Home Depot Takes Sponsorship of ESPN’s College GameDay
The Home Depot has signed on as the presenting sponsor of ESPN's College GameDay, replacing Discover Card, which had held the position for the last two years.
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The Home Depot to sponsor ESPN's College GameDay |
The three-year agreement, which begins this fall, calls for the show to be titled ESPN's College GameDay Built by The Home Depot. The home-improvement retailer will help design and build a new set for the event. The agreement includes commercial spots, a series of The Home Depot sponsored features during programming and a special seating area on the set. The deal also extends to other ESPN properties ESPN.com, ESPN Radio and ESPN The Magazine.
Terms of the deal were not disclosed.
The Home Depot also receives marketing and advertising rights within ABC's Bowl Championship Series and the opportunity to run special promotions around the games, including the Sugar Bowl in New Orleans.
Discover Card had approached ESPN in 2001 to develop a campaign around College GameDay to build brand affinity and relevance with the diverse college football audience while driving card use and traffic to its Web site.
College GameDay airs college football games on Saturday mornings on ESPN. It is hosted by Chris Fowler and features analysts Lee Corso and Kirk Herbstreit.
