Bowl sponsorships continue to evolve as players opt out and the CFP is headed for expansion, and the answer as to whether or not the sponsorships are worth it "is complicated," according to Kyle Rowland of the Toledo BLADE. It “depends on which networks airs the game, the company’s goals, and how the product or business is integrated into the broadcast.” More "often than not,” the response regarding the sponsorship “is a resounding yes.” Univ. of North Carolina associate professor of sport administration Jonathan Jensen said the reason the answer is yes is “because these types of sponsored events are extremely effective at taking a brand from zero percent awareness to 50 percent." Jensen: "If you slap your name on one of these made-for-TV events like a college basketball tournament or a bowl game, boom, you can quickly increase your awareness because millions of people are going to watch it.” Rowland noted each December college football fans “complain about the glut of bowls,” yet “continue to watch the games in mass quantities.” Such is the case for RoofClaim.com, the sponsor of today's Boca Raton Bowl between Liberty and Toledo. The Georgia-based company “isn’t simply acting as a sponsor," but instead is a “part of a larger package of ad spots across ESPN’s family of networks.” RoofClaim.com CEO Brian Wedding said working with ESPN gives the company “a ton of exposure” (Toledo BLADE, 12/19).
RoofClaim.com benefits from its Boca Raton Bowl being owned by ESPN and getting additional promotionGetty Images
