SBJ/20090126/Marketing/Sponsorship

It’s game on for Xbox with new deal offering ‘year-round opportunity’ at the Rose Bowl

Xbox has signed a multiyear sponsorship deal with the Rose Bowl that gives the gaming console brand camera-visible signage, game-day promotions and on-site activation rights.

Industry sources put the value of the deal in the mid-six figures annually.

Xbox signs were visible during the Rose Bowl
game between USC and Penn State.

Xbox signage will be visible during the 2010 BCS championship, the Rose Bowl, UCLA football games and other sporting events, such as international soccer matches and high school sports competitions. The deal also makes Xbox the naming-rights sponsor of America-Fest, an annual July 4th celebration at the Rose Bowl.

The deal gives the brand a chance to set up its gaming consoles and interact not only with college students and fans at UCLA and bowl games but also with thousands of families visiting the stadium for the annual July 4th celebration.

“The Rose Bowl offered a year-round opportunity for us,” said Roush Vance, managing partner of epmThree, Xbox’s event agency. “We have two benchmark events — a summertime one that allows us to reach out to families, and the bowl itself that allows us to focus on our sports title and holiday sales initiatives.”

EpmThree completed the deal with Premier Partnerships, a Los Angeles-based agency that represents the Rose Bowl, in late December. Xbox signage was installed ahead of the 2009 Rose Bowl and could be seen on camera during the game between Penn State and USC.

“They actually managed to get a bonus game that provided thousands upon thousands of dollars in media exposure,” said Jeff Marks, chief operating officer at Premier Partnerships.

Premier Partnerships has represented the Rose Bowl since 2003. Xbox’s other sports sponsorships include the AVP, MLS and Seattle Sounders FC, whose MLS jersey Xbox sponsors.

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