The Big 12 Conference is considering partnering with Allstate beginning next year, sources said. Reports suggest that the conference aims to retain its name, with potential titles like “The Allstate 12 Conference” being considered.
This deal would be the first of its kind, as typically, partnerships involve stadiums or events, not entire college conferences.
Allstate has been interested in college sports, especially football, for some time. Last season, they launched the “Allstate Drivewise” program, where host Katie Feeney showcased some of the best stadiums in the country. The insurance company also owned the Sugar Bowl naming rights this past season.
Two concerns have been mentioned: the NCAA’s recent decision to allow corporate logos on the field, which might affect the value of conference naming rights. Additionally, CBS Sports reported that Luxembourg-based CVC Capital Partners, an equity firm, would provide its services to the conference through the partnership.
CVC Capital Partners, a private global equity company, understands the value of college sports and the potential to invest in future wealthy players. The combination of brand visibility and media rights potential makes this a win-win situation for the firm.
As the landscape of college sports continues to evolve, this historic partnership could pave the way for intriguing opportunities for other companies.
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