August 26th, 2013 by Steve Cypher

Need a reminder of how big trucks are in Texas? Look no farther then Chevrolet’s latest sponsorship.

Chevy Silverado University of Texas
Silverado, Truck of the Longhorns

One would think that getting a multi-year sponsorship for a nearly one ton farm animal might not be the wisest of use of advertising dollars. But when that partnership means getting the hoofprint of Bevo, the official mascot of the Texas Longhorns, well that’s a big deal.

Burnt Orange Chevy Silverado
This Burnt Orange Pickup is Bevo Approved

Now football is big in Texas, and the University of Texas’ Football team is about as big as it gets. How big? Well according to Chris Perry, vice president of Chevrolet Marketing, this big.

“This partnership complements the Silverado’s overall marketing campaign, with its strong focus on Texas, where a Longhorn fan lives in one out of every three households and is almost twice as likely to buy a truck as the average consumer.”

Chevy Silverado University of Texas

So not only does the new partnership put Chevrolet front, center, and on the sidelines, but also gives Chevy access to the University of Texas’ exclusive 24-hour Longhorn Network cable channel. Not to mention the huge alumni and truck buying fan base.

“We are thrilled to join forces with another high-quality, internationally recognized brand such as Chevrolet,” said Leslie Cedar, CEO and executive director of the Texas Exes. “This partnership enables us to further our mission of championing the University of Texas in its quest to become the best public university in the world,” said DeLoss Dodds, UT men’s athletics director.

So Texas is thrilled someone figuratively ‘backed the truck up for them’ and Chevy gets to tow Bevo’s trailer, showcase at events, be the Official Truck at the AT&T Red River Rivalry, and generally advertise the heck out of things. Everyone’s happy.

Chevy Silverado & Texans Football

Well except maybe those Oklahoma fans during the Texas vs Oklahoma game, or those Texas A&M, Texas Tech, and Baylor fans who help make up those other two in three households in Texas. Don’t expect any of them to be driving around in burnt orange pickup trucks any time soon.

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