Members of the Badger NAMA chapter got an inside view of the marketing opportunities connected with University of Wisconsin athletics at the “Marketing with the Badgers” meeting February 18 at the Kohl Center.

Jeff Jurgella and David Burgenski with Badger Sports Properties discussed the history of the marketing company’s relationship with UW athletics, starting with Learfield Sports carrying Badger broadcasts on its network to 55 radio stations in Wisconsin.

Starting in 2002, Badger Sports Properties contracted with the university to manage the multi-media marketing of Badger athletics.

Some of the Badger sports marketing opportunities include: signage at the Kohl Center and Camp Randall Stadium; sponsorship of football, basketball and hockey radio broadcasts; special event sponsorship; and web site advertising.

Jurgella said that in making a sales pitch to prospects, Badger Sports Properties spends time with a company to first learn more about the company’s marketing objectives and then return for a second meeting to present the marketing opportunities that will meet their needs.

Tom Thieding, director of marketing with Rural Mutual Insurance, shared why Rural Mutual entered into a two-year radio broadcast sponsorship with Badger Sports Properties. He said the audience demographics of customers matched their marketing targets; the statewide radio network provided a solid vehicle to launch a branding effort; and the ability to co-brand with Badger athletics provided opportunities for the company and agents to market the company using the Badger logos.

NAMA members also got to watch the Badger men’s and women’s hockey teams practice during a reception in the Nicholas Suite in the Kohl Center.