Dell Nets College Basketball Tourney Sponsorship

NEW YORK – Dell moves from the desktop to the hard court this weekend with its sponsorship of the Dell Classic for Kids, a college basketball double-header taking place in Chicago.

Austin, Texas-based Dell has lent its name to college football events as a sponsor for about four years, but this marks the company’s first brand foray into a collegiate b-ball tournament.

The Dell Classic for Kids features Texas vs. Stanford and Notre Dame vs. DePaul. The games will be carried on ESPN. Some of the proceeds benefit the Boys & Girls Clubs of America, said Scott Helbing, Dell’s vice president of global brand strategy, who added that Dell joined on as a sponsor when another corporate backer pulled out.

“This is an excellent opportunity to reach customers, said Helbing. “It was an easy decision, knowing Texas is playing in it, and [that] the other three are all real good programs.

“Our antennae are always up for sporting events. Our target in branding is executives. This is a great avenue to reach them,” he said.

— Barry Janoff