TicketCity gets college bowl game title sponsorship

Nov 26, 2014
Austin Business Journal

TicketCity, an Austin-based secondary ticket broker, has signed a deal to become the title sponsor of the Cactus Bowl in Tempe, Arizona at Sun Devil Stadium. The game, to be played on Jan. 2, 2015, will be known as the TicketCity Cactus Bowl and will be broadcast on ESPN.

Randy Cohen, founder and CEO of TicketCity, wouldn't disclose how much his company paid for the sponsorship deal. The Cactus Bowl is operated by the Fiesta Bowl.

He said the partnership was attractive because it gives his company a presence in the Arizona market ahead of this year's Super Bowl and next year's Fiesta Bowl. He expects he will handle a large number of tickets for both high-profile events.

"We'll see a boost in our sales online and offline as a result of the presence and name recognition we'll get from being a title sponsor, so that aligns well with our business goals," Cohen said.

The game will pair off the fifth-place team from the Pac 12 conference against the sixth-place team from the Big 12 conference. TicketCity's sponsorship is a one-year deal with a one-year option going forward. The game had been known as the Buffalo Wild Wings Bowl but that company pulled its sponsorship this year and instead has linked up with the former Capital One Bowl in Orlando, Florida.

Cohen's company, which doesn't release its annual revenue numbers but is on pace to grow 25 percent this year, sponsored the game that is now known as the Heart of Dallas Bowl in 2010 and 2011. That deal ended when the game's organizers raised the sponsorship price beyond what Cohen thought was a worthwhile investment.

He said his company, which employs 50 people, will likely be involved in charitable events leading up to the game, arrange sponsorship alignments with the participating teams and organize a New Year's Eve party in Tempe to help further the company's presence in the area ahead of the game.

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