By Abe Drabkin
Collegiate recreation departments within the Pac-12 Conference have just finalized negotiations with EMG (Entertainment Management Group) to secure sponsorships.
Individually, a number of the colleges and universities have been successful with local corporate partnerships, which have enhanced existing programs and increased opportunities for participants on their campuses.
Based on the success of these local sponsorships, as well as the collaborative efforts amongst NIRSA members and EMG, this new initiative will further build high-value sponsorship programs that serve a collective of collegiate recreation departments.
Washington State University’s Women’s Lacrosse Sport Club, along with the rest of their campus recreation, is part of the sponsorship collective in the Pac12.
John Meyer, NIRSA Services Corporation Board President expressed his enthusiasm for the new initiative. He said, “Substantial student development and innumerable learning opportunities occur outside of the classroom and these sponsor partnerships afford an additional opportunity for us to develop quality individuals and healthy communities.”
The Pac-12, NIRSA Services Corporation, and EMG each have a role in this unprecedented relationship. The participating campuses will be relied upon to define sponsorship programs, provide strategic direction, and execute sponsorships once secured. NIRSA Services Corporation will leverage its experience in fulfillment and compliance of sponsorships. EMG will leverage it’s experience in on-campus activation, content development for on-air and mobile applications, as well as sponsorship negotiations foster corporate partnerships for the benefit of Pac 12 recreation and the communities they serve.
During discussions leading up to the partnership, the Pac-12 collegiate recreation directors, NIRSA Services Corporation, and EMG set a number of goals, including forming alignment with companies which support wellness, fitness and health initiatives to further enhance student engagement.
This Pac-12 collegiate recreation initiative, upon successful implementation, may be a model by which other collegiate recreation departments and conferences manage sponsorship programming in order to influence and craft it into wholesome programming. John Meyer comments that “the Pac-12 is investing in itself in this arrangement. It is a move to change the paradigm of significant sponsorships in the collegiate model in order to create better engagement with our students.”
