Tempe technology company Insight Enterprises will end its 15-year sponsorship of the Insight Bowl to refocus its marketing strategies on a global market.
The NCAA championship bowl game could potentially change its location without the sponsorship, although Sun Devil Stadium will continue to host the game for two more years.
Insight Enterprises initially invested in the bowl to advertise itself as a new company, but it has since expanded to more than 20 countries and is now worth close to $5 billion, according to Bryan Davis, vice president of marketing at Insight Enterprises.
Davis said the company’s growth combined with a new global audience does not reflect its future business goals.
“The whole idea here is to make sure our marketing aligns with the kind of company we are today,” Davis said.
The Arizona Sports Foundation bought the bowl in 1996 and sold it to Insight Enterprises the following year. The Arizona Sports Foundation oversees the championship series, as well as The Fiesta Bowl. Now, the foundation is responsible for finding a new sponsor in time for the game in late December.
The foundation is not releasing any sponsor candidates, but the Fiesta Bowl has started a national search and has received some potential interest, said Andy Bagnato, Fiesta Bowl spokesman.
Although Insight Enterprises will no longer be paying for the Insight Bowl, ASU will still receive $300,000 from the game this year, said Terri Schafer, associate vice president of public affairs at ASU.
ASU will host the bowl for two more years per its marketing contract with Fiesta Bowl, said Steve Patterson, chief operating officer of Sun Devil Athletics.
The Insight Bowl doesn’t make up a large part of ASU’s revenue but provides exposure for the University, Patterson said.
“It’s not a make or break thing for us financially, but it’s definitely a good thing to have,” Patterson said.
It is still unclear if the Insight Bowl will remain in Tempe after ASU’s contract expires, Bagnato said. The bowl’s future name is also uncertain.
Name and location changes are part of settling on a new sponsor, he said.
“In the Bowl world, you’re always thinking about what could be coming next,” Bagnato said.
Reach the reporter at michelle.peirano@asu.edu
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