Sports marketing

Elk Grove returns to sports marketing this weekend

Elk Grove Village’s next major foray into sports marketing will hit the world stage this weekend.

Three ads touting the village’s sprawling industrial park with its “Makers Wanted” slogan will air on NBC’s Saturday afternoon broadcast of the New Balance Indoor Grand Prix track meet.

Elk Grove will also have on-field signage promoting the Makers Wanted brand and will be announced as the official sponsor of the event at the start and end of the broadcast, which is scheduled from 3-5 p.m.

Following the unconventional sponsorship of Makers Wanted Bahamas Bowl college football games in 2018 and 2019, village officials decided last summer to sign deals with USA Track & Field, USA Wrestling and USA Triathlon ahead of the postponed Olympics in Tokyo in July and August.

The partnership with the track team’s national governing body – valued at $100,000 – was considered Elk Grove’s gold level sponsorship. The village is paying $50,000 to sponsor the wrestling and $25,000 for the triathlon.

It’s the brainchild of Mayor Craig Johnson, who sees the campaign as a way to raise the profile of the 6-square-mile industrial park – the largest contiguous in the country – as a global destination.

“We are thrilled to have the opportunity to share Elk Grove Village’s economic development success story with the world. We want other companies to share in our progress and prosperity,” Johnson said.

The new television ad will be themed “supporting the American dream for athletes and businesses,” officials said.