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SAN DIEGO — None of the three credit unions that participated in college bowl game sponsorships–San Diego County Credit Union, FirstLight Federal Credit Union, or VyStar Credit Union–would say how much it cost, citing clauses in sponsorship contracts. However, all said the price was well worth the exposure. The key to successful bowl sponsorship is the involvement of a charity, said Irene Overbauer, chief operating officer of $3.5 billion San Diego County Credit Union. SDCCU is the title sponsor of the Poinsettia Bowl, played Dec. 19, in San Diego’s QualComm Stadium. The credit union partnered with the Make-A-Wish Foundation for the game, donating $1 of every ticket to the charity, which resulted in a $46,000 payout.

Overbauer said that by involving Make-A-Wish, the credit union elevated its image beyond a sponsor with deep pockets to one of an organization that prioritizes community involvement.

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