SBD/Issue 1/Sponsorships, Advertising & Marketing

Go Daddy To Sponsor College Football on ESPN

Go Daddy CEO Bob Parsons revealed Monday that the company has signed a multimillion-dollar deal with ESPN "to sponsor this year's college football broadcasts," according to Jane Larson of the ARIZONA REPUBLIC. Parsons indicated that ESPN announcers "will introduce the Saturday games as 'ESPN college football presented by GoDaddy.com' and the company will run its Go Daddy Girl commercials more than 500 times during the season." Go Daddy has bought ads during the Super Bowl the last three years and has recently sponsored ABC's broadcast of the Indianapolis 500, as well as IRL driver Danica Patrick. Parsons indicated that the college football sponsorship starts September 22 and will run all season. The company will also sponsor "one of the big college bowl games," which he did not name. Parsons, on why the company is investing in college football: "We like the age and the demographics. It fits with our customer base and the people we want as customers." Parsons also acknowledged that Go Daddy has signed an NFL player as an endorser. Although he declined to identify the player, the company began shooting a commercial with him yesterday. Parsons said that Go Daddy "continues to review whether it will advertise on the Super Bowl" this season (AZCENTRAL.com, 9/10).

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