Professional Sports

Professional sports help align the highway safety message something fans are passionate about.

There are many different professional sports outreach opportunities.

Alliance can coordinate your involvement with these teams, with the focus of keeping your message front and center, while maximizing the return on your investment.

Major League Sports

Major League teams have the largest footprint of any professional sport.  These teams have name recognition and a passionate fan base.  Attendance for these events are often the largest of any opportunity.  The challenge with major league sports teams is the investment required to participate and separating your message from the many additional advertisers.

Minor League Sports

Minor League Sports provide a great avenue to connect with communities throughout the state in a condensed schedule with large gatherings of people during high risk driving times.  Minor league sports provide the best bang for your buck in regards to overall investment and return.


Missouri Coalition for Roadway Safety partnered with fifteen (15) motorsports venues and three (3) minor league baseball teams for state wide reach promoting Drive Sober or Get Pulled Over/Arrive Alive campaign.

Signage:  Premium signage located in each of the venues reaching a captive audience during the 3-4 hour sporting event.

Public address announcements:  Nightly public address announcements made during each event.

Missouri Coalition for Roadway Safety Night:  On-site presence during one event for each venue gave the Missouri Coalition for Roadway Safety a chance to interact with fans.  

You’ve Been Ticketed:  At each venue, local law enforcement officials were on-site to check seatbelt use for fans coming to the event.  Fans caught wearing their seatbelts were “ticketed” with a voucher for a free T-Shirt.  

Schedule Posters:  Logo inclusion on schedule posters produced for each venue.  Schedule posters were placed throughout the community in high traffic locations providing exposure throughout the year.  



  • Callaway Raceway
  • I-35 Speedway
  • I-55 Raceway
  • Lebanon I-44 Speedway
  • Lucas Oil Speedway
  • Malden Speedway
  • Midway Speedway
  • Monett Speedway
  • St. Francois County Raceway
  • Springfield Raceway
  • Sweet Sprints Motorsports
  • Thunder City Speedway
  • US 36 Raceway
  • Valley Speedway
  • West Plains Motor Speedway
  • Hannibal Cavemen
  • River City Rascals
  • Springfield Cardinals


Signage:  Trash receptacles in each of the nine ballparks were branded with the Stop Litter message. Public address announcements:  Nightly public address announcements made during each event.

Public Address Announcements:  Nightly public address and scoreboard announcements were made, and each team provided a banner ad and link on its website.

Between Inning Trash Pickup:  During the sixth inning, team mascot and staff were involved in a between inning promotion designed to remind fans how litter can easily pile up.  Fans were asked to look around their seats and assist with picking up after themselves.  

Previously, fans would leave hot dog wrappers, soda bottles, and other trash around their seats after the game.  Now, fans began to become more aware of their surroundings.  The promotion was a huge success and became a fan favorite. 

  • Aberdeen Ironbirds
  • Delmarva Shorebirds
  • Frederick Keys
  • Hagerstown Suns
  • Southern Maryland Blue Crabs

Lifelock, the leader in identity protection services, partnered with minor league baseball teams in key markets to promote their services and register new customers.

Minor league baseball reached a key target demographic Lifelock was looking for, particularly family-focused, upper income individuals.


By working with eleven minor league baseball teams, Lifelock received advertisements in team souvenir programs, nightly public address announcements, radio play-by-play advertisements, and website banner advertisements.​

Minor League Baseball

  • Beloit Snappers
  • Bowie Baysox
  • Chattanooga Lookouts
  • Fort Wayne Wizards
  • Harrisburg Senators
  • Jupiter Hammerheads
  • Nashville Sounds
  • Palm Beach Cardinals
  • Quad Cities River Bandits
  • Reading Phillies
  • Tennessee Smokies

Since 2002, Alliance Sport Marketing has worked with state highway safety offices to coordinate their campaigns through sports teams and venues. ​

Members of the Governor’s Highway Safety Association, Alliance has worked with 18 state agencies to date.


ALETS (Alabama Law Enforcement and Traffic Safety Division) has engaged Alliance to direct their sports marketing efforts since 2014. Those efforts have featured their involvement in a variety of sports related events throughout the entire state.

Minor League Sports
Alliance established partnerships with Minor League sports team in key markets that provide excellent value for the campaign with the Birmingham Barons (Minor League Baseball), Huntsville Havoc (Minor League Hockey) and Mobile Bay Bears (Minor League Baseball).

Birmingham Barons
ALETS partnered with the minor league hockey team, the Huntsville Havoc, to promote the Drive Sober or Get Pulled Over message. Signage was visible at every home game during the season. One game was designated as Highway Safety Night, where fans were encouraged to sign the pledge to always have a sober driver.

Huntsville Havoc
ALETS partnered with the minor league hockey team, the Huntsville Havoc, to promote the Drive Sober or Get Pulled Over message. Signage was visible at every home game during the season. One game was designated as Highway Safety Night, where fans were encouraged to sign the pledge to always have a sober driver.

Huntsville Stars
ALETSD partnered with the Huntsville Stars during the baseball season. The partnership included outfield signage for the year, along with a Highway Safety Office night, featuring on-site engagements with fans prior to and during the game.

Mobile Bay Bears
The Mobile Bay Bears are a minor league baseball team located in Mobile, Alabama. Drive Sober message was prominently displayed on the outfield wall for each home game. A Highway Safety night also promoted the impaired driving message through engagement with fans.

In the Spring Alliance directed a campaign on behalf of ALETS at two renowned motorsports venues. One was Talladega Super Speedway, which hosts two NASCAR weekend events per year, and Barber Motorsports Park, which hosts the Honda Indy Grand Prix takes place. The campaign included signage and onsite engagement.

Talladega Superspeedway
One of the premier motorsports venues in the country, Talladega Superspeedway provides the right target for an impaired driving message distribution to over 100,000 fans during race weekends.

Barber Motorsports Park
Barber Motorsports Park also attracts high risk driving enthusiasts. Premium venue signage was displayed during each of the events at Barber.

College Football
During the holiday season, the Alliance activated a campaign for ALETS at all three college football bowls, including the Raycom Media Camellia Bowl, which took place in Montgomery, the GoDaddy Bowl, which took place in Mobile, and the Birmingham Bowl which was held in Birmingham. Collectively, these three bowl games drew in a total of over 100,000 football fans, proving to be an effective opportunity for the highway safety message to reach a target audience.

Birmingham Bowl
The Birmingham Bowl is a post-season NCAA-sanctioned Division I FBS college football bowl game played annually since 2006 at the 71,594-seat Legion Field in Birmingham, Alabama.

Camelia Bowl
The Camellia Bowl is an annual National Collegiate Athletic Association sanctioned FBS college football bowl game played in Montgomery, Alabama, at the Cramton Bowl. The game features teams from the Sun Belt Conference and the Mid-American Conference.

Dollar General Bowl
The Dollar Bowl is a postseason NCAA-sanctioned Division I FBS college football bowl game that has been played annually at Ladd–Peebles Stadium in Mobile, Alabama, since 1999. The game currently matches teams from the Sun Belt Conference and the Mid-American Conference.

Designated Drivers are Legendary
Alliance coordinated a state wide campaign involving celebrity athletes with the Designated Drivers are Legendary promotion.

Ronnie Brown
Fans signed the pledge to always have a sober driver throughout the year. By doing so, they were entered into a contest to have Ronnie Brown act as their Designated Driver. One fan was selected, arrived to the stadium for a tour of Auburn Football by legendary running back Ronnie Brown.


The Wyoming Air National Guard enlisted the services of Alliance Sport Marketing to coordinate their partnership with the University of Wyoming during their football season.


Wyoming Air National Guard were on-site during home football games to provide information to students and fans attending on the benefits of serving in the Air National Guard.