Energy, grains and foods company CHS has entered into a wide-ranging college sports sponsorship programme in association with the Learfield Sports agency.
Learfield holds the rights to 99 collegiate properties throughout the US and secured the multi-year CHS partnership on behalf of its 22 university partners, plus North Dakota State and Nebraska – bringing the number of Division One universities involved in the college American football season focused initiative to 24.
The campaign, which will be driven primarily through digital and social media assets is designed to reach the farmer-owned cooperative’s rural owners and customers. CHS will sponsor a “Farm Family of the Year” photo contest powered by Learfield Sports and its digital partner Think Social, with fans encouraged to submit pictures of themselves in team clothing across a two-week campaign in which the winners will receive a VIP home game experience.
Additionally, Learfield Sports will give CHS exposure through the school radio networks it manages on live broadcasts during 12 football games per season and through agriculture awareness drive Ag Day. CHS will also sponsor a single home game for every team involved.
“College sports are part of the fabric of rural communities,” Linda Tank, vice-president of enterprise marketing and communication at CHS, said. “This partnership provides CHS with a meaningful way to reach the farmers, ranchers and cooperatives who own us and allows us to share agriculture’s story to a broad audience. The strong digital component and opportunities to recognise farm families fit well with our rural values and commitment to agricultural technology and innovation.”