For the Boston Red Sox, any time the opposing team were caught stealing a base, the LoJack 'Caught Stealing' logo appeared. Two programmes were created in Phoenix, the #1 market for auto theft. For the Phoenix Suns basketball, we had the 'LoJack Steals and Turnovers update'- an in-game element keeping a tally of steals and turnovers. For the Phoenix Coyotes hockey, we had an on-air crew select a crucial 'Recovery Save' made by either goalkeeper.

For a small investment, LoJack looked like a major sports sponsor, even in the absence of a traditional TV spot. And in the focus market of Phoenix, LoJack sales increased by over 20%, while most markets had flat sales over the previous year.