Fox Sports, Hothand Wireless kick off Pac-10 Fitness Challenge

By Dan Butcher

November 3, 2008

Go with the Hothand

The second annual Pac-10 Fitness Challenge begins this week, with thousands of students, faculty, staff, alumni and supporters throughout Pac-10 universities participating in a week-long fitness competition.

One partner of the Pac-10 Fitness Challenge is Hothand Wireless, which is providing mobile programming and advertising through its Mobile Recreation platform. Participants and fans can check out the competition on Web-enabled wireless devices by going to the Web site at http://pac10.hhwt.com.

"Hothand is expanding its reach and service to campuses throughout the Pac-10," said Tim Leets, chief marketing officer for Hothand Wireless, Mission Viejo, CA. "This is a major event at Pac-10 universities and it will lead to even more specialized programming and information.

"By partnering with Fox Sports we also can work to attract more advertisers to this rich demographic," he said.

Hothand will provide mobile advertising through its Mobile Rec platform that includes sponsor banners with links to more information and/or offers.

Promoting fitness, reaching the college demo

In later phases, some schools may activate messaging alerts.

"The Pac-10 Fitness Challenge involves thousands of people exercising and logging activity at all times of day and night," Mr. Leets said. "The drive to win the competition also drives the desire for immediate information.

"There is nothing more immediate than accessing that information on a cell phone," he said. "Participants can find out the standings and totals of each school and groups within the school, i.e. students, faculty, alumni and supporters -- all via mobile."

Participants at each university log their total minutes of exercise in different categories, including running, swimming and cycling. The competition will determine the "most-fit" university based on time spent doing physical activity.

The Pac-10 packs a punch

The Fitness Challenge is part of a variety of Pac-10 recreational sports events and competitions to be held throughout the year, including intramural and club sports under an umbrella program called the Pac-10 Challenge.

Through its Pac-10 Properties division, Fox Sports Enterprises has partnered with Pac-10 recreation departments to solicit corporate partners and promote Pac-10 Challenge events.

Students, faculty, staff, alumni and supporters can help their school win by registering and then logging their exercise.

To register, consumers can visit the site at http://pac10fitnesschallenge.wsu.edu choose a school and log on.

All 10 schools in the Pac-10 conference are participating.

The 10 universities in the Pac-10 are Stanford University, University of Southern California, University of California-Berkeley, University of Washington, University of California-Los Angeles, Washington State University, University of Oregon, Arizona State University, University of Arizona and Oregon State University.

Last year, Stanford won the first Pac-10 Fitness Challenge, with Washington State coming in second.

A division of Fox Sports Net, Fox Sports Enterprises is a full service sales and marketing organization that creates strategic partnerships through customized integrated marketing programs.

Fox Sports Enterprises markets Pac-10 Conference corporate partnerships through its Pac-10 Properties division.

"Fox Sports Properties is the lead marketing group and promotes all aspects of the year-long Pac-10 Challenge with sponsors and advertisers," Mr. Leets said. "The combined resources of Fox Sports Properties, Hothand Wireless and university recreation provide every aspect of advertising possible from on-site, traditional media, digital media and mobile."

Hothand Wireless works with social networks and affinity groups to expand their mobile reach to consumers and share the financial rewards of mobile marketing.

The company's mission through its mobile gateway is to provide rich content and special offers to consumers.

Hothand Wireless provides information to users through Web-enabled mobile phones and wireless devices.

"Each campus recreation group runs campaigns to promote and register participants," Mr. Leets said. "For the Fitness Challenge it is a month-long promotion before the week-long competition.

Promotion for the event includes Web, email, text and events. Additional promotion will be done for events and competitions throughout the year.

"Fox Sports Properties leads in the role of attracting sponsors and advertisers," Mr. Leets said. "Hothand Wireless supports the system by providing a mobile platform for content and advertising."