Johnsonville Commits to Three-Year SEC Sponsorship
Johnsonville announced today its three-year sponsorship of the SEC (Southeastern Conference) and SEC Network, as part of its brand strategy to grow in a part of the country not so familiar with the family-owned company based in Wisconsin.
“Johnsonville is a staple for passionate sports fans and tailgaters in the Midwest, but people in SEC-country aren't as familiar with us," said Ryan Pociask, Johnsonville's Sr. Director of Marketing. "So, we’ll head south to witness the great traditions and rivalries first-hand, learn how fans do things in the SEC and see if the sausage our members make every day can earn a spot on those awesome tailgate spreads."
To start, Johnsonville will be visible at four large-scale SEC football games and events taking place throughout the 2016 season, and is finalizing with the SEC officials which games those will be. Who better to introduce southeast residents and sports fans to Johnsonville, than our own members who make our products?
“We’re going to bring some of our members who can passionately speak about Johnsonville sausage because they make it,” said Jamie Schmelzer, Integrated Marketing Director. "The magic moment we’re after is when a consumer tries our product for the first time and likes it, and our members are there to say, ‘I make that!’”
Johnsonville receives category exclusivity use of SEC marks and logos in all its advertising and marketing, and on-site activation at the conference’s SEC FanFare events at its football championship and men’s basketball tournament. The sponsorship also provides exposure for Johnsonville Sausage on SEC Network programming and on SEC campuses with the network’s traveling football pre-game show SEC Nation. A new TV commercial is currently being developed to air on the SEC Network later this fall, and will feature a couple of Johnsonville members, as done in the company’s current national TV ads.
“The SEC is proud to welcome Johnsonville Sausage to our official sponsor program,” said SEC Commissioner Greg Sankey. “Their emphasis on ‘family’ mirrors our own emphasis of the SEC being a ‘family’ and we’re excited about their plans to maximize their opportunity through an official SEC corporate sponsorship.”
About the SEC Network
The Southeastern Conference and ESPN launched the SEC Network on August 14, 2014. The network televises over 45 SEC football games, 100 men’s basketball games, 60 women’s basketball games, 75 baseball games, and other events from across the SEC’s 21 sports annually. Programming includes in-depth analysis and storytelling in studio shows, daily news and information with SEC Now, on-site shows like SEC Nation, original content such as SEC Storied and SEC Inside, and more. Hundreds of additional live events are offered exclusively on SEC Network’s digital companion, SEC Network+, via WatchESPN and SECNetwork.com.
About Johnsonville Sausage, LLC
Wisconsin-based Johnsonville Sausage is the No. 1 national sausage brand, featuring: brats, Italian sausage, smoked-cooked links, breakfast sausage, Grillers and meatballs. Johnsonville products are served in 125 professional, college and semi-pro sports stadiums throughout the U.S.Johnsonville employs approximately 1,600 members. Each member takes ownership of product quality to ensure the excellence and “Big Flavor” of Johnsonville Sausage. Founded in 1945 by the late Ralph F. and Alice Stayer, the privately held company remains family owned today, providing various sausage products in 40 countries. For additional Johnsonville company information, the latest recipes, visit www.johnsonville.com.