The atmosphere inside a stadium can make or break a football game day experience. The excitement of watching your team charge onto the field, surrounded by the cheers of thousands and the build-up to kickoff, is what makes football so thrilling. For Memphis Football fans, one of the standout moments is the team’s grand entrance, complete with pyro, smoke, and roaring cheers—a symbol of pride for the Memphis Tigers and their community.

What many fans may not realize is that this moment has been enhanced thanks to a special partnership between Memphis Athletics and Dillard Companies, a local business with over 75 years of experience. This collaboration brought the “Release the Tigers” initiative to life, creating a unique fan engagement experience at every home game, and strengthening the connection between the team and the Memphis community.

The Partnership: Memphis & Dillard Companies

Dillard Companies has been a trusted name in security and entrance solutions for decades, serving everyone from homeowners to large government facilities. When the opportunity came to partner with Memphis Athletics, we didn’t hesitate. They had already been involved in providing and installing the garage door for the Tigers’ locker room, so expanding the relationship made perfect sense.

Our team was committed to helping Memphis Football take its game-day experience to the next level. They knew that adding something special to the team’s entrance could really pump up the excitement for fans, players, and the whole community. The idea was to create a memorable moment that would engage the crowd while keeping the spotlight on the Tigers. That’s when the concept of “Release the Tigers” was born.

The Birth of “Release the Tigers”

The “Release the Tigers” promotion has become one of the most anticipated moments at Memphis Football games. Each week, a special guest, or “honoree,” is invited to press an oversized button that triggers the Tigers’ dramatic entrance through the locker room garage door, accompanied by pyro, smoke, and roaring fans. Honorees have included notable figures like Super Bowl champion Stephen Gostkowski, WWE legend Jerry “The King” Lawler, the Mayor of Memphis, and Make-A-Wish children. This exciting tradition has quickly become a fan favorite, connecting the Memphis community with their team and building anticipation before every game.

Building Brand Awareness and Community Engagement

For us, this sponsorship is about more than just promoting our business—it’s our way of giving back to the community. By teaming up with Memphis Athletics, we’ve helped create a memorable experience that brings fans together with local heroes, whether they’re former players, community leaders, or kids facing tough challenges. Through “Release the Tigers,” we’ve built even stronger connections with Memphis sports and our community, and we’re proud to play a big part in making game days so exciting.

Enhancing Game Day and Community Connections

The “Release the Tigers” promotion has been an incredible way for us to elevate the game-day experience, bringing fans closer to their team and their city. Honoring people like Stephen Gostkowski, Jerry Lawler, the Mayor of Memphis, and Make-A-Wish kids has helped showcase the Tigers’ legacy and foster a strong sense of community pride. Partnering with Memphis Athletics just felt right—it’s about more than financial support; it’s about strengthening our connection with the community. By being a part of this tradition, we’re adding something special to game days and helping build a deeper sense of pride among the fans.

Looking Ahead

The “Release the Tigers” promotion has been a huge success, with 13 honorees and thousands of fans eagerly anticipating it each week. For us at Dillard, this is just the beginning. We’re committed to continuing our support for local sports and constantly finding new ways to make the game-day experience even better. Our partnership with Memphis Athletics has been a big win, boosting fan engagement and making game days more exciting for the whole community. We’re proud to play a role in creating those thrilling moments that fans love, and we’re excited to see this tradition grow in the seasons ahead!

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