Promo Pro: Harry Ein, Perfection Promo, an affiliate of Counselor Top 40 distributor iPROMOTEu (asi/232119)

End-Client: Sacramento Kings

Job: Provide a custom replica of the NBA team’s Golden 1 Center arena, complete with custom packaging and a projecting purple light that plays off the Kings’ “Light the Beam” victory celebration.

Order Value: Approximately 5,300 units, most of which went to season ticket holders

STEP 1: Network & Build Trust

The full-court pressure was on to come through for a professional basketball team, and in the end, Harry Ein swished it.

The owner of Bay Area California-based Perfection Promo, an affiliate of Counselor Top 40 distributor iPROMOTEu (asi/232119), spearheaded the creation of a killer custom gift for Sacramento Kings season ticket holders in 2024. But to even be in a position to execute such a high-profile campaign for the NBA team, Ein first had to catch the attention of the Kings and earn the trust of key contacts in the organization.

That began well over a decade ago after the savvy Ein leveraged a referral from an old swim team buddy to get in front of the right decision-makers. He made the most of the opportunity and was soon working on branded-merch initiatives, including gameday giveaways, for Sacramento’s hoops squad.

“They decided to give us a shot, and we’ve grown the relationship with them by serving as a trusted partner,” says Ein.

For sure, that status of being a reliable solutions provider situated Ein perfectly to handle a truly one-of-a-kind project the Kings had in mind for loyal fans.

Harry Ein worked with the Sacramento Kings to create a custom replica of the team’s home arena. The most wow-worthy part? The season ticket-holder gift featured a purple beam of light (powered by a rechargeable battery) that matched the team’s signature “Light the Beam” victory celebration. It came in a custom “Light the Beam” box.

STEP 2: Properly Manage Expectations

The Kings wanted to create a replica of the Golden 1 Center where the team plays. But it had to meet a variety of parameters, including that the product have a solid, well-built feel and feature specific details that fans of the team would recognize and love. Discussions began just a few months before the start of the 2023-24 season.

Drawing on his experience with custom product creation, Ein advised the Kings that to get the product competently built, it wouldn’t be wise to rush things as a gift for that year. The smarter strategy, he told the team, would be to take the time to create the item correctly and give it out as a present to season ticket holders at the start of the 2024-25 season.

“It’s important to be honest and manage expectations,” says Ein. “We were looking to create something from scratch that hadn’t been done before. We knew it could be a really high perceived value gift – if it was done well. The thinking was, ‘Let’s create a truly awesome product and do it the right way, even if it takes a little longer.’”

STEP 3: Avoid Shortcuts

The Kings were onboard with the approach. From there, the real work began. A critical element? Bringing to life the central theme of the campaign – “Light the Beam” – in tangible form.

NBA fans and Kings die-hards will know what the phrase refers to. A chant and rallying cry that started during the 2022-23 season, it’s based on the practice of the Kings illuminating a purple beam of light from the Golden 1 Center following a victory. Ein’s miniature arenas had to replicate the light beam’s Kings-purple color as closely as possible. That required honing.

“It definitely took some work to get the color the way the client wanted it,” shares Ein.

And that wasn’t all. The whole proposed replica went through various sample iterations before the final version was minted. Knowing it was important to work with a trusted vendor, Ein collaborated with New Jersey-based maker of custom promotional products Creating Brand Legacy.

“The thinking was, ‘Let’s create a truly awesome product and do it the right way, even if it takes a little longer.’” Harry Ein, Perfection Promo

“When you’re working on something totally custom, challenges can come up,” says Ein. For instance, the partners dealt with issues like getting the proper weightiness for the item. “The base had to be big and sturdy to house the rechargeable battery,” says Ein. “There was upward of 400 emails back and forth, most of those related to design tweaks and the like.”

STEP 4: Ace the Packaging

Still, the hard work and patience paid off. The replica came built on a black base that read “Kings” on one side and “Light the Beam” on the other. Click a button built into the base, and the beam of light projects in an on-brand shade of purple through a light-enhancing straw.

“The great thing about this item is that it’s rechargeable, so it’s not a one-time use,” Ein explains. “Recipients can enjoy the cool light function over and over again for years.”

Pivotally, the Kings gifted the arena replicas to season ticket holders in custom-built boxes that included the team’s logo, the “Light the Beam” phrase and a picture of the Golden 1 Center firing the beam skyward as the central imagery.

“The packaging is so important,” says Ein. “It’s the first thing a recipient sees – the first impression they get of the gift. It sets the tone, and you have to get that right. These can turn into commemorative keepsakes, and having high-quality custom packaging just adds to the value of that.”

STEP 5: Deliver Solutions & Enjoy the Success

The Kings were thrilled with the end-result – and so were season ticket holders. Some took to social media forums to express their delight in the replicas. “We love it so much, we want to get a glass case for it!” wrote one commenter on Reddit.

Some non-season ticket holders were even feeling envious. "Jealous of you season ticket holders!!! Dope gift,” wrote a Reddit commenter.

Ein couldn’t say what the next big project with the Kings will be. But rest assured, after the success of the replica arena, more big initiatives are in the works.

“If you really put your clients first and understand their brands and their audiences,” says Ein, “you can deliver solutions that they love and that you can be proud of.”