A new women’s professional softball league is helping put ethanol fuel in front of fans across the country. The Renewable Fuels Association partnered with the Kansas City Diamonds during the league’s inaugural season as the team’s official fuel and patch sponsor. The Diamonds finished second in both the regular season and postseason, while E15 promotions appeared on uniforms, at the ballpark, fuel pumps, and television broadcasts. Several ethanol industry groups and businesses helped fund the campaign, including three regional ethanol plants. Robert White, senior vice president for industry relations and market development with RFA, says the partnership helped introduce more consumers to E15, with players even reporting that their families had started using the fuel. Television exposure also extended the campaign beyond the Kansas City area. RFA plans to continue the partnership next season as the league expands. White says the strategy is to target niche audiences and use smaller, focused campaigns to build awareness of ethanol.
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