Sports fans love freebies and giveaways, especially team- and athlete-branded merchandise that serve as mementos of game-day experiences. Whether it's branded merchandise, snacks, or other swag, these promotions create positive impressions of the presenting sponsors among the fans who receive them. Let’s briefly explore these fan-favorite activations.

Nearly 900 brands currently offer freebies and giveaways in US major pro sports, with the auto and financial categories leading the charge. Ford tops the list of the top 10 brands utilizing this strategy, followed by Coca-Cola, Toyota, Topps, and Chevrolet to round out the leading five brands. 

Giveaways help sponsors score points with fans and foster brand loyalty. Ford’s beanie giveaway during a chilly New York Islanders game in January allowed attendees to stave off the frigid temperatures—providing a functional, Ford-branded gift they could wear well beyond game day. As a partner of the Kansas City Chiefs, Coca-Cola treated fans to a collectible soda cup featuring the team's players earlier this year. Toyota brought its Houston Rockets sponsorship to life towards the end of last season with a t-shirt toss (where cheerleaders and the team’s mascot threw shirts into the cheering crowd) at the Toyota Center. CF Montreal sent fans home with a Samuel Piette bobblehead sponsored by Air Transat where the first 7,500 fans received the item.

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