Around the Net
Allstate May Sweeten Image With Sugar Bowl Sponsorship
- Chicago Tribune, Friday, March 24, 2006 12:30 PM
Allstate Insurance Co will be the new title sponsor of the Sugar Bowl, which is part of the college football Bowl Championship Series. The four-year deal Allstate struck replaces Nokia's, title sponsor for the past 12 years. The game historically has been played in New Orleans, where "the insurance industry's response to the hurricane has been criticized," according to the Chicago Tribune. Asked whether the sponsorship was a move to improve Allstate's image in the city, marketing chief Joe Tripodi says the company wanted to "go deeper into college football"; the "second factor was to contribute to the revitalization of New Orleans," says the Tribune.
