Have you ever been listening intently to your favorite baseball team when the play-by-play radio announcer breaks out into “advertising man” right in the middle of a play?

In case you haven’t noticed, radio people selling in-game sponsorships have found some truly clever ways to tie products/services in with what is actually happening on the field.  In many cases, it is such a seamless transition from play-by-play to advertisement that after a few games you come to expect it to be as much a part of the broadcast as the seventh-inning stretch.

If you think about what happens during any professional sports game whether it be MLB, NFL, NBA or NHL the possibilities for sponsorship are almost endless, even if it’s tied to an event that happens only once in the course of the game. For instance, take GEICO and their slogan, “15 minutes could save you 15% on your car insurance.” During radio broadcasts of New York Mets’ games, the 15^th batter of the game, no matter who or when, is tied in with a plug for GEICO and the slogan.

Base runners to reach base safely on an extra base hit during Boston Red Sox  and five other MLB teams’ broadcasts are “Safe with New York Life” tying in with their “Safe and Secure” campaign. And Herr’s, makers of potato chips and pretzel snacks, sponsor “Crunch Time” when the Philadelphia Eagles are at a crucial point in the game.

So think of all the in-game opportunities that could set your product/service apart from just a regular radio spot.  Yes, in-game advertising has a premium price attached, so if you are going to pay extra make your name synonymous with the game itself.

For example, if you are a local/regional eyeglass store you could sponsor the “Close call of the Game.” Since fans are used to pointing out the lack of good eyesight on behalf of most umpires or officials, it’s a natural.  A close call is a close call whether it’s on radio or TV. Other potential ideas could include a trip to the penalty box in hockey being sponsored by a law firm; or rebounds in basketball being sponsored by an online dating service; or the seventh-inning stretch being sponsored by a chiropractor. You are only limited by your imagination or the stations’ in-game inventory.

So let us all rise for the national anthem brought to you by Viagra—just kidding!

Monica Caraffa is a Senior Account Manager at The Radio Agency. Please follow The Radio Agency’s Blog “Sounding Board” by subscribing to the email or RSS links above. Visit our website TheRadioAgency.com