SBD/June 12, 2013/Marketing and Sponsorship

Cowboys, Nationwide Ink Three-Year Deal; Ware Signs For Company Advertising

The Cowboys and Nationwide Insurance announced a new partnership that will debut on Aug. 24, with Nationwide serving as the presenting sponsor of the team's preseason game against the Bengals. In addition to media, on-site activation, branding and hospitality at Cowboys Stadium will be seen at various points throughout the season. Nationwide has signed DE DeMarcus Ware to a personal services agreement, and he will be featured in Cowboys-themed radio, digital and print advertising (Nationwide). Financial terms of the deal were not disclosed, but Nationwide spokesperson Becky Cox said that the agreement is "for three years, with two one-year options for renewal." Cox added that Nationwide's "presence will be front and center at Cowboys’ home games, with ads throughout the stadium and an area in its Game Day Plaza." In Columbus, Amy Friedenberger notes the plaza is "home to pre-game food sales and music, and the first 50,000 people entering the stadium for the season opener will receive a giveaway item that hasn’t yet been chosen." Nationwide has "long engaged in sports marketing, including sponsoring" the NASCAR Nationwide Series and the PGA Tour Memorial (COLUMBUS DISPATCH, 6/12). Ware was at the press conference yesterday and did a "bang-up job of singing the 'Nationwide is on your side' jingle" (BIZJOURNALS.com, 6/11).
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