The Iron Workers Local Union No. 3 developed a unique partnership with Penn State Sports Properties in order to increase awareness and integrate their brand with the history of Nittany Lions Football.


Penn State Sports Properties created a promotion in which fans would “build” the 125th anniversary football team via an on-line voting platform (here) and culminated with an all-time team poster giveaway at the 2011 regular season finale. Since Iron Workers Local No. 3 helped build Beaver Stadium, Penn State is an historic partner and a natural tie-in.

The Iron Workers Local Union No. 3 was able to effectively generate awareness by leveraging both radio and in-venue promotional assets, and anchored that message by sharing the story of their role in building Beaver Stadium. This creative sponsorship campaign has served a dual-purpose for the union by stimulating awareness in the region and evoking pride amongst its members.

After seeing a great return on investment, the Iron Workers Local Union No. 3 now consider this promotion to be crucial in spreading their marketing message.

“We are very excited to be a part of the Penn State Nittany Lion Football program and helping to spread the word of our message in stimulating the good work that our members do.” -Danielle Harshman, Iron Workers Union