SBD/May 14, 2013/Marketing and Sponsorship

Bob Hope Airport Signs Marketing Deal For Rose Bowl Stadium, UCLA Athletics

UCLA will see Bob Hope Airport as a sponsor for all 23 athletic programs
The Burbank-Glendale-Pasadena Airport Authority “has agreed to spend about $325,000 over the next three years to promote Bob Hope Airport in Burbank as the ‘official airport of the Rose Bowl stadium’ and to be a sponsor of UCLA's intercollegiate athletic teams” in a deal with IMG College, according to Brenda Gazzar of the PASADENA STAR-NEWS. IMG College L.A. GM Paul Engl said that the company “approved the deal but was waiting Monday for a signature” from UCLA AD Dan Guerrero. Bob Hope Airport Communication & Public Affairs Dir Victor Gill said that the agreement “is a chance to boost its name recognition and user base across the country.” The Airport Authority under the agreement “would receive a sponsor designation that extends to all 23 sports programs of UCLA athletics, including custom logos, brand monuments in various venues, billboards, internet, radio and in-terminal events that promote the airport and UCLA athletics.” In addition, it would "give the Authority sponsor status and logo use as the official airport of the Rose Bowl stadium, three fixed year-round signs on the premises, a permanent presence on the Rose Bowl website and inclusion in all print publications, such as the Rose Bowl Stadium Guide.” The airport's name also would be "used in multi-media advertising at UCLA's Pauley Pavilion as well as in social media and contest promotions” (PASADENA STAR-NEWS, 5/14).

GOING COAST TO COAST: Barclays Center yesterday announced a deal with USC for brand exposure during home football games at L.A. Memorial Coliseum. Fox-owned USC Sports Properties helped broker the deal (Barclays Center). SPORTSBUSINESS JOURNAL's Don Muret reports the three-year deal, "valued in the low to mid-six figures annually, gives Barclays Center officials the opportunity to entertain at two games a season in one of four temporary suites set up in the stadium's east end zone." USC Sports Properties VP & GM Dan Shell said that the venue "will get 35 suite tickets a game, pregame sideline access for its guests and a presence at the midfield coin toss for those two games" (SPORTSBUSINESS JOURNAL, 5/13 issue).
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