UPS Using March Madness To Launch New Campaign Miller Lite To Title Sponsor Bellator Events In '15 MillerCoors Signs Taken Down Near Illinois Campus Univ. Of Illinois Calls For Coors To Pull Billboards Coors Billboards With UConn Logos Removed Playoff Signals New Era In College Football Neutral-Site Games Continue To Be Hot Trend Stanford Seeing Strong Season-Ticket Sales Q&A With AAC's Mike Aresco UPS Digital Campaign Features CFB Personalities
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In The Studio: Behind Massive College Sponsorships For UPS, MillerCoors
Published September 1, 2011
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).