Sponsorship of rivalry
So, what about an event pitting University of Michigan against MSU? (There already is one). Or, Ohio vs. Ohio State? School of the Art Institute of Chicago vs. Columbia College (this would be for a Chicago competition. SAIC has other national rivals)? Or any other local "rivals?"
It can be a running event or some other type of competition tied to a running event.
This State Farm Insurance event may spark a good idea.
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