Sporting goods retail store chain Sports Authority has extended its partnership with the Mountain West Conference for title sponsorship of the college sports organisation’s American football championship game.
Sports Authority became the game's inaugural title sponsor for the 2014 contest that featured Boise State and Fresno State, an encounter the former college won 28-14.
In a deal brokered by the MWC’s rights partner, the Learfield Sports agency, the conference said that Sports Authority would return for this year’s game on December 5 and added that the deal would continue in “subsequent years.”
In year two, Sports Authority will receive numerous opportunities for brand visibility including promotions of the game on various ESPN networks and a season-long digital campaign on the Mountain West Network.
Additionally, the brand will gain exposure through radio and television commercials, in-venue and television-visible signage, field logos and logo positioning on helmet decals, first-down markers and merchandise.
“With its Colorado roots, and regional and national visibility, Sports Authority is the right choice to leverage its brand name and quality appeal with sports fans through this national platform,” Bill Hirsh, Learfield Sports' vice-president of national sales, said. “It's a natural connection, and we're pleased to bring Sports Authority back to provide them even bigger exposure than last year among a passionate college football fan base.”