Indianapolis – Learfield Licensing Partners, a trademark management company specializing in collegiate licensing and branding, has built interactive tailgating websites for 12 of its partner schools that merges the excitement of football season with the traditions of tailgating.
Branded as “Parking Lot Hero – Tailgate Guides,” each unique school site features tailgate-related goods from licensees that includes apparel, drinkware and food-centric products, along with popular licensed parking lot games, links to purchase football tickets, and innovative tailgating tips. The Learfield Licensing team linked each individual product back to the respective online retailer, thus increasing fan engagement and the likelihood of completed sales. Innovative social marketing will be utilized in the coming weeks, in many cases in partnership with Learfield Sports, across each partners’ various channels to increase exposure.
Participating partner schools include Baylor University; Colorado State University; University of Houston; University of Hawaii; Kansas State University; the University of New Mexico; the University of Northern Iowa; Mississippi State University; North Carolina State University; the University of North Dakota; North Dakota State University, and Texas State University.
“Consumers and fans crave for interactions to be passionate and beyond simply visuals,” said Ben Emmons, vice president of brand marketing. “Our department’s key focus in any marketing campaign or brand initiative is to assist our schools in creating meaningful communications with fans that will be lasting and valuable.”
Learfield Licensing Partners is a world-class licensing firm whose services and success align perfectly with Learfield’s history, strength and reputation within the industry. We strive to provide the best practices and strategies in the industry to properly protect and promote our clients’ brands, and couple that with new resources and strategies for growth with help from Learfield, which has a deep presence in the college athletics landscape. Learfield manages the multimedia and sponsorship rights for 120 collegiate institutions, conferences and arenas, and supports athletic departments at all competitive levels as title sponsor of the Learfield Directors’ Cup. For more than four decades, Learfield has connected brands to the excitement, passion, tradition, fun and fans of college sports and now leverages multiple platforms and partnerships through distinct offerings through its affiliated companies.