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Honda and State Farm Partner With Renovated Rose Bowl

Sep 16, 2011

Winston Salem, N.C. (September 16, 2011) - Following a $152 million renovation project to spruce up one of America’s iconic sports stadiums, Honda and State Farm have become new partners of the Rose Bowl through a marketing agreement secured by IMG College. The companies will benefit from multiple touch points with fans and new high-visibility signage in the storied stadium, which hosts the most famous college bowl, UCLA home football games, and other exciting sporting events all year long.

Honda and State Farm’s year-round partnerships will be evident at all events that take place at the Rose Bowl including: UCLA football home games, the Rose Bowl game, the BCS national championship game, International soccer matches, periodic concerts, and AmericaFest.

Financial terms of the sponsorship were not disclosed.

As “Crown Signage” partner and the official vehicle of the Rose Bowl, Honda will garner strong visibility among the 90,000 fans who visit the venue for football and soccer games, as well as the millions watching games on television, with a giant 5’ x 42’ sign atop the stadium’s only video board, located in the north end zone. During UCLA home games, Honda will present the out-of-town scores and the “drive of the game,” as well as a “Rose Bowl game vignette presented by Honda.” On the field’s south end scoreboard, Honda will have a 10 x 35 sign.

Honda will also have branding ties to the stadium’s Club Level, LED field-level signage, and signage at the Rose Bowl’s main entrance and exit gate.

“The Rose Bowl is grateful for Honda’s continued partnership and support of America’s Stadium. I am proud to know that Honda’s iconic brand will be featured atop the new video board at the Rose Bowl for the next five years, and we anticipate many years beyond that,” stated Darryl Dunn, CEO and General Manager of the Rose Bowl Operating Company. " In addition, I am delighted to welcome a significant partnership with a blue-chip company like State Farm."

State Farm, the official insurance provider for the Rose Bowl, will have numerous signs throughout the Rose Bowl, including adjacent to the video boards, scoreboards, press box, club levels, concourse plaza, entry gates, elevators and restrooms. Additionally, State Farm will have logo placements on gateways and fences on site, as well as two interactive kiosks. State Farm commercials will air on the jumbo screen inside the Rose Bowl’s Fan Zone. State Farm’s agreement also includes hospitality tickets and program advertising.

“The Rose Bowl Stadium is an iconic location known throughout the country,” said Tom Conley, California Zone, Senior Vice President, State Farm. “At State Farm, we are excited about the Rose Bowl’s plans to contemporize the physical space and the ongoing efforts to host diverse events that resonate with the community at large. We are proud to be a part of the Rose Bowl Stadium’s future.”

The attendance at Rose Bowl events each year is estimated at 950,000. The Rose Bowl game consistently ranks as the highest watched college bowl game, behind only the BCS Bowl National Championships Game. Last year, the Rose Bowl drew more than 20 million viewers.

The improvements to the iconic stadium include a new press box, less cluttered stadium rim, new video board, wider tunnels, added aisles, an elliptical field formed by the removal of 10 rows of seats, restoration of historic field hedge, and additional concessions and restrooms.

“Honda and State Farm will benefit from very strong year-round exposure in one of the country’s most recognizable and historic athletic venues,” said Doug Gillin, SVP, Collegiate Property Sales, IMG College. “These blue chip brands will create valuable awareness at a variety of touch points with fans within and outside the Rose Bowl throughout game day.”

About IMG College
IMG College is the leading collegiate multimedia, marketing and licensing/brand management company in America representing more than 200 of the nation’s top collegiate properties including the NCAA and its 89 championships, NCAA Football, leading conferences, and many of the most prestigious colleges and universities in the country. Headquartered in Winston Salem, N.C., IMG College employs 700 people in nearly 100 offices throughout the U.S. with annual sales of nearly $450 million. IMG College is the leader in capturing consumer devotion to college sports through partnership opportunities in multimedia rights, licensing, events and hospitality, marketing, stadium and arena development, stadium seating solutions, ticketing, sales, and consulting. IMG College produces nearly 30,000 hours of radio programming on the largest sports network in the country, manages nearly 5,000 hours of local television programming, is the leading publisher of college sports publications, and is the largest manager of university athletic websites. IMG College is a division of IMG Worldwide, a global sports, fashion and media business. For more information, please visit