Challenge:

  • Establish an annual tradition in NYC featuring the two most famous college rivals – Harvard and Yale – playing a hockey game.

Solution:

  • Secure Madison Square Garden -- the world’s most famous arena -- for the big game.
  • Secure participation of Harvard and Yale.
  • Secure national TV rights deal, major sponsors, famous game ambassadors.
  • Develop 360 marketing plan to promote including weekend-long alumni activities.

Results:

  • Now in its third year, “Rivalry on Ice” is a tremendous success as Leverage handles the operations, arena agreement, media, marketing, PR and sales.
  • National TV rights deal with NBC Sports Network.
  • Secured major sponsors including Turkish Airlines, Wall Street Journal, Cross Pen, and Celebrity Cruise
  • Top brand ambassadors: Secretary of State John Kerry, former NY Governor George Pataki, hockey legends Mark Messier and Mike Richter.
  • National PR initiative with Mark Messier – secured 181 million impressions.
  • Capacity crowds at Madison Square Garden.
  • Weekend-long events including receptions, Ivy League networking opportunities, alumni game, reception, pre-game events, sponsor parties, etc.

“Elvis may have left the building, but the greatest game on ice is back.” – Secretary of State John Kerry