🔒Name of the game: What Maine companies gain from pro sports sponsorships

From banners at the ballpark to logos beneath the ice, Maine businesses are paying for visibility at pro sports events. For sponsors, the return on investment ranges from employee and client perks to brand exposure and community connections.

Field of (Delta Dental) dreams

In October 2024, Northeast Delta Dental secured the naming rights to the home of the Portland Sea Dogs baseball team at Hadlock Field. The 10-year deal, whose financial terms were not disclosed, expires in 2034 with the possibility for renewal after that. Since the renaming, the dental insurer has seen a 40% increase in brand awareness and high recall, with seven out of 10 visitors remembering products promoted in-game, according to the company. Tom Raffio, president and CEO of Northeast Delta Dental, said in-game activities from a tooth fairy cleaning bases with an oversized toothbrush to announcements promoting oral hygiene are effective ways to reach families while reinforcing the link between oral health and overall health. The company also gives Sea Dogs tickets to youngsters who demonstrate good brushing. “I consider it more ‘family marketing’ as opposed to ‘sports marketing,’ in the sense that you’re going to be reaching families so you should link it to your particular mission,” Raffio says.

Community connections

Evergreen Credit Union sought a community engagement opportunity and decided Maine’s passion for hockey was a natural starting point. As soon as the Maine Mariners were founded in 2018, Evergreen reached out.

“As a community organization, we are committed to supporting our community partners,” says Jason Lindstrom, president of and CEO of the Portland-based credit union. “We felt the Mariners were a great place to start because we could grow along with them.” As the Mariners’ official credit union, Evergreen receives signage behind the goal, in-game announcements and season tickets. The partnership supports Evergreen’s Goals for Food program, which donates funds to the Maine Credit Unions’ Campaign for Ending Hunger for every goal scored. Last year, the program raised more than $6,500 for local food pantries. The credit union also sponsors the Portland Sea Dogs and two women’s sports teams.

MEMIC’s triple play

As a Portland-based insurance company focused on workers’ compensation, the MEMIC Group uses sports sponsorships to reach a primarily Maine audience. Partnerships with the Portland Sea Dogs baseball team, Maine Celtics hoopsters and Portland Hearts of Pine soccer squad provide a cost-effective way to share MEMIC’s message, according to Michael Bourque, president and CEO of the workers’ compensation insurer. “It’s an efficient ad buy when you think about it, because it’s only basically going to hit those who can be impacted by our company,” he notes. Sponsoring the Maine Celtics’ Injury Report, providing helmets for the former Portland Pirates hockey team and joining forces with the Hearts of Pine on a tutorial video about walking safely on ice are just a few creative ways MEMIC promotes workplace safety. MEMIC also distributes season tickets to independent insurance agents, supporting both external visibility and internal team-building.