Nissan announced today that it has secured a sponsorship deal with 100 colleges and universities. Jeremy Tucker, VP-marketing communications and media for Nissan North America, called it “massive and complex”.  That probably an understatement.  Coupled with the news this week that Bud Light has negotiated with the NFL to feature actual players and game footage in TV ads, its clear to see that companies are tackling even massive sponsorships in a more granular fashion.

Audiences are fragmented.

A sports fan doesn’t just love “football”.  They love their Saints, Seahawks, or Packers.  They bleed Bruin Blue or sport a Wildcat tattoo. One size hasn’t fit all for quite some time. If you want your brand to resonate with a Packer fan, you had better directly show an affinity for the cheesehead.

The fact is, slicing sponsorships in such a way is tons more work to negotiate, manage and execute.  But its the right thing to do if you want to really touch passionate fans and move the needle.

Kudos to Nissan and In Bev for committing to doing it right.

See the complete stories below.

http://adage.com/article/cmo-strategy/nissan-big-college-sports-sponsorship-deal/301243/

http://adage.com/article/cmo-strategy/bud-light-s-nfl-deal-change-beer-ads/301214/