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Allstate Kicks Near $1 Million for Charity in 2005
“Good Hands” field goal net program takes in more than $900,000 for schools’ general scholarship funds and American Red Cross Hurricane Relief Fund.
NORTHBROOK, Ill, January 5, 2006 – The phrase, “it’s up, and it’s good” had added meaning in 2005, thanks to a pair of generous “good hands.” Allstate’s inaugural “Good Hands” field goal net program was a resounding success this college football season, helping to raise more than $950,000 in funds for university academics and hurricane relief.
As part of Allstate’s sponsorship of the Bowl Championship Series, the company featured its logo in the field goal nets at more than 40 Division-1A universities throughout the country. At each participating university, Allstate made donations to the school’s general scholarship fund for each field goal ($300 per) and extra point ($100 per) that traveled through the uprights and into the Allstate branded nets during their home games.
But in the wake of Hurricane Katrina’s ravaging of the Gulf Coast, the company also donated $1,000 to the American Red Cross Hurricane Relief Fund for every field goal kicked by participating schools.
Throughout the season, scholarship funds received more than $400,000 while hurricane relief donations topped $565,000. These numbers were based on games during the 14-week regular season and various promotional kicks throughout the year, including an unsuccessful attempt at a 35-yard field goal prior to the Rose Bowl that raised $25,000 for University of Texas’ general scholarship fund.
“With our innovative field goal net program, we wanted to include an element which we gave back to important causes,” said Joe Tripodi, Allstate’s chief marketing officer. “The donations to general scholarship funds and hurricane relief were money well-spent, benefiting two charities that we feel strongly about.”
Participating schools in Allstate’s “Good Hands” field goal net program in 2005 were:
San Diego State
“We thank Allstate, and its employees, for all the lives they have touched through the American Red Cross and for their commitment and involvement in getting the devastated region back on its feet,” said Angie Turner, CEO of the American Red Cross San Gabriel Pomona Valley Chapter. “The creative campaign to raise funds through field goals and extra points throughout the college football season raised awareness nationwide for our efforts.”
The ground-breaking marketing initiative has been part of Allstate’s comprehensive 2005 Bowl Championship Series (BCS) college football sponsorship. In addition to the goalpost net signage, Allstate also had a significant presence during this year’s football season with the fan-friendly mobile tailgate “Field Goal Fan-tastic” tour, a national consumer promotion that took the “Good Hands” program to the fans. The “Field Goal Fan-tastic” tour visited 14 college football sites in 2005, offering up prizes and chances to kick on field during games for $6,000.
"The academic paths for scores of students across the United States are often paved with the charity and participation of committed companies and corporate partners, like Allstate,” said Craig Helwig, Director of Major Gifts & Planned Giving for the University of Texas. “On behalf of UT, I am pleased to accept this generous contribution to our general scholarship fund."
Allstate's goalpost net program has been managed by Van Wagner Sports Group's Dorna USA, the leading provider of in-game advertising.
Allstate’s college football sponsorship of the BCS continues the company’s move toward event and sports sponsorship activities that resonate with consumers, which also includes an official NASCAR partnership, race entitlement of the Allstate® 400 at the Brickyard®, associate sponsorship with Evernham Motorsports and sponsorship of the U.S. Olympic Team.
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