Big Ten Partner
ArcelorMittal has proudly partnered with the Big Ten since 2013, serving as the Official Steel Sponsor of the Big Ten Conference.
Through the Big Ten partnership, ArcelorMittal is able to reach the nation’s largest avid fan base, alumni base and undergraduate enrollment to achieve a number of business objectives, including:
• Educate consumers on steel’s versatility
• Win the automotive battle vs. aluminum
• Build a recruiting pipeline
• Reinforce ArcelorMittal’s key brand attributes: leadership, quality and sustainability
“It is another avenue to convey the message of steel as the material of choice when there is a choice, whether it is versus aluminum in automobiles or concrete in structures,” said Ronnie Masliansky, general manager, marketing, ArcelorMittal. “It gets our message across to the younger generation within the student population and young alumni, who are keenly interested in the environment, that ArcelorMittal is all about safe, sustainable steel.”
ArcelorMittal receives integrated brand exposure primarily through a social media-driven fan engagement campaign with the Big Ten Network (BTN), serving as presenting sponsor of the weekly BTN Power Rankings online columns. Scoreboard and program advertisements at the Women’s and Men’s Big Ten Basketball Tournaments, Big Ten Hockey Tournament and Big Ten Football Championship Game, along with radio commercials during regular season football and basketball, help drive increased general consumer awareness of the partnership.
“It’s important to help identify ArcelorMittal to this base of population as the number one steel producing company in the world, and position us as the employer of choice among the student population,” said Masliansky. “We target graduates from many of the Big Ten schools, and expect the various ways in which our name will be visible and prominent at sporting events, websites and broadcasts will promote two primary messages: brand awareness and employer attractiveness.”
Keep an eye out for ArcelorMittal at the upcoming Big Ten Conference Tournaments!