. It definitely hits all the feels.”
Moving forward into next year, Swagtron will team up with the Cubs to showcase its products via team players and Clark the Cub, the team’s official mascot. The brand will collaborate on exclusive content, unique promotions and creative events that will help distinguish the brand to be unlike anything in the “e-rideables” industry.
“We’re excited to see the Cubs ride into 2019 with a little extra swag,” said Wakefield, “and to give fans in Chicago and across the country the chance to #RideLikeaPro.”