USC’s first mid-season Thursday night football game at L.A. Coliseum is generating more than just fan enthusiasm. It has been a marketing bonanza for the Trojans’ multimedia rights partner, Fox Sports, which manages USC Sports Properties. Dan Shell, VP & GM of USC Sports Properties, said 10 of the school’s corporate partners are activating with special events and employee hospitality. LG signed to be the presenting sponsor of the Arizona-USC game, which will air on FS1 at 10:30pm ET.
Honda will activate its “Helpful Honda” campaign, where representatives of the automaker help fans find their seats and offer Honda drivers complimentary car washes. Honda also will be setting up free bag checks, and hosting chariot rides. Barclays Center will be holding a hospitality event for current and prospective clients, while Fidelity will stage a pregame tailgate for USC faculty with USC AD Pat Haden speaking. “Our corporate partners are buzzing about it. They are really maximizing the client hospitality opportunities and activating around the game,” Shell said.
