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Marketing and Sponsorship

Right Guard goes big in college football

Right Guard will launch a national college football advertising campaign later this month, the brand’s largest sports sponsorship commitment in recent years.

The campaign will see Right Guard conduct a nationwide search for what it’s calling the country’s best “designated dancer,” a title it will bestow on a fan who has the best dance and touchdown celebration. Prize packages for submissions will include team merchandise, tickets to games and Right Guard products.

The program, which will be activated both on game days and across digital platforms, will launch through partnerships with the universities of Florida, Michigan, Notre Dame, Tennessee, Texas and UCLA.

Relevent, the sports and entertainment company owned by Stephen Ross and perhaps best known for the International Champions Cup, designed the program for Right Guard and will lead its development, activation and overall fulfillment.

Peter Honig, head of consulting and senior vice president at Relevent, said the campaign will build upon Right Guard’s recent marketing message of “Brave the Day,” which is a call to consumers to step outside of their comfort zones. DDB Worldwide was the agency behind that campaign for Right Guard. 

“When we looked at college football, it’s a natural opportunity for Right Guard to really speak to a millennial male audience and create a connection to its brand ethos,” Honig said.

He declined to comment on the size of the partnerships with the individual schools but said Right Guard is heavily investing in the campaign and having discussions with additional schools. The campaign is for the upcoming season, but Honig said he’s hopeful it will be extended into 2019.

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