Learfield isn’t an agent, but through its partnership with Opendorse, it can easily execute NIL activations that allow brands like Zips to find the right athlete and execute campaigns that use institutional intellectual property. Learfield sees itself as the “front door to college athletics,” delivering one-stop shopping for complete solutions with schools and student athletes.īrody explains that Learfield is able to help identify the right athlete with the right voice to meet the sponsor’s objectives. How Learfield Helped Zips Scale Its Sponsorship #Learfield sports digital media kit free#The brand can then connect with a bottom of the funnel message that gives them a free car wash or a discount off a month car wash program, for example.ĭata Brody shared shows that when brands activate through Fan365, they see increases in purchase consideration (2x), click-thru rates (3x) and engagement (3x). As the ‘front door to college athletics,’ we look forward to further building the relationship between Zips and our partner Institutions.”īrody says Fan365 allows Learfield to connect brands like Zips to fans in a way that’s more effective than mass media buys because they have data showing things like when the fan last bought a jersey, when they clicked on a video, or when they bought a ticket or visited a website. “We are also delighted to incorporate a groundbreaking NIL-focused custom content program featuring student-athletes proudly wearing their school colors. “Zips is a forward-thinking industry leader, and we are proud to welcome them to the collegiate athletics space,” said John Brody, chief revenue officer of Learfield. Another component of its multi-year agreement with Learfield enables Zips to kick off college football season by offering its unlimited members exclusive access to enter to win prizes such as college football tickets. The ZIPSme portal was created to enhance the Zips customer experience by offering sweepstakes, partner perks and the freedom to manage a Zips Unlimited Membership online. “We’re proud to lead the way in collegiate sports sponsorships on a broader scale and to show our support in the communities we serve.” “Zips is the only company in the car wash industry who is investing at this level in blue chip universities, introducing NIL partnerships in three states and offering game day tickets to our customers through sweepstakes held in the new ZIPSme portal,” said Gene Dinkens, CEO of Zips Car Wash. Fan365 is owned and operated by Learfield and taps into first-party data for more than 150 million college sports fans nationwide. Through Fan365, Zips will be able to engage with audiences associated with an additional seven schools: Duke, Wake Forest, Cincinnati, Louisville, Memphis, Oklahoma and TCU. Additional Opportunities Through Fan365Īdditionally, the overall sponsorship agreement provides Zips with significant brand visibility among the university fanbases through assets which include intellectual property, radio, social and Learfield’s Fan365 digital product. Zips is still working with Learfield to identify the individual athletes for NIL deals. Those characteristics are at the core of our brand, too.” “College athletes have a certain drive about them to succeed that’s typically paired with a strong drive to have fun, encourage others and be team players. Youngworth said college athletes make sense as promoters for the brand because their qualities align with the company values of Zips. The three schools for this part of the campaign were chosen because Zips has a majority of their market share in those states. The athletes from Arkansas, UNC and Tennessee will all participate in Learfield Studios produced custom content wearing their school colors and marks. ZIPS will engage in NIL deals with individual athletes at Arkansas, UNC and Tennessee for an activation called “Car Wash Convos,” which will feature interviews with the athletes while they experience a car wash at Zips.
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