Credit unions interested in bowl game title sponsorship may need to come up with a seven-figure sum, according to a May 31, 2002 article written in the San Francisco Business Times.
At the time, an organization funded by the San Francisco Giants baseball team had just received permission from the NCAA to launch a new bowl game, and the group was looking for a title sponsor.
Gary Cavalli, who was Executive Director of the San Francisco Bowl Association at the time, told the Business Times that he expected an $800,000 to $1 million fee for title sponsorship, or between $350,000 and $450,000 for a presenting sponsor.
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The difference between a title sponsor and presenting sponsor, other than half a million dollars, is the right to name the event after the sponsoring company or organization. San Diego County Credit Union is title sponsor of the San Diego County Credit Union Poinsettia Bowl, for example.
While $1 million sounds pricey, Cavalli said he considered his new bowl to only be a third-tier bowl game, which sports a much smaller sponsorship price tag than more established bowls. Cavalli named the Cotton Bowl and Citrus Bowl as examples of second-tier bowls.
San Diego's Holiday Bowl would likely be considered a second-tier bowl game, while the San Diego County Credit Union Poinsettia Bowl would be considered a solid third-tier bowl.
The San Francisco Bowl signed Diamond of California, a cooperative of nut growers, as title sponsor in 2002. The company will continue to sponsor the event through 2009, although this past year it shifted title sponsorship to Emerald, one of its divisions. –[email protected]
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