Meat+Poultry - February 2019 - 19

SPONSORSHIPS

The stand at Wrigley offers three varieties
of sausage per homestand. After each
homestand the team goes on the road and
upon its return the stand has three new
varieties. Sohn works with purveyors he
previously used at the restaurant to coordinate
sausage orders between manufacturer and
Wrigley. Once Wrigley takes delivery of the
sausages, Cubs personnel handle storage,
inventory, condiments and toppings based
on Sohn's recipes and menu design for the
given homestand.
Sohn receives a percentage of sales
on sausages. Hot Doug's is located in the
bleachers at Wrigley, which requires a
specific ticket, so the maximum number of
people able to access Hot Doug's per game is
5,500. But the real reason Sohn does it falls
outside of the direct monetary gain. It's great
marketing for retail sales. Consumers can
buy Hot Doug's retail via the Chicago-based
online grocery delivery service Peapod,
as well as Paulina Market and other local
specialty stores.
"I also get to say I have a multi-year
contract with the Chicago Cubs. I say that
as often as possible. And the pass to the
ballpark...I don't have a seat, but I can
always find a space to watch baseball,"
he says.
Still in his first contract with the Cubs,
Sohn says everybody seems to be happy
with the way things have worked out so
far. And while the contract does have
an end date, Sohn asks and answers an
interesting question:
"Do I think that the Cubs success is based
solely on Hot Doug's being in the bleachers?
Absolutely. You do the math. Before Hot
Doug's, they were bad. I'm just saying. You
might say coincidence, I say it's direct cause
and effect."

Hot Doug's

BESIDES BASEBALL
Other sports have taken baseball's lead and
ventured into sports sponsorship. Roush
Fenway Racing and NASCAR driver Ryan
Newman have teamed up with Oscar Mayer for
six races this season starting with the Daytona
500. The partnership will also include races
in Phoenix on March 10, Charlotte on May 26,
Chicago on June 30, Loudon on July 21 and
Darlington on Sept. 1.

In the course of his career, Newman
has 10 Top 10 finishes, five Top 5 finishes
and wins at the 2008 Daytona 500 and
2013 Brickyard 400 among other notable
achievements. This year's Daytona 500 will
mark his debut at the wheel of the Oscar
Mayer No. 6 Roush Ford.
"The Daytona 500 is obviously one of the
biggest and most iconic races in the world,"
Newman said in a statement. "And I can't think
of a better way to kick off the season and our
partnership with Oscar Mayer, one of the most
beloved brands in the world."
In addition to primary sponsorship for six
races, Oscar Mayer will act as an associate
sponsor for the entire season. The No. 6 Ford
will wear a different design scheme each race
to celebrate Oscar Mayer's hot dog, bacon and
cold cut products.
"We're honored to be a season-long sponsor
of driver Ryan Newman and Roush Fenway
Racing," said Matt Riezman, associate director
for Oscar Mayer. "We have big plans to support
the sport and the No. 6 Oscar Mayer Ford
Mustang this year and can't wait to share our
love for tasty Oscar Mayer bacon, cold cuts
and hot dogs with NASCAR fans."
Oscar Mayer served as an associate sponsor
to Roush in the early 2000s. Matt Kenseth's No.
17 Ford and Kurt Busch's No. 97 Ford featured
the brand when Jack Roush, NASCAR Hall of
Fame owner led his team to back-to-back Cup
Championships in 2003 and 2004.

"Do I think
that the Cubs
success is based
solely on Hot
Doug's being in
the bleachers?
Absolutely."
- DOUG SOHN

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