CFB150, the nonprofit corporation formed to celebrate college football’s 150th anniversary in '19, has shifted into high gear by hiring The Marketing Arm to be its agency partner and N.Y.-based branding shop SME to create a special logo to commemorate the event. The Marketing Arm, the Dallas-based agency that works with several big brands and properties in the college space, was selected after an RFP process to advise CFB150 with an integrated marketing plan. That could include creating sponsorship inventory, experiential marketing opportunities, tours and content, while also offering guidance on social media, communications and other fan engagement initiatives. CFB150 Exec Dir Kevin Weiberg said that his group and the agency are digging into marketing opportunities that might attract brands to the anniversary, and they anticipate a strategy to crystallize in the next three months. The Marketing Arm works with brands such as AT&T, Nissan and Wendy’s on their college campaigns, and also consults with the College Football HOF. “We were looking for an integrated marketing agency to help us think through a broad range of things,” Weiberg said. “That could be advice on communications, unique video, social media, a full range of things we may run into.”
BIG EFFORT: CFB150 intends to run a campaign heavy on social media throughout '19 leading up to the historic season, with a full-fledged marketing effort launching around the start of the '19 season and culminating at the January '20 CFP championship. CFB150 also unveiled a logo designed SME. The design will give the anniversary an identifiable mark for use in marketing and advertising. The logo could also be used to create a jersey patch program for the '19 season. CFB150 already has initiated discussions with the NCAA about using the logo on uniforms. “We’re proud to debut a logo that provides a unique way for all stakeholders to enjoy the game,” Weiberg said. During Weiberg’s research into past college football celebrations, he found a helmet sticker worn by players during the 100th anniversary in '69. Formed in October, CFB150 operates out of the National Football Foundation HQ in Dallas with a four-person staff that reports to a 13-person board. Pac-12 Commissioner Larry Scott chairs the board. Funding from the CFP and NCAA helped launch the nonprofit.
