Culver's, UW Athletics extend partnership


ON WISCONSIN
ON WISCONSIN

ON WISCONSIN

Badger fans will continue to have an exclusive affinity with Culvers restaurants and their favorite collegiate team as a five-year sponsorship extension between the dining chain and the University of Wisconsin Athletics was announced today to coincide with the recently started 2008-09 athletic season.

Badger Sports Properties, the exclusive sports marketing arm for the University and a property of Learfield Sports, owns and manages Wisconsins multimedia rights and secured the Culvers sponsorship on behalf of the school.

Gravitas Marketing, Culvers sports marketing agency of record, negotiated the extension on behalf of Culvers and has developed co-branded promotions designed to drive incremental consumer traffic and increase the amount that is spent per consumer visit.

In the new term, Culvers will continue to leverage its sponsorship ties with Badger fans through retail extensions, product giveaways and special events such as Punt, Pass & Kick, at various mens and womens sports. Its initial sponsorship began in 2000.

Culvers has been an outstanding athletics partner for many years, and we look forward to having them on board again as we take pride in finding the best partner relationships for Badger fans and alumni, said Athletic Director Barry Alvarez.

We are proud of our partnership with UW Athletics and look forward to five more years of bringing college sports and ButterBurgers together, said Chris Contino, Vice President of Marketing for Culver Franchising System, Inc.

Culvers takes great pride in doing it right for its guests at 380 independently owned and operated restaurants in 17 states. The owner/operator concept has been a cornerstone of growth for Culvers since the first location opened in Sauk City, Wis., on July 18, 1984. Culvers invests deeply in partnerships and programs, including its VIP scholarship program, Culvers Cares charitable program and countless other franchise-driven local efforts. Culvers is the recipient of numerous recognitions, including the #1 burger chain in the country as voted by Restaurants & Institutions TM 2007 consumer choice in chains survey. For more information on Culvers locations, franchise opportunities, promotional programs, menu selections and other areas of interest, visit www.getculverized.com.

In addition to Wisconsin, Learfield Sports manages the rights to nearly 50 collegiate institutions and associations including five other members of the Big Ten Conference Indiana, Iowa, Minnesota, Penn State and Purdue. The Dallas-based company also manages the corporate partner program for the Big Ten Conference and Western Athletic Conference. Additionally, it manages the marketing partnerships for the Black Coaches & Administrators (BCA) and provides exclusive sports programming to more than 1,000 radio stations nationwide.

Learfield Sports is an operating unit of Jefferson City, Mo.-based Learfield Communications, Inc., which made its initial foray into the world of sports marketing in 1975 as the radio rights holder for the University of Missouri, a client still today. Additionally, Team Services, LLC, a Learfield Sports company, specializes in venue naming rights, marketing research and sales consultation. For more about the company and its complete portfolio, visit www.learfieldsports.com.

Gravitas Marketing LLC is a Chicago based marketing services agency specializing in sponsorship marketing, event marketing and consumer promotions. Launched in 2006, the firm has represented a number of clients in the areas of sports and entertainment sponsorship, celebrity and athlete product endorsement, and mobile marketing program development and execution. For more information on Gravitas Marketing, go to www.gravitasmarketing.com.

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