Accent Highlighters partnered with ten premier college basketball programs during the 2003-04 season to promote the launch of the new Retractable Highlighter, increase brand awareness and reinforce Accent as the market leader. Elements in the sponsorship included TV visible courtside rotating signage, on-court and scoreboard promotions, student section giveaways, hospitality and on-campus sampling. Accent leveraged the sponsorships by developing POS and website promotions to create awareness of the relationship and new product launch. The sponsorship generated over 191 million national and regional television impressions, reached over 2 million fans in-stadium and local market sales rose 7% to 20%.