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SBD/December 7, 2011/Events and Attractions
IMG Intercollegiate Athletics Forum: College Sports Sponsorships, Marketing
Published December 7, 2011
ECONOMIC PRESSURE: Panel participants talked about how the economy has affected their budgets and marketing plans. Rogowski: “We’ve been financially conservative through our whole 105 years. Over the last five years, we’ve expanded our sponsorship programs globally, and I think next year we’ll focus on a domestic program in college that is a relatively new program for us.” Robinson: “On a national platform all of our marketing is in college football. That is our niche. It is the one we think we can afford and afford to do well. We are not a write-a-check marketer.”
Quick Hits on marketing beer in college sports:
* Woodward: "It's very important to do this the right way. I have a 15-year-old daughter. It matters a lot to me that we market toward the right age consumers."
* Logan: "It is a sensitive category. I think most universities realize what MillerCoors is doing. They are not interested in the student and the student athletes. What they want is the connectivity with the alumni and the passion points of the community."