Sponsors make Classic a reality

Advertiser Staff

A one-of-a-kind event like the HHSAA/First Hawaiian Bank Football Classic takes more than one person to bring into reality.

Hawai'i High School Athletic Association executive director Keith Amemiya spearheaded the unprecedented effort, but covering all the expenses of hosting two elite football programs from California and making the doubleheader a first-class operation requires lining up several sponsorships and help from experienced personnel.

"Something like this is really hard to put together in football, much harder than basketball where you have a lot of tournaments going on," said Raul Lara, Long Beach Poly's head coach.

For example, Amemiya said expenses for the games are expected to exceed $150,000, including about $45,000 for airfare alone.

Here is a look at some key elements to the Classic besides the four teams playing that night:

• First Hawaiian Bank is the title sponsor, providing "significant sponsorship money" to defray the Classic's expenses. First Hawaiian Bank also will be promoting the Classic via extensive statewide television commercials, newspaper advertisements and e-mail marketing.

• The Honolulu Advertiser is purchasing more than 3,000 tickets for all O'ahu high school varsity and JV football players and coaches to attend the Classic.

The Advertiser also will provide newspaper advertising and promote a special Zonies section in the North end zone orange level, with fans in that section receiving a special Zonies goodie bag.

• Coca-Cola Bottling Company of Hawai'i is promoting a $5 discount coupon on more than 6 million can panels of Coca-Cola Classic, Diet Coke and Sprite.

Coca-Cola also will use in-store programs and radio commercials to promote the doubleheader and will provide free drinks (PowerAde, juices, soft drinks) to all four teams the night of the Classic.

• Papa John's Pizza is providing sponsorship money and a $5 discount coupon on nearly 2 million advertising inserts.

Papa John's also will promote the game via extensive statewide television and radio commercials and will provide free pizza to all four teams after their games.

• Data House has built and improved the HHSAA's web site free of charge, providing information and updates on the Classic.

• Roberts Hawai'i will provide free ground transportation for the two Mainland teams during their entire stay and will provide free transportation for Kahuku and St. Louis the day of the games.

• Panda Travel helped provide low-cost airfare via Hawaiian Airlines for the two Mainland teams.

In addition, the games will include mixed officiating crews, including six officials from the Bay Area and Southern California, some of whom have major college and/or NFL experience.

And finally, halftime entertainment during the St. Louis-De La Salle game will feature a performance by the Pearl City High School marching band.

A television deal for the Classic is still in the works, Amemiya said.