CASE STUDY 1
Allstate: BCS Field Goal Net Program

The Challenge:
Leverage Allstate’s commitment to the Bowl 
Championship Series (BCS) by creating innovative, 
spectacular and television dominant in-game inventory 
in college football and provide a way for them to 
stand out amongst a large group of other advertisers 
involved in college football. 

The Solution:
Van Wagner Media and Sponsorship Sales developed a
groundbreaking program, in which the Allstate logo 
was placed in the center of the Field Goal Nets in 
55 college football teams stadia.

The Reach:
The Allstate Field Goal Net Program, initially 
code-named Project Starkist, was secretly developed 
over an 18 month period, before launching to a national 
audience during the kickoff of the 2005 college football 
season.  Van Wagner Media and Sponsorship Sales 
created all aspects of the program including, 
research and development of the nets, engineering 
and installing new rigging systems at each school, 
obtaining clearances with the participating schools, 
and coordinating approvals from television networks
and negotiating working with the broadcast and cable 
networks to allow for a successful endeavor.  
Allstate Insurance Co., the exclusive sponsor of this 
landmark sports advertising medium, furthered the 
program by developing a fully integrated national 
advertising campaign utilizing their BCS sponsorship, 
TV spots, print ads, a mobile marketing tour, a PR 
effort and charitable donations all based around 
the new FG Nets. The Allstate Field Goal Net Program is 
another example of Van Wagner Sports Group’s ability to 
craft innovative advertising solutions.  Van Wagner 
Sports Group continues to create clutter-free advertising 
platforms in a media business increasingly challenged by 
TiVO, DVR devices and other forms of “advertiser free” 
television.