SBD/September 16, 2011/Marketing and Sponsorship

Honda, State Farm To Have Sign At Opposite Ends Of Rose Bowl Through New Deals

The newly renovated Rose Bowl has agreed to new sponsorship deals with Honda and State Farm. Honda’s deal is being called a “Crown Signage” partnership, which includes a 5x42-foot sign atop the stadium’s video board in the north end zone. During UCLA games, Honda will present the “drive of the game” as well as a Rose Bowl vignette. On the other end of the stadium, Honda also will have a 10x35-foot sign. Other branding elements for the automaker will be evident in the club level, LED signage at field level, and around the entrances. State Farm, the official insurance provider of the Rose Bowl, will have signage throughout the facility, including video boards, scoreboards, press box, club level and concourses. The company will place two interactive kiosks inside the stadium to provide information for fans, and the deal includes commercial time on the video board as well. The Rose Bowl, which spent $152M on renovations, estimates that close to 950,000 people attend events at the stadium each year. IMG College, which represents UCLA and the Rose Bowl, sold the deal.
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