Legacy was engaged to create buzz and awareness for Malibu’s AVP Tour Sponsorship both at the beach and on-premise (at the bar).
To stand out among multiple sponsors, Legacy created an owned environment, the Malibu Beach Patrol Headquarters. This on-site lounge hosted VIPs, tour pros and special consumer guests, marrying the fun and carefree nature of the brand with the excitement and high energy of the AVP to create a platform that really connected with fans and celebrities alike. The Malibu Beach Patrol Headquarters was even used as the set for the ABC TV show Shaq Vs. and extended through player sponsorships, on-court activities and high exposure, interactive branding. The concept was brought to the on-premise through a pre-tournament sampling program and post-tournament wrap party with player appearances.