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The University of Miami Hurricanes may not whip the Florida Gators in the Sugar Bowl or knock the Florida State Seminoles out of the national championship, but the team is winning the state’s collegiate ad wars: the perennial football power has hired Marc/USA in Miami to brand and market its sports program.
The shop, a unit of Pittsburgh’s Marc/USA, has moved beyond promotions involving the Hurricanes’ mascot, “Sebastian the Ibis.” Instead, it is attempting to leverage the school’s successful football program to build attendance, sponsorship and retail merchandise sales for the athletic department’s second sisters: baseball and basketball.
“They have a very strong following that we can use to attract business as well as sponsorship,” said Lee Brody, the agency’s director of communications.
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