Shamrock Sports & Entertainment is America East's new marketing partner to develop the conference's corporate partnership program.
Shamrock Sports & Entertainment is America East's new marketing partner to develop the conference's corporate partnership program.
Courtesy: America East Communications

Shamrock Sports & Entertainment Selected as Conference's Marketing Partner

Release: 06/24/2014

CAMBRIDGE, Mass. — In an effort to maximize its marketing and revenue potential, the America East Conference has selected Shamrock Sports & Entertainment Group to develop the conference’s corporate partnership program, it was announced today by Commissioner Amy Huchthausen.

Shamrock, which will begin work immediately, was chosen after a review of several proposals by a subcommittee of athletics directors, who worked with Huchthausen throughout the process.

“It was important for us to find a company that truly understood the conference’s values and focus on the complete student-athlete experience. Brian and his team share our belief that athletics, academics and leadership are the foundation on which the student-athlete experience is built and therefore, is positioned to connect with each of our schools, their fans, alumni bases and current student body,” said Commissioner Huchthausen. “Shamrock has had experience in our region and has the expertise to expand upon the conference’s marketing efforts.”

“We look forward to enhancing the conference’s sponsorship program through this partnership with Shamrock,” said Patrick Elliott, Director of Athletics at Binghamton University. “We believe that with all of their sports marketing expertise, Shamrock will create dynamic sponsorship opportunities consistent with the ideals of the America East Conference and its member institutions.”

Shamrock, based in Portland, Maine, is very familiar with the America East footprint from its geographical location. The company’s goal is to deliver strategic marketing solutions through partnerships with blue chip sports & entertainment properties. They create authentic and relevant promotional programs that connect brands with “fansumers” on an emotional and passionate level.

“Our management team has enjoyed being a catalyst to secure winning partnerships between blue chip brands and properties,” said Shamrock President Brian Corcoran. “We are eager to get started on this new opportunity. Based on the high standards of excellence set by the America East
Conference leadership and affiliated institutions, we know we have a great value proposition for the right partner.”

The America East will be the first intercollegiate athletic conference to partner with Shamrock. The company has had success working with brands such as Coca Cola, Geico and Sony, and properties such as the AHL’s Portland Pirates, the Professional Bowlers Association and the Boston Athletic Association.

The America East Conference provides members schools and their athletic programs a platform upon which student athletes can achieve both collegiate and life success through the promotion and nurturing of athletic excellence, academic achievement and leadership, on and off the field. Now in its fourth decade of existence, the conference has evolved into one of the most comprehensive Division I conferences in the country and is progressive in its approach to its more than 3,400 student-athletes. America East recognizes champions in each of its 19 sports and consists of members spanning from the Mid-Atlantic to Northeast regions of the United States including: University at Albany, Binghamton University, University of Hartford,
University of Maine, UMBC, UMass Lowell, University of New Hampshire, Stony Brook University and University of Vermont.

Shamrock is a privately-owned premier sports and entertainment sales and marketing agency led by former NASCAR and Fenway Sports Group Executive Brian Corcoran. At NASCAR, Corcoran spearheaded business development efforts and landed the largest sports marketing sponsorship in U.S. history with the series entitlement of the NASCAR Nextel Cup Series, reported at $750MM.
Founded in January 2010 and headquartered in Portland, Maine, Shamrock specializes in strategic sponsorship and multi-media sales, naming rights, asset evaluation and development, as well as activation and measurement. Current clients include but are not limited to NASCAR, Professional Bowlers Association, World Series of Poker, Red Bull Air Race, Goulian Aerosports, Portland Pirates, and TD Beach to Beacon.