By Barry Janoff
August 12, 2013: In 2012, 49 million fans attended college football games, and CFB boasted 173 million fans, according to IMG College, the marketing, licensing, sponsorship and media communications division of global sports, media and fashion firm IMG Worldwide that specializes in collegiate athletic programs.
With the 2013 college football season en route, Collegiate Licensing Co., an affiliate of IMG College, and NCAA Football have unveiled the second annual College Colors Day Spirit Cup competition.
The Facebook-based friendly rivalry includes 165 colleges and universities, each vying for a top Spirit Cup award of $10,000 toward its general scholarship fund.
Now through Aug. 29, people are being directed to a dedicated Facebook page to pledge for their favorite college or university. Visitors will have the opportunity to win prizes and discounts through an instant win game, view and submit photos to the College Colors Day fan photo gallery and download a custom Facebook cover photo promoting their school for College Colors Day. (Full details here.)
Last year's winner was Penn State.
The Colors competition comes as IMG College is unveiling a product that also revels in university colors and mascots: Jell-O jigglers.
In conjunction with Kraft, IMG College has partnered with four universities to create molds in the colors and shapes of the Arkansas Hog, Florida Gator, Texas Horns and the Michigan “M.”
Three of the four schools were among the top 100 party universities in the U.S. in a new survey from FiestaFrog.com: Florida No. 10) Texas (No. 12) Michigan (No. 17).
The product is not to be confused with the Mike and Sulley Jell-O jigglers mold that Kraft recently created to support the movie, Monsters University.
Kraft is using each school’s intellectual property prominently on package. The product is being promoted through IMG College’s video board and official athletic Web site inventory, game day publications and on-campus sampling.
These and other campaigns are being activated as Forstmann Little & Co., a New York-based private equity firm that owns IMG Worldwide, has begun what it called a "strategic evaluation of alternative courses of action that may be taken in connection with IMG Worldwide. During this process, the full range of alternatives, including a possible sale of IMG, will be considered."
According to Forstmann Little, "A definitive timetable has not been set and there can be no assurance that this process will result in a sale of IMG."
Forstmann Little and IMG said they would not make any further comment regarding the situation "until the process is complete or until further disclosure becomes appropriate."
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