by Joe Wilhelm Jr.
Staff Writer
Auto insurance company Progressive isn’t reacting as fast as its trademark “Immediate Response Vehicles” in signing a new deal to be the title sponsor of the Gator Bowl.
The Gator Bowl Association was prepared to go without a title sponsor last fall as Konica-Minolta decided not to renew its sponsorship of the New Year’s Day Bowl, which it had supported from 2007-2009.
Then, weeks before the game, Progressive signed on as the title sponsor for the 2011 game and was given an option to renew.
Those exclusive rights expire today and the association can negotiate with other companies.
“They are very interested, though starting (today) we will start talking to other companies if we are not able to reach an agreement,” said Rick Catlett, president and CEO of the Gator Bowl Association.
“I don’t anticipate that we will reach an agreement by the time we are able to start talking with other companies,” he said Monday.
Having a title sponsor helps to support a competitive payout to the teams playing in the bowl game and helps the association attract better-ranked teams.
Mississippi State University and the University of Michigan split more than $5 million from the Jan. 1 game that was broadcast on ESPN2. The association has an agreement with ESPN to televise the game until 2014.
The 2011 game was also the first year of a four-year agreement that allows the Gator Bowl to showcase teams from the Southeastern and Big Ten conferences.
The association isn’t starting from scratch to build its sponsor list. The employees of W.W. Gay have renewed their presenting sponsorship for the fifth year in a row.
“That helps. It takes a little pressure off,” said Catlett.
But the constant ebb and flow of college football has Catlett working double duty these days.
Erik Dellenback, the association’s vice president and chief marketing officer, recently resigned to become the first executive director of the Tim Tebow Foundation. Dellenback had been with the association for 11 years and was considered a strong candidate to be the next president and CEO.
“It had a pretty significant impact on us because, besides being the chief marketing officer, we had identified him as someone who could take my place when I retire,” said Catlett.
“I’m 60 years old, so in another five years we are going to need another internal candidate for that job. Erik was an outstanding employee. He had done nothing but grow the Gator Bowl’s corporate support over the years to some pretty significant levels,” said Catlett.
The association will look for a replacement for Dellenback in the next three months. Catlett plans to discuss the hiring process with the association’s trustees to determine if the replacement will be sought in Jacksonville or through a nationwide search.
The calendar will be busy for the association over the coming months. It would like to have a title sponsor in place before the start of the fiscal year on April 1.
If a deal isn’t in place by then, the association will determine by Oct. 1 if it will proceed without a title sponsor.
Though usually a New Year’s Day tradition, the 2012 Gator Bowl will be played on Monday, Jan. 2.
356-2466