B&G Foods’ Iconic Green Giant Brand Makes College Debut with Penn State Football
STATE COLLEGE, PA. – Penn State Athletics announced today that the iconic Green Giant brand will make its college debut with the storied Nittany Lions football program beginning this season.
B&G Foods, in an agreement with the university’s athletics multimedia rightsholder, Learfield’s Penn State Sports Properties, will bring its Green Giant brand inside Beaver Stadium as well as to the Penn State Football Fan Fest for all home games. This marks the first time the classic vegetable brand has entered the collegiate sports marketplace, and it will do so as a “Proud Partner of Penn State Athletics”. Green Giant is also an “Official Tailgate Partner” and will participate in Fan Fest with an exciting fan engagement before home games. The brand will distribute samples from a custom Green Giant pop-up shop that opens up to give consumers the impression that they are in a green house.
“Green Giant is thrilled to have the opportunity to partner with Penn State, especially as the team is coming off such an incredible 2016 season” said Jordan Greenberg, Vice President & General Manager of Green Giant. “We look forward to introducing our popular Green Giant Veggie Tots and other new innovations to more than 100,000 loyal Penn State fans each week as part of the Penn State Football Fan Fest.”
As an Official Tailgate Partner, the Green Giant brand will receive ongoing exposure through various Penn State Athletics’ channels such as broadcast and print, as well as digital visibility through the official athletics website, GoPSUsports.com. Inside Beaver Stadium, Green Giant will be featured on the videoboard as a sponsored “timeout takeover” and receive specified branding in-venue. Additionally, the relationship allows for the Green Giant brand to use Penn State Athletics’ marks and logo and have sponsorship category exclusivity.
“We couldn’t be more pleased to be the first university to showcase the passion and excitement of college sports to the Green Giant brand,” said Doug Nelson, vice president and general manager for Learfield’s Penn State Sports Properties. “We’re excited to bring together two iconic brands for what we believe will be another can’t miss football season. Between visibility among the more than 100,000 fans inside Beaver Stadium, or grassroots engagement during our tailgate Fan Fest, the Green Giant brand will receive tremendous exposure, and we’re looking forward to having B&G Foods as a corporate partner.”
In addition to Penn State, Learfield manages the multimedia rights and sponsorship initiatives for nearly 130 collegiate properties nationwide. Learfield, an industry leader for more than four decades, has a deep presence in the college athletics landscape and supports athletic departments at all competitive levels as title sponsor of the prestigious Learfield Directors’ Cup. The company also provides its collegiate partners access to professional concessions and ticket sales; branding, licensing and trademark consulting; digital and social platform expertise; campus-wide business and sponsorship development; and venue and technology systems through its affiliated companies.
About Green Giant
Few brands enjoy a heritage as rich as that of Green Giant®. For over 100 years, Green Giant has been devoted to growing the best quality and most unforgettably delicious vegetables for you and your family. For more information and some simple and tasty recipes, please visit www.greengiant.com.
About B&G Foods
B&G Foods, Inc. (NYSE: BGS) and its subsidiaries manufacture, sell and distribute a diversified portfolio of high-quality, branded shelf-stable and frozen foods across the United States, Canada and Puerto Rico. Based in Parsippany, New Jersey, B&G Foods’ products are marketed under many recognized brands, including Ac’cent, B&G, B&M, Baker’s Joy, Bear Creek Country Kitchens, Brer Rabbit, Canoleo, Cary’s, Cream of Rice, Cream of Wheat, Devonsheer, Don Pepino, Durkee, Emeril’s, Grandma’s Molasses, Green Giant, JJ Flats, Joan of Arc, Las Palmas, Le Sueur, MacDonald’s, Mama Mary’s, Maple Grove Farms, Molly McButter, Mrs. Dash, New York Flatbreads, New York Style, Old London, Original Tings, Ortega, Pirate’s Booty, Polaner, Red Devil, Regina, Sa-són, Sclafani, Smart Puffs, Spice Islands, Spring Tree, Sugar Twin, Tone’s, Trappey’s, TrueNorth, Underwood, Vermont Maid, Victoria, Weber and Wright’s. B&G Foods also sells and distributes Static Guard, a household product brand. For more information, please visit www.bgfoods.com.