Let’s talk about some of the AUSL’s pro softball sponsors. Great sponsorships can help promote and expand the game and can deliver more compensation to players and coaches. I was on the AUSL website yesterday, and one particular sponsor caught my eye as a popup came up asking me to select the #2 moment of the week. Sponsored my Miralax!
Miralax, according to the internet, is “an over-the-counter osmotic laxative used to relieve occasional constipation by drawing water into the colon to soften stool and promote bowel movements.” And Miralax is now the most visible sponsor on the AUSL website!
Let’s talk about this “#2 moment of the week” promotion. The concept is simple: Miralax asks you to pick the week’s “#2 moment,” and they want you to pick from 3 options and provide this explanation: “whether it’s a clutch play from a catcher at the #2 position or a game-changing hit from our #2 spot.”
I like the attempt to correlate the number 2 in softball to this fine product, but I feel like it’s not executed well enough, so I’m going to give my ideas for how to improve this promotion.
- sticking with the #2 play of the week title but update the explanation: everyone else may celebrate the top play of the week, but at Miralax we celebrate #2, and ask fans to select the second best play of the week.
- Top plays of the week from players wearing #2. I checked the rosters and currently 3 players wear #2—Sydney Romero, Dejah Mulipola ,and Tayler Biehl. Each week we can celebrate the “best #2 of the week” with highlights from each of these players.
- Or how about the best plays at #2 or 2nd base. For the players who get a hit and want to stretch their single into a double. You see the defense maybe misplay the ball a bit, you see the runner look toward 2nd as they approach first base, you hear the coach yell out “Go 2! Go 2!” and you show the closest and most exciting plays at 2nd base. You could say that when it comes to highlights, Miralax has #2 covered.
- Or, in softball each player has a number, like in a 4-6-3 double play. The catcher is actually known as #2, so Miralax could pull the best offensive and defensive highlights each week made by catchers. You could say that “Miralax is passionate about the #2, the catcher, and wants to highlight the importance of a great #2.”
Miralax, you’re welcome. I’m not going to charge you for any of this. But as someone who covers pro softball and is excited about how great sponsorships can grow pro softball, I appreciate what you are doing for the game, and for all you are doing for #2.
