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Go Daddy Inks Deal to Be 'Presenting Sponsor' for College Football

September 14, 2007; 01:56 AM is making a big push into prime-time sports with its sponsorship of ESPN TV’s Saturday night college football games, starting Sept. 22.

The deal makes the official presenting sponsor of the Saturday night games, which feature on-air announcements, logo placement and a number of commercials on the sports network and its affiliates, including ABC TV. The move comes after the company’s success as a broadcast sponsor for this year’s Indianapolis 500 Race and sponsorship of IndyCar driver and Go Daddy Girl Danica Patrick.

The world’s largest domain name registrar initially made a name for itself with its Super Bowl® advertising, but is now moving into a new role as a marquee advertiser for collegiate football, attracted by its loyal audience and key demographic.

"This is an audience we really like. The vast majority are Internet users, and the best part of it is these viewers are absolutely passionate," said CEO and Founder Bob Parsons. "Our research shows college football fans rank third for fan intensity behind the NFL and NASCAR."

The sponsorship also includes air time for Go Daddy commercials during the NASCAR Nextel Cup, plus several college football bowls, including the Capital One, Liberty and Alamo Bowl games. kicks off its college football sponsorship on ESPN2, Saturday, Sept. 22 with a double-header featuring Kentucky vs. Arkansas, followed by Purdue vs. Minnesota.

Go Daddy plans to broadcast a variety of ads as part of the new deal, and its production company is working on two new commercials featuring an unnamed NFL star who is said to be quintessentially “GoDaddy-esque.” The media coined the flashy term during censorship controversies involving Go Daddy’s push for approval of its risqué ads, which are designed to be edgy, sexy and “a touch inappropriate,” according to Parsons.

“It’s funny, the same network that rejected so many of our commercials for the 2006 Super Bowl (ABC) is going to allow us to air a spot that CBS refused to air for last year’s Super Bowl,” Parsons pointed out.

ESPN/ABC TV has approved the commercial titled “I Own You” to air as part of the sponsorship. As for whether will advertise in this year’s Super Bowl, Parsons says he’s still weighing his options and engaging in dialog about the decision on his popular Web blog,

To see’s “I Own You” ad, or any of its commercials, visit

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