The 122-year-old cleaning company will increase its sponsorship outreach in college basketball.
In recent years, Libman has been sponsoring several basketball teams and leagues. While they sponsor four NBA teams, the bulk of their efforts is with college basketball. Their college sponsors include the Big Ten, the Big East, the Pac-12, and the American Athletic Conference. In total, those conferences cover 48 teams and their conference tournaments.
Libman's new deal is noteworthy because their new partnership will cover all of March Madness. That is 67 games where Libman can showcase their mops and associate themselves with college basketball. What better message than to show Libman is the cleaning company the NCAA trusts?
In addition to this influx of games and teams Libman will be activating for, they will also have court-side signage and other opportunities for fan engagement. Although we do not know any specific ideas for fan engagement during March Madness, for the Big Ten tournament in NYC this week, Libman will have their products around the city. You can expect some similar ideas for the Big Dance.
Andrew Libman-President of Libman
"These basketball team sponsorships allow us to demonstrate how great our products work in front of tens of thousands of fans."
1.) As Andrew Libman pointed out, this deal provides them a fantastic opportunity to not only sponsor, but demonstrate their product.
2.) Libman will now reach an even bigger audience and will have exclusivity for several weeks going into early April as March Madness takes over.
3.) Congruence is a running theme with these blog posts and this is another prime example of a sponsor utilizing its congruence with its sponsee.
4.) When you are thinking about sponsoring a sporting event or team, think about what sports have aspects that could use your product.
5.) Libman is doing a great job of making sure their deal will include more than just signage, even going off the court to reach fans. Think of some ideas you could use to follow in their footsteps.
Written by: James Campbell
James Campbell is currently in his Senior year at the University of Michigan. In May of 2018, he will receive his BA degree in Sport Management. Throughout his time at Michigan, he has worked with Detroit City FC, MiLife Sport & Social Club, and USA Hockey. - @Jimmy10Campbell