SBD/August 29, 2014/Marketing and Sponsorship

Univ. Of Toledo Signs Two-Year Marketing Deal With Cavs To Increase NE Ohio Presence

The Univ. of Toledo on Thursday unveiled a two-year agreement with the Cavaliers to become the NBA team's "first university sponsor," according to Karen Farkas of the Cleveland PLAIN DEALER. UT "will spend about $100,000 a year in exchange for signs and in-game digital messages at Cavs games, and potential educational opportunities." The Cavaliers also "will participate in UT's 'Tie One On' bow tie program to support prostate cancer awareness." The deal "is part of about $500,000 the university expects to spend annually in Northeast Ohio on marketing, which includes more than $100,000 a year to be a partner" with the Indians. UT VP/External Affairs Lawrence Burns said that the school "is in the first of a three-year agreement with the Indians and it is in talks" with the Browns. He added that UT "sought out sport team deals to increase its 'brand awareness' instead of buying ads or billboards." Farkas notes UT has been a Red Wings sponsor for "several years and is also now affiliated with the Tigers." It also "signed an agreement with the Lions" in May. Burns said that it "took about a year to finalize the deal with the Cavs, which occurred before LeBron James announced he was returning to Cleveland" (Cleveland PLAIN DEALER, 8/29).
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