Allstate Insurance Co. has signed as the new Sugar Bowl sponsor, replacing Nokia after a 12-year run.
The insurance company signed a four-year title sponsorship of the college football Bowl Championship Series’ (BCS) game slated for New Orleans’s Superdome in January, renaming it the Allstate Sugar Bowl.
“By becoming the title sponsor of the Allstate Sugar Bowl, it provides us another opportunity to reach some of the most passionate sports fans in the country, about Allstate’s products and services,” said Allstate CMO Joe Tripodi in a statement. “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.”
The Northbrook, IL-based insurer replaces Finnish telecommunications company Nokia, which ended its 12-year tie to the game this year.
As part of the multi-year partnership, Allstate’s name will also be linked to both a BCS national championship game and the Sugar Bowl game to be held at the Superdome in 2008.
Allstate will leverage its existing partnerships with more than 50 college football programs nationwide to activate its sponsorship. Local market activation will include placing the company’s “Good Hands” logo on field goal nets around the country.
The financial terms of the agreement scored with Fox, which will broadcast the games, and the Sugar Bowl Committee, were not disclosed.
The agreement complements Allstate’s move toward event and sports sponsorship activities, the company said in a statement. Allstate currently sponsors NASCAR, Evernham Motorsports, the Allstate 400 at the Brickyard and the U.S. Olympic Team.
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