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CORPORATE SPONSORS TARGET MARKETING TOWARD HIGH SCHOOLS
Published March 9, 1998
The "rising costs for everything from running tournaments to outfitting teams has high school administrators and coaches turning to corporate America for an assist," according to Josh Egerman of the CONNECTICUT POST. The CT Interscholastic Athletic Conference (CIAC), which had no sponsors in '92, now has 19 companies on board, with an endowment fund of $700,000. Bob Ford, CIAC's Dir of Development: "It's not that they're necessarily looking to help a needy organization. They're looking for visibility." Ford can pitch to companies 250,000 students in grades seven through 12 -- and their parents -- that companies can reach by sponsoring CIAC events, including state tournaments and student-athlete banquets. Egerman added that sneaker deals are also "becoming more noticeable in the high schools" as the deals give shoe companies "exposure to the most impressionable sector of the buying public -- teen-agers" (Josh Egerman, CONNECTICUT POST, 3/6).