Why FedEx Chose Orange Bowl Over Super Bowl

Inspiration meets innovation at Brandweek, the ultimate marketing experience. Join industry luminaries, rising talent and strategic experts in Phoenix, Arizona this September 23–26 to assess challenges, develop solutions and create new pathways for growth. Register early to save.

While FedEx is sitting out the Super Bowl again this year, it’s going heavy on sponsorship of such events as yesterday’s Orange Bowl, a college football game held at the Land Shark Stadium in Miami Gardens, Fla. Steve Pacheco, advertising and marketing communications director at the nation’s top shipping company, said such sports sponsorships over the years (FedEx is a 20-year sponsor of the Orange Bowl) have resulted in “significant dividends” for the brand. In an interview with Brandweek before the game, Pacheco spoke about the new ads that aired last night—all of which carry the tagline, “We understand,” and show what happens when consumers choose to ship (or not to ship) with FedEx.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in