Sports as a whole create billions of dollars in revenue from many different avenues. The industry has a rare monopoly in a market of elite talent, elite level coaches and elite loyalty from a viewership base that will watch whatever is broadcast on their television. This massive fanbase creates opportunities for corporations to partner and benefit from by paying to be associated with certain events that demand massive viewership. College football bowl games are one of those sporting events that provide more efficient and effective marketing for companies willing to pay.
For nearly a century, college bowl games have been the pinnacle of college entertainment, raising millions of dollars per game and attracting viewership from people all around the world. These games provide a platform for elite coaching, players and…show more content… Mr. Klugherz made it clear that marketing to a bowl game is weighted heavily against other opportunities, partnerships and investments ranging from sporting events to just general advertising, Goodyear finds the bowl game outcomes to be most beneficial and the most rewarding to the company. This is also attributed to the fact that fans have a tougher time screening out a company name when it is spoken and shown visually hundreds of times, as opposed to briefly in a commercial or other marketing media. These deciding factors leads to the desire for Goodyear to remain under contract with ESPN for upcoming bowl game opportunities. Mr. Klugherz closed my interview by stating that “college bowl games are worth the investment for a marketer, the difficultly lies in ensuring there is enough money left over to entertain additional sponsorship opportunities over the fiscal year” (Goodyear interview). From my talks, I learned that they benefit of a bowl game outweigh the negatives a company may experience like cost or overindulgence.
