SBD/June 15, 2012/Marketing and Sponsorship

Univ. Of Iowa Renews Anheuser-Busch Sponsorship Deal, Beermaker To Use School Logo

Iowa's four-year deal with A-B allows use of team logo on retail displays
The Univ. of Iowa and Anheuser-Busch have "renewed their relationship," according to Jens Manuel Krogstad of the DES MOINES REGISTER. A new four-year agreement approved this month by the UI athletic department "allows Anheuser-Busch to place Iowa's Tigerhawk logo on retail displays such as posters and flags, and promotional giveaways like cups, caps and T-shirts." All the items the logo will appear on "require athletic department approval, and must include the message 'Responsibility Matters.'" The agreement is "part of a larger one with Learfield Communications" that will pay UI $114M through '26. All proceeds from the deal "will fund the university's alcohol harm reduction plan," launched in '10 to reduce binge drinking. While the sponsorship "complies with NCAA advertising standards that require a 'drink responsibly' message, the agreement stands out" among UI's peers. Seven Big Ten schools said that "they had no sponsorships with companies that sell alcohol." Meanwhile, the Univ. of Illinois said that its "only sponsorship with an alcohol company is the annual 'Busch Braggin' Rights' men's basketball game" against the Univ. of Missouri. Iowa State Univ. has "had an agreement for several years with Anheuser-Busch that is similar" to the one with UI. School officials said that some details in the deal "that remain unchanged include radio advertisements and guest entertainment" at home games for football, basketball, wrestling and golf (DES MOINES REGISTER, 6/15).
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