Who knew a bulldog beauty pageant had commercial appeal? Well, when you mix the quirky event with a growing following and college sports, apparently it does.
The Bulldog Beauty Contest, a staple of Butler University's Homecoming for 11 years, will now be known as the Butler Bulldog Beauty Contest presented by Built Ford Tough Trucks.
It’s the first title or presenting sponsorship deal for the event.
The deal to sponsor the contest—which takes place at 2 p.m. Oct. 20 on the north side of Norris Plaza on the Butler campus—came about thanks to Butler’s relationship with Don Hinds Ford in Fishers, which also supplies the Blue II Mobile for Butler’s live mascots.
The idea was born after Bud Colglazier, owner of Don Hinds Ford, brought colleagues from the regional Ford marketing group to last year's contest.
“The added support Built Ford Tough Trucks brings to Butler’s Bulldog Beauty Contest is tremendous,” said Michael Kaltenmark, Butler’s director of web marketing and owner of Blue II and Blue III (Trip), the University’s live mascots. “Over the last decade, the Bulldog Beauty Contest has become one of the most anticipated events of Butler's Homecoming. The connection is between Built Ford Tough Trucks and one of the toughest dog breeds around is only natural."
More than 130 bulldogs participated in last year’s contest. Dogs will be judged in 10 categories, including cutest and meanest.
This year’s contest will take place on the Ford Super Stage and include live video for better viewing as well as two sets of bleachers to accommodate at least 500 people expected for the event. Ford will have trucks on display, including Ford Transit Connect, which is also known as the Blue II Mobile.