Uber teams up with the Miami Dolphins while introducing new service in UberTailgate designating drop offs and tailgating spots for fans at freshly-minted Hard Rock Stadium.
Sponsorship Buddy's Take:
1) Both Uber and Lyft have been signing rideshare and dropoff partnerships in sports for some time. Such partnerships make great sense for a number of reasons including as a tie to designated driving and to make-up for common stadium area parking shortages while driving ride-sharing usage.
2) Uber's new UberTailgate service certainly extends far beyond and makes sense as an undeveloped niche. Parking is at a premium at stadiums and is expensive. Tailgating is a favorite gameday activity, but hosting has only been possible with a vehicle. Uber can now offer access to tailgate host without a vehicle while reaping valuable extra marketing exposure and cashing in on the gameday food and beverage prices stadiums are able to charge fans.
3) Hard Rock Stadium in Miami is a great 1st market to launch and evaluate such a new endeavor. Party-environment outside of city limits with big $ in play. Exposure for concert/event-goers and Hurricanes fans as well. 1 + 1 = 3.