The 2014 college football season will be the 10th season for Allstate’s nets program. What started as signage on nets has evolved into a full-fledged sponsorship program that makes Allstate arguably the most prevalent brand in college football with a Sugar Bowl title sponsorship, mobile marketing tailgate tour, scholarship charity program and, very likely, a position with the new College Football Playoff.
But the field goal nets “are the centerpiece,” said Dan Keats, director of sponsorship and marketing for the Chicago-based insurance giant. “The nets have grown to the point where they are endemic to the game. It used to be that the ‘Good Hands’ nets really stuck out. Now it’s the games that don’t have the nets that stick out because we’re all over the place.”
In 2013, Allstate had net sponsorships with 78 schools, 23 bowls, 10 neutral-site games and four conference championships (see chart, below). As Ed Erhardt, ESPN’s president of global customer marketing and sales, said, “They’re woven into the fabric of the game.”
But tracing the defining idea back to its roots can be a challenge. Like every great idea, it’s tinged with part legend, part truth, until it grows into a Moby **** of a fish tale.
“I’m probably one of the few people who doesn’t take credit for the idea,” Keats said with a laugh.
“I’ve heard at least five people take credit for it,” said Silver Chalice’s Lawton Logan, who was with college agency Host Communications at the time the nets program was founded in 2005....
....Some early mockups had MasterCard’s twin globes, Nike’s swoosh, and the oh-so-apt Target logo on the field goal nets. The retailer, for some reason, didn’t buy in to the concept.