• by Erik Sass , July 27, 2009

Nissan is teaming up with Sports Illustrated to target college football fans around the country with a series of experiential events, beginning Sept. 5, celebrating the 2009 season and especially the upcoming 75th birthday of the Heisman Trophy.

In addition to the experiential component, Nissan is the exclusive sponsor of a custom publication from Sports Illustrated devoted to the Heisman anniversary.

The Heisman Trophy is an annual award bestowed on the best college football player in December after the season is over. (Various "bowls" like the Rose Bowl are considered post-season.) This is the third year that Nissan has partnered with the magazine during the college football season.

The "Sports Illustrated Heisman Tour Presented by Nissan" will include 10 stops across America at the site of big games. At each event, fans are invited into a 10,000-square-foot exhibition space centered on the trophy itself, with interactive displays and trivia contests tracing the history of the trophy through Sports Illustrated's coverage over the years.

Fans can also meet former Heisman winners and other college football greats, get their picture taken with the trophy on a faux V cover, and vote for the best "Heisman" moment. Finally, they can take a look at Nissan's lineup of new vehicles, with special emphasis on the 2010 Maxima premium performance sedan, and take a virtual test drive with an interactive game.

The custom publication produced by Sports Illustrated with Nissan sponsorship features an introduction by senior writer Dan Patrick, an interview with John M. Heisman (grandnephew of legendary college coach John Heisman, after whom the trophy is named), a gatefold poster showcasing every Heisman winner, a comprehensive history including vintage photos, key stats, "Heisman moments," trivia and reprints of classic SI articles about Heisman winners.

Nissan is also sponsoring an array of digital content on SI.com surrounding the trophy and the 2009 college football season generally.

Nissan has used magazine sponsorships to associate its brand with a variety of sports. Last year, Nissan partnered with Rodale for its "Master the Shift" campaign, which offered advice from well-known athletes and trainers. This include a customized multimedia campaign with ads appearing in the print and online channels of Men's Health, Women's Health, Runner's World, Bicycling, Best Life and Running Times, as well as nine "Master the Shift" events around the country, hosted by Runner's World and sponsored by Nissan, featuring famous athletes and trainers.