The highly-rated, unprecedented sold-out season of college football on ESPN continues its reign with a historic number of sponsors for the College Football Playoff and post-season bowl games. Disney Advertising Sales has locked in 13 brands across six categories. Games will feature custom branded content developed by the award-winning creative content studio and agency, Disney CreativeWorks, as well as on-site activations and televised feature integrations.
AT&T returns as the presenting sponsor of the College Football Playoff National Championship Game. Allstate, Capital One, Capital One Venture X, Chick-fil-A, Goodyear, and PlayStation will be the title sponsors of the New Year’s Six Bowl games. Additional sponsors include Cheez-It, Dr Pepper, Gatorade, Mercedes-Benz, Modelo, RAM Truck and Taco Bell. In addition to the Championship Weekend Events in Indianapolis, all sponsors will have a presence within this year’s CFP All Access virtual experience, with certain sponsors creating digital games for fans to interact with. Each day, from launch on Dec. 15 through the College Football National Championship Game on Jan. 10, fans will have a chance to win prizes for participating.
“We've seen tidal waves of excitement with each matchup announcement as fans get ready to cheer on their teams and we’re excited that our sponsors are at the center of the fanfare and celebration,” said Sean Hanrahan, SVP Sports Brand Solutions. “We make it a priority to surround fans with a variety of content to make the viewing experience fun with the expectation that they will extend the amount of time they spend with the game.”
162 million Americans, more than half of the US population, watched a college football game this season. Fans are ready and excited to watch their favorite teams wrap up the college football season in bowl games across the nation.
Each Playoff game is a must-watch this year with matchups that are sure to keep fans on the edge of their seats. The semifinal games, the Goodyear Cotton Bowl Classic and the Capital One Orange Bowl, are both set to take place on Friday, Dec. 31. This year, Goodyear will be providing aerial coverage for all New Year’s Six Bowl games and College Football Playoff games. As a new initiative, tire sculptures of each team mascot will appear at the Goodyear Cotton Bowl Classic and the winners from the Goodyear Cotton Bowl Classic and the Capital One Orange Bowl will have their tire sculpture mascot represented at the National Championship Game.
The Granddaddy of them all, the Rose Bowl Game, returns to its familiar kick off time at 5 p.m. ET on New Year’s Day, Saturday, Jan. 1. Capital One Venture X, its new class of travel card, will be the presenting sponsor of the Rose Bowl Game. Additionally, Capital One will serve as the presenting sponsor of the Championship Drive Show that will air on Jan. 10. Featured integrations include Premium Play feature within Rose Bowl Game and the National Championship Game and Rose Bowl social extensions.
This year, Allstate will return as the title sponsor of the Allstate Sugar Bowl. The brand will also sponsor numerous other integrations including the Allstate nets behind the goalposts on-site and via on-air graphics, Celebration Moment features in select CFP and New Year's Six games, an on-site Allstate sponsored bus to be shown on air at the Capital One Orange Bowl and the National Championship game, and sponsorship of the Allstate Party at the Playoff on Saturday night of CFP Championship Weekend. For the main event – the National Championship game – ESPN is collaborating with AT&T to demonstrate the power of AT&T 5G through new and innovative content that will elevate the fan viewing experience.
Kristen Smith | firstname.lastname@example.org