SBD/December 14, 2011/Marketing and Sponsorship

Aaron's Signs On To Sponsor 30 Colleges, Including Auburn, Georgia And Michigan

Aaron’s, the Atlanta-based retailer for furniture sales and rentals, has signed a deal to sponsor 30 colleges, including Arizona, Arizona State, Auburn, BYU, Duke, Florida, Georgia and Michigan. The deal was negotiated by IMG College, the multimedia rights holder for these schools, and represents one of the largest sponsorship buys this year. Before making this agreement, Aaron’s already had relationships with Alabama, Missouri and North Carolina through Learfield Sports. The most recent agreement with IMG College provides Aaron’s with signage at football and basketball venues, promotional rights and tickets. Aaron’s is also designated as the preferred vendor in the lease-to-own category of furniture, electronics, appliances and computers. “While Aaron’s has a long history with collegiate sports, this is the first time the company has formed a university partnership of this magnitude,” Aaron’s VP/Marketing Tom Peterson said in a release today. An expanded sponsorship of college sports aligns with the Aaron’s business model, which offers students, faculty and fans home essentials with flexible payment options, Peterson added.
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