Clemson has never before used its visual marks in any alcohol-related ad campaigns
The Clemson BOT earlier this month "agreed to allow" JMI Sports to "explore using the university's trademarks in conjunction with a 'drink responsibly alcohol related athletics sponsorship,'" according to Mollie Simon of the Anderson INDEPENDENT MAIL. Clemson in the past has "partnered with MillerCoors and Anheuser-Busch for radio ads related to responsible drinking, but this will be the first time the school's visual marks could be put to use." JMI has permission to "talk to 'branded malt beverage' companies" as well. Clemson AD Dan Radakovich "emphasized that exploring a deal for advertising is 'in no way a step toward selling alcohol in the stadium.'" JMI President Tom Stultz said that "no alcohol ads will be targeted to people under the age of 21." Stultz said that marketing of alcohol alongside Clemson branding is "happening anyhow and that a sponsorship deal is an opportunity for the university to clean up and control messaging." He added that JMI is "just beginning to gauge interest from brands, but a potential deal could come as soon as the postseason." Simon noted alcohol "falls under a category of prohibited marketing items in the university's campus marketing policy, which is why JMI needed the trustees' approval." Stultz said that there are "not a lot of ways to generate large amounts of additional revenue for the Clemson brand, but expanding into this category is one" (INDEPENDENTMAIL.com, 10/30).
