Allstate Joins College Football's Preeminent Stage as Title Sponsor of the New Allstate Sugar Bowl park
NORTHBROOK, Ill. — With the 2006 Mardi Gras celebration complete, another Big East tradition is set to return to New Orleans in January 2007, bringing tourism revenues back to the city. Allstate, the largest publicly held personal lines insurance company in America, announced today a multiyear sponsorship agreement with the Fox Broadcasting Company and the Sugar Bowl Committee, to become the title sponsor of the Allstate Sugar Bowl in New Orleans. The Allstate Sugar Bowl at the Superdome is set to air Wednesday, January 3, 2007, on FOX.
By signing on as the title sponsor of the Allstate Sugar Bowl, Allstate adds to its already robust college football sponsorship portfolio featuring local sponsorships of more than 50 college football programs around the country through the Allstate "Good Hands®" field goal net program. As part of this multiyear sponsorship, in 2008, Allstate will also be the title sponsor of the Allstate BCS National Championship Game, as well as the Allstate Sugar Bowl. Both games will be held at the Superdome in New Orleans.
"By becoming the title sponsor of the Allstate Sugar Bowl, it provides us another opportunity to reach some of the most passionate sports fan in the country, about Allstate's products and services," said Allstate Chief Marketing Officer Joe Tripodi. "However, it transcends our typical sponsorship as it allows us to be part of an event that has both a positive economic impact on New Orleans, and is part of the fabric of the wider Gulf Coast community."
"Having a title sponsor with the stature of Allstate is indeed a privilege and will go a long way toward showing people across the country and New Orleans that the Sugar Bowl is back and well along the road to recovery," said James C. Landis, Sugar Bowl President.
"The Sugar Bowl Committee is excited to have Allstate as a title sponsor of the Allstate Sugar Bowl, and happy to have the game back home in New Orleans where in 2005 it produced an economic impact of more than $175 million for the local area," said Sugar Bowl Chief Executive Officer Paul Hoolahan. "Having great companies like Allstate on board allow us to bring the Sugar Bowl back to New Orleans and make it even bigger than it was before."
"As the new home of the BCS, we at FOX are extremely excited to be partnering with Allstate and the Sugar Bowl for the next four years," said Neil Mulcahy, Executive Vice President, FOX Sports Sales. "FOX is thrilled to expand our marketing partnership with Allstate."
Allstate plans to links its local sponsorship of more than 50 Division I-A universities throughout the country with the Allstate Sugar Bowl through local market activation that will include Allstate's famous Good Hands® logo on field goal nets around the country.
The announcement of Allstate's Sugar Bowl sponsorship continues the company's move toward event and sports sponsorship activities that resonate with consumers, which also include sponsorship of NASCAR, Evernham Motorsports, the Allstate 400 at the Brickyard® and the U.S. Olympic Team.