• by Karl Greenberg , October 2, 2007

Konica Minolta Business Solutions, which makes office document and networking devices, has inked a deal to be title sponsor of the annual NCAA Gator Bowl Classic football game. The agreement, which begins with January's game, extends through the 2010 Gator Bowl Classic.

As part of the deal, the Ramsey, N.J.-based company will get title sponsorship, meaning that for the next three years the Gator Bowl will be called the Konica Minolta Gator Bowl. Konica Minolta's name will be part of the new logo, and the company also gets on-field and in-game branding and associated materials.

In the weeks leading up to the game--to be held at the Jacksonville (Fla.) Municipal Stadium in January and broadcast by CBS--the logo and promotion of the game will take place on CBS telecasts that include NCAA basketball, nationally broadcast NFL games and "The CBS Early Show."

During broadcast, K-M will air 30-second spots, and Konica Minolta's name will appear mid-field on the logo, on video board announcements, field level banners, goal post covers and vests. The company also gets mentions during the game by broadcast crew.

At the end of the game, the game's outstanding player will be awarded the Konica Minolta Gator Bowl Most Valuable Player Award.

In Jacksonville, the Konica Minolta Gator Bowl logo will be on university stadiums, street banners, at the Jacksonville Sports Complex, as well as in the Game Day program, Media Guide, Game Day Ticket and officially licensed merchandise.

Konica Minolta also sponsors CBS Sports' Bizhub SwingVision feature during CBS coverage of the PGA Tour and in NCAA basketball and lacrosse.

Company spokesperson James Norberto says the deal is Konica Minolta's first with the Gator Bowl. He says the company chose the Gator Bowl because of the value of brand recognition the company will get. "Konica Minolta has changed quite a bit over the last few years--i.e., divesting ourselves of the camera business and focusing on selling printers/copies and multi-function products [such as the company's Bizhub machines]."

He says that the Gator Bowl, starting with next year's season, will host two teams from Atlantic Coast Conference, Big XII Conference and Big East Conference--as well as Notre Dame. "The possibilities of high profile match-ups are endless: Texas versus Notre Dame, Miami versus Oklahoma, West Virginia versus Nebraska. The better the match-up, the greater [our] national exposure will be." He says support for the marketing is coming from parent Konica Minolta Holdings, Inc.

Norberto says sports marketing has been effective for the company, in terms of getting broad awareness of its Bizhub and Bizhub PRO multi-function business machines.