For many brands, a sponsorship begins and ends with signage, hospitality, or a game-day presence. At Scarlet Knight Enterprises, we believe the most successful partnerships go beyond visibility—they create experiences that connect with fans in meaningful and memorable ways.
The SHI Open at SHI Stadium is a perfect example of how a single idea can leverage multiple Rutgers Athletics assets to create a campaign that extends far beyond game day.
By transforming SHI Stadium into a one-of-a-kind nine-hole golf course, SHI reimagined one of Rutgers Athletics’ most recognizable venues as the centerpiece of an engaging digital content series. Rather than serving as a backdrop, the stadium itself became part of the story, showcasing the unique spaces and experiences that make Rutgers special.
The campaign also brought together a diverse collection of Rutgers personalities and ambassadors, creating multiple points of connection for fans, while integrating well established SHI LPGA Athletes in a cohesive manner. Rutgers alumna and U.S. Women’s National Team goalkeeper Casey Murphy returned to campus to participate in the series, reconnecting fans with one of the university’s most accomplished former student-athletes. Alongside Murphy, a Rutgers Golf student-athlete highlighted the current generation of Scarlet Knights, while Sir Henry added the personality, energy, and school spirit that fans have come to expect from Rutgers Athletics.
The result was a campaign that reached audiences through multiple touchpoints of the Rutgers Athletics brand. The venue showcased the home of Rutgers Football, the current student-athlete represented the future of Scarlet Knight Athletics, a distinguished alumna reinforced the lifelong connection between Rutgers and its graduates, and the mascot provided an entertaining element that resonated with fans of all ages.
Most importantly, the campaign demonstrated how thoughtful partnership activation can create content that feels authentic rather than promotional. Instead of focusing on traditional advertising, SHI became part of an experience that fans genuinely wanted to watch and share, extending the impact of its partnership well beyond signage inside the stadium.
At Scarlet Knight Enterprises, this is how we approach partnership activation. By combining iconic venues, student-athletes, alumni, traditions, and creative storytelling, we help partners maximize every aspect of their investment while creating experiences that celebrate Rutgers Athletics and engage our passionate fan base.
Whether through branded content, digital campaigns, event activations, NIL opportunities, or innovative storytelling, our goal is simple: create partnerships that deliver value for brands while enhancing the Rutgers experience for fans.