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SBJ/March 26 - April 1, 2001/This Weeks Issue
Nelligan adds Providence to roster of Big East schools in 7-year deal
Published March 26, 2001
Nelligan Sports Marketing Inc. completed a seven-year agreement for exclusive multimedia rights to Providence College's athletic department.
The deal, which is scheduled to be announced this week, includes rights to market signs and banners for Providence's athletic venues, advertising inventory for the program's radio shows and television coaches shows, Internet banners, game programs, and development of new marketing platforms.
Adding Providence to its list of clients expands Nelligan's presence in the Big East Conference and marks the company's expansion into the New England market.
"Providence is an up-and-coming program, and we think this will be a great partnership," said T.J. Nelligan, CEO at Nelligan.
The company has marketing rights to the Big East Conference and four other Big East schools: Georgetown, Rutgers, St. John's and Seton Hall. Nelligan also has marketing rights to Temple, which plays Big East football.
Providence has about 20 corporate sponsors, including Tucker Anthony Investments, CVS Pharmacy, Beacon Mutual Insurance, Verizon, Providence Journal and Legg Mason, said Danny McCabe, associate athletic director for Providence.
The athletic department, which until now has conducted its marketing efforts in house, has been generating about $500,000 in cash and trade through its corporate sponsorships, McCabe said. The department hopes that outsourcing marketing rights will substantially increase that figure.
"For Providence, this is an opportunity for us to take advantage of the resources that Nelligan Sports Marketing has acquired over time to help us maximize our efforts," McCabe said.
Sponsorship packages at Providence sell for $5,000 to $100,000.