Car manufacturer Nissan has struck a landmark agreement to become an official sponsor of 100 college and university athletics departments across the US and a ‘proud supporter’ of various championships operated by the country’s National Collegiate Athletic Association.
Each sponsorship deal will run for four years, from the 2015-16 academic year through to 2018-19.
Although the details of each sponsorship have not been revealed, Nissan has said that specifics were negotiated throughout the summer. Agencies involved in the talks included Learfield Sports, IMG College and Outfront Media Sports.
The series of sponsorships will cover 22 men’s and women’s sports at schools across the country, with each deal to include benefits such as scholarship funds, facilities upgrades and tutoring programmes.
Nissan will benefit from signage placement inside stadiums at each of the schools covered by the deal in addition to media opportunities and consumer incentives.
The landmark agreement will also grant Nissan rights to activate at select NCAA Championships, expanding an existing deal between the manufacturer’s Infiniti brand and NCAA men’s basketball.
The deal will expand over time, beginning this weekend with American football events at Ohio State University, University of Alabama, Texas A&M University, Oregon State University and University of Southern California. On November 14, activation extends to American football at Syracuse University and Duke University as well as basketball at Utah State University.
By the end of the year, Nissan on-campus activation will extend to 27 colleges and universities nationwide. This will be extended to all 100 schools covered by the deal in 2016.
In addition, the deal includes sponsorship of the Red River Showdown, a match between rival institutions the University of Texas and University of Oklahoma.
Jeremy Tucker, vice-president marketing communications and media at Nissan North America, said: “This programme gives Nissan an unmatched and unprecedented connection to college-sports fans. It allows Nissan to share amazing moments with students, alumni and fans – at every men's and every women's sport. Wherever fans go to follow these student-athletes, we'll be there.”