Why the PapaJohns.com Pizza Bowl might be a better sponsorship deal than the Rose Bowl.
Or how the name of the bowl game a company sponsors affects the value of their sponsorship, and why a stupid name for a bowl game might be better.
MITCHELL BLATT, sports business
Every year when the bowl season starts out with two 7-5 teams playing each other in the Meineke Car Care Bowl, or some other cheaply-named bowl game, there are the jokes about how there are too many bowl games.
“Hey, the Hoosiers deserve to play in the Toilet Bowl this year!”
(For more on some of the less prestigious bowl games, read our interview with the promoters of the EagleBank Bowl.)
Some of the early bowl games have particularly cumbersome names:
S.D. County Credit Union Poinsettia Bowl, R+L Carriers New Orleans Bowl, St. Petersburg Bowl pres. by Beef ‘O’ Brady’s, and of course the PapaJohns.com Bowl (not the Pizza Bowl).
But for an early bowl game that no one watches, having a stupid name can be a good thing, maybe even a better value than sponsoring a big name bowl.
For example, let me ask you who sponsors the Rose Bowl?
Stumped?
It’s Citi.
I bet you didn’t need to think for a second to know who sponsors the PapaJohns.com Bowl.
When that bowl gets written about, the sponsor itself is the name of the bowl. That bowl game does seem to stick out to me whenever I read it just because it is such a lame name. Not only is it named exclusively after a sponsor, it’s named after the sponsor’s website! So even if I never watch it, Papa Johns does get brand name penetration with me.
(As for the Rose Bowl, the official name is The Rose Bowl Game presented by Citi. Allstate and Tostitos and FedEx will get more brand penetration with the Sugar, Fiesta, and Orange bowls, respectively, because their names precede their bowl games, so they won’t be dropped in media coverage. Tostitos has the best bang for their buck, because they sponsored a game that relates to their product: Tostitos Fiesta.)
The brand penetration that comes from sponsoring an event comes not just from the event itself, but from the media preceding the event, when people are talking about who will win the FedEx Orange Bowl, for example.
However, most fans aren’t going to refer to the Orange Bowl as the FedEx Orange Bowl, but the media might. As with Papa Johns, here are some other companies that decided to sponsor a bowl game named exclusively after the sponsor:
Little Caesars, EagleBank, Chick-fil-A, Capital One, GMAC, Insight, Outback.
The Insight Bowl and Outback Bowl even manage to not sound tacky, but with the Insight Bowl, I’d question whether some people recognize immediately that it is sponsored by Insight Enterprises, because it does sound like it could be the name of a bowl game itself. That would dull name penetration, if they didn’t.
Popularity: 5% [?]
From a strictly marketing standpoint I could see how this would be true. I would be willing to bet that name penetration is necessary in these bowls because they are so uninteresting and there is much less viewership.
If I had to choose the best content on this subject, it could be your write-up. Your insight is wonderful and you write really well.
In this grand design of things you’ll secure an A+ just for effort and hard work. Exactly where you actually misplaced everybody was first in all the details. You know, people say, details make or break the argument.. And it couldn’t be much more accurate here. Having said that, permit me inform you precisely what did give good results. The article (parts of it) can be highly convincing and this is probably why I am making the effort to comment. I do not make it a regular habit of doing that. 2nd, even though I can certainly see a leaps in reason you come up with, I am not really sure of how you seem to unite the ideas which make the actual conclusion. For now I will, no doubt yield to your position however wish in the future you actually link the dots better.
I saw a few other comparable posts but yours was the very best so far
you will have an excellent blog here! would you prefer to make some invite posts on my blog?
Hey, you used to write great, but the last few posts have been kinda boring… I miss your super writings. Past several posts are just a bit out of track! come on!
Awsome info and right to the point. I don’t know if this is in fact the best place to ask but do you guys have any thoughts on where to employ some professional writers? Thx
This is a extremely awesome impressive source you happen to be presenting merely present it aside costfree!! I actually that is corresponding to obtaining internet sites which often be conscious of the unique within providing you with fantastic studying aid designed for nil price tag. We definitely a great deal cherished reviewing this website. Want it!
Correctly , viewing verse is perfectly suitable ,your specifics is usually nufactured facto affordable therefore you gentleman give us worthwhile informative distribute
Numerous web-site! We quit in this article all of the years! Ton up within the excellent theme!
3- ?? will need to reduce my own ears ringing. ?
I’ve said that least 3926181 times. The problem this like that is they are just too compilcated for the average bird, if you know what I mean