"UPS, MillerCoors go in — and go big — on campus"

From the Sports Business Journal: http://www.sportsbusinessdaily.com/Journal/Issues/2011/08/29/Marketing-and-Sponsorship/UPS-MillerCoors.aspx

Review by Dana O'Brien in KIN 332 (section 1)

UPS and MillerCoors, two large powerhouses in the sports and marketing industry are working with a number of teams and conferences in collegiate athletics. Over the years, particularly for the beer industry is has been difficult to get sponsorships with collegiate athletics. Many schools such as North Carolina won’t even accept it, they do not permit any advertising or promotion of alcoholic beverages even if its responsibility messaging. However other schools take advantage of selling beer during football, basketball and baseball games because of the revenue it generates. MillerCoors have made deals with the schools they are working with that they will provide visible responsibility messaging such as “21 means 21”. They are also not allowed to use the logos of schools on any of their products. However, Millercoors marks and school logos can appear on co-branded merchandise such as t-shirts, hats, koozies or coolers. MillerCoors is also creating a grant program called “Great Plays” which provides funds for on-campus programs that address alcohol responsibility issues. I think MillerCoors is doing enough to make sure their target market is reached and going above what is expected to ensure their best to fight against underage drinking. After all MillerCoors is a large company that merged together they are trying to find other ways to generate revenue after losing their contract with the NFL. Its going to take some time before other schools give into selling beer at their sporting events because of the underage drinking problems that could come with it. UPS has a deal with close to 70 teams and that will allow UPS to be on the ground for college football season with access to signage, TV and radio advertising, game programs, web advertising, hospitality and tickets. Many schools will be turning to UPS for their primary way to ship and logistics.