Phillips 66® is celebrating 36 years as the Title Sponsor of the Phillips 66® BIG 12 Basketball Championships March 7-16 in Kansas City. This year Phillips 66® is bringing the GO throughout the tournaments in new, exciting, and creative ways.
This year we’re enhancing the Phillips 66® brand presence by finding new, authentic opportunities to connect with fuel consumers. To help build brand awareness and consumer loyalty, we are expanding our brand presence at the BIG 12 Basketball Championships to include:
New hotel and branding. We’ve moved to the Loews Hotel! As visitors enter the Loews Hotel, they will see Phillips 66® and GO GO GO branding at the entrance, check-in counter, bar, coffeeshop – and even their rooms!
New signage opportunities. We’re putting the GO in every BIG 12 game. We will feature our GO GO GO campaign throughout the BIG 12 Championship venue, T-Mobile Center. We’re excited for consumers to GO loud, GO wild, GO big while watching their favorite teams.
Consumer activations. We’re featuring two new, engaging and innovative consumer activations during the Championships including:
- GO Big Photo Booth: Inside T-Mobile Center, fans can GO big at our 360-degree photo booth. Fans can show off their fandom with a variety of props such as Phillips 66® basketballs and a replica Big 12 Championship trophy.
- GO Cards at Fan Fest: Fans will have the opportunity to create custom basketball cards featuring themselves with team colors dribbling, dunking, shooting a three-pointer or whatever action they choose. To keep fans Going after the game, each trading card will bring the GO, doubling the GO by offering a fuel discount they can use in their Fuel Forward™ App.
Consumer promotions in the Fuel Forward AppTM. Consumer promotions in the Fuel Forward(tm) App. To celebrate the Men’s and Women’s BIG 12 Championships, Kansas City area Phillips 66® and Conoco® stations will offer an additional 12 cents off per gallon for the entire tournament in the KC area, March 7-17, when consumers make a purchase in the Fuel Forward™ App. Fuel Forward™ App promotion will be promoted through social media, in-app messaging and outdoor advertising outside of T-Mobile Center. During games, the promotion will be promoted through courtside LED, press table, scoreboard, message board and public address announcements.
Advertising. To support our consumer promotion and build general brand awareness, we’ll have advertising running through the duration of the tournament. Our goal is to create buzz and coverage at and around the event with bold placements, drive awareness of the Fuel Forward™ App promotional offer with urgent, real-time messaging, and maximize our ESPN contract with video and standard banner advertising.
Charitable Giving. We’re fueling homegrown talent. Phillips 66 isn’t just making an impression at the BIG 12 Tournament; it’s leaving an impact on the city where the games are hosted. Our plan to revitalize community basketball courts in Kansas City will help to pave the way for the next generation of BIG 12 champions. We’re donating $100,000 to Kansas City Parks & Recreation for the revitalization of local community basketball courts. Renovations will include signage and branding acknowledgement. The Program will be recognized on-court at halftime during Game 12.
We’re excited for the 2024 BIG 12 Basketball Championships. We’re bringing the GO to help build consumer loyalty and drive traffic to your stations.
