March 17, 2004

Volume 3, Issue 4

Nokia Sugar Bowl “Bags” Fans

Premium giveaway bags offer sponsor high-degree of 

brand exposure

YOUR SPONSORS ARE WAITING!!!

Here the words of corporate partners such as...

Contact: Jeff Hundley, Director of Communications, Nokia Sugar Bowl -[email protected] - (504) 525-8573   

Frank Allegro, Vice President, NuBoard Media - [email protected] - 866-682-6273          

Event: Nokia Sugar Bowl

Program Title: Nokia-branded promotional bags

Objectives: There were three main objectives for this initiative:

• To offer a high-degree of brand exposure for Nokia

   

   

   

• To supply a new revenue stream for the Sugar Bowl

   

   

   

• To enhance the fan experience at the game

Program Description: If fans going to the National Championship Game this year in New Orleans didn’t know Nokia sponsored the Sugar Bowl, they do now!  That’s because before the game even started, fans were greeted with one of over 70,000 Nokia-branded promotional bags that had been placed directly on the seatback in front of them with a non-residue adhesive.

Not only did the bags promote Nokia on the outside, but inside, the bag acted as a perfect vehicle for Nokia and other sponsors as it included the following…

With over 70,000 promotional bags, the stadium seemed to transform into a massive billboard for the two sponsors; Nokia and Argent Mortgage.  What’s more, fans seemed to really respond favorably to the promotion. 

Sponsor & Partner: Nokia was the title sponsor of the National Championship game while Argent Mortgage was the secondary sponsor.  The Nokia Sugar Bowl partnered with NuBoard Media on this enormous promotion.  This patented sports promotional concept of NuBoard’s has added sponsorship inventory at over 200+ sports and entertainment events domestically and internationally. 

Media: NuBoard Media's patented promotional bags were handled turnkey by NuBoard Media: manufacturing and installing the bags with their own staff.  NuBoard Media used the PA system during the game for announcements and giveaways regarding the bags. 

Results: The promotion proved a great success.  The amount of bags and inserts taken home more than exceeded projected numbers.  All told, 45,500 bags (65% of the total) were taken home by fans after the game!

Looking Ahead: Based on the results of the initiative, the Nokia Sugar Bowl is looking forward to enhancing the same promotion next year.

Click the above logo for more information on The National Sports Forum