SBD/Issue 162/Sponsorships, Advertising & Marketing

Big Ten Partnering With Learfield Sports On Landing Sponsors

Learfield Sports has agreed to develop a corporate partnership program for the Big Ten Conference, which has handled sponsorships in-house in the past. The partnership goes into effect immediately and the new entity will be called Big Ten Sports Properties. Among the Big Ten's current corporate partners are Liberty Mutual, U.S. Bank, Ramada, Gatorade, 7UP and Xbox 360. Learfield will construct a corporate partner platform for the Big Ten through media, hospitality, presenting sponsorships of select conference championships, venue signage and product sampling. Learfield will create assets for the Big Ten's Web site as well and work with the Big Ten Network to form multimedia platforms for sponsors. Learfield will hire the staff for Big Ten Sports Properties, which will have personnel at the league's headquarters in Park Ridge, Illinois, as well as downtown Chicago. Learfield represents six of the Big Ten's 11 members -- Indiana, Iowa, Minnesota, Penn State, Purdue and Wisconsin.

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