Posted on May - 01 - 2010

Memphis-based FedEx ending 21-year run as title sponsor of Orange Bowl

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In what is being called a “strategic marketing decision,“ Memphis-based FedEx is ending its 21-year run as title sponsor of college football’s Orange Bowl, the company announced today.

“This was a difficult decision but one that allows us to focus and redirect our marketing efforts toward our other sports properties and marketing initiatives,” spokesperson Carla Boyd wrote in an e-mail. “We are grateful for the opportunities the Orange Bowl Committee has presented us over the last 20 years and look forward to their continued success.”

FedEx’s relationship with Orange Bowl, which began in 1989, was the longest running title sponsorship for a Bowl Championship Series game.

The Orange Bowl is moving from Fox television to ESPN next season. Sports Business Journal, which first reported the story this morning, said that ESPN is looking for a $20 million annual commitment from its bowl sponsors, which would include a larger college football advertising package on the network.

FedEx is among the most visible corporations in sports marketing, with title sponsorship of the PGA Tour’s season-long race for the FedEx Cup. It’s also a key player in auto racing, NFL and NBA sponsorships.

FedEx executives are among the key figures in the University of Memphis’ quest to join a BCS conference. Boyd said that effort had “no role” in the decision to end its Orange Bowl sponsorship.

“Sports marketing is a proven way to build the FedEx brand with customers and engage in the communities in which we work and live,“ Boyd said. “We will continue to actively leverage our broad and strategic portfolio of sports properties.”

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Tagged Under : Bowl, Orange Bowl, Title Sponsor

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