December 29, 2023, New York, New York – Brands have flocked to postseason opportunities with Disney Advertising to deepen their connection with football fans everywhere. Disney Advertising lauds 15 College Football Playoff Official Sponsors with a majority of multi-year partners returning for another season. Official Sponsors will be featured throughout the postseason across numerous fan-engaging opportunities such as presenting sponsorships and entitlements, custom creative leveraging official sponsor marks, integrations into live programming, social and digital sponsorship programs, and on-site activation.
“Following one of the most exceptional college football regular seasons to date, brands recognize the inherent value in Disney's sports offerings, particularly within the College Football Playoff,” said Deidra Maddock, VP, Sports Brand Solutions, Disney Advertising. “The continued storytelling with our returning sponsors underscores Disney's proven ability to deliver on brand Key Performance Indicators, solidifying our standing in the industry."
2024 College Football Playoff National Championship Presented by AT&T
As the presenting sponsor of the CFP National Championship broadcast, AT&T will keep college football fans connected by with innovative camera angles like the Ref Cam, Pylon Cams, and the Goal Post Cam that provide viewers with unparalleled perspectives during both studio coverage and live game telecasts of the National Championship game on Monday, January 8.
AT&T returns as the title sponsor of AT&T Playoff Playlist Live!, a three-night concert series at Shell Energy Stadium in downtown Houston, featuring top musical artists. Additionally, AT&T will have a presence across CFP Championship Weekend at Playoff Fan Central and the Allstate Championship Tailgate, offering a livestream from top gamers, talent meet and greets and more.
College Football Playoff Semifinals
The College Football Playoff Semifinals are set with Michigan, Washington, Texas and Alabama selected to battle for the title. In Prudential’s first year as a CFP Official Sponsor, the brand is the presenting sponsor of the Playoff Semifinal at the Rose Bowl Game presented by Prudential. Allstate collaborated with Disney CreativeWorks to develop custom creative to run in and around the Playoff Semifinal at the Allstate Sugar Bowl.
Brands Join the Ranks for New Year's Six Bowl Games
The New Year’s Six, a group of premier postseason bowl games in the Football Bowl Subdivision (FBS), return with four official CFP entitlement sponsors. These prestigious and tradition-rich games are played on or around New Year’s Day. Sponsors include:
· Vrbo Fiesta Bowl
· Chick-fil-A Peach Bowl
· Goodyear Cotton Bowl Classic
As a new CFP Official Sponsor this year, Great Clips is set to be the presenting sponsor of CFP Media Day on Saturday, January 6. The brand will host an interactive on-site activation at Allstate Championship Tailgate, where it will present fans with the opportunity to receive spray-painted hair designs representing their school colors.
Mercedes-Benz takes center stage as the halftime sponsor for all NY6, Playoff Semifinals, and the CFP National Championship broadcasts this season. Adding to the excitement, the auto retailer will showcase the ESPN College Football Podcast Van, a mobile studio and tailgate experience onsite in Houston.
Additionally, several brands will have a presence on-site throughout CFP Championship Weekend events. Modelocontinues as the Official Beer Sponsor of the CFP and will sponsor photo opportunities, games and branded prizes. Ram Trucks will showcase its new 2025 Ram 1500 Tungsten at Playoff Fan Central this year, alongside interactive games and giveaways for fans of all ages. Extending its Live Más Student Section program into the CFP’s National Championship Weekend fan events, Taco Bell will offer a student-only tailgate that includes a VIP viewing area, exclusive swag, and engaging activities, along with complimentary tacos. Cheez-It, Dr Pepper and Gatorade will all contribute product giveaways to fans throughout the weekend.
Kristen Smith | Kristen.T.Smith@Disney.com