Historically, Porsche’s been seemingly uninterested in forming a bond with major American sporting leagues. However, the hubbub surrounding a very public bet involving two professional football players, a 991 GT3, and a Rolls-Royce caught the attention of the public not long ago. Now, it seems Porsche, which has recently posted its name on the inside of VIP booths at Mets and Jets games, has set its sights on another prestigious American institution.
The Ivy League Conference, and its eight schools, have agreed on one of the more lucrative sponsorship deals with the marque for both football and a new postseason basketball tournament, so expect to see the famous logo printed on jerseys and scoreboards, and proudly displayed across the media channels, too. It’s not the League’s first corporate sponsorship—Coca-Cola struck a deal not long ago, as did Nike—but this has another angle that intends to make more of a lasting impact for the brand.
By popularizing Porsche among the the affluent alumni of Yale, Princeton, Harvard, etc. this venture might pique the curiosity of a new base of aficionados who stand a better-than-average chance of owning a 911 in their future. This new blood might not yet be familiar with Porsche’s motorsport efforts, but through association with top-tier sports, the company’s competitive spirit and high standards should shine through and draw a few more well-heeled customers into the showroom.