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SBD/August 24, 2011/Marketing and Sponsorship
Idaho Potato Commission To Spend $2.5M For Naming Rights Over Six Years
Published August 24, 2011
UPPING THE ANTE: In S.F., Eric Young reports Kraft Foods and Kraft Fight Hunger Bowl organizers “are upping the ante” for fundraising efforts, “hoping to raise the monetary equivalent of 25 million meals, or more than $3.5 million.” The bowl game, which is played at AT&T Park, last year “raised the monetary equivalent of almost 21 million meals -- or about $3 million -- for a nonprofit known as Feeding America.” Bowl organizers said that the association with Kraft Foods “is paying dividends.” Kraft Fight Hunger Bowl Exec Dir Gary Cavalli: “Now we’re not just a bowl game, we’re a cause. It puts us in a different category.” Cavalli said that the game’s sponsors “have expanded to 35 companies” (BIZJOURNALS.com, 8/23).