Sponsors Step Up in Wake of Gov't Shutdown
Sporting events may go overlooked in light of more pressing needs, but last weekend's Air Force-Navy game, like many other government-funded programs, was put in jeopardy due to the ongoing government shutdown. With no government funds available, Air Force turned to its sponsors to raise the $230,000 necessary for the team to travel to Annapolis, Maryland.
A few hours after conversations started with USAA, both an Air Force and Navy sponsor, the company had pledged to foot the bill for the entire $230K.
“I was expecting we'd get $50,000 or $100,000,” Air Force Academy Athletic Corporation CEO Derm Coll told USA Today. "They came back and said they're picking up the whole thing; let's get this game going, it's important for us to support the military."
Meanwhile, in North Carolina Food Lion wrote a $500,000 check to food banks across the state after officials said they would temporarily suspend benefits due to the federal government shutdown.
Got any other examples of brands stepping up their marketing partnerships because of the government shutdown?