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Spending On College Bowl Game Title Sponsorships To Total $53 Million In 2007

December 20, 2007:

New deals from Konica Minolta, Roady’s and Valero spark bowl spending increase

For More Information Contact:
William Chipps, IEG, LLC, Tel: 312/944-1727

2007 Sponsorship SpendingChicago, Ill. —Sponsor spending to title college football bowl games will total $53 million in the ’07-’08 bowl season that kicks off tonight, up 8.2 percent from $49 million last year, according to IEG Sponsorship Report, the world’s leading authority on sponsorship.

Three games have new title sponsors this year, while no bowls lost a naming rights partner without replacing it.

Konica Minolta Business Solutions U.S.A., Inc. took title of the Gator Bowl, replacing Southeast Toyota Distributors, LLC’s 12-year-old sponsorship. Valero Energy Corp. increased its longtime support of the Alamo Bowl—which ran last year without a name sponsor—through a three-year title deal.

In the most unique deal of the year in terms of sponsor categories, Roady’s Truck Stops took title of the former MPC Computers Bowl and revived the game’s former Humanitarian Bowl moniker.

Four of this season’s 31 bowls do not have a title sponsor, including the Rose Bowl Game presented by Citi and the Motor City Bowl, neither of which offer title to partners. The Gaylord Hotels Music City Bowl lost Bridgestone Firestone North American Tire, LLC as presenting sponsor, although the company remains a cosponsor.

Sponsorship of the Bowl Championship Series national title game rotates from Fiesta Bowl titler Tostitos to Sugar Bowl titler Allstate for next month’s Ohio State-LSU match-up.

“Bowl games continue to benefit from their extensive media exposure and the opportunity to tap into the passion of students, alumni and other college football fans,” said William Chipps, IEG Sponsorship Report’s senior editor.

In addition, non-BCS bowls continue to increase sponsorship revenue by providing access to databases and mailing lists, offering promotional platforms to sponsors and vendors, and creating ancillary events around games to offer more one-on-one touchpoints for sponsors and their stakeholders.

About IEG, LLC

IEG is the world’s leading provider of independent research, consulting, training and analysis on sponsorship. Founded in 1981, IEG provides corporations and properties with the strategies and tools to harness the sales and marketing power of sports, arts, entertainment and cause marketing.

IEG offers services that include sponsorship consulting, competitive intelligence and valuation. IEG also publishes IEG Sponsorship Report, the international biweekly newsletter on sponsorship; the IEG Sponsorship Sourcebook, the definitive guide to sponsors, properties and agencies; and other industry publications and sources.

IEG also is the leader in sponsorship training. Its internationally renowned Sponsorship Conference, now in its 25th year, attracts a capacity crowd of delegates each year. Through its conferences, seminars and webinars, IEG has trained more than 45,000 sponsorship executives worldwide.

For more information about IEG and the sponsorship industry, please visit or call 800/834-4850 (outside the U.S. and Canada, 312/944-1727).