Dos Equis is now the Official Beer Sponsor of ESPN’s College Football Playoff (CFP). The sponsorship deal is a multi-year agreement that further establishes Dos Equis’ standing in sports, and gives the brand a strong platform to drive fan engagement in one of the country’s most exciting and growing franchises.
Through the sponsorship, Dos Equis will leverage the CFP on ESPN to bring unparalleled and interesting experiences to help fans “Stay Thirsty” throughout the college football season and Playoff.
As part of the College Football Playoff, Dos Equis will have the opportunity to leverage a year-round marketing platform inclusive of rights to CFP marks, the opportunity to execute fan engagements on-site at CFP games, and logo usage rights on-pack for Dos Equis brands, as well as other content for the College Football Playoff Semifinals, College Football Playoff National Championship and the “New Years’ Six” bowl properties. In addition to extensive integration throughout ESPN’s CFP coverage, Dos Equis will have a significant presence across ESPN’s platforms throughout the regular season. Through the course of the deal, Dos Equis will promote a variety of “Drink Responsibly” communications for fans 21+, alongside promotion of its various products.
As the second most popular sport in the U.S., according to the ESPN Sports Poll, with a television audience which broke records as the largest cable telecast of all time (ESPN/Nielsen TV), the CFP has proven to be a key platform for reaching consumers 21+ during one of the most exciting sports events of the year.
Dos Equis has evolved over the past decade from a favorite beer amongst south-westerners, to a popular, nationally recognized brand via their irreverent advertising icon, The Most Interesting Man in the World. The premium import beer has been a staple at sporting events, with previous sponsorships of Tough Mudder and activation elements at the X Games. Given the significant brand growth over the past decade, Dos Equis is continuing this momentum by securing a multi-year sponsorship deal with the second most popular sport in America.
“Both Dos Equis and college football have seen tremendous growth over the past decade and working with the College Football Playoff and ESPN will be a bold platform for Dos Equis,” said Nuno Teles, Heineken USA chief marketing officer. “Millions of fans tuned in as part of last years’ record-setting championship telecast, and this is a remarkable opportunity to help our consumers stay thirsty during one of the biggest sporting events in America.”
“Adding Dos Equis to the roster of brands aligned with the College Football Playoff further underscores the broad reach of the college football audience. We look forward to working with Dos Equis to create ‘interesting’ brand integrations,” said ESPN’s Ed Erhardt, president, global sales and marketing.