College marketing gets competitive

Universities fight for attention just as hard as students fight for admission. Texas A&M found an unconventional way to stand out from the crowd.

A helmet becomes a billboard

Texas A&M sponsored professional racing driver Felix Rosenqvist's helmet starting in 2025. The logo placement on in-car camera shots during Fox broadcasts proved incredibly valuable real estate.

“We identified that the real estate of this helmet, when they go to the in-car camera on Fox, is incredibly valuable.”

Lightning strikes at the Indy 500

Rosenqvist nearly won the 2026 Indianapolis 500 in one of the closest finishes ever, wearing Texas A&M's logo on his helmet. The university became part of one of racing's biggest stories.

“Marketing can't create lightning, but we can create a lightning rod.”

A blue ocean for universities

Texas A&M's chief marketing officer called helmet sponsorships a blue ocean for higher ed because so few colleges compete in this space. The partnership also connected the school to engineering, innovation, and teamwork.

“A blue ocean for higher ed, given the scarcity of competition.”

National stage, national story

Texas A&M aired a two-minute national commercial during Fox's broadcast of the race. The partnership let the university tell a story about American innovation and national defense to millions of viewers.

“We wanted to get national attention and tell a national story on a national stage.”

Partnership continues with new team

Texas A&M will keep sponsoring Rosenqvist even as he moves from Meyer Shank Racing to Arrow McLaren. Both the driver and university called the relationship authentic and natural.

“The sky's the limit.”