Caterpillar, University of Illinois Announce Sponsorship Agreement
The University of Illinois Division of Intercollegiate Athletics (DIA) announced Aug. 26 a sponsorship with Caterpillar Inc., the global leading manufacturer of construction and mining equipment, off-highway diesel and natural gas engines, industrial gas turbines and diesel-electric locomotives. Through a multi-year agreement facilitated by Learfield, the two iconic Illinois brands will come together every game day, with the Caterpillar logo prominently displayed on the 25-yard lines of Zuppke Field in Gies Memorial Stadium.
For more than 100 years, Caterpillar has played a key role in Illinois communities. Today, more than 17,000 employees work in Illinois, and the company is continuing its investment in the state through a recent commitment of up to $10 million to help prepare workers for next-generation manufacturing and skilled technical careers as part of its Building the Future Workforce Initiative.
As the foundation of the sponsorship, Caterpillar’s on-field brand placement becomes the first long-term on-field corporate logo in the more than 100-year history of Gies Memorial Stadium and combines premium visibility with an authentic connection in front of a Fighting Illini fanbase that shares its past, present and future with the Caterpillar brand.
“We are proud to align with Caterpillar – a company, like the University, with a long and storied connection to the great state of Illinois – and introduce this groundbreaking sponsorship, highlighted by the first on-field logo at Gies Memorial Stadium,” said Josh Whitman, Illinois Director of Athletics. “As we expand our sponsorship portfolio to meet the opportunities presented by the rapidly evolving landscape of college athletics, it is important that we find partners with shared history and common values. Both Fighting Illini Athletics and Caterpillar have a proud legacy and respected reputation in the state of Illinois, and we are each experiencing sustained growth and success. I want to thank Caterpillar for their collaboration, and we look forward to building our relationship in the years ahead.”
Caterpillar’s sponsorship with Illinois Athletics delivers year-round brand visibility and fan engagement through a combination of prominent in-venue assets, including presenting sponsorship of game-day statistics on the stadium’s new videoboard, which has been widely acclaimed as the largest in college football, TV-visible signage at football and basketball events, targeted digital advertising across Illinois Athletics platforms and rights to leverage Fighting Illini logos, marks and imagery in Caterpillar marketing and advertising nationwide.
“Caterpillar’s roots in Illinois run deep, and this sponsorship strengthens our connection to the people and communities that have helped shape our success,” said Caterpillar Chairman and CEO Joe Creed. “Illinois Athletics provides a powerful platform to engage students, alumni, customers and fans while showcasing the spirit of innovation, excellence and teamwork our organizations share. It also helps us inspire the next generation of talent who will help solve our customers’ toughest challenges.”
“Josh and his team at Illinois Athletics have significant momentum right now, which is opening the door for incredible opportunities with new brand partners,” said Kim Damron, President of Sports Properties at Learfield. “Caterpillar has been a staple in communities across Illinois for more than a century, and we’re thrilled to see them enhance their commitment to the state through its flagship institution and fantastic Illini student-athletes.”
Fighting Illini Sports Properties, the locally based team of Learfield – the media and technology company powering college athletics – is the exclusive multimedia rights holder for Illinois Athletics and oversees all sponsorship activations on behalf of the Fighting Illini.
