This Day On The Street
Continue to site right-arrow
This account is pending registration confirmation. Please click on the link within the confirmation email previously sent you to complete registration.
Need a new registration confirmation email? Click here
Cramer's Action Alerts PLUS - See his portfolio and get alerts BEFORE every trade. Learn more NOW!

Why You Should Do a Football Sponsorship

Leading up to the game, billboards were placed strategically in the markets of the relevant teams, he adds.

The restaurant chain also put in its own advertising efforts leading up to the game, Elliott says, by promoting through local commercials and direct-mail communications. "In the local community and across all 210 locations we try to get the word out" with watch parties, coupons and specials, he says.

Companies have to weigh the options of the sponsorship in terms of who is watching the game, how many viewers the event might reach and when and where the event takes place.

A Bowl Championship Series game is "going to have a different audience that's bigger versus a game that takes place earlier in the bowl season," says Eric Wright, president and executive director of research for Joyce Julius & Associates. And that means paying attention to such things as attendance and the size of the alumni classes coming to watch the game and the temporary economic impact to the city hosting the game, he says.

"Where the bowl games really work nicely for a corporate brand is the ability to have events leading up to the event itself that generate good buzz and a way to elongate your sponsorship window with positive messaging that you can control," Wright adds.

Exact figures for food and beverage sales raised directly from the bowl sponsorship is harder to pin down. Elliott says it depends on which teams play in the game and if Beef 'O' Brady's has locations in the corresponding cities, but when they do have locations in team cities sales are noticeably higher the night of a game.

Franchise leads have also been positive. Beef 'O' Brady's opened its first store in Idaho last year as a direct result of a viewer watching the game. The company also has stores under construction in Arizona and California -- states it never had a presence in until the bowl game sponsorship.

"For us it was a way to get really engaged in the community," Elliott says, but it's also "the one time of the year that every franchisee in our system can benefit from national and even international exposure that the brand gets as being title sponsor."

-- Written by Laurie Kulikowski in New York.

To contact Laurie Kulikowski, send an email to:

To follow Laurie Kulikowski on Twitter, go to:!/LKulikowski


Follow TheStreet on Twitter and become a fan on Facebook.

Disclosure: TheStreet's editorial policy prohibits staff editors, reporters and analysts from holding positions in any individual stocks.
3 of 3

Check Out Our Best Services for Investors

Action Alerts PLUS

Portfolio Manager Jim Cramer and Director of Research Jack Mohr reveal their investment tactics while giving advanced notice before every trade.

Product Features:
  • $2.5+ million portfolio
  • Large-cap and dividend focus
  • Intraday trade alerts from Cramer
Quant Ratings

Access the tool that DOMINATES the Russell 2000 and the S&P 500.

Product Features:
  • Buy, hold, or sell recommendations for over 4,300 stocks
  • Unlimited research reports on your favorite stocks
  • A custom stock screener
Stocks Under $10

David Peltier uncovers low dollar stocks with serious upside potential that are flying under Wall Street's radar.

Product Features:
  • Model portfolio
  • Stocks trading below $10
  • Intraday trade alerts
14-Days Free
Try it NOW
Only $9.95
Try it NOW
14-Days Free
Try it NOW

Check Out Our Best Services for Investors

Dividend Stock Advisor

David Peltier identifies the best of breed dividend stocks that will pay a reliable AND significant income stream.

Product Features:
  • Diversified model portfolio of dividend stocks
  • Updates with exact steps to take - BUY, HOLD, SELL
Trifecta Stocks

Every recommendation goes through 3 layers of intense scrutiny—quantitative, fundamental and technical analysis—to maximize profit potential and minimize risk.

Product Features:
  • Model Portfolio
  • Intra Day Trade alerts
  • Access to Quant Ratings
Options Profits

Our options trading pros provide over 100 monthly option trading ideas and strategies to help you become a well-seasoned trader.

Product Features:
  • Actionable options commentary and news
  • Real-time trading community
Try it NOW
Try it NOW
Try it NOW
To begin commenting right away, you can log in below using your Disqus, Facebook, Twitter, OpenID or Yahoo login credentials. Alternatively, you can post a comment as a "guest" just by entering an email address. Your use of the commenting tool is subject to multiple terms of service/use and privacy policies - see here for more details.
Submit an article to us!
CBS $59.88 -1.20%
AAPL $124.19 -0.19%
FB $81.29 -1.10%
GOOG $541.19 -1.20%
TSLA $187.06 -0.91%


DOW 17,693.31 -82.81 -0.47%
S&P 500 2,055.96 -11.93 -0.58%
NASDAQ 4,862.1410 -38.7440 -0.79%

Partners Compare Online Brokers

Free Reports

Free Newsletters from TheStreet

My Subscriptions:

After the Bell

Before the Bell

Booyah! Newsletter

Midday Bell

TheStreet Top 10 Stories

Winners & Losers

Register for Newsletters
Top Rated Stocks Top Rated Funds Top Rated ETFs