|Tuesday, August 26
ADT takes BCS sponsorship role
By Darren Rovell
The college football team that wins the 2004 Nokia Sugar Bowl will be presented with a $30,000 Waterford Crystal football.
But the award, presented to the BCS champion and highest-ranked school atop the season-ending ESPN/USA Today Coaches Poll, now has its third sponsor in as many years.
The award, which was sponsored by Sears from 1993 to 2001 and Circuit City last year, will now be called the ADT National Championship Trophy for the next three seasons -- equal to the remaining years of the current BCS contract.
"ADT is proud to sponsor college football's most coveted prize, the National Championship Trophy, because it gives us comprehensive and premiere visibility during the full college football season," said Mike Snyder, president of ADT Security Services, which makes electronic security systems.
ADT also announced that it will be the presenting sponsor to a ABC Sports college football broadcast each week as well as have a presenting sponsorship to an ESPN Classic game of the week during the season.
"There are a huge number of golden opportunities for ADT to increase the recognition of their brand," said Grant Teaff, executive director of the American Football Coaches Association, which awards the trophy. "It is the icon of college football supremacy in Division I-A."
The AFCA has given out the trophy since 1950. The current Waterford Crystal trophy has existed since 1986.
Darren Rovell, who covers sports business for ESPN.com, can be reached at firstname.lastname@example.org