Sources: Nissan Lands 100 College Deals In One Of Biggest Multimedia Buys Ever
Nissan "is buying up sponsorships to 100 schools in one of the largest multimedia deals ever," according to sources cited by Michael Smith of SPORTSBUSINESS JOURNAL. The automaker "is crafting a prolific series of college sponsorships that ultimately will give it coverage on college campuses across the country." These deals "will provide the brand with official auto status at 64 of the 65 schools in the power five conferences." Michigan State, which has a long-standing partnership with GM, "is the exception." Sources said that Nissan "is spending $100,000 to $400,000 a school." The costs "fluctuate depending on the size and brand strength of each school, as well as the assets included in each deal." Nissan "expects to roll out the beginning phases of the sponsorships in the coming weeks." A tentative launch "is being planned for the LSU-South Carolina football game Oct. 10." Nissan’s "Heisman House" tour already is "scheduled to make an appearance at that game." Most of the sponsorships "will allow Nissan to begin activating and advertising as soon as the deals are announced next month, but a handful will not be ready until next football season." Some of the schools "will grant the brand exclusivity in the auto category, but many of them have multiple auto partners." Sources said that Nissan’s themes and messaging for the college deals "will have a heavy digital component and will touch several sports beyond football and basketball in order to give Nissan a year-round presence." OMD Worldwide "is consulting with Nissan on the sponsorship buys" (SPORTSBUSINESS JOURNAL, 9/28 issue). See the current sponsorship portfolio for Nissan at Resource Guide LIVE.