December 10, 2003

Volume 2, Issue 23

Arkansas Makes Sponsors Go "Hog Wild"

Univ. of Arkansas generates incremental sponsorship revenue with BBQ Grill

LAST DAY FOR SUBMISSION

Submission Deadline for the 2004 NSF ADchievement Awards Ends TODAY!

TODAY IS THE LAST DAY to submit entries for the 2004 NSF ADchievement Awards. The NSF ADchievement Awards is the premier sports advertising awards showcase as they highlight the year's best sports advertising campaigns.  If you'd like to enter in your sports advertising campaigns, then you'll need to ACT NOW!

Contact: Matt Shanklin, Assistant Athletic Director-Marketing/Licensing, University of Arkansas - 479.575.7404 - [email protected]

Team: University of Arkansas Razorbacks

Program Title: "Ain’t it Great to Tailgate"                           

Objectives: There were three main objectives for this program:

• To add exposure to the University

• To generate additional sponsorship revenue

• To increase pregame concession sales

Program Description: Believe it or not, the newest member of the Razorbacks isn't a player at all! In fact, the newest member is an enormous state-of-the-art grill shaped like the team’s mascot.  This 1,344 pound barbeque grill is named “Big Red” and is helping the University of Arkansas bring in "Big Bucks"!

“Big Red” is a tailgaters dream.  The mascot grill is large enough to roast a full hog and is able to cook more than 1,500 gourmet burgers in a single afternoon.  The grill is encased in an insulated stainless steal fireproof box and slides in and out of the mascot’s belly. Through this new addition, the University has created a new "buzz" and excitement during Razorback tailgate parties.

But pregame grilling is not the only job this mascot has on game day...“Big Red” is placed on the northeast corner, outside the stadium where it is still visible to fans while it sells concessions, excites the crowd, and blows smoke out of its nose 25 feet in the air following an Arkansas score! 

Media:  “Big Red” was unveiled by the University at a large media contingent before the start of the football season and continues to be a frequent sight on television networks covering the games.

Sponsors:  There are three main sponsors of "Big Red". They include Lawry's, Unilever and Tyson Foods. "Big Red" is just one component of each sponsor's overall package, but the companies are certainly reaping the benefits of being associated with the grill...not only does it get tremendous amounts of exposure, but it also ties in nicely with each sponsor's product. The sponsors also gain additional exposure during tailgating events which were previously unavailable to them.

Results:  “Big Red” has helped the University sign these sponsors to large packages for elements outside the grill.  The three sponsors also covered the $100,000 cost of the grill.

Although it is still in year one, the grill has already helped contribute to increases in rental, licensing, and concession dollars.  And aside from game days, the University rents out the grill for other events to generate non-traditional revenue.

Looking Ahead: The University is very confident that “Big Red” will continue to provide positive results for the Razorbacks.   Due to its success, the Razorbacks are already planning more public appearances and uses for the mascot grill next season.

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