Corporate dollars flow for debate at Belmont

Steven Akey of Bridgestone Americas wasted no time last fall when Belmont University was named as the host of one of the 2008 presidential debates.

Within minutes of hearing the news, Akey called Belmont University officials, becoming the first corporate sponsor for the historic Oct. 7 event. The cost: $50,000.

Like Bridgestone, companies across the region have jumped at the chance to tie their names — and corporate logos — to an event that appears likely to become one of the most watched moments in American political history.

Those corporate dollars also have helped pay the bulk of the $3 million bill Belmont University is facing to host the debate.

So what does a company like Bridgestone get for its sizable sponsorship check? "The primary benefit is to be associated with a historic event in our headquarters' town," said Akey, vice president of government affairs for the Nashville-based company.

One thing they won't get are tickets to the debate — unless they happen to be randomly selected by the Gallup Organization or have a good connection within either the Democratic or Republican parties.

That's not to say corporate sponsorships are without perks. While companies may not be able to tattoo their logos to every last inch of the town hall stage like some NASCAR event, corporate sponsors will be featured in debate publications, at a Ryman Auditorium debate viewing party and in remarks at the event by Belmont President Bob Fisher.

Other ways to give

There are other ways to get noticed besides giving cash.

Nissan North America will donate 12 cars for transportation related to the event, while Gaylord Entertainment Co. will host two nights of debate-related activities at the Ryman Auditorium.

One event will be a special Opry performance featuring Belmont graduates Trisha Yearwood, Brad Paisley, Julie Roberts and Josh Turner, aimed largely at the 2,500 visiting members of the media on the Sunday evening before the debate. The second will be a debate-watching party on the night of the main event, which Belmont will put on for corporate sponsors and other city and state dignitaries. Both are invitation-only.

"They feel like they've been a part of something that is a once-in-a-lifetime opportunity for Nashville and the state," Bethel "Bo" Thomas, Belmont's vice president of university advancement, said of the corporate sponsors.

In all, 35 companies and organizations are listed as sponsors, while others that are donating products or services are listed as partners.

Thomas said the sponsorship money will help pay for security, educational programming and other costs relating to the debates.

Getting the most impact

Tony Thompson, market president for First Tennessee Bank in Middle Tennessee, said with limited financial resources, "you want to invest those in the place that can impact the most."

Companies also want to show the public a commitment to participation in civic society, said John Crawford, a professor and chair of Lipscomb University's marketing department.

"We find society has greater expectations of companies to be people who are involved in today's issues, and to even solve today's problems," Crawford said. "Today an emotional connection is just as important as the things people believe from a more factual standpoint."

But some critics say that corporate sponsorship money for debates should be more transparent.

"The money buys access. That's troublesome," said Josh Israel, head of The Center for Public Integrity's Buying of the President 2008 project. "These are companies that spend a lot of time lobbying politicians … they don't pass up this opportunity."

For Walker Mathews, president of R.C. Mathews Contractor, contributing $25,000 toward the debate went beyond seeking publicity or political access. "This is really about supporting Nashville in this historic event," he said.

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