Are You Ready For Some Football??

It is hard to believe Summer is over. As fast as it comes, I think it goes by even faster. But now it is time to trade in the Monday morning chatter, from which beach is to blame for this week's sunburn, to did you see the game.

Whether you are a sports fan or not, it is hard to escape the fact that Fall means football. Men (and women!) are constantly hitting refresh on their computers to see how their fantasy teams are doing and checking to see which players will be healthy this week to play. Local watering holes are stocking up on beers for all of the fans who come out on both Saturday and Sundays to cheer their teams. Advertising and Marketing agencies are beginning to plan their Superbowl campaigns and big name brands are looking for the hot new hand to court for this year's sponsorships.

It is not just the NFL that sports marketers are interested in -- college football is also becoming a heavy hitter for both sponsorships and marketing deals. This is evident with ESPN's four-year, $500 million dollar deal to broadcast the National Bowl Championship Series. And television networks are not the only ones who are looking to the NCAA for partnerships.

Last week in an historic deal, IMG Worldwide and UPS announced a $100 million dollar agreement that gives UPS rights to 68 colleges in an all-in-one exclusive package. This deal is the first time a company had worked an "efficient" way to target the collegiate fans without going to each school individually.

The deal gives UPS rights to the schools logos, local TV, radio and digital advertising, licensing and game-day activations in more than 250 stadiums across the country.

And this is just the beginning as IMG is continuing to reach out to marketers in other categories for similar deals. Just last month they worked a deal with Old Navy to allow the retailer to sell apparel with college logos on them.

What do you think of these deals? Do you think these deals are truly more efficient for the schools participating?