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The Newest College Sports Sponsor

By Rick Horrow and Karla Swatek
September 30, 2013

IMG College has signed coffee maker Keurig to a 25-school sponsorship deal, according to Michael Smith of SportsBusiness Journal. The deal gives Keurig rights to schools in IMG’s portfolio, including Florida, Texas, and UCLA. The deal is valued at an estimated $5 million annually. It gives Keurig signage at football and basketball stadiums, advertising, and presence at on-campus events. The company also plans on producing coffee makers with school colors and logos.

IMG College’s business is predicated on buying schools’ marketing and multimedia rights, then bundling and selling them in packages. The Keurig deal is the company’s first national sale in the last year. Similar deals have been reached with Lowe’s, UPS, and MillerCoors. All told, IMG College owns rights to 80 collegiate properties.

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