Thursday, September 3, 2015

Uh-oh, better watch the Maaco Bowl Las Vegas

The King of Prussia chain of auto body shops is the new title sponsor for a college football bowl game in Las Vegas, replacing consumer electronics giant Pioneer.

Uh-oh, better watch the Maaco Bowl Las Vegas


College football’s Las Vegas Bowl used to be sponsored by the maker of that 50-inch plasma TV in your family room.

This year, it will be brought to you by the company hammering out the dents in your 6-year-old SUV.

Maaco Franchising Inc., the King of Prussia-based chain of auto-body shops, yesterday signed a deal to sponsor the Las Vegas Bowl for the next three years. Financial terms were not disclosed.

It’s the first time Maaco, which was bought by Driven Brands Inc. in October, has sponsored a bowl game. But its Charlotte, N.C.-based parent also owns Meineke Car Care Centers Inc., which sponsors a bowl game that carries Meineke’s name.

Maaco succeeds Pioneer Electronics (USA) Inc., which had sponsored the Las Vegas Bowl for five years. But fierce competition in the TV business proved too much for Pioneer, which recently announced it would no longer make plasma TVs.

Maaco jumped at the chance to sponsor a bowl game. (You’ll be forgiven if you didn’t know that the ESPN-owned bowl game pits a team from the Mountain West Conference against one from the Pac-10.)

With new-car sales moribund, companies that keep older models on the road and looking good are benefiting. “People are not buying cars like they used to,” said Eileen Moran, Maaco’s vice president of advertising. “That’s good for our business.”

Maaco was started by entrepreneur Anthony A. Martino in Wilmington in 1972. Today, it has about 500 franchises in the United States and Canada.

Sponsorship for all kinds of events is under pressure this year because of cutbacks at large corporations. Still, sports, including the 34 college bowl games, accounted for 69 percent of $16.6 billion spent by companies to sponsor events in 2008, according to the Chicago consulting firm IEG L.L.C.

To me, if a bowl game played three days before Christmas can still land a title sponsor, maybe things are starting to look up.

Inquirer Columnist
We encourage respectful comments but reserve the right to delete anything that doesn't contribute to an engaging dialogue.
Help us moderate this thread by flagging comments that violate our guidelines.

Comment policy: comments are intended to be civil, friendly conversations. Please treat other participants with respect and in a way that you would want to be treated. You are responsible for what you say. And please, stay on topic. If you see an objectionable post, please report it to us using the "Report Abuse" option.

Please note that comments are monitored by staff. We reserve the right at all times to remove any information or materials that are unlawful, threatening, abusive, libelous, defamatory, obscene, vulgar, pornographic, profane, indecent or otherwise objectionable. Personal attacks, especially on other participants, are not permitted. We reserve the right to permanently block any user who violates these terms and conditions.

Additionally comments that are long, have multiple paragraph breaks, include code, or include hyperlinks may not be posted.

Read 0 comments
comments powered by Disqus
About this blog
Mike Armstrong blogs about Philadelphia corporations and business-related topics. Contact him at 215-854-2980. Reach Mike at

Mike Armstrong Inquirer Columnist
Also on
letter icon Newsletter