SBD/October 19, 2010/Marketing and Sponsorship

Go Daddy Continues Sports Buy With Bowl Game Title Sponsorship

Go Daddy has signed on to be the title sponsor for the college football bowl game played annually in Mobile, Ala. The GoDaddy.com Bowl, which will air on ESPN, will be played on Jan. 6 at Ladd-Peebles Stadium and will feature teams from the MAC and Sun Belt Conference. GMAC previously held the title sponsorship for the game. Terms of the deal were not disclosed (Go Daddy). GMAC, the "former financing arm of General Motors, has been plagued by financial issues related to the national mortgage crisis." Go Daddy is "no stranger to sports advertising." The company annually runs commercials during the Super Bowl broadcast, and it also "sponsors IndyCar-NASCAR driver Danica Patrick, the Southern 500 NASCAR race in May in South Carolina, and various events in mixed martial arts" (BIZJOURNALS.com, 10/18). GoDaddy.com Bowl President Jerry Silverstein: "We're excited to have a powerhouse like Go Daddy behind Mobile's biggest event of the year. Go Daddy stepped up big time for this sponsorship, which is good for all of us" (ESPN.com, 10/18).
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