Advance Auto Parts has signed a sponsorship with the University of Kansas men’s and women’s basketball teams for the 2004-05 seasons.
The agreement is part of Advance’s recently adopted strategy of increased involvement in college sports. The deal calls for commercials during radio broadcasts of the teams’ regular-season games on the Jayhawk Radio Network. It also provides for sponsor recognition during the weekly “Hawk Talk” radio show with men’s coach Bill Self, courtside signs and inclusion in select print materials distributed at games.
“We want to be the first auto parts retailer that Kansas Jayhawks fans think of,” said Gerritt Smith, sports marketing coordinator for Advance.
Financial terms of the deal were not disclosed.
Advance plans to run a promotion during the men’s team’s regular season called Score for More. Fans who attend games in which Kansas scores 75 points or more will be able to present their ticket stubs at any of the 29 Advance stores in Kansas and receive a free gallon of window washer fluid.
The Kansas deal fits with Advance’s desire to have a major sports sponsorship in or near major markets. The Lawrence, Kan., university is about 35 miles west of Kansas City.
The Kansas deal also is the company’s first collegiate deal west of the Mississippi River, Smith said.
Advance officials earlier this year outlined plans to secure at least 16 college properties for the upcoming school year, up from nine last year. Other sponsorships for the Roanoke, Va.-based company include deals with Syracuse, Virginia Tech, N.C. State and Virginia.
