Allstate is extending the reach of its sponsored field goal nets and expanding its college football partnership to recognize outstanding athletes who are also exemplary citizens.
In its fourth year, Allstate’s ‘Good Hands’ field goal nets bearing the Allstate logo will be in position between the goal posts on 65 college football fields. That more than doubles the number of schools that participated in the initial year of the program, which has generated $1.5 million in general scholarship funds that Allstate has kicked into the general scholarships funds for the participating schools.
Allstate is also assuming title sponsorship of the American Football Coaches Association Good Works Team, a team of student athletes recognized annually for their extracurricular contributions to the community. They typically engage in activities such as volunteering in local soup kitchens or academic after-school programs.
Members of the AFCA Good Works Team, to be revealed next month, will be featured in Allstate ads during college football telecasts this season.
“For the first time, we’re putting a spotlight on the athletes that are making a difference in their communities,” Patrick Pierce, Allstate project manager for college football, said.
Meanwhile, the field goal nets remain the centerpiece of Allstate’s college football marketing efforts. Allstate contributes $300 for each field goal and $100 for each extra point kicked into those nets each season to general scholarship funds. Last year, 476 field goals and 1,276 extra points produced $290,400 divided among 61 schools.
Conceptually, the ‘Good Hands’ nets convey the company’s brand message in graphic terms, according to Pierce: “It is relevant because the good hands often catch the football and protects the fans. It reinforces Allstate as a leader in the community.”
The exclusive turf the nets occupy in college stadiums provides a payoff in television exposure through the regular season and post-season bowl games: the nets were shown on national TV during 180 live game telecasts and game highlights last season. This season, Allstate expects the nets to be visible during 200 live games.
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