‘Home’ support

“Root, root, root for the home team” is a famous line from Take Me Out to the Ballgame, one of the most iconic sports-themed songs ever made. These days, it seems the roles have been reversed, thanks to recent corporate sponsorships of professional sports teams by home security companies.

My idea for this week’s blog came about while I was watching my beloved New York Mets take on the Miami Marlins over the weekend, when I noticed that the Marlins players were wearing an ADT patch on their jersey sleeves.

I had not looked at the Marlins jerseys so closely before, but seeing the Marlins in the dugout provided me with a bird’s-eye view of ADT’s classic octagon logo with the blue background and the white lettering.

After a little online research, I discovered that in 2023, the Boca Raton, Fla.-based ADT and the Marlins reached agreement on a partnership – reportedly a three-year deal worth $5 million annually – where ADT’s blue octagon logo would be featured on the Marlins jerseys.

In addition, as the Marlins’ “Official Smart Security Partner,” ADT’s brand receives promotion throughout loanDepot Park, the home of the Marlins. Also, throughout the partnership, ADT and the Marlins identify areas at the ballpark to use ADT’s smart security products to help keep fans, players and visitors safe at home when they come to games.

Additionally, the two organizations work together to create impactful programs across South Florida, providing resources to educate and assist residents in underserved areas by integrating ADT security products and technology.

Seems like a win-win for both parties - this coming from an old-school sports junkie who cringes at the sight of corporate logos on jerseys, regardless of sport.

Just days after seeing the ADT logo on Marlins jerseys, another residential security company entered the world of sports corporate sponsorship as Vector Security announced a multi-year partnership with the National Hockey League’s (NHL’s) Nashville Predators.

As part of this agreement, Vector Security will receive in-arena sponsorship exclusivity in the home and business security categories and is deemed the “Preferred Home Security Partner of the Nashville Predators.”

In addition, Vector’s branding opportunities will include LED rotations and digital displays inside and outside Bridgestone Arena, title sponsor of “The Save of the Game,” as well as other promotional and hospitality benefits. The agreement also includes an in-ice logo for maximum brand exposure on television and social media, as well as the fans who attend Predators games during the regular season.

Vector Security will also offer a free home or business security assessment for new customers looking for security and smart automation solutions from a local company.

“We have a long-standing history across Tennessee with local offices in Nashville, Clarksville, Chattanooga and Jackson,” said Art Miller, vice president of marketing for Vector Security. “It was a natural transition for us to extend our NHL relationship with the Nashville Predators. So, it makes sense for us to partner with a well-known and respected brand as we continue to build our presence in the community.”

Corporate sponsorship of sports teams appears to be a trend as of late, beginning with another smart home technology provider, Motorola, which in 2023 became the first company to have its logo featured on a Major League Baseball jersey through its partnership with the San Diego Padres, reportedly worth $10 million a year.

Residential security providers seem to be embracing this opportunity. Instead of “root, root, root for the home team,” it’s the “home team” providing the support.