Allstate Field Goal Nets Program
How could we offer college football advertisers the TV-exposure comparable to courtside college basketball signage?
Van Wagner was instrumental in developing one of the most iconic and effective TV-visible signage programs in sports – the Allstate Field Goal Nets Program.
In 2005, Van Wagner collaborated with Allstate, ESPN, and ABC on a new idea: painting Allstate’s familiar “good hands” icon on goalpost nets across college football stadiums. A simple idea blossomed into a new brand-building platform for advertisers in the highly visible space of college football.
In record-breaking time, branded field goal nets were delivered to more than 30 NCAA Division I football stadiums the first season. The product placement was highly-visible and generated brand awareness not only to the in-stadium crowds but also seen by millions of viewers watching on TV.
Fast forward to today, Allstate’s significant brand presence continues throughout the football season. The nets, now woven into the fabric of the game, are visible in hundreds of games, official bowl games, and conference championships, delivering significant brand awareness and product placement in some of the most-watched college football games in America. In addition, Allstate incorporated a charitable component, making a donation to the school’s general scholarship fund for each field goal and extra point that travel through an Allstate-branded net during their home games.