The record-breaking, unprecedented season of college football on ESPN continues its reign into the postseason as Disney Advertising and the College Football Playoff have locked in 15 official sponsors across multiple categories. These brands have worked collaboratively with Disney Advertising to develop season long custom programs with unique innovations around the game that will culminate across the CFP through on-site activations, multimedia sponsorship integrations, custom content, and more.
“Disney has a long history of advancing technology, and we are proud to continue to develop opportunities for our sponsors to efficiently tell their brand stories and reach consumers,” said Sean Hanrahan, SVP, Sports Brand Solutions, Disney Advertising. “This year a number of our CFP sponsors leaned into Disney’s unique ability to innovate around the game and will be able to connect with fans in really cool ways.”
AT&T returns as the presenting sponsor of the College Football Playoff National Championship. Allstate, Capital One, Chick-fil-A, Goodyear, Prudential, and Vrbo will be the title sponsors of the New Year’s Six (NY6) Bowl games. Additional sponsors include Cheez-It, Eckrich, Dr Pepper, Gatorade, Mercedes-Benz, Modelo, RAM Trucks and Taco Bell, all of whom will have a significant presence throughout the college football postseason, including activations across CFP Championship Weekend events in Los Angeles, California. The College Football Playoff, ESPN and the CFP sponsors create four pillar events that are made up of AT&T Playoff Playlist Live!, a weekend long concert series; Playoff Fan Central, a three day family friendly fan fest; Allstate Championship Tailgate, the day of game tailgate experience; and Allstate Party at the Playoff, an exclusive VIP event.
Throughout the regular season, college football games across Disney networks reached over 150 million people, and each CFP and NY6 game is just as sure to entice fans. The CFP semifinal games at the Vrbo Fiesta Bowl and the Chick-fil-A Peach Bowl are both set to take place on Saturday, Dec. 31. In its first year as a CFP Official Sponsor, Vrbo will extend its entitlement sponsorship to digital and social platforms, establishing a presence across both TikTok and Instagram. The brand will also collaborate with Disney CreativeWorks to produce custom creative spots, featuring Tim Tebow, that will run during the big game. On-site, the online vacation rental site will sponsor custom houses with décor to represent each team in the Championship Game for fans to engage with at Allstate Championship Tailgate.
During the Chick-fil-A Peach Bowl, the title sponsor will have a presence during tailgate festivities and ESPN will broadcast the action live during the game. Chick-fil-A will also sponsor Impact Player features shown throughout the postseason. Automotive brand, Mercedes-Benz, will also be working with ESPN, The Famous Group, The Peach Bowl and The College Football Playoff to create a first of its kind sponsored Mixed Reality execution in the game.
Capital One returns as the entitlement sponsor of this year’s Capital One Orange Bowl, which will take place on Friday, Dec. 30. Beyond the bowl game and Capital One Bowl Mania, the brand will continue to have a huge presence in the postseason with Rewarding Performance feature integrations and exclusive benefits for card members on-site.
Allstate returns as the title sponsor of the Allstate Sugar Bowl on Saturday, Dec. 31. The brand will also sponsor numerous integrations, including its Mayhem Moment features, throughout the NY6 and CFP games. The brand will continue to support the Allstate AFCA Good Works Team as the team will be highlighted on-site and within a halftime vignette during the game. Additionally, Allstate will continue to be the title sponsor of Allstate Party at the Playoff and Allstate Championship Tailgate during CFP Championship Weekend.
New this year, Prudential has signed on to be presenting sponsor of “The Granddaddy of Them All”, the 109th Rose Bowl Game on ESPN, airing on Jan. 2nd. The brand joins an impressive slate of sponsors across New Year’s Six (NY6) Bowl games.
This year’s Goodyear Cotton Bowl Classic, taking place Jan. 2, will showcase an in-game Road Test feature, highlighting a great moment from the team(s) on the road throughout the season. Additionally, the brand will give fans a look at some of the top Road Test moments of the season in Championship Monday studio programming.
For the CFP National Championship presented by AT&T, ESPN will collaborate in the utilization of AT&T 5G connected “Countdown Cameras” to capture some of the best sounds, colors, and moments across Championship Monday – giving fans the most innovative views as ESPN counts down to kickoff of the CFP National Championship presented by AT&T.
On-site during CFP Championship Weekend in Los Angeles, AT&T will continue to be the title sponsor of AT&T Playoff Playlist Live!, featuring A-list artists, the Jonas Brothers and Pitbull as headliners. Dr Pepper is back as the sponsor of the CFP National Championship Trophy and continues to engage with fans on social with its One Final Team social vote, where fans will vote on who they think will be crowned the National Champion.
Additional CFP sponsors will also have a significant presence throughout the college football postseason. Cheez-It has expanded its presence in college football by becoming the title sponsor of this year’s Cheez-It Citrus Bowl. Gatorade products will have visibility on the sidelines throughout the CFP games and fans will be able to sample products on-site throughout CFP Championship Weekend events. Throughout the season, Modelo partnered with ESPN’s Desmond Howard to celebrate college football fans with the Full-Time Fan contest and the winner will claim a $100,000 prize along with a trip to the CFP National Championship. RAM Trucks returns as the Official Tailgate Truck Sponsor of ESPN College Football, readying fans for kickoff across certain NY6 and CFP games with the kickoff and pregame sponsorship. The Live Más Student Section is back for certain CFP and NY6 games, as Taco Bell will provide 250 tickets per school to students who want to attend the game. This will have a huge presence both on-air and on-site.
Bukola Oyalabu | Bukola.Oyalabu@Disney.com
Kristen Smith | Kristen.T.Smith@Disney.com