American Whirlpool is partnering with the Fiesta Bowl to promote its hot tubs to college football fans. As the official hot tub of the Fiesta Bowl, the company will have hot tubs on hand at the Fiesta Bowl’s Fan Fest and VIP area, with a chance for one lucky fan to win a free tub. They also gave away more than 30 pairs of tickets to lucky contest winners through the month of November.
This year’s Fiesta Bowl, held in Glendale, Arizona, on Jan. 1, will feature Louisiana State University and the University of Central Florida. American Whirlpool is bringing in two dealers from the area of both universities to meet with fans and enjoy the game: Aquatic Pool and Spas for UCF and Hot Tubs of Katy for LSU. The company is also partnering with Sunset Spas, a local Arizona retailer, for the event.
“People will get to sign up to win an American Whirpool at the game,” says Robert Lange, director of marketing and brand management. “We get some brand recognition as well as a chance to mingle with the fans and get the dealers involved with people coming from those areas.”
MAAX Spas, the company that makes American Whirlpool, is located in Chandler, Arizona. Lange says the company has never done a sponsorship like this before, but that the proximity to the Fiesta Bowl and fan demographics made it an easy partnership.
“The Fiesta Bowl has 70,000 fans who fit our demographic and having this opportunity in our own backyard is great,” Lange says. “This also gives our dealers a chance to meet those people, to make some new connections and educate those who are interested in the product.” During the game the company will announce the winner of the hot tub on the jumbotron and will have ads on the stadium’s screens.
