I remember Mike Waddell talking about when Akron first started going after corporate partners.
In the past, the athletic department had scheduled the Acme/Zips Game and called it a day.
But Waddell talked about how he was constantly on the phone with new advertisers to change that. And he mentioned how nice it would be to have someone help him out.
The university has hired an entire company for that purpose. ISP Sports will handle broadcasts and signage, most notably.
Other schools with such a partnership include Ohio, Cincinnati and Pittsburgh. The MAC also has a deal with ISP.