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Sponsorship Spending On College Football Bowl Games To Total $49 Million In 2006

December 18, 2006:

New deals by Bell Helicopter, R + L Carriers and other companies drive increased spend

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

College Bowl Game Sponsorship SpendingChicago, Ill. — Sponsor spending to title college football bowl games is expected to total $49 million this season, an increase of 11.4 percent from the $44 million spent in ’05 and up 25.6 percent over the $39 million in ’03, according to IEG Sponsorship Report, the worldwide authority on sponsorship.

In addition to the first-time Tostitos BCS National Championship—which takes place one week following the Tostitos Fiesta Bowl—five games have new title sponsors this year.

R+L Carriers, Inc. took title to the New Orleans Bowl; Bell Helicopter Textron, Inc. bought the naming rights to the former Ft. Worth Bowl—now known as the Bell Helicopter Armed Forces Bowl; Shreveport, La.’s Independence Bowl inked oilfield services company PetroSun Inc. as title partner this summer after a three-year search; Allstate Corp. replaced Nokia Corp. as Sugar Bowl titler; and Papa John’s Int’l, Inc. is using a new bowl in Birmingham, Ala.—the Bowl—to tout its online delivery service.

Five of this year’s 31 bowl games do not have a title sponsor, including two new games—the Int’l and Texas bowls—as well as the Rose Bowl Game presented by Citi and the Motor City Bowl, neither of which offers title to partners. The Alamo Bowl lost former title sponsor MasterCard Int’l, Inc. after last year’s game.

In addition to the new deals, “the growing importance of the Bowl Championship Series contests as marquee events for corporate entertaining and hospitality have helped raise the value of sponsorship around those games,” said William Chipps, IEG Sponsorship Report’s senior editor.

For example, The Pasadena Tournament of Roses Assn. recently partnered with RazorGator, Inc.’s RazorGator Experiences to serve as official travel and hospitality partner, as well as the game’s Fan2Fan ticket exchange.

For non-BCS bowls, important components driving sponsorship continue to be ancillary events around the game itself, including basketball tournaments and running events, as well as access to bowl organizations’ databases and mailing lists, Chipps said.

College Bowls Continue To Attract Corporate Attention

Over a three-week span, 31 bowl games and the Tostitos BCS National Championship Game are slated to take place. Just six games lack a title sponsor, including the Rose Bowl, which only allows a presenting sponsor for the annual contest in Pasadena, Calif.

San Diego County Credit Union Poinsettia Bowl San Diego, Calif. Dec. 19, 2006
Pioneer PureVision Las Vegas Bowl Las Vegas, Nev. Dec. 21, 2006
R+L Carriers New Orleans Bowl New Orleans Dec. 22, 2006 Bowl Birmingham, Ala. Dec. 23, 2006
New Mexico Bowl Albuquerque, N.M. Dec. 23, 2006
Note: The New Mexico Tourism Dept. is the title sponsor, but is not mentioned in the official title of the game.
Bell Helicopter Armed Forces Bowl Ft. Worth, Texas Dec. 23, 2006
Sheraton Hawai'i Bowl Honolulu, Hawaii Dec. 24, 2006
Note: Outback Steakhouse and The Honolulu Advertiser are presenting sponsors, but are not mentioned in the official name or title of the game.
Motor City Bowl Detroit Dec. 26, 2006
Note: Ford Motor Co., DaimlerChrysler and General Motors are presenting sponsors, but are not mentioned in the official name or title of the game.
Emerald Bowl San Francisco, Calif. Dec. 27, 2006
PetroSun Independence Bowl Shreveport, La. Dec. 28, 2006
Pacific Life Holiday Bowl San Diego, Calif. Dec. 28, 2006
Texas Bowl Houston Dec. 28, 2006
Gaylord Hotels Music City Bowl presented by Bridgestone Nashville, Tenn. Dec. 29, 2006
Brut SunBowl El Paso, Texas Dec. 29, 2006
AutoZone Liberty Bowl Memphis, Tenn. Dec. 29, 2006
Note: FedEx, Hilton Hotels and the Tennessee Governor's Highway Safety Office are presenting sponsors, but are not mentioned in the official name or title of the game.
Insight Bowl Tempe, Ariz. Dec. 29, 2006
Champs Sports Bowl Orlando, Fla. Dec. 29, 2006
Meineke Car Care Bowl Charlotte, N.C. Dec. 30, 2006
Alamo Bowl San Antonio, Texas Dec. 30, 2006
Chick-fil-A Bowl Atlanta Dec. 30, 2006
MPC Computers Bowl Boise, Idaho Dec. 30, 2006
Note: Larry Miller Auto Group is the presenting sponsor, but is not mentioned in the official name or title of the game.
Outback Bowl Tampa, Fla. Jan. 1, 2007
AT&T Cotton Bowl Classic Dallas Jan. 1, 2007
Toyota Gator Bowl Jacksonville, Fla. Jan. 1, 2007
Note: Toyota's Southeast Toyota Distributors, LLC is dropping the 12-year title sponsorship of the game after this year.
Capital One Bowl Orlando, Fla. Jan. 1, 2007
The Rose Bowl Game presented by Citi Pasadena, Calif. Jan. 1, 2007
Tostitos Fiesta Bowl Glendale, Ariz. Jan. 1, 2007
FedEx Orange Bowl Miami Jan. 2, 2007
Allstate Sugar Bowl New Orleans Jan. 3, 2007
International Bowl Toronto Jan. 6, 2007
GMAC Bowl Mobile, Ala. Jan. 7, 2007
Tostitos BCS National Championship Game Glendale, Ariz. Jan. 8, 2007

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 24th 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).