Here's an idea that works well for this particular company. It may work for your own with some modifications. Feel free to use this idea.

A garden center in Navasota, TX, called Martha's Bloomers worked out a promotion with the City of Navasota to promote visitors and tourism. The garden center is located along a major highway that is the primary route for Houstonians to visit Texas A&M, and has a large marquis sign as well as smaller signs along the highway. On game day weekends, the signs say "Stop by and get your free Game Day Water - Go Aggies!".

The cost for the water bottles and the bottle labels was split with the city. They also hand out flyers and brochures about the garden center and Navasota. People consider this garden center a destination and will make a day trip of it to shop for home and garden items, and eat a bite in the cafe while they are there.

This is a great way to create a joint partnership, and get people to visit the store. Even if they only have enough time to take a look around, they may make time on the next trip out before the next game. They might even sign up for the newsletter while they are in the store.

They are one of my good clients, although they came up with this idea before I came on-board.

Now you may need to get special permits for the signs along the highway, and if it is not an option, you can hand out flyers that mention it a few weeks before it starts.

Let me know if you have tried anything like this and how it worked for you. Just comment below or write me an email.