Ben Chulick, assistant athletic director for marketing at UA, said the ad is currently displayed on just one light-rail train in the Valley. He said the intention of the ad isn't to troll ASU, but to promote the upcoming Wildcat football season to the near-50,000 UA alumni who call Maricopa County home.
"We wanted to try a light rail wrap as a new method to generate exposure, excitement, and hopefully ticket sales/donations for the 2018 Arizona football season. We thought it would be a good time to try with a new coach and tons of excitement for the 'New Era' of Arizona football," Chulick said in an email to ABC15.
Chulick said the ad is also intended to spread awareness of the Cat Cruiser bus program, which provides rides for Valley-based UA fans to and from every Wildcats home football game. The inside of the train includes ticket info and a URL for the Cat Cruiser, and a small section of the outside of the train includes a plug for the Cat Cruiser, as well.
"With the amount of alumni living in the Valley, marketing to our fans in the Phoenix area has been and will always be important to us," Chulick said. "I know a lot of people think we are trolling our rivals, but the truth is everything we do is strategically planned to generate exposure and buzz with the ultimate goal of increasing season ticket holders, Wildcat Club members, ticket buyers, KidCats members, Cat Cruiser riders, etc. from the Valley."