Russell Athletic to Sponsor College Football Bowl Game
NSGA member, Russell Athletic, a division of Russell Brands, LLC, and Florida Citrus Sports (FCSports) have entered into a partnership to present the Russell Athletic Bowl in Orlando, Fla. through 2015. The 2012 Russell Athletic Bowl, most-recently known as the Champs Sports Bowl, will be played on December 28th at 5:30 p.m. (EST) at Florida Citrus Bowl Stadium and air live on ESPN. The game will once again pit top teams from the Atlantic Coast and Big East Conferences.
As part of the multi-year deal, Bowling Green, Ky.-based Russell Athletic will receive national exposure through television, radio and online media, and will be recognized in broadcast, outdoor and print advertising throughout Central Florida. Russell Athletic will also enjoy a presence on in-stadium signage and at the entire week’s schedule of Russell Athletic Bowl-related events, as well as a significant hospitality program for clients and customers.
“As a brand whose heritage is so deeply rooted in college football, it is a natural fit for Russell Athletic to partner with FCSports for the Russell Athletic Bowl,” said Gary Barfield, executive vice president, Russell Brands, LLC. “We are also excited to extend our “Together We R” brand campaign in new ways and reach even more consumers through all the channels that FCSports provides as part of this relationship.”
Under terms of the agreement, consulted upon by Denver-based Impression Sports & Entertainment president Chris Foy, Russell Athletic will also be the exclusive apparel partner of Florida Citrus Sports, providing apparel and merchandise to all of FCSports’ properties including the Russell Athletic Bowl, Capital One Bowl and Fresh From Florida Parade. Additionally, Russell Athletic has committed to working with FCSports in the coming year to help negotiate the new conference agreements that will bring Orlando a premier bowl matchup after the current conference affiliations expire following the 2013 edition of the game.
“We are honored to add Russell Athletic as a bowl title sponsor and business partner through the 2015 season,” said Steve Hogan, chief executive officer of Florida Citrus Sports. “’Together We R‘ committed to providing one of the best student-athlete experiences offered in the postseason and this agreement launches an exciting new era for this bowl game,”.
Previous title sponsor Champs Sports will continue its relationship with Florida Citrus Sports as an “Official Partner” of both the Russell Athletic Bowl and the Capital One Bowl through 2014.
This year’s Russell Athletic Bowl marks the 23rd year of the game, and its 12th in Orlando. The game has seen tremendous growth since its relocation to The City Beautiful in 2001, featuring attendance improvements in all but one season. Last year’s game between national powers Florida State and Notre Dame marked the first sellout and highest attendance in Orlando as 68,305 fans witnessed the Seminoles’ four-point comeback win. Another six million fans tuned in to ESPN to watch the contest.