Today’s post is courtesy of new contributor Mike Mahoney.
Year round interest of the NFL is growing, no secret about that. The NFL Draft gives all teams hope for next year and with 30 teams out of the running after the conference championship games have ended, millions of fans are looking for hope. The Senior Bowl in Mobile is now the kickoff of draft season and 2015 marks the second season for the Reese’s Senior Bowl title sponsorship. The game will feature many of the games top college senior’s as they vie to play on Sundays.
Honestly I don’t know if the sponsorship is paying off because I don’t know Hershey’s goals for the program but from where I sit they have done a marvelous job of inserting their brand into the fabric of the game. I believe in their sponsorship based on the description of their partnership choices in the press release for this title sponsorship.
“We are confident that this partnership will continue to solidify the Reese’s brand’s leadership in collegiate athletics as well as honor senior student-athletes who achieved success on and off the field during their college careers.” Drew Iddings, Director, Promotions and Planning, The Hershey Company.
The properties Reese’s engage with are specific “student athletes, who achieved success on and off the field”. Other sponsorships for the Reese’s brand include the NCAA and a basketball college all-star game. This event surely meets that criteria and a consistent brand message is what you are going for with these deals.
In year two of this four year sponsorship agreement the uniforms have been changed after 65 years from Red-White-Blue to seamlessly include Reese’s orange for both squads. Reese’s branding is evident in all social media channels, on the field, at the stadium, and on TV. The money from the sponsorship has been invested in the game making the events larger, equipment better and still generating money for charity.
NFL.com has done a nice job branding their page (www.nfl.com/seniorbowl) as well as the site for the game itself (www.seniorbowl.com). The game averages 800,000 viewers on TV and the SiriusXM NFL channel broadcasts live from Mobile all week.
Phil Savage, a former NFL GM, is the executive director of the game and his quote sums it up.
“We think that Mobile serves as the ultimate bridge from college football to the NFL,” Savage said. “We see that as the perfect combination. The Reese’s brand has been known for a long time as the perfect combination of chocolate and peanut butter, and now we think putting all that together is going to just form a great partnership with the Reese’s brand and the Senior Bowl.”
NFL Network has daily coverage of the event with reviews after practice and the game itself airs 3pm on January 24.
Mike Mahoney is a sponsorship sales executive based out of Charlotte, NC with nearly 10 years of sponsorship sales experience. Prior to selling in the sports world he worked in major account sales at FedEx and SAP. You can follow him on Twitter (@mahoney) or connect on LinkedIn.