The Fiesta Bowl is a Great Sports Sponsorship Opportunity

Local brands have no shortage of sports sponsorship options in the Phoenix market. These options include three major league franchises (Suns, Diamondbacks, and Cardinals), three significant ‘sub-major leagues’ (Rising, Mercury, and Rattlers), and two major college programs (Arizona State University and Grand Canyon). Let us not forget that we are also home to the Cactus League and the Waste Management Open.

As I said, lots of opportunities for brands to affiliate themselves with sports entities.

Last but not least, the subject of our blog this month is the Rate Bowl (December 26th Chase Field) and our first-ever CFP Quarterfinal Fiesta Bowl (December 31st State Farm Stadium).

These two nationally televised college football events may not seem like they provide a significant level of sponsorship opportunities to local brands but the truth is that the organization behind them has a wide array of brand-building events that local companies can benefit from.

The Rate Bowl and the Fiesta Bowl are brought to you by the Fiesta Sports Foundation which is headquartered in Scottsdale. The Foundation puts on numerous events throughout the year that afford sponsors with activations, civic support, and premium hospitality. These events are put on by a full-time staff of wonderful people who are very passionate about what they do. In doing so, the Fiesta Sports Foundation raises millions of dollars that impact our community in a big way.

Not that it’s a big secret but some brands in the market may be unaware of the wide range of events and opportunities that the Fiesta Sports Foundation has to offer. Line Drive is here to help. In this month’s blog, we’ll break down some of the more impactful opportunities the foundation has that would benefit your brand.

Full disclosure, I am a Yellow Jacket Committee Member and as such, I have a fundraising number that I must hit every year. This is why you’ll see links to ticket sales in some of my monthly emails. This past year, the Fiesta Sports Foundation hired Line Drive to assist them with their sponsorship efforts when they found themselves in a time of transition. It was a great experience where I came to know and appreciate the efforts of their talented staff.

My synopsis, therefore, is a combination of my experience, knowledge, and opinions of each event and what they may offer a sponsor.

Kindness Week – Kindness Week is the celebration of good deeds that support people in need. Staff, Ambassadors, YJs, and other volunteers engage in home/facility improvement projects, tree planting, and other kind deeds in the community.
Sponsorship Opportunities – This is a great sponsorship opportunity for utility companies, healthcare organizations, and other big corporations looking for a turnkey way to make a difference while also positioning their brand in a very positive light.

Fiesta Bowl Spring Summit – This event is a collection of conference commissioners, AD’s, coaches, rights holders, and others affiliated with college athletics across the country. This event, unique in the college space, takes place in one of our local resorts and is driven by the right balance of fun, relaxation, and topically relevant programming.
Sponsorship Opportunities – Outside of trade for golf and dining, local sponsorship opportunities are limited to non-existent for this event.

Arizona Bank &Trust Kickoff Luncheon – This newly reimagined event sold out last year as the Fiesta Sports Foundation moved what has been a benchmark business luncheon to the Scottsdale Princess and made it so much more than what it’s been in the past. This is a great place to start if you want to learn more about the Fiesta Sports Foundation.
Sponsorship Opportunities – This event is title sponsored by Arizona Bank and Trust with a litany of big-name businesses involved in putting on this must-attend event. As a Yellow Jacket Committee member, I have inside access to tables which get bought up quickly once they become available.

Spirit’s Birthday – Spirit is the lovable mascot for the Fiesta Sports Foundation and each year his birthday is celebrated at a predetermined Boys and Girls Club location. This event is run by the Community Relations Department and is really for the kids. It serves as a celebration of the Fiesta Sports Foundation’s emphasis on youth in our community.
Sponsorship Opportunities – Dick’s Sporting Goods is involved in putting this on but there are other opportunities for brands to be involved.

AZ Milk Producers Youth Football Clinic – If you haven’t deduced it already, the Fiesta Sports Foundation is all about young people. The Youth Football Clinic is my personal favorite and serves as my WHY for involvement in this organization. What was one annual event at Kroc Center in South Phoenix is now a statewide traveling outreach program for both boys and girls who don’t get the kind of opportunities or instruction that others have access to.
Sponsorship Opportunities – AZ Milk Producers are the title sponsor. They are highly supportive and engaged in every youth initiative that the Fiesta Sports Foundation puts on. Other opportunities exist and any organization looking to make a consistent and worthwhile impact on young people should seek more information about the Youth Football Clinic.

Palo Verde Wishes for Teachers – This has become the signature fundraising (or should I say fund disbursement) event that the Fiesta Sports Foundation puts on. The Community Relations department outdoes itself to disperse over a million dollars in grants to some of the most important people in our community, public school teachers. It’s an emotional and exhilarating experience that happens in the 4th quarter of every year.
Sponsorship Opportunities – The great people at Palo Verde support this most worthwhile cause with a title sponsorship. Other organizations do their part to support Wishes for Teachers and at last check, there’s always room for more.

High School Sports – This is a new opportunity that brings more traditional sponsorship assets to play for brands looking to get into what is becoming a more prolific space in this market. The Fiesta Sports Foundation earmarks a Game of the Week replete with representatives from the organization onsite engaging the players and the fans.
Sponsorship Opportunities – This is a new initiative that will afford the sponsorship team the ability to sell a full slate of digital and traditional media assets. This is a great opportunity for brands to engage the community and affiliate with the Fiesta Sports Foundation.

PNC Par 3 Challenge – Thanks to the stewardship of some key Yellow Jackets and FSF staff members, this three-day event has become a leader in the Fiesta Sports Foundation’s portfolio of fundraising events.
Sponsorship Opportunities – Hole sponsorships are sold out with limited availability. PNC and Chapman Auto are great sponsors and help to make this event a real winner.

Rate Bowl – This unique secondary bowl has enjoyed phenomenal matchups and thrilling games over the years while being held in the unique setting of Chase Field in downtown Phoenix. This game will feature a top Big12 team versus a worthy Big10 team.
Sponsorship Opportunities – Understandably, the Fiesta Sports Foundation has more leeway here than their CFP matchup a few days later. This bowl offers sponsors a wide range of activation opportunities as well as national radio and television ads. Looking for an engaging but affordable premium hospitality experience for your clients or employees over the holiday season? The Rate Bowl is a great option.

Vrbo Fiesta Bowl Parade – When your organization has a lot happening it might be easy to overlook one of the more impactful changes they made when they moved the Fiesta Bowl Parade to happen between the Rate Bowl and the Fiesta Bowl. This will make an already exciting community event even that much more relevant by having it in the heart of bowl season. (Saturday, December 28th).
Sponsorship Opportunities – The good people at Lerner and Rowe are the presenting sponsor for the parade. Floats, balloons, and other forms of sponsorship are available for brands looking to be involved in what is a great time for all.

Vrbo Fiesta Bowl – The first ever CFP quarter-final game will be held December 31st at State Farm Stadium. In one very real sense, this game will almost automatically become an instant classic for a bowl game that has had more than its share.
Sponsorship Opportunities – The Fiesta Bowl is adapting to the changes in the college football space. This has been aided by having an incredible and highly relevant title sponsor in Vrbo. The CFP has some guardrails and exclusivities in place but they are navigable by working with the Fiesta Sport Foundation’s talented sponsorship department. Like the Rate Bowl, exciting and affordable premium hospitality opportunities are abundant for companies looking to enhance their internal or external relationships.

Ed has decades of experience in the sports space. If you’re looking for some assistance with your sponsorship efforts, contact me at ed.olsen@linedrivesportsmarketing.com or call my cell at 602.284.6722