NCET Biz Tips: The power of the Pack

As many die-hard fans of the Wolf Pack are aware, Rudyard Kipling has a soft spot in the hearts of Nevada loyalists.

Growing up here, “The Law of the Jungle” was showcased at each Nevada basketball game and many in our community are well aware that “for the strength of the pack is the wolf, and the strength of the wolf is the pack.”

Indeed, for almost 125 years, the Wolf Pack has been Northern Nevada’s team and is significantly bolstered by how deep the community’s ties are in Nevada athletics. More specifically, this column delves into the impact of one avenue of athletics support: sponsorship of the Nevada Wolf Pack athletics program and explores how it contributes to community engagement and serves as an effective marketing and branding strategy.

In the realm of sports sponsorship, investing in collegiate athletics can yield significant benefits for the sponsoring entity and the local community. From rallying local support to enhancing brand visibility, the partnership between sponsors and the Wolf Pack has the potential to create a win-win scenario that extends far beyond the sports arena. When looking at the collegiate athletics landscape, Nevada truly has an excellent roster of local sponsors that few other colleges can claim, which should make Pack fans proud.

Sponsoring the Nevada athletics program goes beyond a mere financial commitment; it represents a genuine connection to the community. By aligning with a university that holds a special place in the hearts of residents, sponsors can tap into a passionate fan base and leverage the emotional ties that bind the community together. As many are well aware, the Wolf Pack's success on the field generates excitement and provides a rallying point for residents, fostering a sense of pride and unity.

Many from my generation reminisce about “Blue Friday” or the NCAA Tournament teams of the 21st century. Going back further, those from my parent’s era still remember the high-flying basketball squads featuring Edgar Jones and Johnny High along with the championship football teams of the Chris Ault era. Finally, the Wolf Pack also boasts many title-winning programs over the years from its swim and dive program (arguably the most decorated sport since the start of the 2000s) to tennis and softball squads vying for Mountain West titles.

Additionally, Nevada’s sponsors can actively engage with the community through various initiatives. By collaborating with the athletic department and sponsorship team, they can get involved in charity fundraisers (like the many sponsors at the recent 2023 Nevada women’s basketball golf tournament) or other charitable endeavors that benefit local causes. A key example would include the men’s basketball team’s partnership with America First Credit Union and the Make-A-Wish Foundation and their “Swish for a Wish” program at home games. Such community-centric endeavors help sponsors build meaningful relationships, enhancing their reputation and reinforcing their commitment to the well-being of the community.

Being connected with the Wolf Pack athletics program offers unparalleled marketing and branding opportunities. For instance, my friends at The Bin Trash Spa, Sierra Neurosurgery, Coldwell Banker, and NDI Plumbing use the Nevada logo on their awesome company vehicles or internal marketing materials. The exposure gained through sponsorship aligns brands with the values and aspirations associated with college sports, creating a positive association in the minds of consumers. This is the case with long-time sponsors for Nevada athletics that have almost become synonymous with the Wolf Pack brand and their own business endeavors (I am sure you can think of a few).

Sports sponsorships allow sponsors to reach a wide range of demographics, from students and alumni to local businesses and families. Through advertising at sporting events, on team apparel, and across various media channels, sponsors can significantly boost their visibility and create lasting impressions. This visibility extends beyond the immediate local community, as televised games and coverage can reach a broader regional or even national audience.

Furthermore, sponsorships enable brands to tap into the emotional connections that sports fans have with their teams. By associating their brand with the passion and loyalty that fans exhibit, sponsors can create an emotional bond that transcends traditional marketing tactics. This emotional connection increases brand affinity and can translate into long-term customer loyalty and advocacy. Many of the most iconic arenas in the world have some sponsor affiliation like Crypto.com Arena, formerly Staples Center in Los Angeles, or AT&T Stadium in Dallas.

Sponsoring the Nevada athletics program profoundly impacts community engagement and offers effective marketing and branding opportunities. The partnership fosters a sense of unity and pride within the local community, allowing sponsors to build meaningful relationships and contribute to local causes. The emotional connections formed through sports sponsorships can be leveraged to establish a lasting bond with consumers, propelling the sponsor's brand forward. Ultimately, investing in the Nevada Wolf Pack athletics program offers a win-win scenario, benefiting both the sponsors and the community they serve.

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Chris Boline, MBA, serves as the manager, business development with Wolf Pack Sports Properties at the University of Nevada, Reno. For information about Wolf Pack Sports Properties and how you can get your company involved in Nevada athletics via sponsorships, contact chris.boline@wolfpacksportsproperties.com or 775-379-1164.