(and the other team, too)
Champion Coach of Greenville, South Carolina, earned one of the highest-profile assignments in professional sports on Feb. 3: the exclusive right to transport both team contenders to the Super Bowl. It was a coveted assignment perfect for the one-time sportscaster owner and nearly as visible as the purchase of a coveted Super Bowl ad.
The ride for both the New England Patriots and Los Angeles Rams was 12 MCI J4500s, each specifically designed for the staff and players of the given team.
According to an MCI press release, Champion Coach CEO Craig Dance won the contract in a presentation to Atlanta’s team transportation selection committee by showcasing features from the motorcoach’s legroom, luxurious seating options and programmable lighting that could feature each organizaton’s colors.
“We lined up our new J4500 coaches and showed each lit with a different color interior,” said Dance. “It made quite an impression. We stood apart from anyone else and that, with all the Champion Coach brand represents, gave us the leading edge.”
The event led to some high-profile marketing. The coaches were featured on national broadcasts from the teams’ arrival in Atlanta to their delivery to the Mercedes-Benz Stadium on game day.
“It was spontaneous coverage all week long, and a proud moment for Champion Coach,” said Dance.
There was yet more sweet synergy. Dance, who co-founded Champion Coach in 1998 with his wife and executive vice president Hazel Dance, began his career in sports broadcasting but later took a job in team transportation. His career choices and sports knowledge have driven Champion Coach to its position as regional transportation provider for the Dallas Cowboys, L.A. Dodgers, Atlanta Braves and college giants including University of Georgia, Clemson University, Duke University and other leading teams throughout the SEC and ACC.
On the corporate side, Champion Coach serves such major accounts as BMW North America, Sealed Air and Delta Airlines. In January, the company also received the 2019 United Motor Association Safety Leader of the Year Award at UMA Motorcoach EXPO 2019 in Fort Lauderdale.