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V O L . X X X I I N O. I V S P O R T S / T O U R I S M / R E C R E AT I O N F O C U S F rom banners at the ballpark to logos beneath the ice, Maine businesses are paying for visibil- ity at pro sports events. For sponsors, the return on investment ranges from employee and client perks to brand exposure and community connections. Field of (Delta Dental) dreams In October 2024, Northeast Delta Dental secured the naming rights to the home of the Portland Sea Dogs baseball team at Hadlock Field. e 10-year deal, whose financial terms were not disclosed, expires in 2034 with the possi- bility for renewal after that. Since the renaming, the dental insurer has seen a 40% increase in brand awareness and high recall, with seven out of 10 visitors remembering products promoted in-game, accord- ing to the company. Tom Raffio, president and CEO of Northeast Delta Dental, said in-game activities from a tooth fairy clean- ing bases with an oversized tooth- brush to announcements promoting oral hygiene are effective ways to reach families while reinforcing the link between oral health and overall health. e company also gives Sea Dogs tickets to youngsters who dem- onstrate good brushing. "I consider it more 'family marketing' as opposed to 'sports marketing,' in the sense that you're going to be reaching families so you should link it to your particular mission," Raffio says. Community connections Evergreen Credit Union sought a com- munity engagement opportunity and decided Maine's passion for hockey was a natural starting point. As soon as the Maine Mariners were founded in 2018, Evergreen reached out. "As a community organization, we are committed to supporting our community partners," says Jason Lindstrom, president of and CEO of the Portland-based credit union. "We felt the Mariners were a great place to start because we could grow along with them." As the Mariners' official credit union, Evergreen receives signage behind the goal, in-game announce- ments and season tickets. e partnership supports Evergreen's Goals for Food program, which donates funds to the Maine Credit Unions' Campaign for Ending Hunger for every goal scored. Last year, the program raised more than $6,500 for local food pantries. e credit union also sponsors the Portland Sea Dogs and two women's sports teams. MEMIC's triple play As a Portland-based insurance com- pany focused on workers' compensa- tion, the MEMIC Group uses sports sponsorships to reach a primarily Maine audience. Partnerships with the Portland Sea Dogs baseball team, Maine Celtics hoopsters and Portland Hearts of Pine soccer squad provide a cost-effective way to share MEMIC's message, according to Michael Bourque, presi- dent and CEO of the workers' com- pensation insurer. "It's an efficient ad buy when you think about it, because it's only basically going to hit those who can be impacted by our company," he notes. Sponsoring the Maine Celtics' Injury Report, providing helmets for the former Portland Pirates hockey team and joining forces with the Hearts of Pine on a tutorial video about walking safely on ice are just a few creative ways MEMIC promotes workplace safety. MEMIC also distributes season tickets to independent insurance agents, supporting both external visibility and internal team-building. Sloane M. Perron , a freelance writer, can be reached at editorial @ mainebiz.biz What Maine companies gain from pro sports sponsorships B y S l o a n e M . P e r r o n I consider it more 'family marketing' as opposed to 'sports marketing. — Tom Raffio Northeast Delta Dental P H O T O / J I M N E U G E R 20 Slugger the Sea Dog shows his cross-over appeal during a break in a Maine Mariners hockey game, with Evergreen Credit Union's signage behind the goal. P H O T O / J I M N E U G E R Portland Sea Dogs second baseman Ahbram Liendo makes a forceout in a July 2025 game, with a Delta Dental sign on the outfield fence. Name of the game

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