College Sport
Title sponsor extends with Detroit’s college bowl game
Fiesta Bowl says game on with PlayStation partnership
Sony-owned gaming brand PlayStation has agreed a multi-year deal to become title sponsor of the Fiesta Bowl college American football game.
National Funding extends stay with Holiday Bowl
Locally-based financial technology company National Funding has retained naming rights to the Holiday Bowl for this year’s edition of the college American football game.
Under Armour extends with University of Utah
US sportswear brand Under Amour has extended a partnership with the athletics division of the University of Utah.
UAB signs Under Armour deal
US sportswear brand Under Armour has entered into a partnership with the athletics division of the University of Alabama at Birmingham.
Pac-12 banks new partnership
Commercial banking group Opus Bank has entered into a partnership with the Pac-12 US college sports conference.
Atlantic 10 secures nutrition partnership
US-based Come Ready Nutrition has entered into a partnership with the Atlantic 10 collegiate sports conference.
Big Ten teams up with International Truck
International Truck has agreed a deal to become the official equipment truck of the Big Ten US college sports conference.
Nissan signs up 100 colleges in local markets play
Carmaker Nissan is focused on engaging local dealers to support its goal of a 10-per-cent market share in the US following its mammoth sponsorship deal with 100 US colleges.
Colleges fill US gap in global strategy
Carmaker Nissan is looking to bring all of its sponsorship deals under the global brand umbrella, Gerhard Fourie, general manager, global brand strategy for Nissan, told Sports Sponsorship Insider following the brand’s 100-US college deal.
Allstate: College football remains key platform
US insurance company Allstate is using college football as the main platform to communicate its key messages.
LG pays more for NCAA Corporate Partner renewal
The American arm of global consumer electronics group LG will pay an eight-figure fee per year for Corporate Partner marketing and activation rights to National Collegiate Athletic Association (NCAA) championship events in a multi-year deal.
The value of NCAA advertising
National Collegiate Athletic Association (NCAA) managing director, marketing and broadcast alliances, Keith Martin estimates that around 40 to 50 per cent of all advertising revenue during the Division I Men’s Basketball Championship is delivered by NCAA sponsors.