As a business owner or marketer in Texas, you already know how hard it is to be seen and heard in such a massive region. Not only is Texas one of the fastest-growing states in the US, but the sheer number of companies moving to the area is leading to a crowded marketplace.
The list of possible ways to get your brand name out there may seem endless:
- Build your website and pour your time and money into local SEO
- Create social media profiles, hire managers, and post regularly
- Advertise in local newspapers, magazines, and other print mediums
- Sponsor local events or sports teams
… and the list goes on. However, with a limited budget and resources, it can be tough to determine how to get the most ROI on strategic marketing.
One idea you may have never considered is planting your sponsor a highway sign alongside a Texas roadway.
That’s right—traditional roadside highway sponsorship is still alive and well, and surprisingly, it is yielding incredibly strong results for those who know how to market their brand properly.
Sponsoring a highway in Texas not only puts your name and logo in front of potentially hundreds of thousands of drivers every day, but you’ll see a tangible boost in your Corporate Social Responsibility (CSR) efforts.
So, what does sponsoring a highway mean – and is the missing link that your brand’s marketing is missing?
What Is The Texas Adopt a Highway Program? (The Quick Facts)
The Texas Sponsor A Highway® Program connects businesses and organizations with unique roadside marketing opportunities on some of the state’s busiest roadways.
However, what sets Texas Sponsor A Highway® apart is its commitment to partnering with sponsoring brands. Rather than requiring businesses to clean their adopted roadway, the Texas Sponsor A Highway® Program sends out trained teams to help keep your roadway clean on your behalf.
When you partner with adopt a highway team like the Texas Sponsor A Highway® Program, the benefits you’ll see are pretty impressive:
- Your brand will get 24/7 visibility on official Texas highway signage
- Professional maintenance crews will take care of your highway sign for you
- Coverage available in major Texas markets (Austin, Dallas/Fort Worth, Houston, San Antonio, and more)
- No physical labor or time commitment is required from your business
Ready to enhance your marketing in the new year? Sign up to adopt part of the Texas roadway and help keep Texas beautiful!
What Does Sponsor a Highway Mean?
When sponsoring a highway or roadway, you likely think of those small, metal signs alongside the roads. They may have said things like “This Stretch of Roadway Has Been Adopted By Company X” or “Help Keep Our Roads Clean – Sponsored by Company Y.”
But sponsoring a highway or roadway goes beyond just having your company’s name on a sign. It’s about committing to keeping our roadways clean and well-maintained while also gaining 24/7 visibility for your brand.
Much like a company would sponsor an initiative or event, putting forward financial and labor capital to sponsor a roadside shows that your business is considering more than just the bottom line. You show that you are willing to get your hands dirty in keeping the roadways in your community clean – an effort that doesn’t go unnoticed by your target customers or clients.
What Is Usually Involved In Sponsoring A Highway?
Sponsoring a highway has a few key components, each offering benefits for the community and your company.
Professional Highway Signage
Your company’s name and logo will be prominently displayed on professional, high-quality signs along your chosen stretch of highway. These signs are designed to meet all Texas Department of Transportation (TxDOT) specifications and are maintained regularly to ensure maximum visibility.
Strategic Location Selection
Working with the Texas Sponsor A Highway® team, you can select available highway segments that align with your target market. You can choose spots that make the most sense for your brand, whether you want visibility near your business location or in high-traffic areas.
Maintenance Services
Unlike traditional adopt-a-highway programs, Texas Sponsor A Highway® handles all the maintenance work. Professional crews regularly clean your sponsored section, removing litter and debris to keep Texas highways beautiful.
What Do You Get With an Adopt A Highway Sign?
It’s not unreasonable for a business to consider the potential benefits of a sponsorship—even when they know that the positives for the community outweigh the investment cost.
Fortunately, the Texas Sponsor A Highway® model is designed to give back to those companies who sponsor a roadway sign in Texas:
1. You’ll Boost Your Image By Helping Keep Texas Roads Clean
Customers are always watching their favorite businesses and brands – and lately, they are looking to see if a company is willing to take steps to protect the environment.
When companies sponsor highways with Texas Sponsor A Highway®, its brand name is associated with the efforts to keep the stretch of highway clean. Customers will quickly notice that your brand is willing to go the extra mile and will reward those efforts with increased patronage and word-of-mouth advertising.
Plus, you’ll enhance your Environmental, Social, and Governance (ESG) efforts:
- Your sponsorship directly contributes to removing thousands of pounds of litter from Texas interstate highways annually
- You can track and report the exact amount of debris removed through your sponsorship
- Your visible commitment shows local stakeholders that you’re invested in community wellbeing
- Unlike one-time “green” campaigns, highway sponsorship demonstrates ongoing environmental commitment
This enhanced reputation often translates into increased customer loyalty, higher trust ratings, and positive social media mentions. Plus, the benefits of enhanced employee pride and engagement are worth their weight in gold!
2. Your Support of The “Don’t Mess with Texas®” Initiative Helps the State Economy
When you sponsor a highway, your sponsorship power is doubled by impacting the “Don’t Mess with Texas®” initiative – an iconic campaign that has kept Texas beautiful since 1986. It’s about more than roadside maintenance or litter removal – we’re talking about sponsored signs playing a key part in Texas’s state economy.
Each year, Texas spends millions of dollars cleaning up roadside litter – money that could be invested in other crucial infrastructure projects. The Texas Sponsor A Highway® Program collected over 64,000 pounds of trash in the last year alone, representing significant savings for Texas taxpayers.
Beyond direct cleanup costs, clean highways have a ripple effect on our state’s economy:
- They attract more businesses considering Texas for relocation
- They encourage tourism and travel spending
- They protect property values along major corridors
- They reduce maintenance costs for vehicles damaged by road debris
Your sponsorship isn’t just about keeping highways clean – it’s an investment in Texas’s economic future. As more businesses join the initiative, we create a network of corporate citizens actively contributing to our state’s prosperity while maintaining its natural beauty.
3. You’ll Get 24/7 Marketing Exposure on Texas’s Busiest Highways
Social media algorithms change constantly, email open rates fluctuate, and traditional advertising costs rise. But when commuters see your brand daily (sometimes more), you can trust that your steady presence will make an impact.
The Texas Sponsor A Highway® Program offers a unique marketing advantage that other advertising methods can’t match. Your brand receives constant visibility on some of Texas’s most traveled routes, reaching an engaged audience of daily commuters, business travelers, and tourists.
On major Texas highways, your sponsorship sign could be seen by:
- 100,000+ vehicles per day in high-traffic areas
- Business professionals during peak commuting hours
- Weekend travelers and tourists
- Local residents who become familiar with your brand over time
This continuous exposure creates what marketers call the “mere exposure effect” – the phenomenon where people develop a preference for things merely because they are familiar with them. Each time a driver passes your sponsorship sign, they’re subconsciously building a connection with your brand.
What Does Sponsor a Highway Mean – And What Does It Not Mean?
The benefits of the Texas Sponsor A Highway® Program are clear, but our team still receives plenty of questions about its effectiveness. With such a long-standing marketing method, it’s easy to write it off as dusty.
Here are a few of the most common myths we hear about sponsoring a highway in Texas – and why they just don’t hold up to the success savvy businesses are seeing when they align their brand message with roadside advertising:
“My Team Will Have to Clean the Highway”
One of the biggest misconceptions about highway sponsorship is that your employees put on safety vests and spend their valuable time picking up trash. With Texas Sponsor A Highway®, professional maintenance crews handle all the cleanup work. Your team can focus on what they do best while making a positive environmental impact.
“It’s Just Like Billboard Advertising”
Your sponsorship sign represents active community involvement and environmental stewardship – something billboards can’t deliver. Plus, sponsorship signs often appear in premium locations where billboards aren’t permitted, giving you unique exposure opportunities.
“Small Businesses Can’t Afford It”
Many assume highway sponsorship is only for large corporations with massive marketing budgets. Sponsorship is often more affordable than traditional advertising methods, especially considering the year-round exposure and multiple benefits it provides!
“The Signs Are Too Small to Be Noticed”
Highway sponsorship signs are strategically designed and positioned according to TxDOT specifications to ensure optimal visibility. While they may not be as large as billboards, their official nature and strategic placement make them highly noticeable to passing motorists.
“It’s Just About Getting Your Name Out There”
While visibility is a key benefit, highway sponsorship is a comprehensive marketing and CSR program. It’s about showing commitment to the community, supporting environmental initiatives, and building your brand’s reputation – all while gaining valuable exposure.
“Long-Term Commitments Are Required”
Many businesses worry they’ll be locked into a lengthy contract. Texas Sponsor A Highway® offers flexible sponsorship terms that can align with your marketing goals and budget. You’re not signing up for a lifetime commitment – though many sponsors choose to continue their participation after seeing the benefits.
“It’s Complicated to Get Started”
Becoming a highway sponsor is straightforward and managed professionally from start to finish. The Texas Sponsor A Highway® team handles all the paperwork, sign creation, installation, and maintenance. You choose your location, provide your logo, and they take care of the rest.
How To Sponsor a Highway in Texas
Getting started with the Texas Sponsor A Highway® Program is straightforward and professionally managed from beginning to end:
Step 1: Initial Consultation
Contact Texas Sponsor A Highway® to speak with a sponsorship expert who will help you understand your options and identify potential highway locations that align with your marketing goals.
Step 2: Location Selection & Sign Design
Choose from available highway segments in major Texas metropolitan areas, including Austin, Dallas/Fort Worth, Houston, San Antonio, and more. Locations are available on a first-come, first-served basis, so it’s best to act quickly!
The Texas Sponsor A Highway® team will design your recognition panel (56″x20″) for maximum visibility and brand impact. They’ll ensure your sign meets all TxDOT specifications while effectively representing your brand.
Step 3: Sign, Install, and Enjoy
The only thing you need to do is sign for your sign! Complete a two-year sponsorship agreement. Within approximately 70 days of signing your agreement, your sponsorship sign will be installed, and professional maintenance crews will start keeping the roadways clean on your behalf.
Is Sponsoring a Highway Right for Your Business?
Now that you know what sponsoring a highway is, it’s time to decide: Is it right for your company? As you consider whether highway sponsorship aligns with your business goals, ask yourself:
- Are you looking for a marketing solution that provides consistent, year-round exposure?
- Does your target audience include daily commuters and business professionals?
- Is environmental stewardship important to your brand values?
- Are you seeking ways to demonstrate corporate social responsibility?
- Do you want to stand out from competitors in a meaningful way?
If you answered yes to these questions, highway sponsorship could be an excellent fit for your business.
You’ll join a select group of businesses actively contributing to keeping Texas beautiful while building their brands. You’ll enjoy the benefits of being known as a company that cares about its community and the environment.
Ready to learn more about how highway sponsorship can benefit your business? Contact Texas Sponsor A Highway® to speak with a sponsorship expert who can help you get started!