Burbank Bob Hope Airport will be marketing itself to Bruin fans and Rose Bowl spectators under a three-year agreement that began Wednesday.

The Burbank-Glendale-Pasadena Airport Authority signed a $309,000 contract with IMG College LLC, a Winston-Salem, N.C. company that is the marketing representative of UCLA Athletics and the separately run Rose Bowl.

The airport will be promoted on LED signage at the Rose Bowl during football games and at Pauley Pavilion during basketball games. It also will receive sponsorship designation with all 25 UCLA sports programs, highlighted by promotions in traditional and online media.

The agreement, which includes an option for a two-year extension, will give more regional and national exposure to Bob Hope, which has struggled in recent years as passenger counts have dropped and airlines have cut back on service.

“The arrangement will raise awareness of the airport as the most convenient L.A. basin airport, a key message in attracting new passengers locally and across the country,” said airport Executive Director Dan Feger, in a prepared statement.