PROBLEM - in 2014, American Family Insurance (AmFam) was searching for new opportunities to increase brand awareness and reinforce its commitment to Madison, WI and the state of Wisconsin at-large. At the same time, the University of Wisconsin was striving to develop broader partnerships with regional and local partners, both in academics and athletics. AmFam and UW officials had engaged on developing a partnership, however, were struggling to define the parameters of the deal.

SOLUTION - in coordination with AmFam’s senior leadership, Zach supported the development of an integrated, enterprise-wide partnership with the University of Wisconsin. AmFam forged a new, 10-year relationship with the school, providing capital to support both academic and athletic programs (Wisconsin Badgers). Zach was responsible for designing the Wisconsin Badgers athletics partnership elements and designed a comprehensive, strategic plan with Badgers Sports Properties - the multimedia rights holder of the Wisconsin Badgers. AmFam received insurance category exclusivity and became the “Official Insurance Partner of the Wisconsin Badgers”. In addition, the brand received naming rights to the main entrance of Camp Randall (Badgers home football stadium), a robust signage package at major athletic facilities including the Kohl Center (Badgers Basketball and Men’s Hockey home arena) and entitlement to the Badgers post-game football tradition “The Fifth Quarter” at Camp Randall.

ROI - upon the completion of the deal, AmFam’s brand awareness became 2nd amongst all Badgers fans - only behind UW Health. In 2016, the partnership was named Learfield’s 2015 “Partnership of the Year”.