GoDaddy.com officials inked a deal making the company the presenting sponsor of ESPN’s Saturday night college football games.
The multi-million dollar deal between the Scottsdale-based Internet domain registrar and the cable sports network will give GoDaddy national exposure during the 14-week NCAA football season.
The deal will beam the Go-Daddy brand to nearly 80 million households over the span of the season via the network and its affiliates, including ABC.
Barb Rechterman, executive vice president of marketing, wouldn’t say how much the company is paying but said it was millions. She said it can take up to 24 months for the company to conclusively determine if they’ve received a good return from such large-scale advertising investment.
The on-air announcement, “ESPN College Football presented by GoDaddy.com” will run for the first time on Sept. 22 on ESPN2 during the Kentucky-Arkansas and Purdue-Minnesota games.
Spokesman Nick Fuller said the firm will get a minimum of three audio mentions per game.
“Our text will appear on the screen as well,” he said.
As part of the deal, Go-Daddy commercials will air during the NASCAR Nextel Cup and several post-season college football bowl games, officials said.
This isn’t the first time the company has chosen the sports world as a marketing venue. The company was the broadcast sponsor during this year’s Indianapolis 500 Race and has paid big bucks to air commercials during the National Football League’s annual Super Bowl.
Company officials said they target sports audiences because they tend to be loyal viewers and are a key demographic, as the majority are regular Internet users.
“Our research shows college football fans rank third for fan intensity behind the NFL and NASCAR,” said GoDaddy. com CEO and founder Bob Parsons in a news release.