Goal: Not unlike the Atlantic Coast Conference, to provide one-stop shopping for national or regional marketers seeking powerful tie-ins to concentrated regional and local audiences.
Edge: Timing. National marketers are looking for a simple, efficient local TV buy and college sports sponsorships are red hot.
Forecast: Conference marketing will be a key to future sponsorships. Watch for a flurry of partnerships between TV networks and conferences.
Tip: Tap into local passions. Hot buttons are team traditions, positive values like education, music and youth.
Challenge: Building consensus across their institution constituencies to complement institutions' goals and create new revenue streams.