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Crosstown ShowdownTM Promotes Competitive Spirit on the Court and Collaboration in the Lab, Delivering a Win for the Los Angeles University Medical Community

Los Angeles, Calif.—January 13, 2015—Creative Productions, an internationally-recognized integrated marketing agency led by Trojan Alumni and founder Deborah Golian Castro and Larry Castro, is the title sponsor of the highly anticipated rivalry matchup between USC and UCLA men’s basketball teams at the Galen Center on January 14, 2015. To amplify the excitement for the big game, Creative Productions will again feature its signature Crosstown Showdown™ campaign honoring Kure It Cancer Research and Rivals United for a Kure for supporting underfunded cancer research and their extraordinary efforts to bring the sports communities together in a unique partnership, making a difference through the talents of the two universities and their acclaimed research centers.

“We are tremendously pleased to have Creative Productions return for a third year as the title sponsor of its aptly named Crosstown Showdown™, along with its support for Rivals United, ” commented Dan Shell, Vice President and General Manager, USC Sports Properties. “Creative Productions is not only an exceptional Corporate Sponsor, but a proven promotional partner too. As USC Sports Properties’ exclusive marketing partner, they have taken it to the next level to help this worthy charity gain awareness through our marquee event” Shell continued.

The USC vs. UCLA Crosstown Showdown™ game and campaign, enables Creative Productions to honor a cause as big as the rivalry itself. “Cancer touches everyone in some way, and the funds raised through the Rivals United annual campaign directly support groundbreaking research at leading university cancer centers; Norris at USC, and Jonsson at UCLA.” stated Castro. This year, Rivals United for a Kure, as part of Kure It Cancer Research, will donate $1 million to be shared by the two universities for vital research that will save lives. This funding is a direct result of the campaign that just wrapped up after the USC vs. UCLA football matchup, November 2014.

“Our goal is to get the funds to the researchers quickly—to ensure the important work that is slated for this year and to continue the momentum,” commented Barry Hoeven, founder of Kure It Cancer Research. With the support of both USC and UCLA athletic departments, their current and former elite athletes and coaches, along with enthusiastic fans and alumni of these great institutions, many of whom are cancer survivors, Rivals United has quickly earned its place as a cause connected with a heritage that spans beyond the walls of each school. “We compete to raise funds throughout the year for a common goal, while at the same time competing at the highest level of collegiate competition. “This is a first in so many ways,” added Hoeven.

“As a USC alumnae, it is both an exciting and rewarding opportunity to sponsor this rivalry game,” stated Deborah Golian Castro, President/CEO, Creative Productions. “We are extremely proud to be associated with Rivals United, and through this effort, our goal is to help its funding organization, Kure It, raise awareness for underfunded research that is so vital to our greater Los Angeles community and the loved ones these cancers affect,” Castro added. “It has been a fantastic experience working alongside UCLA Bruins to further this cause.”

The January 14th USC vs. UCLA Crosstown Showdown™ is sure to be a fan pleaser that will continue to foster the mystique that surrounds Southern California’s decades-old rivalry matchup. Most important, it will bring Los Angeles together, unite the community for a cause, and celebrate the commitment to fight for a cure. Creative Productions founder, Deborah Castro and Barry Hoeven, founder of Kure It Cancer Research will be receiving the game ball at center court, just prior to tip-off.

Castro’s support of USC spans many levels, including Galen Founders, Chair of South Bay/Long Beach Marshall Partners, Premier Corporate Sponsor of Trojan Family Weekend, member of the USC Alumni Board of Governors, and a member of the Sol Price School Athenian Society Leadership Council, in addition to the company’s Football Sponsorship with USC Sports Properties.

About Creative Productions

Creative Productions is an award-winning integrated marketing and promotions agency leveraging strategy, creative and technology to build brands, engage customers, and drive sales. Creative Productions is one of Southern California’s most recognized independent agencies, with more than 250 awards for marketing excellence, delivering measurable results for a variety of programs, both B2B and B2C. The agency develops websites, email marketing, targeted advertising, promotional products and campaigns; the company has a licensing division focusing on intellectual property commercialization in Newport Beach, California. For more information, visit

About USC Sports Properties

A division of FOX Sports Networks, USC Sports Properties is a full service sales and marketing organization representing the University of Southern California. Its mission is to create long-term strategic partnerships through customized, integrated marketing programs that deliver great value while addressing the needs and objectives of its corporate partners, USC, and its stakeholders.


Media Contact:

Sarah Soss, Creative Productions
4510 E. Pacific Coast Hwy, Suite 500,
Long Beach, CA 90804
(562) 985-1363