Suburb sponsors a college bowl game, gets nearly 20 mentions, 6 commercials, and a lot of visuals on the field

Elk Grove Village sponsored a college bowl game. The Daily Herald tracked how often the community was mentioned during the game broadcast:

The 3½-hour telecast included nearly 20 mentions of the formal bowl game name that uses Elk Grove’s “Makers Wanted” tagline, and six commercials promoting the business park…

11:33 a.m. The players take the field, sporting the bowl game logo on jerseys. The logo, featuring the “Makers Wanted” slogan nestled in between two palm trees, is on the 50-yard line, while separate “Makers Wanted Elk Grove Village Illinois” logos are on the 25-yard lines. Similar banners are on sidelines behind team benches. Smaller sideline signs feature “Makers Wanted” and Elk Grove-based Stern Pinball, which gave pinball machines to each team.

11:54 a.m. Elk Grove airs its first TV commercial, which it gets as part of the sponsorship deal. “Why would Elk Grove Village sponsor the Makers Wanted Bahamas Bowl?” the announcer asks. “Because we’re proud,” mentioning the new technology park under development and access to transportation. The TV spot invites businesses to learn more “about how we can help your company grow at makerswanted.org.”…

2:32 p.m. Coming back from a break, ESPN shows scenes from Elk Grove’s municipal complex and park district and the watch party at Real Time Sports bar. “Good on the Makers Wanted people and all our friends watching in Elk Grove Village,” Levy says. “Need a place to set up and start a business and start a life? That’s an excellent place to go.”

Add in all the times viewers saw logos on the field and in the stadium and it sounds like the suburb received plenty of air-time.

Two related thoughts:

  1. It is interesting to see how the community tried to present itself. The whole point was to sell the business space and atmosphere of the community but that does not happen by just showing empty land and warehouses. So, if you are trying to promote a friendly community that is full of successful businesses and entrepreneurs, what else do you show? Based on the account above, they showed a party and a pinball competition hosted by a local company. Could those events happen anywhere? Would local residents recognize this as their community in terms of a pervasive local character or did it just cherry-pick a few pieces of the suburb?
  2. Imagine a future where more communities sponsor sporting events or other major events. The average American has never heard of most other suburbs. The average Chicago area resident likely knows little about Elk Grove Village outside of its location near O’Hare Airport. This could be a way for relatively small and unknown places to become more known. At the same time, such campaigns are unlikely to have major transformative effects on suburbs.

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