SAN DIEGO — None of the three credit unions that participated in college bowl game sponsorships–San Diego County Credit Union, FirstLight Federal Credit Union, or VyStar Credit Union–would say how much it cost, citing clauses in sponsorship contracts. However, all said the price was well worth the exposure. The key to successful bowl sponsorship is the involvement of a charity, said Irene Overbauer, chief operating officer of $3.5 billion San Diego County Credit Union. SDCCU is the title sponsor of the Poinsettia Bowl, played Dec. 19, in San Diego's QualComm Stadium. The credit union partnered with the Make-A-Wish Foundation for the game, donating $1 of every ticket to the charity, which resulted in a $46,000 payout.
Overbauer said that by involving Make-A-Wish, the credit union elevated its image beyond a sponsor with deep pockets to one of an organization that prioritizes community involvement.
"I think our members feel a sense of pride when they see us supporting Make-A-Wish; or, at least, that's the feedback we hear, comments like 'thanks for giving back to the community'. These kids are in life-threatening situations, and their stories tug at the heart, so people pay attention," Overbauer said.
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In exchange for the undisclosed sponsorship sum, the credit union was named in all advertising and signage associated with the game, and also received publicity from a 30-second sideline interview with Overbauer broadcast on ESPN2 during the game, and on the corresponding ESPN radio broadcast.
"We didn't talk about the credit union difference; instead, they wanted to know why we chose Make-A-Wish," Overbauer said.
The COO said she thinks the game's national exposure may indirectly help other credit unions with their community relations efforts because it reinforces the overall message that credit unions are dedicated to serving their communities. The credit union got its foot in the door by working with the bowl's parent organization, the Holiday Bowl Association, on smaller Holiday Bowl sponsorships. Overbauer, who also serves on the Holiday Bowl Board, learned about the possibility of a second bowl game while volunteering.
SDCCU finances the sponsorship from its community relations budget, and doesn't promote any specific products or services in bowl-related advertising. However, the credit union did set up information booths at the game, and stood ready to sign up new members.
So far, the credit union has not received any negative feedback as a result of the sponsorship, she said.
According to FirstLight FCU President/CEO Karl Murphy, Sun Bowl officials approached the El Paso, Texas-based credit union two years ago when the parade's usual sponsor backed out. The timing was perfect, as the community charter credit union was searching for a way to communicate its name change at the time.
In exchange for a sum Murphy said is "reasonable" for his $500 million institution, FirstLight's name was prominently displayed on parade floats and on flags that lined the route during the parade on Thanksgiving Day. The credit union hosted a VIP brunch during the parade at a local museum along the route, inviting politicians and business partners.
The credit union was also allowed to provide ATMs at the stadium, set up an information booth, and show commercials regionally during the game, held Dec. 29. "Probably the biggest thing that I see was that it really got our name out there. People saw our name, both businesses and the consumer, and the interaction we have with the community improved both groups' perception of the credit union," Murphy said. This year, the credit union organized a food drive during the parade for a local food bank, which was depleted of supplies after severe flooding this past fall displaced residents. "The food bank involvement wasn't necessarily something to improve our image, it was more of just a need in the community. Once we started, we realized this would be a good tradition to have in the community, so we plan to continue it," Murphy said.
FirstLight employees also participate in the parade each year by either building a float or walking a large character balloon.
VyStar President/CEO Terry West isn't exactly sure how many years his $3.2 billion credit union has sponsored the Gator Bowl's 5K Run, held right before the parade the day before the game, but he estimates it's been three to four years now.
The run used to be sponsored by CUSO VyStar Financial Group, but a shift in marketing strategy brought the sponsorship back under the credit union's name. The Gator Bowl is held on New Year's Day in Jacksonville, Fla., part of VyStar's 15-county field of membership, and home of credit union headquarters.
The Gator Bowl approached VyStar about sponsorship, presumably because the credit union is one of the largest financial institutions in the area, West said.
The credit union received a promotional package similar to FirstLight, with signage on flags lining the race route and mention during the big game. VyStar also partners with a charity benefactor for the event, Wolfson's Children's Hospital.
"It's been very well received," West said, adding he hasn't heard of any negative feedback from members or the community.
Interestingly, VyStar is the only credit union interviewed that tracks new business gained from the event. The credit union didn't start off with the intention to track results, but, West said, new members kept commenting that they learned about VyStar through the Gator Bowl.
"This is a big local event that has been important to the people of Jacksonville for many years. It's just one of those events where our participation is important to people," West said. –[email protected]
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