Allstate became the title sponsor of the Allstate AFCA Good Works Team in 2008.


Student-athletes are nominated within their own athletics departments by their respective Sports Information Directors for their participation with philanthropic organizations while also maintaining good academic standing. This award is considered college football’s pre-eminent community service award and ultimately announces a twenty-two (22) man team across all divisions of college football.


Allstate also uses its presence in college football to develop additional branding opportunities which, in turn, generates additional awareness among spectators and television viewers. Allstate has seen continual growth of the Good Works Team program among participants and fans.


Allstate also contributes the Good Hands® Nets behind field goals which are raised in over 60 college stadiums around the country. Each field goal and extra point kicked into those Nets has helped raise over $1.8 million in donations for collegiate general scholarship funds.


Allstate also sponsors the Southeastern Conference and their 20 sports, including football. During the post-season, Allstate actively sponsors 21 college bowl games and the College Football Playoff, along with the 78th Allstate® Sugar Bowl in New Orleans. Allstate has proudly protected college football fans for the past 80 years.


FishBait’s Role

FishBait sold the sponsorship on behalf of the AFCA and has renewed the sponsorship multiple times.

 The partnership also includes multiple coach appearances at key Amway events throughout the year, during which coaches speak to and meet with a number of Amway’s Independent Business Owners.


Corporate Objectives

Amway feels the similarities between college football teams and coaches and Amway’s IBOs are undeniable. Both seek out opportunities to define and own their success, and both set aggressive goals and work hard to ensure they exceed them.


FishBait’s Role

For the AFCA, FishBait was involved in the development of both the coach appearance program, as well as an instrumental part of the Coaches Trophy Tour.  FishBait served as the liaison between Amway and each coach, managing all event details for each appearance.  FishBait also worked with each school at which the Trophy appeared, managing all school communication and logistics on behalf of both parties.  FishBait also actively pitched Trophy appearances to local media in each market, and FishBait representatives appeared on a number of local news broadcasts to discuss the Trophy and the broader Amway partnership.

 The College Football Hall of Fame retained FishBait to find corporate sponsors for the new Hall in Atlanta, Georgia.  FishBait secured The Home Depot, Southwest Airlines and Under Armour and assisted the Hall in securing Regions Bank and Kia. Each has a unique activation element in the Hall. FishBait also brokered the agreement between the Hall and UPS to make UPS the sponsor of the temporary exhibits section of the Hall of Fame.

 In 2017, Dollar General was introduced as the Official Discount Retailer of the Big 12 Conference and the title sponsor of the Big 12 Championship Tour, which visited each of the ten Big 12 campuses during the Football season. The tour also stopped at the Big 12 Fan Fest during the Big 12 Football Championship Game in Dallas, TX and the Texas Bowl in Houston, TX.  The tour also made stops at the 2017 Big 12 Basketball Championships and the 2017 Big 12 Baseball Championships.


Dollar General continued with the tour in 2018, making stops at each of the 10 Big 12 schools during the football season and the Big 12 Basketball Championship Fan Fest in Kansas City, MO and the Big 12 Baseball Championship in Oklahoma City, OK in 2019


In 2019, Dollar General partnered with ESPN Events to bring an even more immersive tour experience to fans on gameday.  Crossing the country to be in the thick of premier matchups and rivalries, 2019 saw the tour expand.


FishBait Marketing is involved with all aspects of this tour, from the architecture of how it was going to work to the day to day logistics of running and managing an interactive tour.


 In the fall of 2018, Jewelry Television (JTV), a television and digital network based in Knoxville, Tennessee retained FishBait to develop the JTV Love Tour.  The Tour traveled in a state-of-the-art converted motor coach from Hemphill Brothers in Nashville to campuses on game days including the Citrus Bowl, The University of Florida, Ole Miss, LSU and The University of Tennessee. The tour spotlighted specially designed jewelry for the college football fan.


 As an Official Corporate Teammate of the National Association of Basketball Coaches (NABC) and Women’s Basketball Coaches Association (NABC), Werner Ladder has implemented activation surrounding the NCAA® Men’s and Women’s Final Four® for the past ten years.

 Werner Ladder has become the official ladder used in the traditional net cutting ceremony following both the Men’s and Women’s Championship games.

In April of 2019, the nation watched as Coach Tony Bennett and the Virginia Hokies men’s team and Coach Kim Mulkey and the Baylor Bears climbed the Werner ladders and cut down their piece of history. Through game coverage and other various media hits over the course of the prior weekend, Werner Ladder saw millions of valuable media impressions.

FishBait Marketing is very excited to work with Werner Ladder as they expand their presence in college athletics. This is a true example of the positive impact of branding in the collegiate space.




Rick Jones

Office: 843-557-0535

Cell: 843-412-5605


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