ON A QUIET THURSDAY at the FedExForum, the typical roar of 19,000 Memphis Grizzlies fans was replaced by the squeak of sneakers and the cheers of 30 local youngsters. The students, hailing from the faith-based non-profit STREETS Ministries, weren’t there to watch a game; they were stepping into an exclusive, behind-the-scenes NBA experience. Under the arena lights, they ran drills alongside Grizzlies players Santi Aldama and GG Jackson and later enjoyed a catered dinner at the Sissy’s Log Cabin Lounge.
For these children, the day offered a look inside the rarefied world of pro sports — as well as the discipline and teamwork required to get there.
For Sissy’s Log Cabin, a family-owned operation with seven locations across Arkansas and Tennessee, the “Basketball and Bling” event demonstrated how a day of philanthropy can be utilized to drive business operations and brand equity, all while doing good.
Moving Beyond a Static Sponsorship
Sissy’s has been the Official Jeweler of the Memphis Grizzlies and FedExForum since 2022. While many independent jewelers might view a sports tie-in — be it with a pro team or the local softball league — as a straightforward branding exercise with a logo placed on a scoreboard or a program, Sissy’s has sought to leverage its partnership to create what it views as “meaningful visibility.”
Wyatt Jones, vice president and manager of Sissy’s Memphis store, notes that the “bling” aspect of the event isn’t just about jewelry, but about “providing students with a premium NBA experience that truly makes them feel as special as they are, like a once-in-a-lifetime opportunity.”
The initiative, Jones says, was born from a desire to move beyond traditional corporate hospitality. Rather than hosting a standard social mixer for high-net-worth clients, the company chose to use its court access to positively impact local youth. Such an approach fosters a connection with the local audience that distinguishes independent jewelers from big-box retailers, Jones said. It also reinforces Sissy’s position as a provider of exclusive opportunities. This association with luxury is vital, as it positions the brand as a leader in the high-end market while simultaneously humanizing the company through its commitment to the community.
PHOTO GALLERY: BASKETBALL AND BLING (4 IMAGES)
The Operational Logistics of Engagement
To be sure, a tie-in such as “Basketball and Bling” requires significant operational coordination. Jones says that executing an event of this scale involves managing multi-partner coordination, arena logistics, graphic design for branded merchandise, and detailed “run-of-show” planning.
Sissy’s maximized its investment by inviting local media to the forum. A Memphis television station captured the event, extending the brand’s reach far beyond the arena’s walls. A post-event news release further positioned the company as a committed community partner.
Success in its Fullest Sense
Jones emphasized that the partnership has been meaningful from both a business and community perspective. “We believe that when a business partnership creates opportunities to invest in young people, celebrate a city we love, and build genuine relationships, that’s success in its fullest sense,” he said.
Do It Yourself
Here are a few key thoughts for retailers attempting this type of behavior on their own:
- Go beyond the logo. Before signing a sponsorship deal, consider what access the partnership gives you and how you may use it.
- Bring in a nonprofit. A community partner gives your event a reason that isn’t purely promotional, which is what makes such an event worth covering.
- Invite the media. A local TV crew or a reporter from the community paper turns a one-day event into a story that lives longer than the event itself.
