Each summer, the Congressional Baseball Game brings together members of Congress in a uniquely bipartisan tradition that has been going strong for more than 100 years. For the University of Tennessee Alumni Association, it has become a one-of-a-kind opportunity to bring together volunteer alumni, friends, and champions of the university who live and work in the nation’s capital.
Launched in 2021, the UT Alumni reception has grown from a small gathering to a widely attended and much-anticipated event. Held in the Washington Nationals stadium, the event offers UT leaders and alumni volunteers a welcoming space to connect with one another and strengthen the network of friends who proudly represent the university in Washington, D.C.
UT wanted to make sure those connections lasted well beyond the ballpark. That’s where branded merch came in as a strategy. Each guest received a gift bag with merch specifically chosen to reflect the baseball setting and theme of the evening. The result created a memory trigger every time recipients see or use the items.
The well curated gift bag included:
- A leather baseball with a full-color Congressional Baseball Game logo.
- A metal jersey-shaped keychain featuring the game’s logo.
- A pair of branded dress socks made by a local alumni-owned company.
- Branded tissue paper with UT Congressional Baseball Game artwork to elevate the presentation.
By tying the merch to the event, the Alumni Association ensured the items weren’t just practical, they were symbolic. The baseball and jersey keychain tied directly to the game, the socks created a daily-use item with an alumni-owned story behind them, and the custom tissue paper elevated the gifting experience. Together, they became lasting reminders of UT’s presence in D.C. and the relationships built that night.
This event shows how aligning your merch strategy with your theme and space can build stronger connections. When recipients see those baseball-themed items back at home or in the office, they don’t just remember the gift, they remember the experience and the University of Tennessee Alumni Association’s role in it.
