Sponsorship Buddy's Take:
1. Garnering attention and standing out at an event of this magnitude requires giving fans something unique and of value. The VR Experience is unlike anything presented before at an event like this and literally takes fans inside the action - while at the same time selling a new product line. Have it available in stores leading up to the event (and not just on-site) is a key. Now, it will just be about making fans aware of that offering.
2. With the evolution of social media, fans and players are closer than they've ever been. Providing close up experience of this year's derby with the Social Lounge is another step deeper in that direction. If fans understand this, it should be a big hit that night.
3. If the TV coverage of the charitable aspect of the derby is good, this should be a PR boom for T-Mobile. Between the cutting edge experiences and the willingness to give back to Boys and Girls Clubs, T-Mobile should have a big night!