SBJ/Jan. 31-Feb. 6, 2011/Marketing and Sponsorship
Ford hits slopes to promote new Explorer
Published January 31, 2011, Page 10
The auto manufacturer signed on as the presenting sponsor of the World Ski Championships in a deal valued in the high six figures and will use the event as the beginning of a major media campaign around the 2011 Explorer it released late last year. As the presenting sponsor of the event, Ford will receive seven units during two 90-minute broadcasts on NBC, signage on the slopes, and on-site activation rights at the two resorts hosting the events: Deer Valley and Park City Mountain in Utah.
The freestyle event, which hasn’t been held in the United States since 2003, will showcase aerial, moguls, ski cross and ski halfpipe competitions. The other event sponsors are Paul Mitchell, Sprint, Southwest Airlines and Coca-Cola, which will use the event to promote its interactive fountain dispenser system known as the Coca-Cola Freestyle.
Each sponsor will present one of the ski disciplines showcased during the weeklong event that concludes this weekend. They will receive on-site signage, on-site activation rights, three to four commercials during the NBC coverage, and one to three advertising spots during a Versus highlight show that will air throughout the week.
Deer Valley bid more than $3 million to host the event. It hired Juma Entertainment to assist with sponsorship sales and produce 15 hours of coverage of the event.
Together they sold $2 million to $3 million in sponsorships. The events will be televised on NBC from 4:30 to 6 p.m. ET Saturday, and from 3 to 4:30 p.m. ET Sunday. The coverage also will be distributed in 24 countries.
Deer Valley Resort President Bob Wheaton said that event organizers aren’t quite covering the operational costs of the event but added that the losses are worth the worldwide exposure for the resort. More than 75 percent of visitors to Deer Valley come from outside the Utah region.
“This is an elite event that’s right under the Olympics,” Wheaton said. “It’s an exposure to the sport and the area you can’t buy.”