Nissan has formally "locked down sponsorships for 100 colleges and universities," and the four-year-deal "includes permanent Nissan signage in hundreds of stadiums and arenas and gives the company the rights to use school logos in TV ads," according to E.J. Schultz of AD AGE. The deal, which was first reported by SportsBusiness Journal in September, will cover 22 "men's and women's sports at the schools, allowing the automaker to reach 22 million alumni and 188 million fans nationwide." Nissan did "not disclose financial terms." But Nissan VP/Marketing Communications & Media Jeremy Tucker called it "massive and complex." He said that Nissan "created a custom marketing playbook for each school." So for instance, regional and local TV ads for Nissan and its dealers "will be tagged with logos and slogans for the local university -- such as a 'Hook 'em Horns' message in Nissan ads in Texas." Plans also "include print, radio and social media ads" as well as creative "in on-campus publications." All 100 schools "will be active" in '16. To "hype its new association, Nissan is launching a 'Diehard Fan' app that allows fans to virtually paint their faces in their favorite team colors." Fans can "choose from designs representing nearly all 100 collegiate teams in the new deal." The app also allows fans to "put virtual face paint over an existing picture or portrait." The designs were "created by hand-painting them on human models and then digitally remastering them for the app." The agency "behind the app is Critical Mass" (ADAGE.com, 11/6).
