Sugar Bowl title sponsor Allstate kicked off the New Year with the 2009 Allstate Sugar Bowl Fan Fest held in New Orleans Dec. 31-Jan. 1. The Fan Fest offered interactive football-themed games and exhibits live broadcasts of games Allstate Sugar Bowl official pep rallies with cheerleaders and bands from the University of Alabama and the University of Utah and a New Year’s Day concert with headliner Blues Traveler.
The insurance company announced a multi-year sponsorship agreement with the Sugar Bowl committee in 2006. Besides Allstate brands including GM Chevy AT&T Anheuser-Busch and The Hard Rock Café also activated at the site which was held on the artificial turf-covered parking lots of the Jax Brewery in the French Quarter.
Fans received Allstate Mardi Gras beads for participating in a field goal kicking game. They also could visit Legacy Hall a mobile college football museum with displays of football helmets and jerseys from professional footballers who played college ball earlier in their careers. They could have their picture taken with Bergwood the zany character who appears in Allstate’s TV commercials who was tailgating at the Fan Fest with his car a hibachi and a fountain of nacho cheese sauce. Agencies: Jack Morton New York City; Octagon Charlotte NC.