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College Football Playoff signs up beer sponsor

Dos Equis, a beer brand produced by Mexican brewery Cervecería Cuauhtémoc Moctezuma, has struck a deal to become a sponsor of the College Football Playoff (CFP) US collegiate American football system.

Under the multi-year deal, the terms of which were not disclosed, Dos Equis will serve as the official beer sponsor of the CFP.

Dos Equis will have access to official CFP marks, logos, and various other content associated with the system, as well as the opportunity to execute on-site fan engagements at CFP games.

In addition, Dos Equis will benefit from a presence on platforms operated by US sports broadcaster ESPN and run a responsible drinking campaign alongside promotion of its various products. The CFP is operated by the ESPN Events division.

Ed Erhardt, president of global sales and marketing at ESPN, said: “Adding Dos Equis to the roster of brands aligned with the College Football Playoff further underscores the broad reach of the college football audience.”