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Sponsorships By U.S. Armed Forces Branches
8/16/10:
Army National Guard
Col. Rob Porter, chief of strength directorate
703/607-2584
Current Deals: Title: Michael Jordan Motorsports AMA Pro Superbike series team; Panther Racing IZOD IndyCar Series team.
Co-title: Hendrick Motorsports NASCAR Sprint Cup Series team.
Cosponsor: Bass Federation; Bridgeport Arena at Harbor Yard, Conn.; Colorado State Fair; GMAC Bowl; Hot Import Nights; IZOD IndyCar Series; Michigan Int’l Speedway; MLS DC United; Nationwide Better Health Columbus Marathon, Ohio; NBA Minnesota Wild and Washington Wizards; NFL Baltimore Ravens and Minnesota Vikings; Wal-Mart FLW Tour; World Wrestling Entertainment SummerSlam presented by 7-Eleven and Slim Jim.
Additional Comments: Negotiating with USA Rugby on new deal to replace expired agreement that gave National Guard title to some national teams and events. Army National Guard has sponsored Hendrick Motorsports since 2007; in addition to co-title of entry driven by Dale Earnhardt, Jr., receives branding on fire suits worn by Jeff Gordon, Jimmie Johnson and other drivers. Marketing agency Docupak executes ties, while ad agency LM&O develops advertising strategy and marketing thematics.
U.S. Air Force
Maj. Bobby Holland, chief of event marketing, Air Force Recruiting Service
210/565-4678
Current Deals: Advance Auto Parts Monster Jam monster truck series; Anderson Speedway, Indiana; Formula Drift Professional Drifting Championship Series; Great American Rivalry Series, high school football and hockey; Kenny Bernstein Racing NHRA team; Monster Energy AMA Supercross series; Professional Bull Riders; Richard Petty Motorsports NASCAR Sprint Cup Series team; Scheuring Speed Sports snocross team; State Fair of Texas.
Additional Comments: This year rolled out Command Center Alpha, a mobile marketing tour that immerses consumers in the world of the Air Force through an augmented reality program. Tour supports Air Force ad campaign that touts how technology once considered science fiction is deployed today. Also activates ties by displaying a custom motorcycle created by Orange County Choppers. Advertising agency GSD&M Idea City helps develop sponsorship strategy.
U.S. Army
Tom Tiernan, chief of sports marketing, U.S. Army Accessions Command
502/626-0170
Current Deals: Title: All-American Bowl; Stewart-Haas Racing NASCAR Sprint Cup Series team; Don Schumacher Racing, NHRA Full Throttle Energy Drink Drag Racing Series team.
Presenting: musician Michael Peterson’s tour.
Cosponsor: Auburn Wild West Stampede, Calif.; Autozone Liberty Bowl; Bank of America Atlanta Football Classic, HBCU game; Big South Conference; Essence Music Festival presented by Coca-Cola; Little Caesars Pizza Bowl; MLS Houston Dynamo; NHRA; Rock on the Range music festival, Columbus, Ohio; Triple-A Sacramento River Cats.
Additional Comments: Reportedly will serve as primary sponsor of Stewart-Haas car for a total of 15 races this year, down from 23 in 2009; activates with Race for Strength Challenge on-site interactive game. Momentum Worldwide helps develop strategy and execute ties.
U.S. Marine Corps
Lt. Col. Darrin Kazlauskas, assistant chief of staff, Marine Corps Recruiting Command
703/614-1492
Current Deals: California Interscholastic Federation; Connecticut High School Coaches Assn.; Georgia High School Assn.; Kirk Herbstreit Varsity Football Series presented by Burger King, high school exhibition games; Konica Minolta Bowl; Louisiana High School Activities Assn.; Maryland Public Secondary Schools Assn.; Memphis in May Int’l Festival; Nebraska School Activities Assn.; New Jersey State Interscholastic Athletic Assn.; New York State Public High School Athletic Assn.; North Carolina High School Athletic Assn.; State Farm Bayou Classic HBCU football game; Ultimate Fighting Championship.
Additional Comments: In addition to UFC, other national tie is a media sponsorship of Thursday night NBA programming on TNT; the tie affords branding and sponsor integration.
U.S. Navy
Cdr. Brent Phillips, director of marketing and advertising, Navy Recruiting Command
901/874-9340
Current Deals: Ironman; X Games (summer and winter)
Additional Comments: While local recruiting districts sponsor professional and collegiate sports teams, on a national level the Navy focuses on media-based properties to promote its year-old America’s Navy, A Global Force for Good positioning. The X games are owned by ESPN, while World Triathlon Corp.’s Ironman brand has a partnership with NBC Universal. The Navy’s level of on-site presence is commensurate with the amount of media purchased during event telecasts. X Games partnership affords multiple on-site recruiting booths and in-arena media contests. Partners with the U.S. Naval Academy to sponsor college bowl games the academy’s football team appears in.