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Sponsoring a Rivalry
This weekend’s rivalry matchup between my alma mater, Northwestern University, and their in-state rivals, the University of Illinois, reminded my sponsorship-geared brain of an interesting deal signed by another Illinois institution, State Farm Insurance.
Last month, State Farm signed a multi-year deal to present a rivalry series between Arizona State University and the University of Arizona.
Although seemingly unremarkable (sponsors already present football and basketball rivalry games and weeks on television networks), this relationship is deceptive in its breadth and depth.
Filed under: college sports, naming rights, packaging, activation