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Title Sponsorship of ’05-’06 College Bowl Games To Total $44 Million

December 15, 2005:

Chicago, Ill.—Corporate spending on title sponsorship of college bowl games is expected to total $44 million this season, up from $41.2 million in 2004, according to IEG Sponsorship Report, the world’s leading authority on sponsorship.

The increased spend is largely fueled by efforts by bowl game organizers to offer benefits beyond TV exposure, such as basketball and soccer tournaments, charity fundraisers, access to mailing lists and enhanced hospitality opportunities.

On average, less than 40 percent of the total value of bowl game sponsorships is attributable to ads, signage and other ID bundled into the deal, according to IEG Valuation Service.

“Corporations are increasingly looking for integrated marketing platforms, and bowl game organizers have responded with benefits that go well beyond media exposure,” said William Chipps, IEG Sponsorship Report’s senior editor.

Those enhanced benefits have allowed bowl game organizers to charge higher premiums for their sponsorship packages, Chipps added.

Bowl organizers signed two new deals for the ’05-’06 season: San Diego County Credit Union inked title of the inaugural Poinsettia Bowl while Meineke Car Care Centers, Inc. took title of the former Continental Tire Bowl.

Of the 28 games only four do not have title sponsors, and of those, two do not offer the title slot: the Rose Bowl presented by Citi and the Motor City Bowl, which is sponsored by the Big Three U.S. automakers.

PlainsCapital Corp. declined its option to title the Fort Worth Bowl for a third year, while Shreveport, La.’s Independence Bowl has gone without a title following the departure of MainStay Funds in 2003.

About IEG, Inc.
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 Event Marketing Conference, now in its 23rd year, attracts a capacity crowd of delegates each year. Through its conferences and seminars, IEG has trained more than 25,000 sponsorship executives worldwide.

For More Information Contact:
William Chipps, IEG, Inc., Tel: 312/944-1727; Fax: 312/944-1897;
E-mail: or visit IEG's Web site: