Turning a Tools Brand Into A Game Day Experience.

FROM GEN’S PORTFOLIO.

Trojan Tools sponsors Melbourne United in the NBL. Like most courtside sponsors, that means a logo on jerseys and LED signage around the stadium.

But maximising ROI from a sponsorship takes more than that – it takes fan engagement and a brand showing up across multiple touch points. With competing sponsors all fighting for the same cut-through, recall doesn't come easily. Standing out takes impact.

Fans walk past logos every game. They don't walk past something they can play with.

So the brief flipped the model: instead of asking fans to notice Trojan, give them a reason to engage with it. Working alongside fabrication specialists Giant Inflatables, the partnership built Trojan's tools into the activation itself.

Trojan Giant Inflatables Activation at Melbourne United home game at John Cain Arena

(2025)

Image: Melbourne United Basketball Club.

The result? A giant brand activation landed on the concourse:

A 6-metre basketball dartboard in Trojan's signature red and black, fitted with custom Velcro basketballs so fans could shoot their shot, not just spectate.

A 3-metre trio of oversized Trojan tools – hammer, tape measure, level built from lightweight Oxford cloth with single-person setup, so the activation could travel easily to every game. 

The brand stopped occupying space and started earning it. Fans queued to play and every fan who played a round of Giant Inflatable Darts walked away with Trojan merch. Merch is often underestimated but it's a powerful way to extend brand reach beyond the stadium.

The numbers backed it up: Trojan's sponsor recall jumped from 73% to 95% in a single NBL season, landing the brand among the league's top four most recalled sponsors in NBL25.

Brand activations should give people something to experience and take away not just something to see. Present isn't enough. Impact is the benchmark.

Are you getting value from your brand sponsorships? If you’re unsure where to start book a free chat with Gen. 

More insights from HEAT. coming soon.