Montana State Lottery: "Fairs Across Montana" Sponsorship Activation
Event Overview
The Montana Lottery partnered with TSE Entertainment to execute a statewide sponsorship activation designed to bring the Lottery’s mission directly to the communities it serves. The initiative, titled “Fairs Across Montana,” leveraged regional fairs and rodeos as strategic touchpoints to connect with Montanans where they gather most, …local fairgrounds.
The program activated across eight fairs spanning the state, from Kalispell to Billings. Through on-site branding, digital promotion, and event sponsorship placements, the Montana Lottery directly engaged nearly 300,000 attendees, representing approximately 26% of Montana’s entire population.
Rather than relying solely on mass advertising, the initiative focused on authentic community engagement, aligning the Lottery brand with local traditions, family experiences, and regional events that define Montana culture.
Objectives
The Montana Lottery sought to accomplish several strategic goals through this initiative:
- Strengthen the connection between the Lottery and the communities it supports across Montana
- Increase brand visibility at high-attendance regional events
- Deliver targeted engagement through in-person sponsorship placements
- Provide measurable reporting on audience reach and sponsorship value
- Reinforce the message that Lottery participation supports education, local businesses, and state programs.
Event Activation Locations
The sponsorship initiative included eight major fairs and rodeos across Montana:
- Northwest Montana Fair & Rodeo – Kalispell
- Big Sky Country State Fair – Bozeman
- Last Chance Rodeo & Fair – Helena
- Jefferson County Rodeo & Fair – Boulder
- Richland County Fair – Sidney
- Ravalli County Fair – Hamilton
- East Helena Rodeo – East Helena
- Northern International Livestock Exposition (NILE) – Billings
Several additional communities were approached, including Havre, Missoula, and Lewistown, but ultimately declined participation.
Sponsorship Strategy
TSE Entertainment developed a targeted activation model designed to maximize visibility and engagement at each event.
Each participating fair agreed to:
- Install two Montana Lottery branded banners in high-traffic locations on the fairgrounds
- Publish digital advertising posts on the fair’s website and/or social media platforms
- Provide visibility in event programming and promotional materials
- This structure allowed the Montana Lottery to maintain a consistent statewide presence while tailoring the message to local communities.
Audience Reach & Population Impact
The eight participating fairs collectively generated an estimated 259,900 attendees, representing one of the most concentrated statewide engagement opportunities available through event sponsorship.
Lottery Impressions
The data indicates that:
- 91% of attendees were Montana residents
- Nearly 10% of the audience traveled from out-of-state, expanding the program’s reach beyond Montana
This demographic profile demonstrates that the initiative successfully targeted local residents while still capturing regional tourism audiences.
Population Penetration
Through this focused event strategy, the Montana Lottery connected with approximately 26% of the entire population of Montana.
This level of reach would typically require significant statewide media investment. By leveraging trusted community events instead, the Lottery achieved high visibility with strong local credibility.
Geographic Audience Distribution
Attendance data also revealed strong geographic representation across Montana communities.
Key insights include:
- Strong attendance concentrations in Kalispell, Helena, Bozeman, and Sidney
- Regional draw extending into surrounding communities and rural counties
- Engagement across both urban centers and smaller regional markets
This distribution reinforces the effectiveness of fairs and rodeos as statewide cultural gathering points.
Sponsorship Deliverables
TSE Entertainment managed the full sponsorship implementation across all participating events.
Key deliverables included:
- Coordination with eight fair organizations
- Placement and installation of 14 static signage locations
- Delivery of two video signage placements
- Oversight of digital promotion commitments
- Financial management and vendor coordination for all activations
- Comprehensive reporting on sponsorship performance and audience reach
Visual Brand Presence
Branding placements were strategically located throughout each fairground to maximize visibility and audience impressions.
Examples include:
- Entrance signage
- Arena and grandstand banners
- Fairground perimeter placements
- Sponsor recognition areas
These placements ensured that Montana Lottery branding remained highly visible throughout the attendee experience.
Social Media & Digital Promotion
Participating fairs also supported the initiative through digital promotion, extending the program’s impact beyond the fairgrounds.
Digital activations included:
- Event social media posts recognizing the Montana Lottery as a sponsor
- Website placements promoting Lottery messaging
- Cross-promotion with community partners and sponsors
This added a digital amplification layer to the physical sponsorship presence.
Financial Overview
TSE Entertainment also provided transparent reporting and financial reconciliation for the program to ensure accountability and clarity across all participating events.
This included:
- Coordination of financial arrangements with each participating fair
- Oversight of banner production, shipping, and placement logistics
- Vendor expense tracking and reconciliation
- Documentation of event participation and sponsorship deliverables
- A comprehensive fulfillment report detailing audience reach and proof of performance
Results & Outcomes
The “Fairs Across Montana” initiative successfully demonstrated the value of community-based sponsorship marketing.
Key outcomes included:
- Direct engagement with nearly 300,000 Montanans
- Exposure to approximately 26% of the state’s population
- Strong brand visibility across eight regional events
- Authentic community engagement aligned with the Lottery’s mission
- Data-driven reporting demonstrating measurable impact
Guest research further indicates that attendees at these fairs collectively spend over $8 million annually on lottery and parimutuel betting opportunities, highlighting the strong audience alignment with the Lottery’s customer base.
Key Takeaways
This initiative demonstrates how targeted event sponsorships can outperform traditional advertising by creating direct, meaningful connections with local communities.
Through strategic partnerships with regional fairs and rodeos, the Montana Lottery was able to:
- Build authentic brand relationships at the grassroots level
- Reach a significant portion of the state’s population
- Reinforce the connection between lottery participation and community benefit
By partnering with trusted local events, the Montana Lottery connected directly with Montanans in an authentic and meaningful way while reinforcing its mission of supporting communities across the state.
The Montana Lottery expressed strong satisfaction with the results of the program and has asked TSE Entertainment to continue executing the initiative for the coming year’s events, further expanding the partnership and its statewide impact.
