SBD/June 21, 2011/Marketing and Sponsorship

Apparel Company Gildan To Title Sponsor New Mexico Bowl For Next Three Years

Montreal-based apparel company Gildan Activewear has signed a three-year deal to title sponsor the New Mexico Bowl, with an option “to extend the agreement beyond that,” according to Rick Wright of the ALBUQUERQUE JOURNAL. Financial terms of the deal were not announced. Gildan sells “T-shirts, sport shirts and fleece as undecorated ‘blanks,’” and also has acquired ownership of “several brands of socks, including the popular Gold Toe.” Gildan additionally is the exclusive licenser in the U.S. for “socks sold with Under Armour and New Balance labels.” Gildan President & CEO Glenn Chamandy said that the company is hoping its sponsorship of the New Mexico Bowl will enhance efforts to “broaden its name recognition.” Chamandy: “We’ve sold over 4 billion garments since we began making them in 1993. The average person could have 30 of our shirts in his drawer but not necessarily know the name.” Gildan’s partnership with the bowl game is the company’s “first venture as a title sponsor, but not its first major marketing effort.” Chamandy said, “We’re growing big by staying small; that’s part of our strategy.” Wright notes a redesigned New Mexico Bowl logo, “reflecting Gildan’s involvement,” was unveiled yesterday. The sixth New Mexico Bowl is scheduled for Dec. 17 between teams from the Pac-12 and Mountain West conferences at University Stadium in Albuquerque (ALBUQUERQUE JOURNAL, 6/21).

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