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SBD/Issue 68/Sponsorships, Advertising & Marketing
U.S. Bobsled Federation Debuting Corporate Logos On Sleds
Published December 17, 2010
|U.S. Bobsled CEO Steele Hopes Sled Logos
Will Help Increase Sponsorship Cash
The U.S. Bobsled & Skeleton Federation will place the logos of its top sponsors on the sleds used in competition for the first time beginning with this weekend’s FIBT World Cup event in Lake Placid. Seven U.S. bobsleds will display their own sponsor-specific themes and logos this weekend through partnerships with BMW, Under Armour, Vilter Manufacturing, KOA campgrounds, Whelen Engineering, Susan G. Komen for the Cure and Autism Speaks. The logos will take a more primary place on the sleds instead of the traditional “USA” design. USBSF CEO Darrin Steele said the NGB had heard several requests from sponsors over the years to brand the sleds with company logos. Steele: “More and more companies are looking for quantifiable investment return. And as they start to look at the exposure that they get on television, both internationally and domestically, they don’t always see that return on investment.” Top sponsorships typically range from $40,000-200,000 annually, but Steele hopes the new activation platform will not only entice new sponsors but also increase the value of the deals. Steele said the inspiration for the wraps came from the motorsports industry -- sleds will bear the main sponsor’s colors and logo, with additional sponsors’ stickers on the front and sides. Steele hopes the continued program will feature more companies’ logos on the helmet and additional elements of the teams. “Looking down the road, I could see us getting even more active with that,” Steele said. “This is really kind of our first jump into this world.” USBSF partnered with Geiger Media to develop the look of each of the sleds and to track the exposure sponsors receive.