Last Updated on September 4, 2021
Tool and storage brand DEWALT is making its debut into college football by partnering with 25 colleges and universities this season.
In order to maximize TV exposure, the brand’s logo will be visible across each of the school’s in-stadium football team benches, which were installed by Dragon Seats exclusively using DEWALT tools.
“We are excited to be partnering with the legacy and prestige of college football,” said Tony Merritt, Vice President of Sponsorship, Stanley Black & Decker. “Like the DEWALT brand and the tradespeople who use our products, student-athletes exemplify perseverance, commitment and drive for excellence. We look forward to rooting for them and their teams on the sidelines this season along with our customers, the hardworking makers who help build the world.”
The deals span across five conferences: ACC, Big Ten, Big 12, Pac-12 and Mountain West. The teams include:
- Boston College
- Florida State University
- University of Louisville
- NC State University
- Indiana University
- University of Iowa
- University of Minnesota
- Northwestern University
- The Ohio State University
- Penn State University
- Purdue University
- University of Wisconsin-Madison
- Baylor University
- Iowa State University
- University of Kansas
- Kansas State University
- University of Oklahoma
- University of Texas at Austin
- Texas Tech University
- West Virginia University
- University of California-Berkeley
- University of Colorado
- University of Utah
- University of Washington
- Boise State University
The deals also include onsite hospitality for customer events and an all-access experience at each game, in addition to social amplification opportunities.
“Never before have we seen this specialized branded opportunity for the TV viewing audience during college football games, and we’re proud to partner with DEWALT to bring it to life,” said Andrew Judelson, Executive Vice President, National Sales, LEARFIELD. “It’s a privilege to provide DEWALT visibility with these universities, and together, bring a completely new and innovative concept to college sponsorship that matches the uniqueness of their brand.”
The nationwide DEWALT sponsorship was secured by LEARFIELD, the schools’ athletics multimedia rightsholder, who partnered with Dragon Seats, a manufacturer of state-of-the-art heated and cooling sideline benches.
ANC, a member of the LEARFIELD family and DEWALT’s in-venue and television signage sponsorship partner in professional sports, brokered the college bench concept with DEWALT to continue the growth of the brand’s recognition among all sports fans.
The DEWALT brand will be visible starting on Sept. 2, when Minnesota hosts Ohio State at 8 p.m. ET on FOX.