Rest Easy: Sheraton Signs On As NCAA Corporate Partner
Sheraton Hotels & Resorts has signed a deal through 2010 with the NCAA to become an official corporate partner. Sheraton is launching the sponsorship with a multi-faceted marketing campaign which includes TV, online and on-property activation. A new 30-second TV spot titled "Belong" is currently airing on CBS' regular-season college basketball coverage. The ad will continue to run through the net's coverage of the NCAA men's basketball tournament (Sheraton). SPORTSBUSINESS JOURNAL's Michael Smith notes financial terms of the deal were not disclosed, but NCAA corporate partnerships "typically go for" $10-12M annually. The hotel also has launched a promotion offering a trip to the Final Four in which fans will be asked to "upload videos of themselves doing the wave in their favorite college shirts or hats." Sheraton VP/Marketing Brian Povinelli said that the sponsorship is "part of a strategy designed to 'reinvigorate' the Sheraton brand." NCAA's highest-level corporate sponsors include AT&T, Coca-Cola and Pontiac, while other corporate partners include DiGiorno, Enterprise Rent-A-Car, Lowe's and State Farm (SPORTSBUSINESS JOURNAL, 2/25 issue).
ROOMS WITH A VIEW: Sheraton Hotels & Resorts Hawaii has agreed to a two-year extension to remain as the title sponsor" of the Sheraton Hawaii Bowl. Hawaii Bowl Exec Dir Jim Donovan said that the extension will include the '08 and '09 games (BIZJOURNALS.com, 2/26).
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