April 15, 2010
SAN FRANCISCO - The San Francisco Bowl Game Association, organizers of the annual college football bowl game played at AT&T Park, announced today that Kraft Foods will be the game's new title sponsor for the next three years. The game will be known as the "Kraft Fight Hunger Bowl" and will be part of a broader hunger relief program Kraft Foods plans to kick off in September in collaboration with Feeding America, the nation's leading hunger-relief organization.
The Kraft Fight Hunger Bowl will be carried nationally in prime time by ESPN on Sunday, January 9, 2011, at 6:00 p.m. (Pacific), pitting teams from the Pacific-10 (PAC-10) and the Western Athletic Conference (WAC). The game is one of college football's most popular bowl games, boasting three sellouts in four years and annual television rating increases.
"This is a great day for our game," said Gary Cavalli, the Bowl's co-founder and the only Executive Director in its eight-year history. "We're proud and excited to partner with Kraft Foods, one of the most well-known and highly-respected companies in the world."
"This agreement ensures that we have a bright future," added Cavalli. "With Kraft Foods as our title sponsor, and the distinction of being the only bowl focused on a meaningful social cause, we will continue to build the game and take it to the next level."
The Kraft Fight Hunger Bowl will be the culmination of a 2010 national hunger initiative in collaboration with Feeding America, building upon a decades-long partnership to fight hunger. "Through our long-standing relationship with Feeding America, Kraft Foods has helped millions of families in need in the US," said Stephen Chriss, Senior Director, Marketing Partnerships, Kraft Foods North America.
"We're thrilled to be the new sponsors of the San Francisco Bowl Game. It's a great opportunity to build awareness of this important issue and inspire more Americans to join the fight against hunger."
The agreement is another example of Kraft Foods' strategy to showcase its power brands on big stages, which has already resulted in several high-profile sports marketing initiatives. "Our strategic approach is to leverage these partnerships to connect our flagship brands to key audiences in a big way," added Chriss. "They provide major opportunities for integrated marketing and merchandising platforms that create excitement in and out of store."
Kraft Foods' new title sponsorship of the Fight Hunger Bowl is part of a three-year agreement with the San Francisco Bowl Game Association. The financial terms were not disclosed.
Since beginning its affiliation with the Pac-10 Conference in 2006, the Bowl has produced three of the top-rated telecasts in ESPN history. Over the next four years, the game will match a PAC-10 representative against the top team in the WAC, twice, with Army scheduled in 2011 and Navy in 2012.
"We will continue to showcase the Pacific-10 Conference in the game, as this strategy has worked well for us in the past," Cavalli said. "The proximity of the WAC schools to San Francisco and the tremendous appeal of the service academies will mean more sellout crowds, big television ratings and exciting football in the greatest city in the world."
About the San Francisco Bowl Game Association
About Kraft Foods
With annual revenues of approximately $50 billion, Kraft Foods is the world's second largest food company, making delicious products for billions of consumers in more than 160 countries. The company's portfolio includes 11 iconic brands with revenues exceeding $1 billion - Oreo, Nabisco and LU biscuits; Milka and Cadbury chocolates; Trident gums; Jacobs and Maxwell House coffees; Philadelphia cream cheeses; Kraft cheeses, dinners and dressings; and Oscar Mayer meats. Another 70+ brands generate annual revenues of more than $100 million. Kraft Foods (www.kraftfoodscompany.com; NYSE: KFT) is a member of the Dow Jones Industrial Average, Standard & Poor's 500, Dow Jones Sustainability Index and Ethibel Sustainability Index.
About Feeding America