Allstate, a major advertiser in college football over the last few years, has "signed a multiyear contract to become an NCAA corporate partner," according to Michael Smith of SPORTSBUSINESS JOURNAL. The deal, brokered by the NCAA's rights holders -- Turner Sports and CBS Sports -- gives Allstate full marketing, promotional and advertising rights to the upcoming NCAA tournament and fills the highly competitive insurance category." Financial terms of the deal "were not available, but NCAA corporate sponsorships have been increasing in cost since the NCAA's new 14-year, $11 billion contract with Turner and CBS kicked in" just over a year ago. Corporate partnerships are "believed to cost $10 million to $15 million a year now -- typically over three years, industry sources say -- with heavy TV and digital media on Turner's networks and CBS added in." Allstate officials said that the company "will have a display area inside Bracket Town in New Orleans from March 28 through April 2 at the Final Four." Allstate's creative for March Madness "is still in the works with its ad agency, Leo Burnett, but its 'Mayhem' campaign will figure prominently." Actor Dean Winters portrays the mayhem that can strike car owners, and Winters' character "already has been worked into Allstate print ads that will appear in the NCAA tournament programs." Prior to Allstate, State Farm had been the NCAA's official insurance partner since '05, but "relinquished those rights last year, leaving the category without a sponsor." The deal grants Allstate marketing rights to "all of the NCAA's 89 championships." Among the championships that "typically receive the most activation focus from NCAA partners are baseball, hockey and lacrosse" (SPORTSBUSINESS JOURNAL, 3/5 issue).
