Nissan Announces Historic Athletics Sponsorship with 100 Universities
LEXINGTON, Ky. – Nissan today announced a historic deal to become an Official Sponsor of 100 colleges and universities nationwide, and a proud supporter of select NCAA Championships. The four-year agreement, which includes the University of Kentucky, marks the widest-reaching sponsorship in the history of collegiate sports.
“This program gives Nissan an unmatched and unprecedented connection to college-sports fans,” said Jeremy Tucker, vice president, Marketing Communications and Media, Nissan North America. “It allows Nissan to share amazing moments with students, alumni and fans – at every men’s and every women’s sport. Wherever fans go to follow these student-athletes, we’ll be there.”
Specifics of the University of Kentucky sponsorship were negotiated by JMI Sports, UK’s multimedia rights holder. “We are very excited to be a part of the Nissan College 100 program,” said Paul Archey, JMI Sports’ UK Sports & Campus Marketing president. “We are pleased with Nissan’s plans to aggressively activate the sponsorship and confident Nissan will be thrilled with the response from the Big Blue Nation.”
As a “Proud Partner” of Kentucky, Nissan’s sponsorship will support men’s and women’s basketball, football, baseball and Olympic sports. Marketing assets include the use of UK marks, radio and television commercials, digital and print ads, website and social media campaigns, in-venue signage, hospitality access, on-site activation and game tickets.
“UK Athletics is pleased to welcome Nissan as a valued partner,” said UK’s Executive Associate AD for External Operations Jason Schlafer. “We appreciate Nissan’s goals in this program and their desire to be a part of all of our sports programs,” Schlafer continued. “An important aspect of the relationship is Nissan’s desire to activate at many different UK Athletics venues, confirming that they are behind our entire athletic department.”
Nissan’s sponsorship series will cover 22 men’s and women’s sports, 100 schools, thousands of student-athletes, 22 million alumni and 188 million fans across the nation. The partnership provides permanent Nissan signage in hundreds of stadiums and arenas for multiple sports, as well as countless media opportunities and tickets for consumer incentives.
Like the Nissan activations surrounding the Heisman Trophy Trust partnership, this deal will grow over time. It begins Nov. 7 and by the end of 2015, Nissan on-campus activation will extend to 27 colleges and universities nationwide, including the University of Kentucky; this extends to all 100 schools in 2016. Nissan will also receive rights to activate at select NCAA Championship events.
This announcement is part of Nissan’s “go big” marketing strategy, which was put in place to create significant, unforgettable marketing moments such as Nissan’s return to the Super Bowl last season and its partnership with the Heisman Trophy Trust.
“This is big news for Nissan, and it is great news for these amazing student-athletes in every sport who deserve recognition and support,” said Tucker. “We are celebrating the excitement of all aspects of college sports, and are delighted to honor the drive, dedication, and teamwork of student-athletes, and their fans, throughout the country.”