Segment Your Seating and Sell It!

Across the nation, college gameday atmospheres are defined by their students, seated in designated student sections, dressed head to toe in school spirit and jumping vibrantly to Zombie Nation. Numerous sponsors are clamoring for unique access to these passionate individuals, a segment of the population who seem to repeatedly escape marketers. Why are property representatives not taking greater advantage of having these student sections at their disposal?

Have properties not considered selling exclusive rights to their student section to comapnies like Geico, Pontiac, and Bank of America? By providing sponsors unique access to students (enabling them to place information materials and special sweepstake offers in student sections), properties can drive incremental value for all parties involved. While many properties have already done this with club level/suite seating, we have yet to see this bleed into student sections, faculty/staff sections, and group seating.

*Note, according to a recent ING article (2.18.08), properties that reac hteen and young adult males continue to benefit from strong spending on sponsorship by the makers of energy drinks.