Sports teams are always reaching out to partners for help with giveaway items. Most notably are rally towels and shirts. For the brands, they simply gain exposure with their logo pressed onto the collateral. It is a pretty basic and not a whole lot of value.

Budweiser went the extra mile with their Red Light Helmet activation at a recent Calgary Flames NHL game. After watching the video below, you can tell Budweiser enhanced a triumphant moment with fans and celebrated a bonding experience that was important to them, their home team scoring a goal. Their passion was worn on their faces and heads. With the help of the Budweiser Red Light Helmet, the brand was able to break through the cluster of ordinary and customary team giveaways.