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SBJ/May 13-19, 2013/Marketing and Sponsorship
Zaxby’s stakes claim as ‘official chicken’ of college space with 25-school deal
Published May 13, 2013, Page 8
The deals were brokered by IMG College, which has the multimedia rights to most of the schools.
Financial terms of the deals, or the overall cost, were not available.
Zaxby’s has developed a special collective logo featuring the 25 partnering colleges designed to identify itself as “The Official Chicken of College Sports.” The restaurant will be integrated into football and basketball games at each of the participating schools with broadcast radio spots and video board programming features such as the “Zaxby’s Sack Cam” and “Zaxby’s Dunk Cam,” as well as online ad placement on each school’s athletic website.
Listed by conference, Zaxby’s has deals with Alabama, Arkansas, Auburn, Florida, Georgia, Kentucky, LSU, Ole Miss, South Carolina, Tennessee and Vanderbilt in the SEC; Duke, Florida State, Georgia Tech, North Carolina, Virginia and Virginia Tech in the ACC; Baylor in the Big 12; Indiana and Purdue in the Big Ten; Arkansas State and Western Kentucky in the Sun Belt; and Houston, Southern Miss and Tulane in Conference USA. A separate deal with Clemson also was struck.
IMG owns the rights at most of the schools, but CBS Collegiate Sports Properties has LSU and Learfield Sports has rights to some of the schools as well.