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SBD/5/Sponsorships Advertising Marketing
INSIGHT'S COPPER BOWL SPONSORSHIP NOT A FAN FAVORITE?
Published January 5, 1998
AZ-based Insight Enterprises "has absorbed its share of barbs in the media, and jabs from the public" for renaming the Copper Bowl the Insight.com Bowl, according to Russ Wiles of the ARIZONA REPUBLIC. But Insight Chair Eric Crown defended the deal and said his company's sponsorship keeps the bowl "financially viable beyond 2000," as Insight will pay "roughly" $1M a year for approximately five years. With the deal, Insight has two goals: increase its brand-name exposure on a national scale and to boost awareness of its Internet retailing channel (ARIZONA REPUBLIC, 12/27).