College football kickoff weekend on ESPN platforms delivers strong engagement for brands
13 College Football Playoff Official Sponsors: AT&T, Allstate, Capital One, Chick-fil-A, Cheez-It, Dr Pepper, Gatorade, Goodyear, Mercedes-Benz, Modelo, Ram Trucks, Taco Bell and Vrbo are each returning as College Football Playoff Official Sponsors. Each brand will have a presence from kickoff through the CFP National Championship game.
17 Newcomers: New to the action this year are 17 sponsors including Avocados from Mexico ®, IHG Hotels & Resorts and Signet (Zales), among others. Avocados from Mexico® is making a big splash as the newest sponsor of Tailgate Week on ESPN. During Week 7, the brand will welcome fans to its“Guacgating” program with custom branded advancers, with ESPN highlighting the great tailgating scenes at each Tailgate Week game across the country. IHG Hotel & Resorts has emerged as the presenting sponsor of the ESPN Prime window and Signet (Zales) is presenting the ESPN Noon window.
48 Returners: Notable names returning for more fan-fueled games this year include Mercedes-Benz, Modelo and Vrbo among others. Mercedes-Benz has signed a new agreement reaffirming its College Football Playoff sponsorship and extending its position as an SEC Official Sponsor. In addition, this year Mercedes-Benz collaborated with ESPN to create a custom designed, Mercedes-Benz and ESPN College Football Sprinter Van that will travel to five college football game sites across the nation this year, including a stop at the College Football Playoff. ESPN’s Jen Lada will host a segment from the custom Sprinter Van at each stop that will air within ESPN’s College Game Day podcast. In their third year as the Official Beer Sponsor of the College Football Playoff, Modelo is going deeper with their Full Time Fan campaign, as they worked with ESPN to create a new and custom sponsorship surrounding overtime on ESPN platforms. Vrbo returns for its second year as the Vrbo Fiesta Bowl entitlement sponsor and the Official Travel Sponsor of the College Football Playoff with a huge presence throughout the regular season. Additionally, the brand has collaborated with Disney CreativeWorks to develop custom content that will air throughout the season.
65 all-encompassing sponsors to have presenting sponsorships, entitlements and features integrations throughout live programming: This season’s sponsors include 2Brand Apparel; 3BRAND; Aflac; Allstate; Apple; Arby’s; Ashley; AT&T 5G; Avocados From Mexico®; Behr Paint; Burger King; BMW; BWW; Camping World; Capital One; Cheez-It; Chick-fil-A; Cintas; Coke Zero; Coors Light; Cracker Barrel; Dave & Buster’s; Dell; Direct TV; DoorDash; Dot’s Pretzels; Duluth; Dunkin’; Duke’s Mayo; Dr Pepper; Eckrich; GEICO; Gillette; Goodyear; Guinness; IHG Hotels and Resorts; Invesco QQQ; Lexus; McDonald’s; Mercedes-Benz USA; Modelo; Nationwide; NFCU; Nissan; Old Dominion Freight Line; Old Trapper; PNC Bank; Papa John’s; Prudential; Progressive; Rain X; RAM Trucks; Royal Caribbean; Signets (Zales); SlingTV; State Farm; Taco Bell; The Home Depot; T-Mobile; Twisted Tea; USAA; Vrbo; Wendy’s Beef and Zillow.
Disney continues to attract the most diverse and engaged audiences across its breadth of sports rights and programming, and ESPN platforms once again offer some of the most anticipated college football matchups for fans to enjoy throughout the season. In addition to reaching the largest swath of football fans each September, they’re also the most invested. In 2022, ESPN celebrated its most-watched full season for football in six years, with a total of 150 million fans tuning in to college football and NFL games, while ABC aired its second most-viewed Kickoff Weekend on record.