SBD/September 26, 2013/Marketing and Sponsorship

Royal Purple To Title Sponsor Las Vegas Bowl Game For Next Three Years

The Las Vegas college football bowl game has "scored a three-year title sponsorship deal" with Texas-based synthetic oil lubricant company Royal Purple, according to Alan Snel of the LAS VEGAS REVIEW-JOURNAL. Royal Purple President Bryan Yourdon said that the Royal Purple Las Vegas Bowl -- formerly Maaco Bowl Las Vegas -- will "allow the company ... to expand business in the western U.S. markets represented by the Mountain West and Pac 12 conference teams." He added, "We want to expand our national retail programs, and putting ourselves on the biggest stage is important." Royal Purple "typically sponsors racecar events and racers," including NASCAR K&N Pro Series driver Dylan Kwasniewski. Yourdon said that Royal Purple will use the bowl game at Sam Boyd Stadium to "entertain company clients and employees." He added that the company’s "sponsorship focus is the 18-45 demographic." Royal Purple Las Vegas Bowl Exec Dir Dan Hanneke said that the deal "was cut about a month and a half ago." He added that the deal "is worth more than" $1M a year, but he declined to give specifics about the financial terms. ABC will broadcast the Royal Purple Las Vegas Bowl on Dec. 21 (LAS VEGAS REVIEW-JOURNAL, 9/26). The company also sponsored the NASCAR Nationwide Series Royal Purple 300 at Auto Club Speedway in March (THE DAILY).
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