Adrian J Cotterill, Editor-in-Chief
SOS, the Boston-based company that is redefining wellness on the go through a fast-growing network of smart vending machines, is expanding into the NHL with the debut of 36 machines at FLA Live Arena in Sunrise, FL., home of the Florida Panthers, and four machines at Panthers IceDen in Coral Springs, FL.
Susanna Twarog, SOS co-founder and co-CEO told us “The concentration of female sports fans has spiked in recent years, but there haven’t been dedicated efforts to enhance their in-stadium experience when it comes to personal care. We feel passionately about showing up for them, as well as the thousands of women who have been affected by Hurricane Ian, with the products they trust in the places and situations they need them most.”
SOS will donate one period care kit to Hurricane Ian victims via the Center for Disaster Philanthropy for every period product dispensed during the 2022-2023 season at FLA Live Arena and TIAA Bank Field, where 14 SOS machines launched back in May 2022 in partnership with the Jacksonville Jaguars.
Robina Verbeek, SOS co-founder and co-CEO told us “With the launch of FLA Live Arena and the Panthers IceDen, we now have partnerships with major NHL, NFL and MLB teams. We look forward to continually growing our footprint in an effort to equip every sporting arena across the country with our smart vending machines.”
Women make up 40 percent of the NHL fan base, but stadiums historically haven’t been set up to serve their personal care needs. As more female fans take their place in the stands, SOS smart vending machines are debuting at two of Florida’s most highly trafficked hockey venues to provide convenient access to top-quality personal care and wellness products including free period care products by Rael, as well as deodorant, facial wipes, hair care products and more from top-quality brands including Megababe, First Aid Beauty, Hero Cosmetics and Terra & Co.
Florida Panthers Executive Vice President of People & Facilities Rob Stevenson said “We are thrilled to further enhance the fan experience with the debut of SOS smart vending machines throughout FLA Live Arena and the Panthers IceDen. This unique new amenity offers fans quick and convenient access to premium wellness products, right at their fingertips, while creating an even more welcoming and inclusive arena environment.”
Completely contactless for consumers, SOS’ 32-inch LED touch screens also deliver targeted, interactive advertising and educational content when not in use. This digital component is a unique aspect of SOS machines and enables highly targeted brand-building and customer acquisition programs that help brands stand out in an increasingly competitive marketplace.
Launched in 2020 by Susanna Twarog and Robina Verbeek, SOS has grown its footprint to include prominent placement at high-traffic areas including New York City’s iconic Rockefeller Center, top sporting venues like Fenway Park and TIAA Bank Field, in addition to a variety of public spaces around Boston, including Boston Children’s Hospital, District Hall, Prudential Center, South Station, and more.
Florida’s premier sports and entertainment venue, FLA Live Arena is Florida’s largest indoor arena and the second largest sports and entertainment venue in South Florida. Home of the NHL’s Florida Panthers, the state-of-the-art FLA Live Arena continues to host hundreds of major concerts, events, and performance acts each year, which have included the likes of Elton John, Harry Styles, Andrea Bocelli, Lizzo, WWE, Billboard Latin Music Awards and more. In December 2020, FLA Live Arena became the first NHL arena to earn the International WELL Building Institute (IWBI)’s prestigious Health-Safety Rating, which serves as the global benchmark for safety in public buildings. Located in Sunrise, Florida across from the Sawgrass Mills Mall, which attracts upwards of 30 million visitors annually, the Broward County-owned FLA Live Arena is one of the top-ranked venues of its kind in the world, servicing Broward, Collier, Miami-Dade, Monroe and Palm Beach Counties and beyond.
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