Chevy Announces University of Texas Sponsorship


Chevy and the University of Texas Athletics program announced a multi-year sponsorship where the Silverado will be the official Truck of the Longhorns. “There is no more appropriate place to showcase the stronger, smarter, more capable 2014 Silverado than in the heart of truck country at Texas Longhorn sporting events,” said Chris Perry, vice president of Chevrolet Marketing.

“This partnership complements the Silverado’s overall marketing campaign, with its strong focus on Texas, where a Longhorn fan lives in one out of every three households and is almost twice as likely to buy a truck than the average consumer.”

Expect to see Chevy information at activities at home athletics and alumni events, print and digital promotional opportunities, promotions, event signage, presence on the Longhorns’ statewide radio network and coaches’ endorsements. Chevy will also have a presence on the Longhorn Network, the 24-hour channel dedicated to programming associated with Texas Athletics and the University of Texas.

“We are appreciative of Chevrolet’s generous sponsorship in this category for multiple campus areas, including athletics,” said DeLoss Dodds, UT men’s athletics director. “Athletics is very collaborative on campus, and the scope of Chevrolet’s agreement is in line with that very spirit.”

Here are a few ideas on how Chevy might show-up: (i) a Silverado truck to pull the UT mascot’s trailer to and from events; (ii) a Silverado at the Texas Exes’ “Biggest Tailgate in Texas”; (iii) Chevy Silverado Ticket Will Call & Pick-up Window designations; (iv) Official Truck of the AT&T Red River Rivalry; (v) Silverado logo on the backdrop for all Texas Athletics official media conferences and interviews.

The University of Texas partnership follows the all-new 2014 Silverado’s overall launch efforts, which began in Texas with Silverado displays, drive events and an original song by Grammy-nominated recording artist Will Hoge. The campaign has since expanded nationally and will include consumer activities at NASCAR races, music venues, sporting events and a partnership with the National Volunteer Fire Council.

This is pretty unique for Chevy to partner with the University of Texas. It will likely imprint the Chevy brand in thousands of UT students for years to come. We do wonder though if some other UT rivals like A&M and Texas Tech might turn against the brand now that they are associated with the Longhorns. Either way, we like the creativity on Chevy’s part.