January 27, 2020
College students love to stream music and videos. So Redbox, which operates a network of kiosks renting DVD and Blu-ray Disc movies, has reportedly inked a marketing campaign with the Pac-12 college sports conference targeting students, their parents, alumni and sports fans.
Financial terms of the agreement were not disclosed.
Under the multiyear campaign, Redbox, starting this year, become an official marketing partner with all 12 member schools, which include: The University of Arizona, Arizona State University, the University of California-Berkeley, the University of California at Los Angeles (UCLA), the University of Colorado, the University of Oregon, Oregon State University, Stanford University, the University of Southern California, the University of Utah, the University of Washington and Washington State University.
The disc rental service, which also operates an on-demand digital platform, becomes an official partner for all Pac-12 Championship events, in addition to home football and men’s basketball games, with event signage and marketing rights. The deal also includes Pac-12 Networks’ linear and digital networks.
Redbox, for the past two years, has been the title sponsor of the Redbox Bowl (originally San Francisco Bowl) featuring schools from the Pac-12 and Big 10 conferences.
The deal comes as attendance at football games declines. Since the 2012 season, when the Pac-12 drew 53,679 fans, attendance has dropped nearly 14% to 46,176 fans in 2019.
While some observers might link drooping football attendance to the quality of play on the gridiron, AJ Maestas, CEO of Navigate Research, told The Mercury News that enhancing consumers’ experience at games would offset escalating ticket, concession and parking prices — while ignoring wins and losses on the playing field.
“Leveling the playing field with the home viewing experience, timely video board replays, mobile phone connectivity, better food and beverage experience — those are just a few examples of possible in-stadium improvements,” Maestas said.
Now add a Redbox movie rental to the experience.