# Longshot Sponsorships Slush Puppie's Underdog Campaign for Extreme Sports By Katherinev123 | Published 2009-09-18 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/slush-puppies-underdog-campaign References: [digitalbuzzblog](http://www.digitalbuzzblog.com/slush-puppie-fuel-the-underdog/) & [fueltheunderdog](http://fueltheunderdog.com/#/home) Typically, it’s the well-known pros who get sponsored for athletic events, but with [Slush Puppie](https://www.trendhunter.com/trends/nicols)’s underdog campaign, ‘Fuel the Underdog,’ all that is about to change. The [drink company Slush Puppie](https://www.trendhunter.com/trends/replenish-slurpee-mixup-cherry-blue-raspberry) (the very brand behind the blue slush that turns your tongue blue) is set to make a comeback in Australia. The basis behind Slush Puppie’s underdog campaign is the sponsorship of underdogs in extreme sports like snowboarding, skateboarding and wakeboarding. Potential underdogs can apply for sponsorship through the Slush Puppie website by creating a video of themselves in action. Visitors of the site can then vote for their favorite underdog. Check out the gallery for examples of the video submissions! ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 45% | Activity: 12% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Underdog Sponsorship:** Brands can disrupt traditional sponsorships by focusing on underdogs in extreme sports and other fields. - **Crowdsourced Sponsorship:** Crowdsourcing can help brands find and sponsor talented underdogs via online campaigns and user-generated content. - **Authenticity in Sponsorship:** Consumers appreciate authentic sponsorships that support real people and their passions, not just established pros. ### Where This Applies - **Sports Marketing:** Sports marketing firms can create campaigns that focus on real underdogs to differentiate their clients' brands from traditional sponsorships. - **Content Creation:** Agencies adept at creating authentic online content can help potential underdogs tell their stories and connect with audiences. - **Beverage Branding:** Beverage brands can leverage underdog sponsorships to resonate with young, adventurous consumers who value authenticity and creativity. ## Related on Trend Hunter - [Unique Auto-Racing Campaigns](https://www.trendhunter.com/trends/liquid-death-and-nascar.md) - [Carbonated Slushie Sodas](https://www.trendhunter.com/trends/nicols.md) - [Dog-Centric Root Beer Campaigns](https://www.trendhunter.com/trends/last-dog-standing.md) - [Healthy Snack Athlete Partnerships](https://www.trendhunter.com/trends/logan-logisx-edra.md) - [Freshly Rebranded Frozen Drinks](https://www.trendhunter.com/trends/slurpee.md) - [Women-Sponsoring Branding Initiatives](https://www.trendhunter.com/trends/tj-maxx.md) - [Cartoon Underdog Soda Campaigns](https://www.trendhunter.com/trends/tractor-beverage-company.md) - [Canadian Fan-Based Campaigns](https://www.trendhunter.com/trends/performance-enhancing-canadians.md) - [Parent-Honoring Olympic Campaigns](https://www.trendhunter.com/trends/parents-of-team-canada-athletes.md)