SBD/August 24, 2011/Marketing and Sponsorship

Idaho Potato Commission To Spend $2.5M For Naming Rights Over Six Years

The Idaho Potato Commission “will spend $2.49 million over six years" for the naming rights to the Famous Idaho Potato Bowl, according to the CAPITAL PRESS. The commission under the contract with the Humanitarian Bowl “will pay $375,000 for the naming rights for each of the 2011 and 2012 games, $420,000 for each of the 2013 and 2014 games, and $450,000 for each of the 2015 and 2016 games.” The commission “must also pay a one-time $80,000 rebranding fee to HBI.” IPC will “receive five, 30-second advertising spots” during the Dec. 17 broadcast on ESPN, and “one 30-second welcome message.” It will also receive “four, 30-second advertising spots on the game's radio network broadcast.” In addition, the commission will receive “the use of an 18-person suite during the game, and 50 Stueckle Sky Center club-level tickets.” It will also receive “500 reserved tickets throughout the stadium, and the right to purchase additional tickets at a discount.” IPC “will be provided with a 200- to 400-person tent or other entertainment venue at the game, 30 tickets to the awards dinner, and 30 VIP parking passes for the game” (CAPITAL PRESS, 8/23).

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” (, 8/23).
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