Businesses seek to boost image with Packers ties

  • Associated Press
  • August 26, 2013 - 10:20 AM

GREEN BAY, Wis. — Many businesses find value in being associated with Wisconsin's beloved Green Bay Packers, even toilet-paper maker SCA, which reached a deal with the team earlier this month.

The company, which makes a variety of paper products, will supply the Packers with Tork-brand toilet paper, paper towels, multifold towels and wipes in restrooms and concession areas at Lambeau Field.

"This is a big deal for us," Cindy Stilp, brand and marketing communications director with SCA Americas in Neenah, told Gannett Wisconsin Media ( ). "It gives us an opportunity to be part of an organization that has very deep roots locally and across North America. It really helps to have that presence for our brand to be associated with the Packers organization."

Other companies with Packers deals include retailer Shopko, which sponsors Lambeau Field's south gate; Ariens, provider of the team's snow blowers; and Johnsonville, which makes the team's official bratwurst.

The companies aren't willing to put a dollar value on the relationship — at least publicly. But they say having a connection to the Packers gives their brands a boost.

Shopko, which sells Packers gear and tailgating supplies, saw the gate sponsorship as an investment in the Green Bay community that would resonate with its customers, said Michael Cooper, the company's senior vice president of marketing.

"From a pure (return on investment) perspective, it's hard to measure," Cooper said. "There are things in marketing and business you put out there and they are more promotional in nature. This is more understanding the customer engagement and how they perceive us as a brand."

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