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SBJ/August 6 - 12, 2001/Marketingsponsorship
INSIDE THE DEAL
Published August 6, 2001
Meadow Brook Dairy signs as a corporate sponsor of the Buffalo Bills.
$500,000-$600,000 /Three years
Joe Martin, vice president, sales and marketing, Meadow Brook Dairy; Russ Brandon, vice president, business development and marketing, Buffalo Bills; Jeff Fernandez, director of marketing partnerships, Buffalo Bills; Ron Croce, manager, marketing partnerships, Buffalo Bills
Status as official sponsor
Exclusivity in milk category
Rights to use team logo on packaging
Sign on main scoreboard side panel
Concourse murals (2)
Associate sponsor of Buffalo Bills children's television show, which airs Saturday mornings during the season on Empire Sports Network. Includes 18 30-second ad spots and title sponsorship of health and nutrition feature.
Sampling opportunities for Meadow Brook's Milk Chug product on game days and at training camp
Title sponsorship of Bills' "School Is Cool" community program
Use of 16-person luxury suite
Meadow Brook Dairy is based in Erie, Pa. It is a division of Dean Foods, which also has deals with the Pittsburgh Steelers, Cincinnati Bengals and Cleveland Browns. Its Milk Chug product is a national sponsor of U.S. Youth Soccer.
This is a textbook case of growing a sponsor. Meadow Brook was involved with the Bills last season but with a much smaller deal. Apparently, the dairy liked what it saw and made a major commitment to the team. Meadow Brook hopes that one of the byproducts of this deal is a relationship with Wegmans, the dominant grocery store chain in western New York and the Bills' exclusive sponsor in that category.
If the Bills can develop cross-promotions between the sponsors, that could accelerate the dairy's distribution in the markets served by Wegmans and be a huge boost for Meadow Brook sales. It's a pricey deal for the dairy, but if it results in increased distribution for its products, it's money well spent.