Elk Grove Village paid $300,000 to put its "Makers Wanted" tagline in the title of the Bahamas BowlMAKERS WANTED BAHAMAS BOWL
The "unconventional sponsorship" of a college football bowl game last year by Elk Grove Village, Ill., is a marketing strategy Village President Craig Johnson "plans to continue to promote the community and its massive business park," according to Christopher Placek of the Chicago DAILY HERALD. The village paid $300,000 to sponsor the Makers Wanted Bahamas Bowl, using its marketing tagline, and Johnson said, "Whether you like it or didn't like it, we didn't care." He added, "Why? Because you're talking about Elk Grove. You're talking about our business park. There's any old saying in politics: I don't care what you write, just spell my name ... the right way. We want people talking about Elk Grove Village." The village board in February "agreed to renew its sponsorship of the bowl game in Nassau, Bahamas, for another year at the same price." Johnson: "We got what we wanted, which is brand ID" (Chicago DAILY HERALD, 5/10).
