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Indiana University and its marketing partner are using the 100th anniversary of the school's men's basketball program to raise corporate cash without treading on IU's policy against business signs at athletic venues.
The campaign includes 100 Years of Indiana Basketball logos on the floor of Assembly Hall; former players as guest commentators on radio broadcasts; the sale of 100 Years merchandise, including limited-edition basketballs and plaques made with wood from a previous floor in Assembly Hall; recognizing an allcentury team selected by fans; and several events throughout the year to commemorate the history of IU basketball.
"This campaign was developed to celebrate what happened with Indiana men's basketball over the last 100 years," said Brent Hutton, general manager of Learfield Sports Indiana, IU's marketing partner. "We saw a number of opportunities and picked up the ball and ran with it."
The plan has generated a lot of interest for the Athletic Department and the school, said Kit Klingelhoffer, IU's associate athletic director.
"You know how people in Indiana are into basketball. This has really been received well," Klingelhoffer said,
Sponsors include Coca-Cola,...