SBJ/March 7-13, 2011/Marketing and Sponsorship

Shop till you drop: Macy’s, SEC sign three-year deal

Macy’s has signed a three-year deal to become the official department store of the Southeastern Conference and SEC Championship events.

Charlie Hussey, director of marketing and licensing for the SEC, said the deal represents an extension into college sports for Macy’s, which already purchases airtime during the NCAA men’s basketball tournament on CBS, a broadcast partner of the conference.

“[Macy’s] already has a good presence with our TV partner, so this makes it the full package for them,” Hussey said.
The deal runs through December 2013. SEC officials declined to discuss the value of the deal, and Macy’s declined to comment for the story.

Macy’s will receive national television spots on CBS and regional space on Fox Sports South and Comcast regional sports networks for all televised SEC championship events. Macy’s also will receive category-exclusive use of conference logos and event signage, a major presence on the conference website, merchandise rights, and signage and activation rights at all 20 SEC championships events, including the SEC FanFare during the conference’s men’s basketball tournament and football championship weekend.

Jim Pyne, vice president of national sales for IMG College, which brokered the deal, said he expects the retailer to activate in its regional stores with ticket giveaways and appearances by former SEC players.

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