What's Happening?
Brunt Workwear has announced a new partnership with the New England Patriots, focusing on outfitting the field crew at Gillette Stadium. This collaboration marks a shift from typical sports apparel sponsorships, which usually target players, to supporting the behind-the-scenes workers who maintain the stadium. Brunt will provide its signature boots and co-branded apparel to the field crew, allowing each member to select footwear that suits their specific job requirements. The partnership will also include game day activations, such as Brunt-hosted tailgates at select home games. This initiative aims to highlight the often-overlooked contributions of the field crew in preparing the stadium for games.
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Why It's Important?
This partnership underscores the growing recognition of the essential roles played by support staff in sports venues. By focusing on the field crew, Brunt is not only expanding its brand visibility but also promoting the importance of trade workers in the sports industry. This move could inspire other companies to consider similar partnerships, potentially leading to increased support and recognition for stadium workers. For the Patriots, this collaboration enhances their community engagement and showcases their commitment to valuing all contributors to the game day experience.
What's Next?
The partnership will be evaluated on a year-by-year basis, with potential for extension based on its success. The upcoming game day activations will serve as a test for the partnership's impact and reception among fans and crew members. If successful, this could lead to more extensive collaborations between Brunt and other sports teams or venues, further promoting the brand's mission to support trade workers.
