Dive Brief:
- Both Jell-O and Chobani have signed marketing deals with universities that will give the brands significant play during the college football season.
- Among the more notable pieces of the deals: Jell-O molds bearing university mascots, and Chobani-branded content in the Campus Insiders college sports network.
- Chobani's deals cover 17 universities, and will expand to 27 schools in three years. Jell-O's deals, which started with four schools, adds 16 more universities this year.
Dive Insight:
Both Chobani and Kraft's Jell-O brands are winners here. As are the universities that collect fees from the deal. But the big winner is clearly IMG College.
That shouldn't surprise anyone who has ever tried to strike a deal in college-sports marketing. The Winston-Salem, NC-based company, which launched in 2002 and serves as broker for universities seeking marketing deals, is the largest college sports marketing company in the country. More importantly, it has completely changed how companies market to college-sports audiences.