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In The Studio: Behind Massive College Sponsorships For UPS, MillerCoors

As a companion to his cover story in this week’s SportsBusiness Journal, reporter Michael Smith talks about UPS and MillerCoors making aggressive plays in college athletics through new sponsorship deals. Smith elaborates on the magnitude of the UPS contract ("The UPS deal is really a blockbuster deal"), as well as how it fits in the company's overall marketing plans ("For UPS, business-to-business is a huge component of what they're looking for in every deal"). Addressing the MillerCoors sponsorship, Smith discusses the breadth of the new partnership ("ranging in profile from a Penn State down to a lot of the mid-major schools") and the target audience ("alumni and legal drinking-age consumers"). Read Smith's full story in this week's issue and watch the full video below.


OLD COLLEGE TRY: IMG Sports & Entertainment President George Pyne appeared on Fox Business’ “America’s Nightly Scoreboard” last night to discuss UPS' deal and said the “size and scale of the demographic” of college sports fans is what attracts advertisers. Pyne said through IMG College, “we're selling integrated sponsorships, so it’s not really media, and the value proposition that we’re offering is incredible because we have a new product that gives you 49 of the top 50 markets in America with one buy.” Pyne said that as a “marketer you want to break out of the clutter, you want to do something that’s different and unique. This has never been done before. In a tough economy, you want things that have real value. This program delivers you all of that” (“America’s Nightly Scoreboard,” Fox Business, 8/31).

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ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

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SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

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