BUILDING BRANDS WITH BOWLS Companies look to college bowl games to help increase sales

DALLAS — For football fans, the 28 postseason bowl games mean lots of time in front of the TV. But for corporate sponsors, the games are serious business.

Bowl season, which kicked off on December 20 with the New Orleans Bowl and runs through January 4 when USC and Texas match up in the Rose Bowl, is to sports marketers what the holiday season is to retailers — a key 30-day window.

Sports marketing experts say that the sponsorship of bowl games provide brands with opportunity to connect with consumers on an emotional level — but only if done right.

"It's not enough to simply sign on as a sponsor," said Ray Clark, founder and CEO of The Marketing Arm, a Dallas-based network of experiential marketing services agencies that help clients build their brands through sports, entertainment, music, and events.

"Sponsors need to activate their sponsorships in creative ways that will actually change consumer attitudes and behavior."

The first bowl games, played in the early 1900s, were designed to promote tourism to warm-weather cities during the winter months. Places like Los Angeles and Miami included the games as part of a larger festival that attracted visitors to the area.

And, while the games still serve as tourism platforms for cities around the U.S., most are supported by corporate sponsors looking to achieve business goals.

"Awareness and exposure objectives are low-level sponsorship goals," said Clark, whose consultancy works with a number of brands involved with college bowl games. "Influencing consumer preference, driving brand relevance, and encouraging product trial are really what companies should be looking to do."

For more information on sports marketing and sponsorships, contact Chris Anderson at 214.259.3290 or visit www.TheMarketingArm.com.